Articles

Agents Article

<hr /> At <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-deep-dish-on-composable-6-tasty-takeaways-from-the-mach-alliances-2025-conference">“The Composable Conference” </a>this past April, AI was undeniably the central focus for the MACH Alliance community and the market at large. Agentic commerce was just starting to boil, and brands were lining up to talk about their plans to harness agents to do their bidding.At the event, I spoke with the Alliance’s <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen">Casper Rasmussen</a> (who recently announced he is stepping down as president) about all the hubbub. In a quiet moment, he reflected on the tidal wave of innovation he was shepherding at <a href="linkedin.com/in/casper-aagaard-rasmussen/">Valtech</a>, where he serves as Group Chief Transformation Officer. That's a cool title, BTW. I’ve seen some of their AI-powered handiwork, courtesy of <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/allison-abraham-0b6212/">Allison Abraham</a> – the agency’s SVP of North American ops. During her demo of Valtech’s AI Concierge for Lexus Europe, there were some jaw-dropping moments. Yeah, this AI stuff – it’s amazing. And to Casper’s point, the use cases keep getting better. That’s not to say there aren’t problems with AI. Some big ones, even. While some organizations are unlocking real value from their investments, others are staring down the reality that it’s just not paying off. If we’re being honest, a lot of those failed attempts have been due to a tempest of irrational exuberance, which often leads to poor planning and reactionary missteps. This is where vision and leadership are key – especially as we usher in the third wave of AI and the agent revolution. As agentic AI reshapes the business landscape, the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/accenture-song-brings-its-composable-commerce-music-to-the-mach-alliance-heres-why-it-matters">MACH Alliance</a> has announced that its role is evolving to meet the swelling AI imperative. It will expand its charter to focus on the goal of unlocking trusted, agent-to-agent ecosystems that drive innovation and collaboration, while continuing to uphold the central tenets of MACH.So what does this repositioning really mean? Here’s a breakdown. <h3 id="aligning-with-an-ai-centric-technology-landscape">Aligning with an AI-centric technology landscape</h3>One of the biggest challenges with AI is guidance, and enterprises are on the prowl for it. I know, because I've spoken to many brands about their AI strategies, and there's no limit to their ambitions – or their anxieties. They need help.To that end, the MACH Alliance has already established its position as a trusted industry authority, and expanding its charter into the realm of AI is logical, particularly given the depth of adoption across its membership community. By enabling transformation through open, connected, and composable architectures, they have many of the essential ingredients to bridge vision with real-world implementation.<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-aims-to-evolve-enterprise-ai-architecture-with-new-end-user-leadership-model">I recently wrote</a> about the Alliance’s intentional shift to an end-user leadership model, which seems to reflect a call for greater democratization from the top down. This will diversify the leadership structure and infuse real-world talent to help navigate the narrow harbors of successful AI execution. From a support perspective, this further reinforces the actionable tools the Alliance has been curating, specifically with the development of its <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/a-new-game-for-interoperability-heres-why-the-mach-alliances-open-data-model-is-a-winner">Open Data Model</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-launches-new-mach-ai-exchange-to-help-enterprises-streamline-ai-adoption">MACH AI Exchange. </a>According to the Alliance, this move is a “refreshing” of its central positioning to establish MACH as the foundation for AI-ready enterprise architecture. A central driver will be the realization of agent-to-agent ecosystems that are trusted, open, and scalable across vendor and enterprise boundaries. Another key objective will be the reinforcement of interoperability through new certifications