Future Commerce

Our Post-Funnel Future: Brand Ethos is the New Competitive Moat 10.7.2026 Our Post-Funnel Future: Brand Ethos is the New Competitive Moat Our Post-Funnel Future: Brand Ethos is the New Competitive Moat July 10, 2026 The London Brief is a series from Future Commerce covering commerce and culture of the United Kingdom’s capitol city.

The funnel most marketers grew up on – see the ad, click, browse, add to cart, buy – did not gradually erode. It came apart almost overnight, as shoppers got comfortable discovering, deciding, and buying inside social feeds and LLMs, often in a single moment. Recorded live at K:LDN 2026 in London, this is the close-out conversation for the series, a step back to ask what actually replaces the funnel and what it demands of the brands trying to keep pace.

"Service is the new storefront" has been a slogan for the better part of a decade, usually followed by a promise to turn a cost center into a profit center that never quite arrived. What changed is not the ambition. It is that the plumbing finally exists. Recorded live at K:LDN 2026 in London, this conversation is about what becomes possible when a brand can pull customer data from any channel and hand it, in real time, to a human or an AI agent.

For years, the marketer's job ended when the campaign shipped. Hit send, check the numbers, measure growth, repeat. That model is changing, and what replaces it is agentic orchestration, where the system and the journey around a message matter more than a single send. Recorded live at K:LDN 2026, this conversation pairs the person building the AI with an operator running it at real scale.

Social is where discovery happens now, but it is rented land. You can build an audience of hundreds of thousands and still not own the relationship, because the algorithm decides who sees you and the landlord keeps raising the rent. Recorded live at K:LDN 2026 in London, this conversation is about turning borrowed reach into something a brand actually owns. It pairs the person building the tooling with the person living the problem every day.

What Kiko Milano, Clarks, and Fiorucci Are Doing During the AI Revolution 6.7.2026 What Kiko Milano, Clarks, and Fiorucci Are Doing During the AI Revolution What Kiko Milano, Clarks, and Fiorucci Are Doing During the AI Revolution July 6, 2026 The London Brief is a series from Future Commerce covering commerce and culture of the United Kingdom’s capitol city. Listen to our companion podcast for this series, “Memory is the New Competitive Moat” on Apple Podcasts or Spotify.

Recommending the wrong whiskey to a loyal customer does not just miss a sale. It breaks trust, and once trust breaks, no amount of personalization copy fixes it. Recorded live at K:LDN 2026 in London, this conversation is about the thing every brand now has in common. Everyone has access to the same AI tools. So what actually separates the brands winning with them from the ones just using them?

The London Brief: Whisper or Shout? London Retail Has Both 3.7.2026 The London Brief: Whisper or Shout? London Retail Has Both The London Brief: Whisper or Shout? London Retail Has Both July 3, 2026 The London Brief is a series from Future Commerce covering commerce and culture of the United Kingdom’s capitol city. "Quiet luxury" had its moment on prestige television (all Loden coats and unlabelled cashmere, of course) and then TikTok collapsed it into a shopping list.

K:LDN 2026 opened to more than a thousand merchants and set a clear vision with several key product announcements: Klaviyo’s expanding toolset has become powerful enough to let a brand of any size operate at a scale that once required a full team. The promise of personalization, long marketed but rarely delivered, has finally become something all brands can ship.

Insiders #232: Confidence is a Colorway - GLP-1s and Fashion’s Fight to Keep Up 29.6.2026 Insiders #232: Confidence is a Colorway - GLP-1s and Fashion’s Fight to Keep Up Insiders #232: Confidence is a Colorway - GLP-1s and Fashion’s Fight to Keep Up June 29, 2026 The London Brief is a series from Future Commerce covering commerce and culture of the United Kingdom’s capitol city. Every brand in your closet was cut for a body that doesn't exist.