On this episode, I’m joined again by Luke Hodgson to talk about a shift that’s quietly taking place inside every brand: the move from customer experience to operator experience.
We unpack what Luke calls OX2030; his framework for how AI is reshaping the way brands actually run. The idea is simple but big. Over the next decade, the biggest transformation in retail won’t happen on the front end. It will happen behind the scenes, in the systems, workflows and cross-functional teams that keep everything moving.
We talk about how AI is flattening hierarchies, what it means for how brands are organised, and why most of the value in automation will come from fixing the low-value work that slows good people down. We also get into how this connects to Factory’s Internal and External AI framing, where the real opportunities live, and what it means for leadership and culture inside consumer brands.
If you’re thinking about how AI changes the structure, not just the strategy, of how your business operates, this one’s for you.
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On this episode, I’m asking a question that’s quietly reshaping digital marketing: Will AI change the way we search? I’m joined by Sam Hurley, founder of NOVOS an SEO and AI Search agency. We unpack what’s happening to discovery as AI answers more of our questions for us, and what that means for brands, agencies and search strategies.
We talk about how AEO or GEO or AIEO or what ever you call it fits into the mix, how it differs from traditional SEO, and why Google, OpenAI and Perplexity might soon be the new gatekeepers of visibility. We also get into what brands can actually do right now to prepare for AI-native search, and whether this shift is likely to change consumer behaviour forever.
If you work in commerce, brand marketing or digital strategy, this episode will help you understand what’s next for search, discovery and visibility in the age of AI.
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On this episode, I’m asking a simple question with a very complicated answer. Is the AI bubble about to burst? With Luke Hodgson, co-founder of Commerce Thinking and High Cohesion.
We kick things off by reviewing four recent news stories that have fuelled bubble talk, from Mira Murati’s $2 billion raise at Thinking Machines Lab to Palantir’s stock drop and Meta’s AI hiring freeze. Then we dig into the reality. What’s hype, what’s real, and how should brand operators navigate it?
Luke and I explore whether the current wave of AI investment is overinflated or just misunderstood. We talk about unit economics, cracks in the AI stack, and how the winners might not be the AI-first startups, but the brands quietly experimenting in the background.
We also zoom out. If this is an industrial revolution compressed into a decade, what happens to jobs? How should brands structure their teams? And is there any government on the planet actually ready for what’s coming?
If you work in tech or commerce, and you’re trying to make sense of the AI noise, this one’s for you.
Depict.ai are on a mission to help shoppers discover the products they love - while giving merchandisers total creative control. Turn keyword searches into real conversations. Help customers explore and uncover more of your catalogue. Merchandisers stay in control of the story.
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On this episode, I’m talking with John Tan (CEO of Depict.ai) about why onsite search is broken, what it will take to fix it, and how Depict is reimagining discovery through AI.
We unpack the difference between onsite search and traditional search, and explore why it’s time for ecommerce to move beyond the basic grid. John shares his vision for a more conversational, more emotionally resonant way to browse, what he calls “vibe searching”. Less keyword filtering. More: “I’m going to a wedding in Tuscany next month. What should I wear?”
We also talk about how this kind of interaction could change how websites are built, how merchandising is done, and what consumers expect from brand experiences. And we look at the broader AI landscape. What’s real, what’s hype, and whether the house of cards can hold.
If you’re working in ecommerce and thinking about the future of CX, conversion and what shoppers really want, this one’s for you.
Depict.ai are on a mission to help shoppers discover the products they love - while giving merchandisers total creative control. Turn keyword searches into real conversations. Help customers explore and uncover more of your catalogue.
Merchandisers stay in control of the story.
Upgrade your storefront at Depict.ai
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On this episode, I’m revisiting the big shifts in commerce tech with Luke Hodgson. Who’s winning, who’s losing, and what’s changing under the surface.
We break the conversation down into four key areas: platforms, frontend tools, back office systems, and AI. We look at why Shopify still has the momentum, why BigCommerce’s rebrand hasn’t made much impact, and why platforms like Centra are gaining ground with modern fashion brands. Luke also explains why Magento is fading, and why Salesforce Commerce Cloud rarely comes up in conversation anymore.
We talk about why fragmented tool stacks are falling out of favour, and how consolidation is changing the frontend experience. And we dive into the back office, where the ERP landscape is overdue for disruption, but still proving hard to unseat. Luke shares a strong view on where AI will change everything and where it won’t.
