--- title: "From Assistants to Agents: How Agentic AI Is Changing Fashion Retail, from Customer Experience to the Back Office" id: "98425" type: "resource" slug: "maxmara-agentic-ai-in-fashion-retail" published_at: "2026-11-02T13:57:08+00:00" modified_at: "2026-11-11T14:10:31+00:00" url: "https://tealium.com/resource/video/maxmara-agentic-ai-in-fashion-retail/" markdown_url: "https://tealium.com/resource/video/maxmara-agentic-ai-in-fashion-retail.md" taxonomy_resource_type: - "Video" taxonomy_product: - "CloudStream™" taxonomy_topic: - "AI and Machine Learning" taxonomy_vertical: - "Retail" --- [Skip to main content](#main-content) [https://tealium.com/](https://tealium.com/) PlatformSolutionsIndustriesResourcesDeveloperCompany Language [Deutsch](https://tealium.com/de) [Français](https://tealium.com/fr) [Español](https://tealium.com/es) [日本語](https://tealium.com/ja) [Login](https://my.tealiumiq.com/) [Get a Demo](/cdh-demo-2/) Menu ## Platform Customer Data Infrastructure ### Platform [Customer Data Orchestration Platform](https://tealium.com/platform) [Data Collection](https://tealium.com/platform/data-collection) [Data Cloud Activation](https://tealium.com/platform/cloud-activation/) [Customer Data Platform](https://tealium.com/platform/cdp-overview) [Enrichment & Orchestration](https://tealium.com/platform/enrichment-orchestration) [AI](https://tealium.com/platform/tealium-for-ai) ### Integrations [Integrations Overview](/integrations-overview/) [Integrations Marketplace](/integrations/) [Cloud Data Warehouse Partner Ecosystem](/integrations-customer-data-warehouse-partner-ecosystem/) [Conversion API (CAPI) Integrations](/tealiums-suite-of-conversions-apis-capi/) [Snowflake Audience Discovery App](https://tealium.com/audience-discovery-app-snowflake/) ## Solutions Connect your data to the work your team does. ### Roles [Tealium for Marketing](/solutions/marketing-team/) [Tealium for Data & Analytics](/solutions/data-analytics-team/) [Tealium for AI Teams](/products/tealium-for-AI/) ### Use Cases [Growth & Acquisition](/solutions-growth-acquisition/) [Loyalty & Retention](/solutions-loyalty-retention/) [Customer Experience & Personalization](/solutions-customer-experience-personalization/) [Predictive Insights & Customer Analytics](/solutions-predictive-insights-customer-analytics/) [Data Collection & Privacy](/solutions-data-collection-privacy/) [Unified Customer Profile](/solutions-single-customer-view/) [Operationalizing Mobile Data](/products/tealium-for-mobile/) ## Industries Work with the systems you use. 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On the customer side, agentic commerce is changing how people discover and buy fashion. Generative AI is opening up new possibilities for personalizing images and video at a scale and cost that would have seemed unimaginable until recently. Inside the enterprise, agents connected to customer and sales data can condense analyses that once took days into just a few minutes. This is changing not only the speed of decision-making, but also who can access and interrogate data. Drawing on the experiences of Miroglio and Max Mara across their respective brands, this session goes beyond the promises of AI to explore what is actually working, the data and organizational prerequisites for success, and where the real limitations still lie. **Watch this panel discussion to learn:** – How fashion companies are moving AI agents from experimentation into production – How agentic commerce is reshaping fashion discovery and purchasing – What generative AI makes possible for personalized images and video – Which data, technology, and organizational foundations are needed to scale AI successfully – Where the practical limitations of AI still remain ## Featured Resources [Powered by Tealium](https://tealium.com/blog/teal-on-teal/how-we-used-our-own-stack-to-personalize-tealium-com/?db_surface=web&db_slot=0) ### Loading Learn more ### Loading Learn more ### Loading Learn more ### Submitted! Thank you!