and governance standards – think MCP, A2A, AI-Connected Certification, and the aforementioned Open Data Model. <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-heros-journey-to-composable-a-conversation-with-uniforms-mark-demeny">Mark Demeny</a> gave a current walk-through of the ODM at the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/a-gathering-of-content-champions-heres-why-cms-connect-25-was-super-in-every-way">Boye &amp; Company CMS Connect 25</a> conference a few weeks ago, and it's looking very promising. I’ve previously spoken about the Alliance's need to invest in more actionable tools and training, and the docket for AI would include the publishing of practical tools, reference architectures, and business transformation guides. Further bolstering this position is a plan to launch what they call “proof-driven innovation,” which would follow the path of newer initiatives like the <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/mach-ai-exchange">MACH AI Exchange</a> and <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/futuremach">FutureMACH</a> programs. <h3 id="unlocking-the-value-of-agentic-ai-with-mach">Unlocking the value of agentic AI with MACH</h3>It’s clear that AI is reshaping and accelerating how enterprises operate, from decision-making to customer interaction. As the MACH Alliance maintains, interoperability – not isolated tools – will be the key to powering the next wave of agent-to-agent innovation. To that end, composable, MACH-driven strategies will be a key activator for success. That’s not hyperbole. There’s some real historical validation to back it up. According to data from the Alliance, enterprises that are well along in their MACH journey are <a target="_blank" rel="noopener noreferrer" href="https://23221942.fs1.hubspotusercontent-na1.net/hubfs/23221942/2025%20Annual%20Research%20Report/2025%20MACH%20Alliance_Global%20Annual%20Research%20Report_Final_compressed.pdf">twice as likely to successfully deploy AI</a>, with 77% achieving success compared to just 36% for those new to MACH.MACH can play a critical role across the expanding AI horizon. For example, AI and agents need to function across silos, so it’s essential to provide agility around data and systems – something MACH and composable architecture can deliver. Agentic solutions also require real-time trust, governance, and negotiation, which MACH standards can further enable. Perhaps one of the most cogent arguments for MACH as a foundation for the future of agentic AI is access to composable ecosystems. As the Alliance pointed out, “no single player can build the future of AI ecosystems.” Given that, MACH provides a sort of connective tissue by guiding brands toward open, best-of-breed solutions that work more harmoniously.<h3 id="why-it-matters">Why it matters</h3>With the rapid pace of AI transformation, the MACH Alliance might be one of the best shots at bringing some calm to the turbulence. Composable and API-first headless technologies are well-positioned for harnessing AI, MCP, and agent capabilities, and the Alliance has assembled a deep bench of member technologies that are pushing the boundaries of AI innovation. In this sense, it could be a vestige of stability and a beachhead for landing successful outcomes.A key part of the strategy relies on people, and the Alliance has invested in a cadre of resources to help support the human factor. From the pivot in its leadership model to the development of an AI Exchange, they’re making this evolution more meaningful around the challenges of the day.Will this refresh be enough to maintain the MACH Alliance's relevance within the industry zeitgeist? It’s hard to say. There have certainly been failures surrounding composable execution, but some of that is likely a product of poor planning and execution. The same penchant for overzealous AI adoption could land brands in the same pickle. So, having proven leadership, a solid ecosystem of solutions, and reliable guidance from ISVs could be the kind of relevance that really adds up for the future of the Alliance, its members, and enterprises looking to unlock the potential of agentic AI. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

An Alliance for AI: To Unlock Trusted, Agent-to-Agent Ecosystems, the MACH Alliance is Evolving

matt-garrepy

Agentic AI Is Coming. Is Your DXP Ready?

