For years, personalization in e-commerce has been viewed as a conversion tool based on the trail left by customer behavior: making better recommendations, reaching customers sooner, and guiding them toward a purchase. But the emergence of cognitive twins opens up a new frontier: what if the next competitive advantage weren’t about knowing the customer better to sell them more, but rather about making the purchasing process unique, personalized, operationally flawless, and commercially fair?

In this session, Gerardo Casas introduces a new frontier for e-commerce and retail: the customer’s cognitive twin. This model is designed to understand intention, context, friction, decision-making criteria, and perceived risk, and it is based on a clear thesis: the personalization of the future cannot be merely a commercial tool for companies; it must become a layer of intelligence at the service of the customer.

The talk applies the concept to real-world examples: cognitive shopping assistants, smart configurators, trust-based loyalty programs, shopping agents, and the new responsibilities of the CAIO in e-commerce. A practical and strategic perspective for executives, retailers, marketplaces, and digital teams who want to apply AI beyond simply automating tasks.