Back to School has evolved into far more than a seasonal shopping event. It now represents the first major test of a retailer’s commercial strategy ahead of an increasingly competitive Q4, offering valuable insight into consumer confidence, promotional effectiveness and operational readiness. As brands, retailers and agencies prepare for a packed calendar of sales moments, from Singles’ Day through to Black Friday and year-end campaigns, getting this period right has never been more important. With the GCC market disruptions in the from earlier in the year, the feeling of Back to School signaling the curtain raising for Q4 is stronger than ever.

This panel brings together senior eCommerce leaders to examine how Back to School strategies are evolving in 2026, what lessons can already be drawn from the season, and how businesses are using the momentum to shape a successful end to the year.

Twelve months is a lifetime in artificial intelligence. Since our last AI & Data Catch-Up, generative AI has moved beyond experimentation and into the everyday operations of retailers, brands and agencies. From forecasting and merchandising to content creation, retail media and customer service, AI is rapidly reshaping how commerce is planned, executed and measured. Consumer journeys are also changing at a rapid pace in an AI fueled world of retail.

This panel revisits one of our most popular discussions to explore what has genuinely changed over the past year, where organisations are already seeing measurable value, and what the next wave of innovation means for the future of eCommerce.