133: Composability, AI, and the "Digital Push-up" with Keith Messick, CMO at Vercel

How Agents Are Driving Operational Efficiency in B2B Commerce Featuring Derek Neff, Studio Science Derek Neff discusses how agentic commerce is transforming B2B buying through conversational AI, predictive purchasing, and operational efficiency. He shares how brands are using intelligent commerce experiences to simplify reordering, improve customer service, and create faster, more personalized buying journeys for dealers, service teams, and customers alike.   Manufacturing's Digital Future: How Agents and LLMs Are Transforming B2B Featuring Shane Smyth, Saltbox Shane Smyth explores how manufacturers are modernizing legacy commerce systems with AI-powered search, self-service buying experiences, and intelligent product configuration. The conversation highlights how agents can simplify complex B2B processes such as warranty claims, replacement parts, and post-purchase support while helping manufacturers deliver more efficient, scalable customer experiences.   The Concierge Experience: Agentic Commerce in Luxury and B2B Featuring Trish Myers, Account Executive with Salesforce Trish Myers explains how agentic commerce is creating personalized, concierge-style shopping experiences across both luxury retail and B2B commerce. She shares how AI agents are helping brands accelerate the path from product discovery to purchase through conversational recommendations, cross-channel support, and more intuitive customer interactions. Show Highlights: Agentic commerce and the future of AI-driven buying experiences Conversational AI for B2B ordering and customer service Manufacturing digital transformation with intelligent commerce platforms Search-first commerce experiences powered by LLMs and agents Warranty claims, replacement parts, and post-purchase automation Personalized luxury and retail shopping with AI concierge experiences Unified data, operational efficiency, and scalable commerce innovation Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast. *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.  

Agentic Commerce Explained: How Salesforce is Revolutionizing the End-to-End E-commerce ExperienceFeaturing Ata Tahiroglu, Salesforce Ata Tahiroglu breaks down the concept of agentic commerce and how Salesforce is transforming the full customer journey through AI-powered agents. He highlights the convergence of owned platforms, third-party ecosystems, and messaging channels to create seamless, personalized experiences that accelerate the path from intent to purchase.    From Organic Search to Agentic Search: Changes in Consumer BehaviorFeaturing Jon Jessup Jon Jessup explores the shift from traditional search to agent-driven discovery. He discusses the growing importance of intent data, conversational commerce, and emerging technologies like RCS messaging in driving engagement and conversions. Listeners will learn how brands can adapt to a multi-channel, AI-powered landscape to stay competitive.    Agents, Search, and Merch: The Future of CommerceFeaturing Lindsay Von Luma, Syntheium AI Lindsay Von Luma dives into the intersection of AI, merchandising, and product discovery, highlighting how brands can bridge the gap between customer expectations and real experiences. She explains how Syntheium AI empowers merchandisers to take a more proactive role in shaping discovery, using advanced models and streamlined tools to improve efficiency and outcomes.    Agentic Commerce, Gifting, and Generative AI at Dreamforce 2025Featuring Kyle Montgomery, Generous Kyle Montgomery shares the vision behind Generous, a consumer app leveraging AI to make gifting more thoughtful, personalized, and seamless. He discusses how agentic commerce protocols enable new business models that prioritize first-party data, human connection, and meaningful experiences. Show Highlights: Agentic commerce and AI agents transforming end-to-end shopping experiences Shift from traditional search to agent-driven and conversational discovery Importance of personalization through data, context, and customer behavior Convergence of channels, including web, social, messaging, and third-party platforms Role of AI in merchandising and improving product discovery efficiency Emerging technologies like RCS and their impact on customer engagement Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast. *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

