Major retailers like Amazon, Walmart, and The Home Depot are launching generative artificial intelligence (GenAI)-powered shopping assistants.
The Home Depot rolled out Magic Apron, a GenAI concierge that acts like the most experienced store associate at your fingertips. Upstart companies like Daydream are harnessing AI to drive shopper personalization.
These AI-powered shopping tools show the tangible impact of AI on today's shopping experiences.
But they also emphasize that brands must capitalize on this technology to keep up and deliver even better product experiences. It’s why Salsify has thoughtfully integrated AI into its product roadmap, according to Chief Product Officer (CPO) Julie Marobella and Senior Director of Product Management Todd Buffum.
Marobella and Buffum spoke at Salsify’s 2025 Digital Shelf Summit, giving an inside look into Salsify’s AI-led product vision and sharing exciting changes on the horizon to help brands deliver engaging product content at scale.
Propelling Intelligent PXM
“At Salsify, our mission is to ‘make every product experience matter’ and in this AI-powered commerce landscape, that means helping brands deliver accurate, high-quality content at every touchpoint. Because all of these AI shopping experiences are reliant on great product data,” Marobella told TechIntelPro.
Marobella says Salsify is laser-focused on improving efficiency and performance, which is why the company is building on its foundational product experience management (PXM) capabilities to help brands thrive in this new AI-driven commerce world.
“Salsify is evolving to become the intelligent PXM platform built to support this new era of very dynamic commerce,” she says. “We will continue to be the system of record for your product content, but not only brand-authored content, which is a lot of the focus today. It needs to include AI-generated content [and] contextual information and really become the hub for that trusted information that ensures your brands and your products are both accurate and relevant.”
Marobella says this focus isn’t new, but rather an extension of the three core pillars of Salsify’s product vision: centralize, automate, and connect.
Centralize
Better-quality data is key to delivering accurate and relevant content, according to Marobella. Salsify continues to serve as a centralized hub for the data that feeds brands’ product experiences across channels, ensuring they have a single source of truth for their product content.
Automate
Salsify has long been brands’ system of record for creating, enriching, reviewing, and improving content, but now the platform’s capabilities must expand to streamline the management of new content types, such as AI-generated and augmented content.
Salsify’s intelligent PXM provides a new review and approval framework to drive efficiency and control as brands innovate. Salsify is building automated workflows to scale various parts of product information management (PIM), including content syndication.
Connect
The platform is also evolving to help brands more easily connect product content across their ecosystem, work more effectively with partners, and leverage data from a variety of sources, such as AI discovery platforms, marketplaces, Global Data Synchronization Network (GDSN) data pools, and more.
According to Marobella, we’re transitioning to a world where brands will no longer just map fixed, structured data to meet retailers’ strict requirements. Going forward, they’ll instead syndicate validated master data and new attributes that may never feed a product detail page (PDP), but will be needed to feed AI models.
Those models include semi-structured and unstructured data like brand style guides and positioning guides that retailers will use to enrich and optimize a brand’s product content.
With more destinations and more content types, brands will need advanced tools and capabilities to navigate all this complexity.
“That’s where Salsify comes in. We're not just helping you syndicate content. We're powering the data exchange that enables dynamic AI-powered commerce,” Marobella says.
Powering Modern Product Experiences
In 2024, Salsify introduced the PXM Advance platform to build an even stronger foundation for AI, drive automated efficiency, and help brands create a more connected ecosystem. This year, Salsify plans to roll out more AI-powered features and capabilities that will transform how brands use Advance to execute intelligent product experience management.
Intelligence Suite
This year, Salsify will launch the Intelligence Suite, “a powerful new toolset that enables you to harness AI directly within your workflows,” Buffum says.
The Intelligence Suite enables brands to embed AI steps into their workflows and processes. They can combine these steps with human tasks to execute a range of use cases, such as content translation for international markets, seasonal content rewrites, competitor content analysis, alt text generation, and match and merge. The Intelligence Suite also features several prebuilt, AI-powered commerce accelerators, so brands can take advantage of this tool right away to automate their workflows.
With the Intelligence Suite, teams can also perform tasks such as validating content against brand style guides, optimizing content for specific personas, and proactively tracking campaign performance.
“However you use these AI building blocks, you can rest assured that with the Intelligence Suite, we can drive automation that's going to result in time savings, improved data accuracy, optimization across your entire portfolio, and overall speed to market,” Buffum says.
Auto-Mapping
Salsify is introducing auto-mapping, which combines the company’s understanding of brands’ data models with its understanding of retailer schemas so that any new channel a brand adds automaps the core properties.
Buffum notes that this capability reduces repetitive work, giving brands a seamless way to configure any new destination and easily set up a new channel in just a few clicks.
Retailer Change Notifications
Amazon changed its requirements 244 times last year, leading to lots of rework for teams to ensure their product catalog was accurately mapped to these new retailer requirements.
Retailer change notifications will inform customers when a retailer like Amazon changes its category requirements and how it will affect their products. This capability will enable brands to stay one step ahead of changes on retailers’ sites and ensure their products are prepared for syndication.