dsfaltudo

<hr /> Agents are everywhere. Literally. Last week, I covered the launch of <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/vtex-expands-enterprise-capabilities-with-agentic-commerce-b2b-orchestration-and-omnichannel-power">VTEX’s new agentic entry,</a> which offers some promising potential in the realm of commerce. Prior to that, I was at the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/a-gathering-of-content-champions-heres-why-cms-connect-25-was-super-in-every-way">Boye &amp; Company CMS Connect conference,</a> where every conversation seemed to echo the word “agent.”Of course, this is just the latest crop. I’ve been watching and reporting on the emergence of the “AI agent revolution” since last year. The basic idea of an agent isn’t exactly novel or groundbreaking, but enabling this new breed of agents to harness AI is where the big opportunities lie.There are signals that might suggest we’re entering an “AI Winter,” one where brands are asking a common question surrounding their AI investments: Was it worth it? In fact, researchers at MIT published a report saying that <a target="_blank" rel="noopener noreferrer" href="https://fortune.com/2025/08/18/mit-report-95-percent-generative-ai-pilots-at-companies-failing-cfo/">95% of the generative AI programs</a> launched by companies failed to deliver the one big thing they were built for: more revenue.That’s not to say AI isn’t delivering efficiency – particularly with agents and their penchant for automation. It’s the bright spot in this otherwise darkening sky of AI bedlam, and the companies that leverage agents to unleash actionable insight and tangible results will be positioned to win.<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/callminer">CallMiner</a> could be one of those winners. The company just introduced its new <a target="_blank" rel="noopener noreferrer" href="https://callminer.com/products/omniagent-virtual-agent">CallMiner OmniAgent</a>, a virtual agent solution that uses advanced automation and voice-optimized AI to deliver seamless, human-like interactions across voice and digital channels. With its powerful and innovative technology, OmniAgent avoids the traditional voicebot “fumbles” often spurred by complex queries, and instead fully automates conversations – resolving customer issues faster and with less human involvement.This isn’t a fly-by-night addition to CallMiner’s ecosystem. The Waltham, Massachusetts-based company has been blazing a steady trail in its pursuit of more innovative conversation intelligence solutions and has been recognized as a Leader in the same category on the <a target="_blank" rel="noopener noreferrer" href="https://callminer.com/c/callminer-is-a-leader-forrester-wave-ciscc-q2-2025">2025 Forrester Wave</a> for contact centers. CallMiner also <a target="_blank" rel="noopener noreferrer" href="https://www.finsmes.com/2019/12/callminer-receives-usd-75m-investment-from-goldman-sachs.html">closed on $75 million</a> from Goldman Sachs in 2019, which has clearly fueled innovation leading up to its recent <a target="_blank" rel="noopener noreferrer" href="https://callminer.com/news/press-releases/callminer-acquires-conversational-ai-and-automation-provider-vocalls">acquisition of VOCALLS</a> in June. While recently launched, we’ll have to see how these new agents execute their intended job. But on the surface, they seem engineered for success – and could have a significant impact on enterprise strategies for AI-powered conversation intelligence. <h3 id="mining-value-with-agents">Mining value with agents</h3>AI and agentic technologies are exploding at an unpredictable rate. And it makes sense: brands are under enormous pressure to perform in a highly competitive landscape – and customers are demanding fast, accurate, and personalized service at every touchpoint. Agentic AI tools are presenting companies with huge opportunities to drive their personalization strategies across a multitude of channels. As a leader in AI-powered conversation intelligence, CallMiner already delivers one of the industry’s most comprehensive platforms for analyzing omnichannel customer interactions at scale by combining deep domain expertise with powerful <a target="_blank" rel="noopener noreferrer" href="https://callminer.com/blog/how-ai-analytics-can-improve-call-center-performance">AI analytics</a>. Armed with CallMiner’s intelligence, companies can spot areas of opportunity to drive better CX – and in this rapid-fire race for customer engagement and loyalty, optimizing that experience across channels is the name of the game. With the acquisition of VOCALLS, CallMiner expanded its platform's capabilities with AI agents focused on native voice and text. These acquired capabilities are now arming the new CallMiner OmniAgent ecosystem, enabling users to transform customer experiences across voice, chat, and email through intelligent automation and AI-driven conversational insights.