We end with predictions. Luke backs next-gen merchandising tools. I put my money on the Nordics.
If you’re watching the commerce tech landscape and wondering where to place your bets, this one’s for you.
Depict.ai are on a mission to help shoppers discover the products they love - while giving merchandisers total creative control. Turn keyword searches into real conversations. Help customers explore and uncover more of your catalogue. Merchandisers stay in control of the story.
Upgrade your storefront at Depict.ai
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On this episode, I’m talking about what it takes to build a modern footwear brand in 2025. My guest is Douglas Holm, Head of Online at Myrqvist.
We explore how Myrqvist balances premium product with accessible pricing, and why customer experience is the real driver of long-term growth. Douglas shares how the team thinks about loyalty, discovery, and CX. From replying to Reddit threads to designing better packaging, everything ladders up to a more thoughtful brand experience. And when it comes to community, it’s less about building a forum and more about showing up where the customer already is.
We also talk about how Myrqvist is using AI behind the scenes and on the website. From translations and product copy to AI-powered search, Douglas explains how they’re enriching PDPs to be more discoverable by AI tools, not just humans.
If you care about digital brand building, operational scale, or staying visible in the age of AI discovery, this one's for you.
This episode is brough to you by depict.ai. Their mission is to help shoppers discover the products they love while giving merchandisers total creative control. So if you're still stuck in traditional keyword land, head to depict.ai and level up to natural conversational search.
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On this episode, I’m talking about what commercial leadership really looks like in 2025. What’s changing, what’s staying the same, and how smart operators are navigating uncertainty - with Kelsey Fahy, Commercial Director at The Fold.
We get into the evolving role of commercial leaders, and why success now depends on cross-functional thinking, faster decision-making, and a deep understanding of the customer. Kelsey shares how The Fold balances agility with consistency, and how they stay laser-focused on their purpose while expanding across channels and markets.
We also explore how AI is creeping into commercial conversations, not to replace people, but to unlock faster, smarter decisions. And we talk about why brands need to stop over-personalising the wrong moments, and start paying more attention to post-purchase.
If you're a brand operator thinking about growth, CX, and where to invest next, this one’s for you.
This episode is brought to you by Reveni. Reveni helps eCommerce brands turn refunds into retained revenue, by making instant exchanges the default, not the exception. Learn more at Reveni.
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On this episode, I’m talking about the future of AI, the end of websites as we know them, and what’s actually changing behind the scenes in commerce, with Luke Hodgson, co-founder of Commerce Thinking and High Cohesion.
We explore the idea of agentic shopping, how the consumer experience might shift from browsing websites to delegating tasks to AI, and what this means for platforms like Shopify and OpenAI.
We also discuss the operational side of AI adoption, where brands are seeing real value today, what’s getting in the way, and why post-purchase and repetitive workflows might be the most fertile ground for automation.
If you’re trying to separate AI signal from noise, or wondering what “practical AI” looks like inside a real consumer brand - this one’s for you.
This episode is brought to you by Reveni. Reveni helps eCommerce brands turn refunds into retained revenue, by making instant exchanges the default, not the exception. Learn more at Reveni.
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On this episode, I’m talking about returns, refunds, and the hidden layer of post-purchase experience with Fernando Pedraz, founder of Reveni.
We get into why instant refunds aren’t just good CX, they’re good business — and how Reveni is helping brands turn a painful process into a growth lever. Fernando shares how they assess refund risk in real time, what most brands get wrong about cross-border returns, and where automation adds value without losing the human touch.
We also talk about the role of AI in fraud prevention, logistics, and finance infrastructure, why the post-purchase stack is still underdeveloped, and what smart brands are doing to stay profitable in a tougher market.
If you’re thinking about CX beyond the buy button, or building smarter systems behind the scenes, this one’s for you.
This episode is brought to you by Reveni. Reveni helps eCommerce brands turn refunds into retained revenue, by making instant exchanges the default, not the exception. Learn more at Reveni.
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On this episode, I’m talking about the pace of the AI economy, who’s driving it, who’s struggling to keep up, and what it means for brands, with Luke Hodgson, co-founder of Commerce Thinking and High Cohesion.
