What happens when your best customer is no longer a person, but an AI agent acting on their behalf?
Agility requires not just adapting to new technologies, but fundamentally rethinking the customer journey when those technologies change the very definition of a customer. It demands a proactive stance on what’s next, rather than a reactive one.
Today, we’re going to talk about the seismic shifts happening in e-commerce, fresh off the floor of NRF 2026, and what it all means for the year ahead. We’ll explore the real-world impact of AI on the customer experience, the rise of agentic commerce, and how marketing leaders can prepare for a future that’s arriving faster than anyone expected.
To help me discuss this topic, I’d like to welcome back Lena Moriarty, Head of Marketing at eTail.
About Lena Moriarty
Lena Moriarty is the Head of Marketing at eTail, the conference community designed to power your growth 365 days a year. At eTail, she takes charge on all things omnichannel marketing and strategy, from point A to point Z.
Lena Moriarty on LinkedIn: linkedin.com/lenamoriarty
Resources
eTail Palm Springs: https://etailwest.wbresearch.com/
The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow
Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/
Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://www.thecrmc.com/
Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agile
Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom
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Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com
The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company