<h3 id="how-omniagent-works">How OmniAgent works</h3>In a nutshell, OmniAgent leverages CallMiner’s deep analytics to glean actionable data from customer interactions, implementing virtual agents for efficient, high-impact automation. And by analyzing interactions across channels, organizations can gain better insights into critical aspects of CX, including contact drivers, high-volume contacts, contacts that are quickly resolved, and more.Once its virtual agents are in place, CallMiner continuously monitors conversations to assess performance and gather feedback. This feedback helps refine virtual agent training and improve processes, leading to better customer outcomes. <figure class="image image-style-align-center image_resized" style="width:67.43%"><img src="https://cmscritic.com/ms-content/uploads/2025/08/ui_omniagent_screen_648x426.jpg" /></figure>Source: CallMiner website We already know how important feedback loops are to the overall optimization of any system or process. According to CallMiner, its OmniAgent system behaves like an automation and augmentation “infinity loop,” where conversation intelligence drives automation, automation generates new conversation data, and that data fuels continuous improvement. CallMiner is already seeing positive results in the field. One customer, <a target="_blank" rel="noopener noreferrer" href="https://learning.callminer.com/us/col/lc/case-study-omni-agent-supercharge-call-handing?pflpid=45098&amp;pfsid=hZkwmsaPr0">Estafeta</a>, a Mexican logistics company, reduced its average call handling time by 78%, from 420 seconds to just 90 seconds, while eliminating wait times and increasing call capacity by 120%. Estafeta’s use of the CallMiner AI voice agent has helped it efficiently handle routine inquiries like package tracking, freeing human agents to focus on other issues. This transformation has significantly improved customer experience, streamlined call center operations, and elevated Estafeta’s service quality – with 88% of users rating the voice agent positively.<h3 id="key-features">Key features</h3>There are a few standout features in OmniAgent that make it a solid and scalable AI solution. First, it offers omnichannel support, enabling brands to engage customers effortlessly across voice and digital channels. Whether through synthetic or natural human voices, images, videos, or interactive buttons, OmniAgent maintains context-aware communication and enables smooth transitions to human agents when needed.OmniAgent also provides natural language capabilities powered by advanced speech recognition and NLP, providing intuitive conversations that feel totally natural to customers. There’s also support for inbound and outbound calling, where OmniAgent handles diverse tasks – from appointment scheduling to debt collection – efficiently and effectively. With OmniAgent’s smart call routing, you can finally say goodbye to your antiquated IVR system. Where needed, OmniAgent can quickly connect customers to the right human agent and provide important interaction context while improving key contact center metrics like first call resolution.Integrations are key, and OmniAgent comes with some ready-made options, making it easy to connect your current CRM, CCaaS, and other systems to create smarter, more personalized interactions. You’ll also have access to performance management tools to monitor and optimize your virtual agent’s performance with an analytics dashboard, and you can design complex, personalized conversation flows using intuitive tools that integrate external data sources for context-aware engagement.<h3 id="pricing">Pricing</h3>CallMiner has a bit of a “black box” around its pricing, so there’s not much public guidance. <a target="_blank" rel="noopener noreferrer" href="https://www.g2.com/products/callminer-eureka/pricing">According to G2</a> and a few other sources, the company focuses on tailored solutions, so there’s not a one-size-fits-all model. It’s licensed as SaaS and offers two flexible pricing options: one based on a volume of annual inventory of hours analyzed, and one based on seats with some specific variables around usage. They also offers some packaged bundles, each providing resources for onboarding. These packages can also be customized with a la carte options. You can <a target="_blank" rel="noopener noreferrer" href="https://www.g2.com/products/callminer-eureka/pricing">explore more of the details here.</a> Here’s a really nice benefit: Customers receive a dedicated customer success representative for the life of their CallMiner engagement, providing trusted advisory innovation without any professional services costs.If you’re a frequent reader, you know how I feel about pricing transparency. Enterprise SaaS vendors can always do better, so buyers and evaluators have an easier time understanding the parameters. At the same time, CallMiner’s options are fairly robust, and likely require some individual price refinement.