Realistic Agentic Commerce: opportunities and limitations

Hosted by René Kriegler and Doug Turnbull

Thu, Jan 22, 2026

5:30 PM UTC (1 hour)

Virtual (Zoom)

Free to join

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'Relevant Search' masterclass
Doug Turnbull and Nick Zadrozny
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What you'll learn

Agentic commerce's role in buyer decisions

Agents and LLMs have become invaluable shopper research assistants. How does this differ from traditional search's role?

Traditional e-commerce search vs chat-based product search?

How can you create opportunities for discovery, but also avoid losing what's great about regular search?

The limitations of agentic commerce

How search, recommendations, and chat are all crucial components of discovery. Where each fits in to shopping

Why this topic matters

Your users research your products using ChatGPT and friends. It makes senes to begin thinking about your own agentic search strategy. Choosing investments can be tricky - you don't want to abandon traditional search and recommendations investments. René will help us discover the value proposition for agentic commerce to help product and technical teams better plan.

You'll learn from

René Kriegler

Chief Strategy Officer, OpenSource Connections

René has worked in search for almost two decades, including on projects for some of the top 10 German e-commerce sites. He is co-founder and co-organiser of MICES (Mix-Camp E-commerce Search), an event that brings together the e-commerce search community each year.

Doug Turnbull

Search at Reddit, Shopify, Daydream.ai

Doug Turnbull helps clients build better agentic search systems. He led machine-learning-driven search initiatives at Reddit, significantly improving search relevance through Learning to Rank methods. Doug also advanced e-commerce search at Shopify and served as CTO at OpenSource Connections. He co-authored the influential book Relevant Search (Manning, 2016) and created popular open-source tools, including Quepid and the Elasticsearch Learning to Rank plugin. He regularly speaks at industry conferences, making search relevance accessible to engineers.

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