Today I attended the Dagorà LifeStyle Innovation Hub #lifestyle #innovation #day in Lugano — a genuinely interesting event because it brought together the topics I actually care about: AI, customer experience, data, and new decision-making models driven by intelligent agents.
It was also good to reconnect with several colleagues and professionals I respect, including Marco Loguercio and Alessandro Ponti — people who are always worth talking to when you want a real read on where the industry is heading.
One of the standout presentations was from Giovanni D’Antonio, CEO of Miamo, who laid out the brand’s strategic direction and how it’s evolving toward an increasingly personalised, data-driven, and internationally-minded ecosystem.
A clear throughline emerged from the day: building relationships and growth through genuine customer knowledge, touchpoint orchestration, and intelligent use of data — going well beyond the classic CRM playbook.
Equally compelling was the topic of Agentic Commerce, explored through Accenture’s new report. The premise is straightforward: in the not-so-distant future, it won’t just be people searching, comparing, and buying products online — increasingly, AI agents will be doing it on their behalf. The report draws a distinction between horizontal agents (generalist, cross-domain) and vertical agents (specialised in sectors like beauty, travel, or finance). This fundamentally changes how brands will need to design content, data, and experiences: being visible won’t be enough anymore. You’ll need to be legible and trustworthy to the AI doing the shopping.
I also appreciated the Callimacus presentation on the work developed for Brunello Cucinelli, where technology and digital experience become a coherent extension of brand identity — without sacrificing quality or authenticity in the process.
Finally, Andrea Pezzoni from Pinalli gave a sharp presentation on their Unified Data Platform, built to consolidate behavioural data, loyalty, transactions, and engagement into a single, real-time-activatable customer view.
The takeaway is hard to argue with: we’re entering a new phase of commerce, where AI, data, and automation will become the actual infrastructure of the relationship between brands and customers. Get on board — or find yourself treading water with the sharks.