Brent Peterson

Writer and Analyst Talk Commerce

Brent Peterson is a recognized authority in e-commerce innovation focusing on the intersection of AI agents and search optimization. Known globally as "The Agentic Commerce Guy," he helps businesses navigate the critical transformation from traditional SEO to Answer Engine Optimization (AEO) and autonomous search experiences. With over three decades in the commerce ecosystem, Brent brings a vendor-neutral perspective on how autonomous AI systems reshape the way customers discover and purchase products. An experienced eTail conference moderator, he believes technology must amplify human strategy rather than replace human judgment. He ensures businesses navigate the shift to AI-driven commerce while keeping humans in control at every critical decision point. Beyond e-commerce, Brent has completed 34 marathons, bringing an endurance athlete's mindset to business challenges: preparation, strategy, and persistence when reality tests technology. Based in Kona, Hawaii, he helps e-commerce leaders turn complexity into competitive advantage through human-first strategies.

Monday, August 10: Summit Day

3:25 PM Loyalty: Fireside Chat: Supercharging Your Reach with High-Value Content Marketing and Forward-Worthy Newsletters

In today's crowded digital landscape, brands need content that doesn't just inform but inspires shares, saves, and subscriptions to cut through the noise and amplify reach. High-value content marketing paired with forward-worthy newsletters builds loyal audiences who actively spread your message, driving organic growth without endless ad spend. In this fireside chat, Breanna Hughes, Co-Founder & COO of Bird&Be reveals her playbook for crafting magnetic content, curating must-forward newsletters, and turning one-way broadcasts into powerful, audience-fueled distribution engine.

Exploring how high-value, story-driven content and expert insights can position your brand as a must-read authority
Leveraging platforms to build direct, loyal audiences and create subscription-based or exclusive newsletter communities
Crafting engaging, segmented newsletters that deliver personalized tips, product updates, and behind-the-scenes content
Measuring success and optimizing your strategy for maximum open rates, clickthroughs, and long-term customer engagement

4:10 PM Loyalty: Fireside Chat: Cracking the Code on Declining Email Open Rates: Navigating Privacy Changes, Deliverability Challenges, and Engaging Your Audience

Email open rates are plummeting as privacy regulations tighten, inboxes overflow, and savvy subscribers grow weary of generic blasts that fail to spark interest. Marketers must now master deliverability hurdles, zero-party data strategies, and hyper-personalized content to cut through the noise and re-engage fatigued audiences. In this case study, our speaker will reveal battle-tested tactics for cracking the code—from authentic subject lines and smart segmentation to compliance-friendly engagement loops that revive campaigns and rebuild trust.

Responding to privacy changes and stricter filtering by optimizing for click-through rates and user engagement over traditional open metrics
Segmenting audiences and regularly cleaning lists to improve deliverability and reduce bulk email filtering issues
Implementing authentication best practices, personalizing subject lines and messaging
Experimenting with interactive formats, adaptive timing, and real-time testing to overcome reporting gaps

Check out the incredible speaker line-up to see who will be joining Brent.

Download The Latest Agenda