Apparel brand Adidas is running Audi Revolut F1 Team, offering ecommerce-as-a-service (shortened as EaaS or ECaaS) and integrating artificial intelligence (AI) agents from technology provider Salesforce.

Adidas senior project manager Dominik Seeberger shared how the retailer leveraged Salesforce technology to launch EaaS, a new business model for Adidas. That unlocked a more than $100 million business opportunity, he said. And Adidas went live with the Audi site in eight weeks. He shared how AI agents enabled Adidas to scale without adding headcount.

Seeberger spoke in a session called “Scaling Ecommerce as a Service with AI and Agents” at Salesforce Connections 2026 in Chicago in early June.