<h3 id="the-verdict">The verdict</h3>OmniAgent is a potentially great fit for organizations looking to elevate their customer service capabilities, particularly in the contact center segment. By combining its new virtual agent technology with its classic leadership in conversation intelligence, CallMiner's new agentic solution can power teams to deliver faster and more personalized support. This can translate into higher satisfaction and improved operational excellence.I already discussed some of the big challenges facing AI's value quotient, and one of CallMiner’s big attributes is in cost reduction. By automating complex, high-volume customer interactions, brands can significantly lower their operational costs. And by responding to and resolving issues faster with AI, organizations can deliver more efficient customer support. This all adds up in the value column. From a CX perspective, OmniAgent can help ensure consistent, compliant, and on-brand communication that builds customer trust and satisfaction. And happier customers translate into a healthier bottom line. CallMiner offers some rich functionality. As such, it might be perceived as a little more complex than some other industry alternatives (take <a target="_blank" rel="noopener noreferrer" href="https://thelevel.ai/">Level AI </a>for example). But it does provide some helpful demos and posts with detailed resources on speech analytics and other products, as well as a <a target="_blank" rel="noopener noreferrer" href="https://learning.callminer.com/us">comprehensive learning center.</a> There are also some great resources in its <a target="_blank" rel="noopener noreferrer" href="https://callminer.com/products/solution-catalogue">Solution Catalogue</a>, and you can browse its selection of <a target="_blank" rel="noopener noreferrer" href="https://callminer.com/products/integrations">ready-made integrations</a> from CRM to chatbots to speech recognition platforms. As agents go, this might be a good change. You can inquire about a <a target="_blank" rel="noopener noreferrer" href="https://callminer.com/c/request-a-demo">demo here. </a> <hr /><h4 style="text-align:center" id="looking-for-guidance-on-callminer?-talk-to-an-expert.">Looking for guidance on CallMiner? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Agent of Change: CallMiner OmniAgent Promises to Transform CX with AI-Powered Intelligence

A Gathering of Content Champions: Here’s Why CMS Connect 25 was ‘Super’ in Every Way

<hr /> When I last spoke to <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/mariano-gomide-de-faria-vtex/">Mariano Gomide de Faria</a>, it wasn't long after he published <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/posts/mariano-gomide-de-faria-vtex_for-all-the-reasons-explained-in-the-article-activity-7310313384015511552-APGm/?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABz8skQBu3yAX4WwKnVszlZSL3qGoPZCq6w">“The MACH Mirage”</a> on LinkedIn. It was a veritable shock to the system that pointedly criticized aspects of the composable movement – and, with specificity, the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-aims-to-evolve-enterprise-ai-architecture-with-new-end-user-leadership-model">MACH Alliance.</a> At the time, he announced that <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/vtex">VTEX</a> (the connected commerce platform he founded and steers as co-CEO) would be pausing its membership in the best-of-breed ecosystem, citing the drift of composability from operator control as a central grievance. Famously, both Mariano and MACH Alliance president <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen">Casper Rasmussen</a> met on “The Watson Weekend” retail program to hash out some of the issues in a town square forum. The debate was friendly, healthy, and focused squarely on the challenges of enterprise architecture – which is being transformed by the advent of AI across the composable stack. And that’s the big tuna. The crucial role of AI in digital commerce can’t be overstated, and this is precisely where Mariano felt the MACH Alliance could be more prolific in supporting its association – and the market at large – in the AI course corrections. In his mind, this required less a less rigid approach to the enshrined standards of MACH.“At the end of the day, we cannot close our eyes to the reinvention of SIs informed by a future where AI rules,” he said, pointing out how organizations like the <a target="_blank" rel="noopener noreferrer" href="https://nrf.com/">National Retail Federation</a> could also help to lead discussions that generate value. Since then, VTEX has been putting its nose to the grindstone and building its own ecosystem for agentic commerce. And the timing couldn’t be more apropos: During my many interviews and discussions at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-deep-dish-on-composable-6-tasty-takeaways-from-the-mach-alliances-2025-conference">“The Composable Conference”</a> in April (the annual MACH Alliance event), agentic commerce was already lighting the world on fire. The noise level has only increased over the last few months, and the push to adopt these capabilities is reaching a fever pitch. According to a recent <a target="_blank" rel="noopener noreferrer" href="https://www.digitalcommerce360.com/2025/03/20/agentic-commerce-ecommerce-trends/">Digital Commerce 360 survey</a>, over 44% of e-commerce leaders are already seeing strong results from their AI investments, and