### The Lisbon Moment: Where Commerce, AI, and Leadership ConvergedOn the evening of November 11, 2025, Lisbon’s Pavilhão Carlos Lopes became the epicentre of global digital commerce as VTEX Connect Europe welcomed over 1,800 decision-makers from more than 40 countries. The event, strategically timed to coincide with Web Summit Global Conference Week, brought together C-level executives, retail innovators, and technology leaders to explore the transformative impact of artificial intelligence and unified commerce platforms on enterprise operations. The agenda featured deep-dive panels on AI-native commerce, B2B transformation, and the modernisation of B2C experiences, all set against a backdrop of networking, live entertainment, and a palpable sense of industry momentum.The undisputed highlight of the evening was the keynote appearance of 22-time Grand Slam champion Rafael Nadal. His session, titled “Never Done: The Next Chapter of Rafael Nadal,” translated the legendary athlete’s mindset—discipline, resilience, and adaptability—into actionable principles for business leaders. The conversation, moderated by VTEX’s Chief Revenue Officer Santiago Naranjo, focused on how Nadal’s approach to performance and entrepreneurship aligns with the demands of an AI-driven business environment. The event also featured presentations from Amazon Web Services, RedCloud, and Delta Cafés, reinforcing the theme of technological agility and strategic partnership as key drivers of enterprise growth.### Unified Commerce as the New StandardVTEX Connect Europe 2025 underscored a fundamental shift in the digital commerce landscape: the move from fragmented, siloed systems to unified, AI-native platforms. VTEX, which serves over 2,600 customers across 43 countries—including global brands like Walmart, Adidas, and Coca-Cola—positioned itself as a leader in this transition. The company’s platform is built on a cloud-native, microservices architecture, enabling retailers and manufacturers to orchestrate multi-channel commerce operations with unprecedented control and speed. This architectural foundation is critical for enterprises seeking to future-proof their operations in the face of economic uncertainty, sustainability pressures, and rising consumer expectations.The event highlighted several key capabilities that are redefining the standards for commerce platforms. AI-native commerce, for example, is no longer a buzzword but a practical reality. VTEX’s integration of generative AI—through both organic development and strategic acquisitions like Brazilian AI company Weni—enables enterprises to automate complex workflows, personalise customer experiences, and optimise supply chain operations. These capabilities are particularly relevant for retailers navigating the challenges of global trade, where speed, flexibility, and innovation are essential for competitive advantage.### The Impact on Content InfrastructureThe rise of unified commerce platforms has profound implications for content infrastructure, particularly in the areas of product data management, catalogisation, and content automation. As enterprises adopt AI-native solutions, the traditional approach to managing product feeds and catalogues is being replaced by more dynamic, intelligent systems. These systems leverage AI to automate the creation, enrichment, and distribution of product content, ensuring that data is accurate, consistent, and up-to-date across all channels. One of the most significant developments is the use of AI to enhance the quality and completeness of product cards. By analysing vast amounts of data, AI algorithms can identify gaps in product information, suggest improvements, and even generate new content. This not only improves the customer experience but also reduces the manual effort required to maintain high-quality catalogues. For retailers with large and diverse assortments, this capability is a game-changer, enabling them to scale their operations without sacrificing content quality.Another key trend is the increasing adoption of no-code and low-code tools for content automation. These tools empower non-technical users to create, manage, and publish content without relying on IT teams. This democratization of content creation is particularly valuable in fast-paced retail environments, where the ability to quickly launch new products and campaigns can make the difference between success and failure. At VTEX Connect Europe, several speakers highlighted the importance of these tools in accelerating the speed of assortment launches and improving operational efficiency.### The Role of AI in Commerce OperationsAI is not just transforming content infrastructure; it is also reshaping the way enterprises manage their commerce operations. From intelligent order management to data pipelines and retail media, AI-powered platforms are enabling businesses to connect global commerce operations and accelerate growth. The event featured several case studies that demonstrated the tangible benefits of AI integration, including improved operational efficiency, enhanced customer engagement, and increased revenue.One of the most compelling examples was the use of AI to optimise supply chain operations. By analysing real-time data from multiple sources, AI algorithms can predict demand, optimise inventory levels, and streamline logistics. This not only reduces costs but also improves the customer experience by ensuring that products are available when and where they are needed. For retailers operating in multiple markets, this capability is essential for maintaining a competitive edge.Another area where AI is making a significant impact is in the personalisation of customer experiences. By leveraging AI to analyse customer behaviour and preferences, enterprises can deliver highly targeted marketing campaigns and personalised product recommendations. This not only increases customer satisfaction but also drives higher conversion rates and average order values. At VTEX Connect Europe, several speakers emphasised the importance of personalisation in building long-term customer relationships and driving sustainable growth.