Editor's note: A special thank you to our partners for making VISIONS a reality.

VISIONS Summit: LA is presented by Adobe and Bloomreach, with support from IM Digital.

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Over 120 futurists filled the UCLA Nimoy Theatre for VISIONS Summit: LA, a half-day celebration of creativity and innovation at the intersection of culture and commerce. Future Commerce, in partnership with Adobe and Bloomreach, welcomed an expert panel of worldbuilders, innovators, creatives, and strategists to the stage to challenge the way we think about how we consume. 

Through a journey of keynote talks, panels, interviews, and Q&A sessions, attendees explored the dynamics of the multiplayer brand and dissected the implications of rapidly evolving tech and shifting consumer behavior.

Our keynote presenter, creative trailblazer, and award-winning filmmaker Walter Woodman of shy kids, closed out the show, divulging into AI, artistry, and the power of creative conviction.

Woodman pushes the boundaries of reality by embracing AI and other high-tech tools in his multimedia storytelling. Hitting topics like artistic boundary-breaking and the tension in newness, Woodman immersed listeners in his creative process, previewed current and upcoming projects, and shared how tech is changing the way stories are brought to life. 

“The fun of storytelling is to create a magic trick. If you can’t tell what’s what, I think that’s a good thing.” 

– Walter Woodman

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Watch the VISIONS Summit: LA Recap

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Key Takeaways

Every eCommerce futurist in attendance gained valuable insight from innovative, out-of-the-box thinkers who are leaders in their craft.

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“What you buy buys you back.”

– Phillip Jackson

The Emergence of Multiplayer Brands. Phillip Jackson, the co-founder and CEO of Future Commerce, discussed how modern commerce and culture were becoming increasingly multiplayer. He emphasized that technological advancements, like AI, allowed consumers to co-create and participate actively in brands and experiences. He argued that commerce was inherently tied to culture, and the future would involve leveraging technology to enhance these multiplayer interactions.

"Artificial intelligence is really the intersection where we're bringing the art of content and the science of data together."

– Tim Lee, Adobe

Glimpse: Tech Demos Presented by Adobe. Tim Lee from Adobe demonstrated Adobe's tools, like automated personalization and smart cropping, which help brands streamline content creation and create targeted, dynamic experiences for consumers.

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"Brand through product is an identity that [consumers] step into...If brands are meant to side-post culture, and culture is constantly shifting, what does that look like?”

– Rachel Joy Victor, co-founder of FBRCAI

Navigating Latent Space: Brand Identity in the Age of AI. Rachel Joy Victor explored how brands needed to navigate the computational reality shaped by AI. She discussed the concept of latent space, where AI deconstructed and generated content based on data relationships. Victor explained how brands could adapt to these changes by creating responsive and evolving identities interacting with the shifting cultural landscape.

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“When we are looking at the world in terms of vibes, we are seeing the world the way an algorithm sees it.” 

–Emily Segal, co-founder of Nemesis Global

Brands After Vibes. Emily Segal addressed the evolution of branding in the age of AI and mood boards, describing how brands had moved from storytelling to simply embodying a vibe. She critiqued the superficiality of current trends like "blueberry milk nails" and explored how brands could adapt to a post-vibe era by creating more meaningful and enduring connections with consumers​.

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"The point of a sacred space is that these folks are interested in talking to their peers and communing with each other…they’re not really concerned about the brand as much as they are about every person in this room."

– Raihan Anwar

Sacred Spaces: Early Adopters and Communal Convergence. Raihan Anwar speaks about the significance of "sacred spaces" in culture and commerce, emphasizing how certain digital and physical spaces foster deep, community-driven connections. He uses the example of Friends with Benefits (FWB), a digital community that thrives on personal interactions, both online and offline. Anwar illustrates how these sacred spaces are critical for building lasting brands and loyal consumer bases​.

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‍Overload: How to Deal with the Acceleration of Cultural Production. This panel discussion moderated by Phillip Jackson explored how the rapid pace of cultural production can lead to burnout and overload for both creators and consumers. The panelists, including Rachel Joy Victor and Emily Segal, discussed strategies to manage this acceleration, focusing on balance, prioritization, and redefining success. They emphasized the importance of slowing down and fostering meaningful cultural contributions amidst the rapid production cycle.

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“I believe in niches. I think a niche can grow over time and become big enough on its own to be a really strong, independent business.”

–Roy Rubin

‍Conversation with Roy Rubin. Roy Rubin, co-founder of Magento, reflected on the early days of eCommerce and the creation of a software ecosystem that prioritized creativity and community. He shared insights on how the eCommerce landscape has evolved, especially in fostering niche markets and personalized experiences. Rubin also spoke about his current role as a venture capitalist and the opportunities he sees for future innovation in commerce.

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"If we just lean into what customers expect of us, the brand could become unrecognizable. So it’s important for the brand to still maintain their authenticity and value prop, while leaving room for experimentation."

– Roxy Couse

‍Paradigms for Personalization Presented by Bloomreach. Our friends from Bloomreach discussed how to navigate the balance between personalization and maintaining brand authenticity. Roxy emphasized the importance of not letting customer expectations dilute a brand’s identity, while Elena highlighted the need for both individual experiences and a sense of community in today’s commerce landscape.

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“Because of your taste, you are able to manipulate tools [such as AI] to make something beautiful, and make something that makes us feel; that's the hard part. And it's still a very human exercise.” 

–Lesley Silverman

Curation, Taste, and Community in the Age of AI. Panelists Linda Ong of Cultique, Lesley Silverman of United Talent Agency, and Todd Terrazas of FBRC.ai unpacked the humanity of taste and curation. Harnessing the power of technological innovation can better equip our creative processes, the panel noted, but ultimately, you can’t automate taste. Artistry is innately human.

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"Very quickly, within the blink of an eye, we are completely revolutionizing how retail works on a fundamental level."

– Justin Ragsdale, IM Digital

GLIMPSE: “Pop-Curation”: GenAI and Customer Journey Orchestration. Justin Ragsdale of IM Digital projected a future where AI integration transforms productivity and business-to-consumer relationships. AI is moving beyond simple automation to become essential, empathetic "digital companions" that personalize customer experiences and business processes.

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“Imagine if we didn’t. Imagine if we didn’t have that idea and pursue it.”

–Walter Woodman

Telling Impossible Stories: shy kids on AI, Artistry and the Power of Creative Conviction. Walter Woodman journeyed through some of his recent work, discussing the tension of embracing new technology in art. Comparing the rise of AI to the invention of the internet, Woodman highlighted the importance of breaking thresholds in storytelling and warned against cynicism. “Try to find a relatable story, a story that means something to people. And if your brand doesn’t, I would probably rethink it.”

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How to See Into the Future

Based on reactions and reflections from our attendees, here are standout pieces of advice and their practical applications. 

1. Embracing the Multiplayer Mindset

Brands should open up channels of collaboration with their customers. Culture is becoming more and more participatory, and brands should utilize AI and other technology to embrace this shift, as consumers are now active co-creators of brand experiences.

2. Personalization and Authenticity

The importance of striking a balance between personalization and maintaining a brand's authentic voice in an increasingly AI-driven world can’t be overstated. Customer experiences can be enhanced through community engagement and personalized interactions.

3. The Influence of Culture on Brands

Brands are shaped by cultural movements and need to be both reflective of and engaged in the larger cultural conversation. Niche products strike a special kind of success and resonate with individual customers.

4. Standing Out in a Saturated Market

It can be challenging to capture attention in a fast-paced and "vibe-driven" world, especially with only seconds to engage consumers on social platforms. Speakers like Emily Segal addressed how brands can move beyond superficial interactions and stand out while staying true to core values.

5. Overload and Over-Correction

Standing out among saturated markets requires bold moves. If your brand is feeling “overloaded,” over-correction can be a good thing.

Scenes at The Nimoy

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Special thanks to Stereoscope Coffee for providing lattes, teas, cold brew, and pastries throughout the event.

Scenes at the Afterparty

The Hammer Museum’s esteemed Lulu restaurant welcomed VISIONS attendees for an afterparty under the stars. Guests connected, reflected, and networked while enjoying craft drinks and hors d'oeuvres. 

See Around the Corner

The future of commerce is communal, curated, and driven by real connections.VISIONS Summit: LA brought together thought leaders across disciplines to challenge the way we think about the integration of brand in culture and vice-versa. Brands must play the long game, embracing the collaborative, multiplayer movement of consumption and investing in building a legacy that makes consumers feel a part of something bigger than themselves. 

Future Commerce subscribers are futurists who read the shifts that take place at the intersection of culture and commerce. Stay ahead of it: Subscribe to Future Commerce Plus today for exclusive insights, including recordings of VISIONS Summit: LA, and early-access tickets to future VISIONS events.