In this interactive session, we will explore recent advancements achieved by Shell in crafting exceptional user experiences, with a particular focus on the challenges posed by complex businesses like B2B eCommerce. We'll explore how data-driven strategies are becoming the key to unlocking customer empathy, generating profound insights for product designers and developers, aimed at delivering products that customers not only adore but also drive business success. But that's not all! We will also investigate the potential of integrating AI to further improve our grasp of emerging market needs and customer expectations. Together, we will examine how this dynamic blend of data-driven empathy and AI has the potential to transform our approach to product development. This transformation will set us on a course where customer loyalty and business achievements align seamlessly. We invite you to join us on this insightful journey of innovation and transformation.