[EN] Playful Commerce: Why Everything Changes in 2026

Technology is accelerating fast, and keeping up is getting harder every year. At the same time, this speed unlocks something powerful: consumers are no longer passive buyers. They are creators, explorers, and builders, enabled by AI, social platforms, and interactive tools that let them shape experiences on their own terms. A more playful way.

That shift is why commerce is evolving. It no longer behaves like a funnel, it behaves like a game.

Zalando is testing AI-powered fitting experiences. Deichmann turns product configuration into playful interaction. Brands are building immersive worlds inspired by pop culture, while platforms like Roblox turn social play into social commerce. Even luxury brands are re-entering gaming, because attention has moved and expectations have changed.

In this keynote, you’ll learn how to design commerce experiences that feel like personalised gameplay, from marketing to point of sale, and how to stay ahead of the next wave of customer engagement.