In this conversation at Dreamforce, Caleb sits down with Matt Gorniak, founder and CEO of Threekit. We explore how lightning-fast AI innovation is reshaping how consumers and businesses buy. Matt shares how Threekit powers immersive, visual experiences that turn discovery into delight. From Louis Vuitton's interactive monogram customizer to B2B building materials where architects and homeowners configure windows, doors, and entire rooms with photorealistic previews, the focus is on emotional connection and effortless personalization. A standout insight comes from Matt's own experiment: he used ChatGPT to research local codes, select permeable pavers, and get contractor validation, front-loading the entire decision process. The result? Buying decisions now accelerate from inspiration to purchase at unprecedented speed. Caleb and Matt both emphasize that speed alone isn't enough — trust is non-negotiable. Brands must deliver transparent, reliable AI experiences grounded in decades of earned credibility. Listeners will learn how to make complex configuration invisible and joyful, why visualization wins loyalty across luxury and industrial verticals, and how to build agentic commerce that buyers actually trust. Show Highlights: Rapid AI innovation and Salesforce OpenAI partnership accelerating agentic commerce   Threekit enabling immersive visualization and personalization for luxury and B2B   Matt's personal AI-powered paver replacement process front-loading decisions with contractor validation   Importance of trust and seamless invisible technology in the fast AI buying journey   Buying decisions accelerating dramatically from inspiration to confirmation and purchase Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast. Supporting Resources: Matt Gorniak, Threekit: [email protected]  *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.  

At Dreamforce in San Francisco, we sit down with Keith Messick, CMO at Vercel, to unpack how composability, AI, and what he calls the "digital push-up" are shaping the next phase of the internet and commerce. A key theme of the conversation is the shift toward agentic commerce, where AI agents increasingly represent both consumers and brands. As these agents interact and transact with one another, businesses must rethink how digital experiences are built. Keith explains why composable architecture gives organizations the agility to innovate quickly and adapt to constantly evolving customer expectations. We also discuss how tools powered by generative AI are democratizing development. With natural language interfaces and AI-assisted coding, creating applications and digital experiences is becoming accessible to far more people than ever before. At the same time, this rapid expansion introduces new considerations around security, trust, and the management of massive amounts of AI-generated code. Show Highlights: Composable and headless architecture enabling faster innovation in digital commerce How Vercel helps developers ship faster with framework-defined infrastructure Generative AI and natural language are making app and website creation more accessible Security and trust challenges created by the explosion of AI-generated code The growing importance of structured data and documentation for AI-driven discovery Why speed, performance, and strong information architecture still matter for search and AI ranking Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast. *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

Recorded at Dreamforce, we explore the next era of shopping with Rishabh Jain of Fermat and how agentic commerce is reshaping the customer journey. We discuss the rapid rise of AI-powered discovery, where platforms like ChatGPT are becoming a primary entry point for consumers, and what that shift means for brands.  The conversation dives into the need for rich, contextual, and shoppable content, along with delivering seamless experiences across channels. We also unpack the convergence of behavioral and identity data to drive personalization, and why trust and authenticity are critical.  Show Highlights: ChatGPT and LLMs emerging as primary shopping entry points Shift from traditional SEO to rich, shoppable content Seamless, context-aware experiences across channels Convergence of behavioral and identity data for personalization Agentic commerce across search, merchandising, and personal shopping Trust and authenticity as competitive advantages in AI-driven commerce Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast. *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know we sent you.

Recorded live at Dreamforce, we have a conversation with Amy McNamara from Forter to unpack how agentic commerce and AI are transforming retail. As AI-powered agents begin transacting on behalf of consumers, the discussion centers on how this shift is redefining trust, fraud prevention, and customer experience. Amy shares how traditional rules-based systems fall short in this new landscape, where transactions are no longer tied to a single device or channel. Instead, Forter focuses on the identity behind each interaction, using a global identity graph to determine trustworthiness regardless of where or how a transaction occurs. This approach helps retailers reduce friction for legitimate customers while staying ahead of evolving fraud tactics. The conversation also explores the rise of new fraud vectors, including bot-driven abuse and account takeovers, alongside the growing need for visibility into agentic activity. Listeners will learn how leading brands can balance seamless experiences with strong security, and why trust is becoming the foundation of successful, AI-driven commerce. Show Highlights: Limitations of traditional rules based fraud prevention Identity driven approach to trust across channels and touchpoints Rise of new fraud vectors including bots and account takeovers Importance of visibility into agentic activity on retail sites Balancing seamless customer experiences with strong security Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast. *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

