Unified commerce built the infrastructure; AI makes it intelligent enough to actually work at scale.

Joint GTM execution requires building the commercial engine first—shared narrative, seller enablement, defined plays—before running events and campaigns.

The gap between supply chain investment and visibility isn't a technology problem, it's a synchronization problem, and the window to fix it is closing fast.

Engineering partner ecosystems for execution separates companies that scale from those that stall at customer handoffs.

AI shopping assistants are moving from experimental features to essential infrastructure, but retailers must solve for trust, integration, and measurable business outcomes to capture the opportunity.