The talk by Carlos Martinez, CEO of Epinium, the eShow, entitled: The future of e-commerce is AGENTIC, will address the paradigmatic disruption that Generative Artificial Intelligence (GAI) and advanced machine learning are introducing in digital retail. It will explore the transition from reactive automation (bots and chatbots) to Agentic AI. These autonomous agents, endowed with complex reasoning capabilities , multi-step planning and transactional execution without direct human intervention, are destined to redefine the customer journey. It will discuss how digital agency will facilitate hyper-personalization at a granular scale, enabling shoppers to delegate the entire purchase cycle (from need identification to price negotiation and post-checkout logistics). Martinez will delve into the need for e-commerce platforms to evolve their architectures to support cross-platform interoperability and real-time data flow to enable seamless interaction between consumer and brand agents.