DMEXCO Masterclass with DOUGLAS and Salesforce

Retail media is evolving from a marketing channel into the visibility infrastructure for AI commerce.

If brands fail to optimise their product data, content and media investments today, they simply will not show up in tomorrow’s purchase decisions. Retail media has long become more than a reach-driven marketing channel: it increasingly determines which products are discovered, recommended and ultimately purchased by AI systems. Visibility is emerging as the decisive success factor in AI commerce.

In their masterclass, Nesma Abdel-Hamid (Douglas Marketing Solutions), Markus Schäfer (Salesforce) and Omar El Agrebi (IBM iX) demonstrated this shift through the example of K-Beauty. Read the key insights here.

IBM iX is supporting DOUGLAS in laying the foundations for successful AI commerce and agentic commerce.

The focus is on integrating customer experience, data, technology and marketing, as well as developing future-proof commerce ecosystems.

Our services include:

• Strategy and consultancy for AI Commerce and Agentic Commerce
• Commerce and retail media transformation
• Customer experience strategy and journey design
• Data strategy, data governance and data quality management
• Product information management and product data enrichment
• AI readiness assessments and roadmaps
• Implementation and optimisation of modern commerce platforms
• Integration of commerce, CRM, marketing and retail media systems
• Development of AI-powered customer experiences
• Identification and implementation of new growth models across the digital value chain

Together with DOUGLAS Marketing Solutions and Salesforce, IBM iX helps brands position their products, content and data in such a way that they remain visible, relevant and competitive, even in an AI-powered commerce landscape.