At the 14th Consumer and Retail Forum hosted by ChosunBiz at the Westin Josun Seoul in Jung-gu, Seoul on the 16th, Maeng Ji-seon, enterprise senior business development lead at Amazon Web Services (AWS), urged Korea retailers to adopt Agentic AI to win the intent economy. Maeng said, "We must understand the essence of retail and consumer-goods corporations and apply Agentic AI to maximize competitiveness." Maeng explained that Agentic AI goes beyond Generative AI to identify customer intent and carry out real actions such as product discovery, comparison, recommendation and purchase, and that "Agentic AI is affecting both sales growth and operational efficiency." Sensor Tower Research analyzed more than 100,000 data points from Amazon shopping sessions on last year's Black Friday and found that 40% of all customers asked questions through an AI agent, and their conversion rate was more than 3.5 times higher. Maeng noted that AI needs to understand natural language and respond in a customer-personalized way, remembering past context. A case was introduced in which PepsiCo aims to become an "Agentic AI-first enterprise" by embedding AI across its business.