What happens when you bring together halloumi, hamburgers, and brilliant minds around the topic of artificial intelligence? That’s exactly what we experienced at the AI BBQ 2025 on the Shopware Campus – an event that delivered both culinary highlights and inspiring content.
AI meets community – and the grill
On Thursday, June 26, 2025, our campus in Schöppingen became a vibrant gathering place for anyone interested in artificial intelligence and the future of digital commerce. Team members from various departments, Shopware partners, guests from the ecosystem, and many AI-curious attendees came together to exchange ideas, network, and enjoy the evening.
Among the guests were also several members of the newly formed Agentic Commerce Alliance, which Shopware co-initiated. The goal of this industry initiative is to bring together AI-first companies in the commerce space to foster shared standards, practical AI patterns, and mutual inspiration. The AI BBQ provided the perfect setting for this – a relaxed environment that encouraged exactly the kind of open, collaborative, and forward-looking dialogue the alliance aims to promote.
Agenda:
🎤 4:00 – 5:00 PM: Talks by Shopware Co-CEO Stefan Hamann and Product Manager Innovation Aaron Schaarschmidt
🍔 From 5:00 PM onwards: BBQ & networking – delicious food, cold drinks, and open conversations
In his keynote, Stefan Hamann emphasized why AI is far more than just a hype for Shopware. He shared insights into Shopware’s vision, its responsibility in the AI space, and concrete use cases – setting the tone for the rest of the evening.
Following Stefan’s talk, Aaron Schaarschmidt took the audience deeper into the world of intelligent systems. From rational and emotional buying decisions to the role of AI-powered copilots in commerce, he explained how Shopware AI works – and what makes it special.
During the BBQ that followed, the topic of AI was explored further in open conversations. Attendees exchanged ideas on which AI tools they already use and discussed the potential of AI agents in various commerce contexts.
All in all, the evening clearly showed: the future is built together. Between visionaries, developers, partners, and AI enthusiasts, a space emerged where people could learn from one another – and spark new ideas collaboratively.
Stefan’s closing words summed it up perfectly:
"The future of commerce isn’t just built with code. It’s shaped by intent, emotion, and systems that learn faster than we argue in Slack."
Want to learn more about Shopware & AI?
Looking to dive deeper into the topic? Check out our product page to learn how we’re integrating and advancing AI across the Shopware platform:
