This session is a practitioners account —  not a keynote from a vendor stage, but a view from inside one of the largest production deployments of agentic AI in customer experience: built, broken, rebuilt, and now running at scale across a 1,000+ agent organization. RingCentral's SVP of Customer Success, Curtis Peterson, deployed AI directly into the customer experience layer — the interactions that touch revenue, brand, and loyalty — and has the results to show for it: 24% SLA improvement, 40% reduction in misdirected volume, 26% after-hours containment. He also has the hard-won perspective on everything that had to change before any of that was possible.

AI is rapidly reshaping retail and advertising, with AI-driven commerce growing 693% YoY during holiday 2025 and McKinsey projecting $5 trillion in global AI commerce volume by 2030. Amazon sits at the center of this shift—processing trillions of customer signals daily across 300M+ active accounts. The revolution has moved beyond automation into creation: generative AI now produces thousands of personalized ad variants in minutes, synthesizes intent signals into predictive audience segments with 3x precision, and powers conversational shopping and food ordering. Business to Consumer companies want to surface products before customers actively search. First-party signals can identify high-propensity buyers weeks before a purchase decision, enabling brands to anticipate demand rather than react to it. During this session, we will explore how AI can be used for personalization, content, and campaign automation.

AI is beginning to fundamentally reshape the sports and entertainment landscape - from how organizations engage fans and personalize experiences, to how content is created, operations are optimized, and new business models emerge. This session will explore the trends and technologies driving that transformation, grounded in real-world examples and practical implications for the industry. The conversation will challenge Ilitch leaders to look beyond incremental change and consider where AI can create differentiated value for their organizations. As the boundaries between technology, media, commerce, and experience continue to converge, the opportunity will belong to those willing to lead through change rather than react to it. Ultimately, the session is designed to inspire leaders to turn disruption into momentum and position their brands for the next era of growth and relevance.

AI is rapidly moving from experimentation to enterprise-wide impact, creating new opportunities to improve how organizations operate, make decisions, and drive growth. This session will showcase real-world AI applications already delivering value across the Ilitch family of companies, highlighting how business challenges can be reimagined through intelligent automation, analytics, and AI-powered workflows. Through two compelling case studies—AI Franchisee Lead Gen, which leverages an AI-powered CRM to identify, qualify, and manage franchise development opportunities, and MotorCity Casino AI, which is driving efficiencies across casino operations—the session will demonstrate how practical AI solutions can create measurable business outcomes. More than a technology discussion, this conversation will challenge leaders to think differently about where AI can unlock productivity, enhance decision-making, and accelerate strategic objectives within their own organizations. Ultimately, this session is designed to inspire attendees to identify new possibilities, learn from proven successes, and accelerate AI-driven transformation across the enterprise.