Andrew Burton, commercetools | Elevate 2025
AI Summary
In this keynote session from the Elevate Global Commerce Summit, Andrew Burton, CEO of commercetools, discusses the evolving landscape of commerce driven by technological advancements, particularly AI. He emphasizes the need for companies to either embrace disruption or lead a re-imagination of their operations. Burton highlights the shift from transactional to emotional engagement in commerce, stressing the importance of creating meaningful connections with customers. He explores the role of agentic AI in transforming commerce experiences, suggesting that it will enable hyper-personalized interactions and empower both consumers and workers. The discussion underscores the necessity of a MACH (Microservices, API-first, Cloud-native, Headless) architecture to support future commerce needs and the importance of providing tools that encourage experimentation and innovation within organizations. Burton concludes with insights on the need for businesses to embrace change and leverage technology to enhance customer loyalty and engagement.