Kelly Cook, President of Brand Technology and Finance at David's Bridal, leads discussions on the innovative 'Anywhere Commerce' strategy reshaping bridal retail. She highlights how AI and social commerce are revolutionizing customer engagement, especially on platforms like TikTok. Cook delves into the emotional journey of wedding dress shopping, emphasizing the importance of empathetic service. She also discusses future strategies for integrating technology with personalized experiences to enhance the bridal shopping process.