a <a target="_blank" rel="noopener noreferrer" href="https://rierino.com/blog/agentic-commerce-with-ai-agents">study from Rierino</a> suggests that agentic frameworks are also paying off with a 6-10% increase in revenue and a big bump in order efficiency.Now, VTEX is shipping its automated agentic AI workforce – and other features – into prime time as part of an expansion of its enterprise-grade capabilities. Unveiled at <a target="_blank" rel="noopener noreferrer" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=http%3A%2F%2Fvtex.com%2Fen-us%2Fvision%2F2025&amp;esheet=54310335&amp;newsitemid=20250819007039&amp;lan=en-US&amp;anchor=VTEX+Vision+2025&amp;index=1&amp;md5=8e8045401ca4c78ebfc0f12961001495">VTEX Vision 2025</a>, its annual digital showcase, the company’s latest release includes new solutions tailored to B2B complexity and personalized omnichannel experiences. “Enterprise commerce doesn’t slow down in the face of complexity,” Mariano said. “It rewards those who turn it into leverage. With VTEX Vision 2025, we have expanded our infrastructure to meet rising demands, from B2B buyer personalization to seamless consumer retail experiences, all on one unified commerce platform built for growth.” <h3 id="capabilities-that-convert-and-scale-for-the-b2b-enterprise">Capabilities that convert and scale for the B2B enterprise</h3>In the pantheon of digital commerce, B2B operates with its own set of rules, requiring intuitive digital infrastructure that’s built to move high-volume transactions and manage the full complexity of modern procurement. VTEX’s B2B innovation reinforces a key truth that enterprise leaders know: Success requires infrastructure built around how corporate buyers manage procurement, not systems that restrict transactions. This is where VTEX has its edge, and its Vision for B2B is bringing core capabilities to support these requirements.What’s in the new release? Personalized catalogs, pricing, and payment methods per buyer, as well as advanced buyer organization management that includes branch structures, role-based access, budgeting, and policy control.Brands will also have access to buying policies and approval workflows that enforce custom procurement rules automatically, and rapid cart creation that leverages quick order tools by file and search term. There’s also SKU matrix and reorder tools for high-frequency purchasing and native punchout integrations to centralize procurement within enterprise systems.From a market validation perspective, Andy Hoar's <a target="_blank" rel="noopener noreferrer" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fvtex.com%2Fen-us%2Fcampaign%2Fparadigm-b2b-report-2025%2F&amp;esheet=54310335&amp;newsitemid=20250819007039&amp;lan=en-US&amp;anchor=B2B+Paradigm+2025&amp;index=2&amp;md5=9e2f7662e0ed2cad3ef71cd6af712a9d">B2B Paradigm 2025</a> report recognized VTEX with the most Gold medals across its Enterprise and Mid-Market categories, including key metrics like TCO and marketplace capabilities. <h3 id="the-next-level-of-omnichannel">The next level of omnichannel</h3>We’ve been talking about omnichannel for a long time, and how composable stacks help support these strategies. But for enterprise brands, true omnichannel is still a bit elusive. Why? Blame inventory silos, delayed delivery updates, and disconnected store operations (for starters), which block many organizations from operating at their full potential. VTEX closes these gaps by strengthening the “operational backbone” needed to move with speed, accuracy, and complete fulfillment control. AI is helping to power these features in VTEX. This includes AI Semantic Search, which delivers relevant results by interpreting shopper intent through natural language. There’s also AI Product Recommendations that help drive conversions with personalized, behavior-based suggestions.With VTEX, Distributed Inventory is unified and made available across every channel, covering B2C, B2B, marketplaces, and stores. Multi-seller Carts also merge 1P, 3P, and in-store items into one seamless checkout experience, making the entire lifecycle faster and easier.VTEX’s Delivery Promise is also a powerful fixture, helping shoppers find products that are located near them and can be delivered quickly. There’s also Cross-Channel Fulfillment, where newly simplified BOPIS (buy online, pick up in store), ship from store, and simplified returns can lead to operational cost reductions and improved inventory accuracy.<h3 id="agentic-commerce:-the-enterprise-ai-workforce">Agentic commerce: The enterprise AI workforce</h3>For the unindoctrinated, agentic commerce is the application of autonomous AI agents that work independently within a digital commerce system. They’re bestowed with “agency,” meaning they can make decisions, execute tasks, and adapt to context across both frontend and backend workflows. Agentic commerce isn’t just recommending things. It’s effectively running parts of your business with autonomy, tapping more adaptive AI and intelligent automation capabilities that can execute on their behalf. The explosive gains in productivity are making agentic commerce incredibly popular as brands and enterprises look to move faster across channels.Enterprise commerce is entering a new operational era, and VTEX is helping to lead that shift with agentic AI built that can effectively streamline critical workflows and accelerate enterprise performance across the globe. To kick off its roadmap to a fully agentic commerce platform, VTEX is launching three AI agents that are engineered around precision, speed, and adaptability. As the company stated, it’s the beginning of a new standard where digital infrastructure operates as intelligently as the enterprises it serves.