91APP (Stock code: 6741), the first native SaaS company listed in Taiwan, hosted the 2025 Retail Summit, gathering over a thousand top brand executives to explore the evolving retail landscape in the AI era. The summit focused on the evolving relationship between AI and OMO (Offline-Merge-Online), unveiling key insights and new growth opportunities.
Steven Ho, Chairman of 91APP, stated that OMO has officially entered its second phase in the AI era, emphasizing the importance of AI-powered integration across people, products, and places to enhance the OMO consumer experience. He noted that simply connecting systems, what he called the "first phase of OMO," is no longer enough to meet the expectations of today's fully integrated consumers. In particular, cross-channel consumption among the mature demographic aged 50 to 65 has surged. Contrary to the traditional belief that digital channels primarily serve younger audiences, purchasing power in this age group has now surpassed that of the younger generation and cannot be underestimated.
In this second phase of OMO, brands must enhance the OMO experience across people, products, and places. This includes seamless consumer flows through integrated brand apps and LINE, efficient product allocation through 91APP IMS (Inventory Management System), and frictionless in-store experiences via STAFF BOARD, a store associate-driven social commerce tool jointly launched with Japan's Adastria Co., Ltd. These innovations enable brands to scale their D2C brick-and-mortar e-Commerce growth effectively. With e-Commerce continuing its upward momentum in Taiwan, brick-and-mortar e-Commerce has become a major growth engine. OMO remains at the core, with AI serving as a powerful catalyst. Despite the ongoing challenges of OMO implementation, AI simplifies complexity, enhances efficiency, and strengthens operations. 91APP will continue to invest in AI to accelerate the convergence of retail and advertising across people, products, and places, helping brands grow more effectively.
Happy Lee, Chief Product Officer of 91APP, introduced the company's ongoing AI development, noting that 91APP AI (jooii) is already embedded within its Commerce Solution and Marketing Solution offerings. The next key initiative, titled "Agents Inside", aims to empower frontline retail operations. For example, instead of manually uploading large batches of product listings to various platforms, AI Agents can now auto-generate platform-specific content, reducing manual work and improving speed and accuracy through intelligent collaboration with human staff.
Addressing the latest digital traffic trends, Steven Ho pointed out that brands now need to capture traffic not only from brick-and-mortar channels but also directly from their products. AI is reshaping the advertising landscape, enabling brands to use AI to identify high-potential products, generate audience segments, select media, and execute campaigns. With advertising becoming a must-have, 91APP helps clients discover traffic opportunities through product insights, predict high-conversion opportunities, and deliver personalized marketing to drive transactions. The transaction is no longer the end goal, but rather the beginning of a regenerative traffic loop.
The summit also featured keynote sessions by prominent thought leaders including retail guru James Hsieh and internet pioneer Rose Tsou, alongside practical OMO case studies from global sports brand adidas and Japan's top-three fashion retailer Adastria.
James Hsieh stressed that AI is not just a technology issue, but a business one. He emphasized that digital transformation must be preceded by operational transformation. No matter how advanced the system, without changes to people, mindset, processes, and the supply chain, transformation will fail. In the AI era, AI should be seen as a driver of business transformation, not just a tool, yet human and organizational alignment remains critical.
Rose Tsou shared that in the AI era, every brand is a system. With a foundation in clear positioning and data-driven strategies, brands must adopt AI Agents to power content generation, user analysis, and automated marketing. She advocated for cross-functional teams centered on the customer journey, enabling brands to fully realize the potential of AI in a platform-driven, algorithm-dominated market and to genuinely connect with users and amplify brand value.
91APP remains client-centric and committed to integrating OMO and AI into solutions that empower brands. As a commercial partner to its clients, 91APP will continue to provide best-in-class solutions that unify retail and advertising across people, products, and places, helping brands navigate change, seize new opportunities, and unlock the next wave of growth.