### The Future of Enterprise CommerceAs the digital commerce landscape continues to evolve, the role of unified, AI-native platforms will become increasingly important. VTEX Connect Europe 2025 demonstrated that the future of enterprise commerce is not just about adopting new technologies but about reimagining the way businesses operate and engage with their customers. The event highlighted several key trends that are likely to shape the industry in the coming years, including the continued integration of AI, the rise of no-code and low-code tools, and the growing importance of content automation.For retailers and manufacturers, the challenge will be to stay ahead of these trends and leverage the latest technologies to drive innovation and growth. The success stories shared at VTEX Connect Europe provide valuable insights into how enterprises can navigate this rapidly changing landscape and position themselves for long-term success. As the industry moves towards a more unified, intelligent, and automated future, the ability to adapt and innovate will be the key to staying competitive in the global marketplace.### The Lisbon Effect: A Statement of IntentLisbon’s role as the host city for VTEX Connect Europe 2025 was more than just a logistical choice; it was a statement of intent. The city, recognised as a hub of innovation and entrepreneurship, provided the perfect backdrop for an event that celebrated the convergence of commerce, technology, and leadership. The event’s success—measured by the high attendance, the quality of the content, and the level of engagement—demonstrated the growing importance of thought leadership and ecosystem building in the digital commerce industry.For VTEX, the event was a clear demonstration of its commitment to improving the ecosystem through thought leadership and strategic partnerships. The company’s focus on high-value partnerships, with a revenue model tied to customer success, sets it apart from its competitors and positions it as a leader in the enterprise commerce space. As the industry continues to evolve, VTEX’s approach to growth—prioritising the success of its customers and investing in brand visibility and thought leadership—will be a key factor in its continued success.### The Path ForwardThe momentum generated by VTEX Connect Europe 2025 is likely to have a lasting impact on the digital commerce industry. The event not only showcased the latest technologies and trends but also provided a platform for industry leaders to share their insights and experiences. As retailers and manufacturers navigate the challenges of economic uncertainty, sustainability pressures, and rising consumer expectations, the lessons learned in Lisbon will be invaluable.The integration of AI, the adoption of no-code and low-code tools, and the focus on content automation are all trends that are likely to shape the future of enterprise commerce. For businesses looking to stay ahead of the curve, the key will be to embrace these trends and leverage the latest technologies to drive innovation and growth. As the industry moves towards a more unified, intelligent, and automated future, the ability to adapt and innovate will be the key to staying competitive in the global marketplace. For retailers and manufacturers, the challenge will be to stay ahead of these trends and leverage the latest technologies to drive innovation and growth. As the industry moves towards a more unified, intelligent, and automated future, the ability to adapt and innovate will be the key to staying competitive in the global marketplace. The success stories shared at VTEX Connect Europe provide valuable insights into how enterprises can navigate this rapidly changing landscape and position themselves for long-term success.### The Role of Content in the AI-Driven Commerce EraIn the AI-driven commerce era, content is no longer just a supporting element but a strategic asset. The ability to create, manage, and distribute high-quality content at scale is essential for businesses seeking to engage customers, drive conversions, and build brand loyalty. VTEX Connect Europe 2025 highlighted several best practices for content management in the age of AI, including the use of AI to automate content creation, the adoption of no-code and low-code tools for content automation, and the importance of data-driven content strategies.For retailers and manufacturers, the challenge will be to balance the need for speed and flexibility with the need for accuracy and consistency. The integration of AI into content infrastructure can help to achieve this balance by automating routine tasks, improving data quality, and enabling real-time content updates. As the industry continues to evolve, the ability to leverage AI for content management will be a key differentiator for businesses seeking to stay ahead of the competition.### The Lisbon LegacyThe legacy of VTEX Connect Europe 2025 will be felt for years to come. The event not only showcased the latest technologies and trends but also provided a platform for industry leaders to share their insights and experiences. As the digital commerce landscape continues to evolve, the lessons learned in Lisbon will be invaluable for businesses seeking to navigate the challenges of economic uncertainty, sustainability pressures, and rising consumer expectations.The integration of AI, the adoption of no-code and low-code tools, and the focus on content automation are all trends that are likely to shape the future of enterprise commerce. For businesses looking to stay ahead of the curve, the key will be to embrace these trends and leverage the latest technologies to drive innovation and growth. As the industry moves towards a more unified, intelligent, and automated future, the ability to adapt and innovate will be the key to staying competitive in the global marketplace.At NotPIM, we recognize the growing importance of content infrastructure in the AI-driven commerce ecosystem. The trends highlighted at VTEX Connect Europe – AI-powered content automation, enhanced product data management, and the use of no-code tools – align perfectly with our mission to empower e-commerce businesses. We offer solutions for product data transformation, enrichment, and quality control, enabling retailers to meet the challenges of the unified commerce era with greater efficiency and agility. By automating product content processes, NotPIM helps businesses unlock the full potential of their product data and maintain a competitive edge.