What we learnt at Ecommerce Expo 2026 | Brave Bison

What we learnt at Ecommerce Expo 2026

At Ecommerce Expo this year, we asked four of our partners one question each about agentic commerce. Their answers cover trust, definitions, discoverability and what brands should do next. Watch each conversation below, with a summary of what we learnt.

Guardrails build trust in AI recommendations

Liam Holloway, sales manager at Nosto, says trust comes from balance. Leave AI to choose products from inside a black box and shoppers have to take the result on faith. Add guardrails such as size, colour, brand or category, and the recommendation reflects your business strategy as well as the model. You've guided the AI to the right product, so shoppers can trust the brand rather than the algorithm.

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