AI and Loyalty Dominate London's 2026 Marketing and eCommerce Expo

The conference began with an exploration of the evolving buying journey, as industry experts examined how AI-driven search, social discovery, and shopping assistants are fundamentally altering product choice. A recurring theme across the show floor was the challenge of earning genuine consumer trust in an era of infinite options. Kate Hammond, a loyalty and CRM consultant, cautioned that high sign-up numbers for rewards programs are often hollow if they fail to drive repeat business, noting that membership does not automatically equate to loyalty.

Discussions also focused on the strategic deployment of AI agents. Adobe Commerce’s Shaun McCran emphasized that the future of digital storefronts relies on AI-readable data, arguing that intent, rather than a destination, should drive commerce. While the potential for automation remains a focal point, executives from companies like Shopify and DEPT urged a balanced approach. Jonathan Whiteside, Global EVP of Technology at DEPT, advised that while AI should handle dispassionate tasks like forecasting, empathetic interactions must remain firmly in human hands. The event continues today with sessions featuring high-profile speakers, including former England Lioness captains Millie Bright and Ellen White, who will discuss building high-performing teams under pressure.