As marketing channels rapidly evolve, Shopify’s Global Catalogue initiative aims to improve product discoverability by consolidating millions of products from diverse shops into a single unified system, enabling integration with next-generation platforms such as AI agents and virtual realities. This expo talk will present the core components of this initiative, focusing on the integration of multimodal LLMs to enrich product metadata. We’ll explore the processes of data curation, model fine-tuning, experimentation, evaluation, and feedback loops, showcasing our approach to building and continuously improving these models. Plus, how we leveraged open source tools to scale and deploy these models to make real time predictions for around 40 million LLM calls, or about 16 billion tokens daily. Finally, we'll highlight how these enriched data representations are currently advancing conversational commerce, enhancing search functionalities, and improving personalization.