The Intent Steward Model: How Sephora is Redesigning Product Delivery for AI-Native Teams
Nov 0511:55 am – 12:30 pmStage: Main StageTalk
- What had to change inside Sephora when customer journeys became fluid, with customers entering through search, social, AI assistants and other unpredictable entry points.
- How Sephora's Intent Steward model helps teams design systems that understand customer intent, apply context and determine the next best action in real time.
- The operating model, guardrails and cross-functional collaboration required to build and govern AI-powered decisioning systems.
- A detailed case study showing how Sephora applied these principles to a real customer or partner experience, and how the team's role shifted from shipping features to orchestrating outcomes.
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