Key Takeaways

• Computer use inverts the software relationship, and the target is zero data entry. AI can now operate the software a company already runs, including legacy systems, CRM and 3D tools. After forty years of humans using software, the relationship inverts: people review output rather than type input.
• A company that cannot query its own data in minutes does not own that data. The company that claims to know everything about its customers then needs days or weeks of ERP and CRM extraction to produce anything, in fact holds the keys to the jail without access to the value inside. Two visible symptoms: meetings that exist only to synchronise data between teams, and reports senior managers spend hours producing.
• Every decision environment built on AI needs a declared expiry date. An AI trained on how one decides today will not encode the right logic in six or twelve months, and nothing in the tooling signals when that moment has passed.
• Marketing moves from touch points to task points, and the funnel collapses to two steps. Personalisation as “show me the relevant part of your catalogue” gives way to the customer sitting at the centre of the process. The unit is no longer a step that draws the customer toward the brand but a task handed to an AI, with the brand present.

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IADS Conference Report - Paris Connect by Retail Hub: AI adoption and the agentic web