Modern ecommerce success depends on more than simply getting customers to a checkout page. In this episode, we speak with Jeff Cannon, CEO of Yoga Democracy, about how brands can improve conversion by combining smarter technology, authentic content, and data-driven insights. Jeff discusses Yoga Democracy's recent move to Agentforce Commerce, where the company launched a streamlined storefront and is now focused on refining the customer journey. By analyzing traffic from channels like TikTok and Facebook, the team can better understand where visitors originate and why some do not convert. Improvements such as curated collections, wishlists, and product recommendations help guide shoppers toward completing a purchase. A key theme is the power of user-generated content. Real customer photos provide social validation and help shoppers visualize fit and style, making purchasing decisions easier. The conversation also explores how AI and conversational search are reshaping commerce, enabling more personalized shopping experiences and new pathways from inspiration to purchase. Show Highlights: Using traffic data from social channels to understand conversion gaps Optimizing product collections and recommendations to increase purchases The role of user-generated content in building trust and engagement Connecting social media inspiration to the on-site shopping journey How AI and conversational search may reshape online product discovery Preparing brands for future commerce driven by data and personalization Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast. *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

What does it take for a legacy brand to stay ahead in a world where customers are increasingly turning to AI for answers instead of traditional search? In this conversation, we sit down with Nick Ljubi, Director of Product for front-end applications at ScottsMiracle-Gro, to unpack how the company is rethinking its digital foundation to deliver more personalized, contextual customer experiences. Nick shares how Scotts is unifying its branded websites and consolidating B2B and B2C channels into a single, modern ecosystem built on Salesforce. Rather than chasing AI as a quick fix, Nick emphasizes getting the fundamentals right first — clean, unified data and scalable architecture. Listeners will learn how strong brand equity, thoughtful technology investment, and a forward-looking roadmap can position established brands to lead in an AI-powered commerce landscape. Show Highlights: Building a foundation of clean, connected data before scaling AI initiatives Creating a single consumer ID to power cross-channel personalization Leveraging Salesforce to integrate commerce, marketing, and service data Preparing content and product data for LLM-driven discovery and AI commerce Using field sales insights and retail data to inform digital experiences Moving from reactive website redesigns to a proactive, future-ready roadmap Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast. *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.  

In this episode, we sit down with Marie-Theres Mangelsdorf and Nino Bergfeld to explore Montblanc's ambitious commerce transformation — launching a new platform across 60 markets in just 11 months. We discuss how Montblanc balanced its rich heritage with the demands of modern digital commerce. Marie-Theres shares the strategic decisions that made the rapid rollout possible, including ruthless prioritization between "business critical" and "nice to have," and aligning the entire organization around a clear why. We also dive into global consistency versus local adaptation, the realities of headless versus monolithic architectures, and how luxury brands must carefully choose what to control in-house versus outsource. Beyond technology, the conversation highlights leadership lessons to drive change while keeping the business running. Show Highlights: Balancing brand heritage with modern digital innovation Prioritizing business critical features over perfection Global consistency with strategic local adaptations Headless versus monolithic architecture decisions in luxury In-house control versus outsourcing across the value chain Leading teams through high pressure transformation with clarity and transparency Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast. Supporting Resources: Nino Bergfeld: [email protected]  *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.  

In this episode, we sit down with Marie-Theres Mangelsdorf and Nino Bergfeld to explore Montblanc's ambitious commerce transformation — launching a new platform across 60 markets in just 11 months. We discuss how Montblanc balanced its rich heritage with the demands of modern digital commerce. Marie-Theres shares the strategic decisions that made the rapid rollout possible, including ruthless prioritization between "business critical" and "nice to have," and aligning the entire organization around a clear why. We also dive into global consistency versus local adaptation, the realities of headless versus monolithic architectures, and how luxury brands must carefully choose what to control in-house versus outsource. Beyond technology, the conversation highlights leadership lessons to drive change while keeping the business running. Show Highlights: Balancing brand heritage with modern digital innovation Prioritizing business critical features over perfection Global consistency with strategic local adaptations Headless versus monolithic architecture decisions in luxury In-house control versus outsourcing across the value chain Leading teams through high pressure transformation with clarity and transparency Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast. Supporting Resources: Nino Bergfeld: [email protected]  *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.