We explore whether the AI economy is moving too fast, and what “too fast” even means. Is AI solving the right problems? Is it driving real progress, or just creating a new layer of complexity?
We also discuss how brands can make smart, steady bets rather than chasing hype, why AI isn’t just about conversion but retention, and how the post-purchase space is ripe for innovation.
If you’re building a brand, navigating automation, or wondering how to keep your business human while embracing AI, this one’s for you.
This episode is brought to you by Reveni. Reveni helps eCommerce brands turn refunds into retained revenue, by making instant exchanges the default, not the exception. Learn more at Reveni.
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On this episode I’m talking about AI managers, automation, and how brands are reorganising themselves around intelligence, not just roles - with Luke Hodgson, co founder of Commerce Thinking & High Cohesion.
We explore what it means for a brand to have an “AI manager”, why every team will need an AI champion, and how automation is already reshaping how businesses operate behind the scenes.
Luke shares what he’s seeing from inside large organisations experimenting with AI, the tension between curiosity and capability, and why the future isn’t about replacing people, but redesigning the way they work.
We get into practical examples of AI-enhanced roles, the importance of cross-functional thinking, and how AI will disrupt every link in the retail value chain, from merchandising to customer service.
If you’re thinking about how to structure your team, where to apply AI, or what leadership looks like in an automated world, this one’s is for you.
On this episode I’m joined by Lucy Davis, my co-founder at Factory, as we unpack the messy reality of AI in commerce – beyond the hype and into the hard questions.
We get into whether traditional discovery processes still matter when AI can simulate, generate, and iterate at speed. Are briefs still useful? Is AI discovery even a thing? Or is it just a shiny wrapper on what strategy teams already do?
We talk about sustainability in AI, how brands like L’Oréal are experimenting with Nvidia to create more personalised beauty experiences, and why so much of what’s sold as intelligent automation is still smoke and mirrors. You’ll hear why smaller brands might actually be better placed to move fast, where AI is helping with internal efficiencies, and when it's just adding noise.
If you’ve ever found yourself wondering whether an AI tool is a real unlock or just a pitch deck promise, this one’s for you.
This podcast is brought to you by our friends at Omnisend. Your email marketing platform shouldn’t send you on side quests just to get help. Omnisend’s 24/7 support is always here — real people, real answers, no hold music. So good, it’s boring! Try for free today.
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On this episode I’m talking about brand loyalty in a hyper personalised AI world with Emily Gray, Founding Partner of Untangld: an international Strategy Studio defining how businesses win.
We get into what loyalty really means today, from communities and connection to the risk of over optimised personalisation, and why Emily believes true loyalty is earned through relevance, not reliance.
We talk about the impact of AI on brand relationships, how to design for meaning instead of mechanics, and what marketers can learn from the likes of Starbucks, Elf and Rapha. Emily also shares how brand strategy needs to evolve in a world where customer expectations are fluid and attention is scarce.
If you're thinking about retention, CRM or how your brand shows up in a world shaped by automation, this one is for you.
This podcast is brought to you by our friends at Omnisend. Your email marketing platform shouldn’t send you on side quests just to get help. Omnisend’s 24/7 support is always here — real people, real answers, no hold music. So good, it’s boring! Try for free today.
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On this episode I’m breaking down Shopify’s Summer Editions 2025 with Ben Homer, Senior Solutions Engineer at Shopify.
We cover Shopify’s new AI-powered Horizon theme and what it means for design freedom, explore the interplay between consumer- and merchant-facing AI, and dig into standout updates—from Sidekick’s new voice and screen-sharing capabilities, to split fulfilment via Ship and Carry Out, and big unlocks like Multi-Entity and Multi-Currency Payouts.
We also talk about the role of partners and agencies in a post-AI world, the future of immersive checkouts like Roblox, and whether this Editions release is quietly reshaping the platform for the next era of commerce.
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On this episode I’m talking about investing in creator brands with CJ Daniel-Nield, co-founder of Planes Studio.
We unpack why creator-led businesses are booming, the shift from personal brand to product ecosystem, and why CJ believes creators have already solved the hardest part of building a business: distribution.
We dive into projects like Skin Rocks and Mila, explore the challenges around LTV and long-term engagement, and discuss what it takes to spin a creator brand out into a standalone company. CJ also shares more on Kites—Planes’ new initiative to support creators with capital, product, and operational backing—and what the modern playbook for audience building looks like in a post-D2C world.
