Participating in the fireside chat at The Product Universe in Holmenkollen on June 12th 2025, hosted by Crystallize, was a rewarding experience. Sitting on stage in the couch together with representatives from Cappelen Damm, Porsche and the CTO of Crystallize offered a wide range of perspectives on how digital commerce is evolving. The combination of established brands and technology driven companies created a strong foundation for a forward looking conversation.

The discussion focused on the shift beyond traditional digital surfaces. We explored how AI, AR and VR, and spatial computing are changing the environments where customers discover products, make decisions and interact with brands. This development is not about adding isolated tools. It represents a broader transformation in how experiences are built and how operations must adapt to support them.

AI was a central theme. It already influences product management, customer journeys and communication of value. This changes the competitive landscape because customers can switch providers with little effort. Retention strategies built on rigid subscription models are becoming less effective. The next generation of subscriptions will depend on flexibility, perceived value and sustained trust.

Another important point was that the future of commerce will be contextual and intelligent. Experiences will adapt to users in real time. The companies that succeed will combine technological capability with strong storytelling. As automation increases, the human element becomes more significant because differentiation will come from meaning and clarity.

Being part of the panel with such strong contributors made the session both inspiring and energising. The setting, the audience and the quality of the dialogue illustrated how quickly the field is moving and how much opportunity lies ahead.