Chief Strategy & Customer Officer Agentic Commerce
Salesforce
Adriana Bourgoin is Chief Customer Strategy Officer at Agentforce Commerce at Salesforce where she works with retail and consumer brands navigating the shift to AI-driven commerce. With more than 30 years in enterprise technology — spanning AOL, The Washington Post, Demandware, and Salesforce — she has spent her career at the inflection points where new technology reshapes how businesses reach and serve customers. At Salesforce she advises C-suite leaders on AI strategy, agentic commerce, and the operational decisions that determine which brands win in a rapidly changing landscape.
Thursday Jul 23
12:00pm - 12:30pm
What happens when a customer asks an LLM which retailer to buy from — and your brand isn't mentioned? As LLMs and answer engines reshape product discovery, retailers must optimize not just for search – but for AI-generated answers. Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) require brands to publish precise, high-volume, structured content that AI trusts and cites.
Increasingly, models rely on sources like Reddit, LinkedIn, and Quora – where a single outdated or negative post can disproportionately influence brand perception. Retailers are facing new risks: AI hallucinations, reliance on outdated or paywalled information, and shrinking first-mover advantage windows. This session explores how brands can audit AI responses, scale and syndicate authoritative product and policy content, and prepare for emerging monetization models. Learn how to ensure your brand is recommended – not misrepresented – when AI becomes the primary interface for product discovery and purchase decisions.