“As VTEX advances toward a fully agentic commerce platform, we continue to transform cost centers into engines of growth with measurable impact,” Mariano said. “Our first wave of AI agents marks a critical step, compressing complex workflows and unlocking new value for global brands. Flexibility, transparency, and real-time adaptability will define the next generation of enterprise leaders. Anything else will be left behind.”Some cool capabilities are rolling out, starting with VTEX’s Customer Service Agent, a fully autonomous support agent that works across WhatsApp, Instagram, SMS, and more. Brands like UNICEF and Cencosud are currently using it, which, according to VTEX, has already resolved 92% of tickets without human input – and cut AHT from hours to minutes. Impressive results to be sure.Forthcoming is a Visual Editor Agent, which promises some powerful experience-level capabilities with no developer support required. Teams will be able to instantly respond to change by updating a storefront using a <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/figma">Figma</a> file or natural language.Finally, VTEX’s Data Insights Agent is all about powering productivity and observability across channels. The agent receives priority access to real-time omnichannel performance data in plain language, without the need for static dashboards or SQL queries.<h3 id="why-it-matters-">Why it matters </h3>“There's no survival without passing through this chaotic moment,” Mariano said. We were discussing the embedded challenges with navigating legacy systems and how many companies are still modernizing from old IBM mainframes. That might sound a little arcane, but we’ve come a long way on the frontier of interoperability. The MACH Alliance has played a huge role in shaping that, but we’re in yet another chaos moment – one where AI is rendering our roadmaps almost useless. Brands are having to react to change instantly, and commerce is going to need the scale and automation of agentic AI to win customers across channels. To its credit, the MACH Alliance is putting greater emphasis on the AI horizon, manifesting in more end-user representation at the top of the organization. Recently, Casper Rasmussen announced that he will be stepping down as president, and the Alliance will begin shifting to an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-aims-to-evolve-enterprise-ai-architecture-with-new-end-user-leadership-model">end-user leadership model</a> to support enterprise AI architecture. Will this help mend some of the fences with VTEX? Does it address the core issues surrounding operator control with the composable system? Probably not. There's a rhyme to MACH's reason, and maintaining fierce standards is part of that language. But we’ll see how things unfold. One thing is certain: Mariano will continue his quest for greater flexibility in a market that’s being utterly transformed by AI. “History proves that the highest risk position we can take now would be not assuming any risk,” he told me. “And that serves for NRF, that serves for the MACH Alliance, that serves for any association.”Institutional disagreements aside, VTEX is clearly pushing to innovate on its own terms with agentic commerce, and this could power its already strong collection of 3,400 active storefronts across 43 countries with less friction, greater productivity, and an even nimbler posture. Based on its measurable successes with real customers using its preliminary agents, VTEX is making real headway toward its vision of an autonomous platform that powers the future of digital commerce for B2B and B2C models. They certainly have the chops and market credentials to lead the way, with more than 2,400 brands trusting its technology to unify omnichannel sales, intelligent order management, data pipelines, retail media, enterprise-grade security, and more.It’s early days, so it will be interesting to see how VTEX's pricing models evolve surrounding its agent services. But for buyers with complex requirements and global fulfillment demands, the promise of agentic commerce could be a game changer – with the right platform to build on.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-vtex?-talk-to-an-expert.">Looking for guidance on VTEX? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FloridaMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

VTEX Expands Enterprise Capabilities with Agentic Commerce, B2B Orchestration, and Omnichannel Power

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