Angie, the Intelligent PXM Copilot
Angie, Salsify’s new conversational assistant that will launch in Q3, is one of the most powerful ways Salsify uses AI to help teams work smarter and bring engaging product experiences to life.
“You can think of Angie as your PXM copilot, guiding your use of the platform, answering questions you have along the way, and trained to help you execute some of the most complicated and time-consuming tasks in our platform,” Buffum says.
Angie understands natural language and can respond with intelligent, actionable answers to help guide teams’ decision-making and everyday work. The tool understands a brand’s data model, the retailer schema to which it publishes, and uses data that’s already within the platform to answer virtually any question users have.
“Need to find all the properties that could store a title value? Well, just ask Angie. We can surface all the properties that can store a product name. It can explain configuration options, troubleshoot issues, or walk you through how to use features — all in plain language,” Buffum says.
“Angie supports you with real-time guidance across the entire unified platform, allowing you to move faster and stay focused on what matters,” he adds.
Formula Assistance
Brands are grappling with ever-growing and ever-changing data requirements. Salsify plans to use Angie to help them navigate this complexity by programming it to perform a new skill: formula writing.
“Angie knows our formula language. It’s been fed the formula best practices. It knows our retailer schemas and is capable of guiding you through the channel configuration process without needing to have Salsify expertise,” Buffum says.
Angie can complete formula tasks in seconds, including writing a formula to map a brand’s title property, evaluating formulas to find ways to simplify mapping, and even resolving validation errors.
Auto-Healing
To complement the launch of retailer change notifications, Salsify is introducing a larger AI-powered capability in 2026 called auto-healing.
This feature will analyze retailer requirement changes, evaluate current mappings, and then automatically suggest updates.
“So, all you have to do is review and approve. No rewriting formulas. No unready products — just faster resolution with less effort to help you syndicate at full speed,” Buffum says.
Future Innovations
Marobella and Buffum also unveiled a future vision for the Salsify PXM platform, anchored by AI-led innovations that will transform how teams deliver product experiences across channels.
New Data Types
In the future, the platform could evolve to allow users to store new data types, such as persona demographics.
Marobella says brands could take advantage of this feature to create variations of their core product content for a specific campaign or customer segment. Integrated GenAI within the Advance platform could enable users to easily change content based on the persona they’re marketing to and ensure the content adheres to their brand’s style guide.
Smarter Recommendations
Salsify is also building toward a vision where the platform can surface dynamic, context-aware insights based on a brand’s Salsify usage and performance. This future capability will help companies produce accurate, timely, and relevant product content across channels.
Smarter recommendations could also deliver insights such as recent requirement adjustments for Amazon to improve content readiness, suggestions to optimize enhanced content layouts with video, or new channels to add that are already performing well among a brand’s competitive set.
Market Intelligence
Salsify envisions a future where the platform will be able to aggregate information on shopper trends and other market intelligence. When developing seasonal campaigns, for example, brands could ask Angie for search trends in their category. Angie would pull up keywords like “grilling” or “smoked meats.” Next, brands can request that Angie optimize their marketing copy to incorporate these trending terms.
Users could directly access product trends in the platform at any time and leverage this insight to create more relevant product experiences.
Advancing Responsible AI
AI will be a core part of Salsify’s product vision going forward, but the company is also committed to the responsible use of the technology. Three core principles will guide Salsify’s use of AI.
A Commitment to Openness
Salsify is committed to being transparent about its AI practices and wants customers to understand how its AI systems work and how they can help their business.
Being Responsible Data Stewards
Salsify is accountable for the outcomes of its AI-driven tools, adheres to the rules, and keeps confidential information confidential.
Prioritizing Human-Centric Solutions
Salsify invests in AI solutions that solve real business challenges, empowering brands to make every product experience matter. It delivers human-centric solutions that harness the power of AI.
“[You can] be confident that every investment we make in AI is going to be grounded in these principles,” Marobella says.
The Future of PXM
Along with launching a variety of AI-powered capabilities, Salsify is continuing to prioritize network expansion.
In 2024, the company added direct connections for retailers such as Kroger, Instacart, Dollar General, Grainger, and Staples onto the platform. This year, Loblaws, Instacart Canada, Walgreens, Dollar Tree, and Ferguson will join them.
Salsify continues to invest in breaking down walled gardens in consumer packaged goods (CPG), expanding to the food distribution category, and building a pipeline of connections in other industries, such as 7-11 in the convenience category and Wayfair in home furnishings.
Salsify also heavily invests in its GDSN solution to drive global syndication. Last year, it made four new markets available — Sweden, Finland, Poland, and Spain — and has pilots underway in five new markets.
The future of product experience management will be defined not just by AI, but by partnerships and people.
Embedding AI into processes and workflows will be key to empowering teams, but fostering more effective collaboration and joint innovation across brands, retailers, and other partners will be crucial to accelerate intelligent product experience management and power best-in-class product and shopping experiences for consumers.
“This is such an exciting time in commerce,” Marobella says. “With everything that AI is transforming, it's an opportunity for all of us.”
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