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Home Insights Ebooks Agentic AI in
composable commerce

Attention retail leaders!

Do you want to deliver personalized recommendations and tailored promotions that speak directly to each shopper’s needs? Could optimized product descriptions and comparisons help customers make purchase decisions more confidently? Do you need to streamline checkout and roll out new features faster so customers can complete their purchases without friction? Would resolving customer inquiries with minimal human intervention improve both satisfaction and efficiency?

These are just some of the challenges that AI agents are already solving in retail today. And when paired with a robust foundation like composable commerce, their impact multiplies.

Composable commerce offers a flexible, scalable architecture with modular Packaged Business Capabilities (PBCs) that manage specific functions, while agentic AI brings the intelligence to orchestrate them dynamically. It’s no coincidence that 77% of organizations advanced in their composable journey already use AI, compared to just 36% of those still in the early stages.

Download this e-book to see how agentic AI adds autonomous intelligence to CMS, search, OMS, personalization, and payments, while benefiting from the agility of composable architecture.

Why agentic AI and composable commerce are better together

When agentic AI meets composable commerce, static systems start thinking, adapting, and creating in real time.

 

Composable commerce provides the perfect foundation for agentic AI

Agentic AI can’t thrive in tightly coupled systems. To operate autonomously, agents need modularity, interoperability, and adaptability. The kind that only a composable strategy built on MACH principles can deliver: Microservices, API-first, Cloud-native, and Headless. Then simply throw in a Model Context Protocol (MCP) to help agents understand and interact with PBCs and orchestrate connected customer experiences.

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Agentic AI orchestrates real-time customer journeys

Most PBCs (CMS, search, commerce, and more) still depend on static rules and preconfigured workflows. With agentic AI, you can turn them into intelligent, self-orchestrating business functions that instantly adapt to changing customer expectations. Context-aware agents evaluate behavior, trigger flows, and execute actions in real time to meet modern customer expectations.

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AI agents at work across the composable commerce stack

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Content that speaks to every customer

Deliver content that adapts in real time to behavior, seasonality, and performance signals. Automate personalization, localization, and SEO, while retiring low-performing assets automatically. AI agents continuously optimize copy, visuals, and layouts for every audience across every channel, freeing marketing teams from manual updates.

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Search that understands intent

Transform search from a query box into a conversational shopping companion. Agents interpret natural language, understand shopper intent, refine results through dynamic re-ranking and optimized catalogs, and enhance discovery with content and context to drive repeat purchases, increase average order value, and reduce search abandonment.

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Commerce that optimizes each transaction

Move beyond static merchandising and rule-based promotions with agentic AI. Rapidly monitor signals, browsing behavior, basket activity, social trends, even weather, and act on them instantly. Make every transaction personal with real-time recommendations, dynamic substitutions, promotion simulations, and smart bundle creation, balancing profitability with customer delight.

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Orders that fulfill on time, every time

Forecast demand accurately, route orders intelligently, mitigate disruptions, and streamline returns with AI agents guiding your OMS in real time. Delight customers with frictionless fulfillment by automating coordination across warehouses, suppliers, and carriers, so every order arrives on time, at the best cost, without the human scramble behind the scenes.

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Personalization that runs on up-to-date customer data

Move beyond static segments to real-time, one-to-one engagement. Keep customer profiles continuously updated with AI agents monitoring every click, search, and purchase. Anticipate intent, trigger contextual offers and retention campaigns instantly, and learn from every response to make personalization smarter with every interaction.

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Payments that protect revenue and trust

Keep every transaction seamless, secure, and cost-efficient with Agentic AI. Detect anomalies throughout customer journeys, optimize acquirer routing in real time to reduce fees and increase approvals, and ensure frictionless checkout experiences that build customer trust while protecting margins and maximizing revenue.

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Contributing authors

Achilles Chalkiotis

Achilles Chalkiotis

Global Head of Digital Engagement

Achilles brings over two decades of expertise in marketing technology and customer engagement solutions. His extensive career spans multiple industries, including automotive, FMCG, manufacturing, and financial services, where he has consistently delivered enhanced business outcomes through strategic digital initiatives. His impressive portfolio includes collaborations with leading brands across diverse sectors. In consumer packaged goods, he has worked with industry giants like Coca-Cola, Pepsi, and Nestlé. His expertise extends to financial services through partnerships with major banks and payment providers such as Scotiabank, RBC, and VISA.

In the automotive sector, he has served prestigious brands including General Motors and Mercedes-Benz, while also managing projects for prominent consumer electronics companies like Apple Canada and HP. At Grid Dynamics, he continues to leverage his comprehensive understanding of MarTech solutions and customer engagement strategies to help organizations transform their digital presence and achieve measurable business results.

Jayme Reynolds

Jayme Reynolds

Director of Commerce and Data Partnerships, Grid Dynamics

Jayme has over 12 years of experience managing client relationships and large-scale cloud, eCommerce, and omnichannel projects, with a focus on Composable Commerce with leading MACH platforms. He leverages his excellent analytical, techno-functional, and networking abilities to help brands and retailers succeed online from demand generation to delivery and returns. He is skilled in leading waterfall and agile projects, creating solution architecture documentation, establishing program roadmaps, capturing functional business requirements, and mentoring junior staff. He is also certified in SAP Partner Digital and Social Selling and Contentstack Sales Essentials. He is passionate about delivering complex and innovative projects that drive business value and customer satisfaction.

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