News Summary:
On September 5, 2026, Mapp introduced GEMA, an initiative to teach AI to understand shopper intent based on occasions, looks, problems, and possibilities rather than just product attributes, addressing the gap where most commerce systems know what a product is but not its meaning. Previously, on July 27, 2026, the company hosted an on-demand webinar discussing how AI is changing email deliverability, noting that authentication is now a baseline for inbox landing as Gmail, Yahoo, and Microsoft increasingly use machine learning to score authentication and engagement signals. Earlier, on July 1, 2026, Mapp expanded its Central London surveying team by appointing Kay Harvey as director. Harvey brings over 25 years of experience, including a decade at Real Estate Management UK, where she oversaw properties such as The Shard. This followed discussions at Shoptalk Europe around June 29, 2026, where the "product data problem" was a prominent topic, alongside a $3.5 trillion agentic commerce projection and the paradox of consumer distrust in AI despite its influence on purchasing decisions. Prior to this, on June 4, 2026, the company observed that the discovery equation for fashion retail no longer functions, challenging the previous model where more traffic and consistent conversion rates directly led to more revenue.
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