BigSummit 2025 Recap: How Agentic Shopping Is Transforming Product Discovery

 At BigSummit 2025, leaders from Dell, Tapestry, and Revelyst shared how AI-driven shopping is redefining product discovery and data strategy.

At BigSummit 2025, leaders from across the industry explored one of the most important shifts reshaping ecommerce — the rise of agentic shopping, where AI systems act on behalf of consumers.

The session, “B2C to A2A: How Agentic Shopping Makes Catalog Quality More Important Than Ever,” brought together Amera Khalil, Director of Sales Account Management at Commerce, Owen Spencer, Sr. Director of Direct to Consumer Applications and AI Enablement at Revelyst, Tari Huddleston, Global VP of Digital and Ecommerce at Revelyst, Genna Mordaga, Senior Director of Search and Feeds at Tapestry, and Paul Mansour, Global Marketing Director at Dell Technologies.

Together, they discussed how brands can prepare for an AI-driven future where product discovery depends less on search and more on structured, high-quality data.

“The winners over the next few years are being defined right now,” said Spencer. “If you wait until this is all figured out, it’s going to be too late.”

Key insights from the session

• Agentic commerce marks a fundamental shift in how shoppers discover and evaluate products.

• Catalog data quality and structure are now central to brand visibility in AI-driven platforms.

• Unstructured content such as reviews, guides, and FAQs enhances contextual discovery.

• Brands that act quickly, collaborate across teams, and test early will shape the next era of ecommerce.

What Paul shared on stage

Paul Mansour from Dell Technologies compared today’s transformation to the early days of the internet, describing it as a pivotal moment for how consumers discover and engage with brands.

A new paradigm for discovery.

Mansour explained that traditional channels such as paid search, browsing, and affiliate marketing are evolving as shoppers increasingly rely on AI agents for answers. 

To stay visible, brands must adapt to how these intelligent systems interpret and deliver product information.

“When we look at the calendar, it says 2025,” said Mansour. “But I think we’re all time travelers. It feels like 1995 and the World Wide Web is only two years old. There’s a paradigm shift happening again.”

Turning data into a competitive advantage.

He also outlined how data has become the foundation for visibility and growth in this new environment. Instead of thinking of data as a marketing asset, brands should treat it as a core business strategy.

Mansour encouraged companies to:

• Invest in data quality to ensure accuracy and discoverability across channels.

• Integrate teams so marketing, product, and operations collaborate around a unified data strategy.

• Partner strategically with technology providers who can support AI-driven commerce.

The brands that work cross-functionally and act early will lead in shaping the next era of digital discovery.

What Tari and Owen shared on stage

Tari Huddleston and Owen Spencer from Revelyst shared how their teams are preparing for AI-led discovery through structured and unstructured data.

Building a foundation for AI readiness.

Huddleston explained that the first step was a complete audit and enrichment of their data to identify gaps and opportunities. 

Spencer added that having strong structured data practices already in place allowed them to move faster toward AI readiness.

Their partnership with Feedonomics and Perplexity has enabled them to test new data models in real time, giving them hands-on experience as agentic discovery evolves.

“We’ve been a Feedonomics customer for a while, so we already had a strong grasp on structured data,” said Spencer. “The next step was identifying how unstructured data such as videos, reviews, and guides could live within our feed.”

Creating value from unstructured data.

They also shared how unstructured content — from videos and reviews to product guides — helps brands provide richer context and improve customer experiences.

To prepare for agentic discovery, Revelyst is:

• Integrating unstructured content into product feeds to improve context for AI platforms.

• Surfacing detailed technical information that aids customer decision-making.

• Strengthening collaboration across teams to ensure data consistency and completeness.

Huddleston emphasized that this process has also united internal teams, driving a stronger culture of learning and adaptation around AI readiness.

What Genna shared on stage

Genna Mordaga from Tapestry spoke about how content strategy and measurement must evolve for the agentic era.

Expanding content beyond the purchase.

Mordaga explained that Tapestry is expanding its focus to meet shoppers earlier in their journey, long before they’re ready to buy. 

Educational and inspirational content, such as guides and FAQs, are helping brands like Coach and Kate Spade appear at the top of AI-driven discovery results.

“It’s not just about where to buy,” said Mordaga. “We’re creating content for awareness, questions like ‘How do I take care of a bag?’ or ‘What is this bag made of?’ We want Coach or Kate Spade to be top of mind when people start looking.”

Measuring visibility in new ways.

She shared that traditional analytics no longer capture the full picture of brand performance. Instead, Tapestry is focusing on broader visibility across AI-powered ecosystems.

Key metrics now include:

• Brand mentions and presence across large language models (LLMs).

• Share of visibility in AI-generated results.

• The overall quality and completeness of product data.

Mordaga emphasized that adapting to these new forms of measurement will be essential for maintaining brand relevance in the years ahead.

Turning insights into action

The panel wrapped up with actionable advice for brands preparing for agentic commerce.

• Move quickly: The winners over the next few years are being defined right now, so don’t wait until everything is figured out.

• Stay curious: Keep learning, testing, and iterating even when results aren’t perfect.

• Collaborate early: Bring your best people together across departments to tackle what’s new.

• Use momentum wisely: Take advantage of the current excitement and visibility to secure the resources needed to move forward.

The final word

This discussion made it clear that agentic commerce is already here. The brands that organize their data, align their teams, and move quickly will lead the next wave of digital transformation, reflecting the innovation and collaboration that define BigSummit.

Want the full experience? Watch the complete session with Owen Spencer, Sr. Director of Direct to Consumer Applications and AI Enablement at Revelyst, Tari Huddleston, Global VP of Digital and Ecommerce at Revelyst, Genna Mordaga, Senior Director of Search and Feeds at Tapestry, and Paul Mansour, Global Marketing Director at Dell Technologies, and hear their insights in their own words.