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Most of the discussions stayed grounded in mechanics: how data flows across platforms, how context is preserved between channels, what tends to break and what accelerates, as companies across the region deploy agentic models into daily operations.
Salesforce showcased real-world use cases, and one of the most illustrative came from a jewelry brand. Picture this: a customer visits the website, chats with an AI assistant about a bracelet, completes the purchase via a generated link, and later calls support, where another AI agent picks up the conversation with full context, including preferences and the recent order.
No theatrics. No transformation manifests. Just a clear example of how well-designed systems turn continuity into a product feature. So, what does it take to deliver this level of coherence?
Businesses are now assembling true end-to-end flows, upskilling their teams and seeking architectures that can withstand real-world volume and customer pressure. Personalization is an operational responsibility. And AI? It’s rapidly exposing the widening gap between companies that deliver on it – and those that delay.
