At the Weekend Media Festival (Weekend.19) in Rovinj, companies WMG Product & Services and VTEX hosted a panel titled Agentic Commerce: What Retailers Actually Do About It, dedicated to practical applications of AI agents in retail. One of the panel's key takeaways was that AI is already taking over parts of retailers' operations, ranging from catalogue management and pricing strategies to customer support and online operations.
The panel featured Ljiljana Ahmetović, CEO of Shoppster and President of the E-commerce Association of Serbia; Tana Zimmermann, Founder of Bazzar; Vladimir Ćuk, Director of Marketing and E-commerce at Gigatron; and Kiril Dinov, Growth Leader for Eastern Europe and Poland at VTEX. The discussion was moderated by Aleksandar Petković, Head of Commercial Growth at WMG Product & Services.
"When talking about agentic commerce, attention is primarily focused on the consumer and the moment when an AI agent will search, compare, and purchase on their behalf. For retailers, however, that transformation has already begun much more quietly - within the catalogue, pricing, customer support, and operational processes that were carried out manually for years. This is precisely where the impact of AI is clearly visible: in operational efficiency and the volume of work that can be accomplished in a single day. The next step is identifying the processes where automation can deliver tangible, measurable business results right now," stated Aleksandar Petković, Head of Commercial Growth at WMG Product & Services.
Kiril Dinov further highlighted the operational dimension of this shift, citing examples of AI application in post-sales support, data management, catalogue operations, and daily e-commerce activities.
"AI can already automate a substantial portion of repetitive e-commerce processes today, but the greatest business results do not come from the technology alone, but from redesigning processes around it. In post-sales support, this means standard requests, such as order status, returns, and exchanges, are resolved automatically, while cases requiring judgment, rule deviations, or carrying financial and legal risk are escalated to human staff. The same applies to agentic commerce: retailers need to prepare their data, catalogues, and operations for an environment where AI becomes a new sales channel. Therefore, the question is no longer whether to experiment with AI, but which process to transform and how to measure its direct impact on business operations," said Kiril Dinov, Growth Leader for Eastern Europe and Poland at VTEX.
The varying perspectives from retail and marketplace platforms demonstrated the extent to which AI integration has already entered everyday business operations. Vladimir Ćuk, Director of Marketing and E-commerce at Gigatron, pointed out that the company's migration from a legacy PHP system to VTEX, in collaboration with Things Solver, unlocked opportunities to launch numerous AI initiatives and leverage technology more broadly to accelerate and scale processes.
Ljiljana Ahmetović, CEO of Shoppster and President of the E-commerce Association of Serbia, emphasized that AI is already transforming how e-commerce functions - from AI-powered search to automated pricing, procurement, and product data management.
Tana Zimmermann, Founder of Bazzar, addressed how agentic AI is altering the dynamics of online shopping and the consumer's role at a time when algorithms are becoming increasingly active participants in product discovery and purchasing decisions.
By participating in the Weekend Media Festival, WMG Product & Services continued to drive discussions on key trends shaping the future of e-commerce and retail, bridging technological advances with practical business solutions for retailers.