Commercetools GmbH’s inaugural conference, commercetools Elevate, was an opportunity to look at how cutting-edge technologies, specifically artificial intelligence and machine learning, are impacting commerce. The event highlighted how the company — which saw a 65% growth in the Americas region last year — and its partners remain committed to simplifying and customizing the user experience through composable commerce and careful use of AI.“That’s what every end user wants … a more seamless path to purchase. That’s what brands want, as well,” said Shelly Kramer (pictured, left), principal analyst for theCUBE Research, during an analysis of the conference’s keynote presentations

Any pet parent knows that taking care of your pet can sometimes be stressful, but PetSmart Inc. looks to make its customers’ experience smoother, and more customizable, with a composable commerce strategy.“Being able to put it in a piece-by-piece process … allows us to drive down risk. It allows us to ease into making sure that not only does commercetools work,  but it works within the context of our environment,” said Greg Fancher (pictured), executive vice president and chief information technology Officer at PetSmart