If you’re building, backing, or advising a creator-led brand, this one’s full of lessons and signals.
This podcast is brought to you by our friends at Omnisend. Your email marketing platform shouldn’t send you on side quests just to get help. Omnisend’s 24/7 support is always here — real people, real answers, no hold music. So good, it’s boring! Try for free today.
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In this episode, I’m joined by Matty to talk about his journey from studying marketing to shaping some of the most well-known brands in the DTC space. We go back to his days at MyProtein and Represent, where he cut his teeth in SEO and digital PR, learning first-hand how community building can and should be the core of a modern brand proposition.
Now at Cadence, Matty shares how the brand has evolved from a small startup to a company lazer focussed on fuelling athletes. We discuss what it takes to innovate in a crowded space, the importance of real connections with athletes, and why organic marketing is underrated.
We also get into the realities of scaling a business quickly, adapting to constant change, and the lessons learned along the way. If you’re interested in what it takes to build brand loyalty in competitive markets, this one’s for you.
This podcast is brought to you by our friends at Omnisend. Your email marketing platform shouldn’t send you on side quests just to get help. Omnisend’s 24/7 support is always here — real people, real answers, no hold music. So good, it’s boring! Try for free today.
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On this episode I’m chatting with Hamish McKay, co founder of Order Editing, and we’re discussing what it’s like to build a $20m app in public.
We discuss how the origins of Order Editing, the moat they’ve built by building in public, the realities and exhaustion that comes from building in public, his personal branding framework, the importance of vulnerability, why they encourage their team to build their own personal brands, the stark reality of bootstrapping, where they sit within commerce technology landscape and what life would be like after they sell for $20m.
This podcast is brought to you by our friends at Omnisend. Your email marketing platform shouldn’t send you on side quests just to get help. Omnisend’s 24/7 support is always here — real people, real answers, no hold music. So good, it’s boring! Try for free today.
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On this episode I’m chatting with the Jeremy Horowitz, managing partner at Because Ventures and writer of the very excellent newsletter - Let’s Buy A Biz!, and we’re debating whether buying a business is the the best business in 2025?
We start by exploring why buying a business has become popularised by social media and retiring baby boomers, why understanding financial statements is crucial for any business buyer or owner, how AI is transforming the business acquisition landscape, the power of a due diligence checklist, green and red flags to look out for when buying a business, how the current market conditions might actually be a positive and why trust is the ultimate deal breaker.
This podcast is brought to you by our friends at Omnisend. Your email marketing platform shouldn’t send you on side quests just to get help. Omnisend’s 24/7 support is always here — real people, real answers, no hold music. So good, it’s boring! Try for free today.
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On this episode I’m back with Luke Hodgson, co founder of Commerce thinking and high cohesion and we’re re-exploring a subject we discussed a few weeks back - the technology state of play.
We start with the impact of tariffs on backend operations and tech choices, the demand for low code solutions, the likelihood and shape of consolidation for the rest of the year, who the commerce platform winners and losers will be, the opportunities for new tech ventures in a volatile market, what is going on with the MACH Alliance, Shopify's recent partnership with ChatGPT and whether AI maximalists have got it right or wrong?
This podcast is brought to you by our mates at Inventory Planner by Sage. What do brands like like Astrid & Miyu, ROKA London and Passenger have in common? They all use Inventory Planner by Sage to cut excess stock by a third and scale multi-locations with confidence. Get two month’s free by following this link.
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On this episode I’m back with Luke Hodgson, co founder of Commerce thinking and high cohesion and we’re debating whether system design is a luxury or a necessity for modern brands?
Before jumping into it, we touch on how TikTok is becoming the battleground for Trump’s trade tariffs and whether Strava buying Runna is a playbook for running brands acquiring niche running clubs.
Then we get into system design. We explore the importance of establishing systems from day one, common mistakes brands make, the interplay between data and system design, the impact of AI on system design and why good system design is often a function of an ‘oh shit’ moment.
This podcast is brought to you by our mates at Inventory Planner by Sage. What do brands like like Astrid & Miyu, ROKA London and Passenger have in common? They all use Inventory Planner by Sage to cut excess stock by a third and scale multi-locations with confidence. Get two month’s free by following this link.
Checkout Factory here.
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