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.

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Checkout Factory here.

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