At Bloomreach’s Edge Summit 2024, AI took center stage, with industry leaders sharing their insights on how AI is transforming commerce and beyond. Two standout conversations included commercetools experts, Greg Kieran, Director Solutions Engineering and Marc Stracuzza, Director of Portfolio Strategy. They dove deep into AI’s ability to drive business innovation, the ethical considerations surrounding its use and how companies can best integrate AI into their operations. Here's a recap of their insights, along with strategies businesses should focus on to maximize AI's impact.
Effective strategies for integrating AI — and pitfalls to avoid
AI promises groundbreaking opportunities, but it can be tricky to implement effectively. Marc Stracuzza outlined the key to a successful AI integration strategy: Transparency, accountability and data privacy.
Marc emphasized, “Transparency is crucial. Customers want to know when they’re interacting with an AI versus a human.” His advice to businesses? Be upfront about where and how AI is used. Hiding its presence can erode trust, especially when AI interacts with sensitive data. Companies should establish clear processes for data usage and protection from the start. "Once you have that foundation in place, then go innovate!" Marc added.
Navigating AI innovation to execution: Lessons from leaders
AI isn’t just about cutting-edge tech; it’s about execution. Greg Kieran provided a clear example during his session on using AI to increase profitability. He shared how AI helps streamline supply chain operations by identifying inefficiencies in real-time and providing actionable insights. He said, “AI doesn’t just improve decision-making — it automates it, creating faster and more profitable outcomes.”
To make the most of this technology, businesses must avoid one of the most common pitfalls: Diving into AI without a clear plan. Greg stressed the importance of aligning AI innovation with business goals. “Don’t implement AI just because it’s trendy. Start by identifying the specific business challenges you want AI to solve.”
How consumer expectations are evolving with AI innovations
Consumer behavior is changing rapidly, and AI is both a driver and a solution. Marc noted that customers are increasingly comfortable with AI-powered personalization. He explained, “We’re all used to giving up some data in exchange for a better experience.”
Consumers expect seamless, personalized interactions — whether that’s tailored product recommendations or conversational commerce, where AI helps find the right products in a more natural, conversational manner. Marc predicted that AI will soon become the main entry point for shopping, saying, “The ability to converse with AI the way we talk to people will transform the shopping experience.”
Key AI innovations businesses should focus on
To stay ahead of consumer demands, businesses must focus on the AI innovations that matter most. Greg and Marc both pointed to conversational AI and AI-driven personalization as critical areas for investment. Conversational AI, which allows customers to interact with brands in a natural, human-like way, is already reshaping digital commerce. Meanwhile, AI-driven personalization makes every customer interaction feel bespoke, driving loyalty and boosting profits.
Greg also mentioned the need for businesses to prioritize AI-powered analytics. With the explosion of data in today’s world, AI helps cut through the noise, delivering insights that are not only accurate but also actionable.
Reskilling the workforce for AI: Supporting AI and human collaboration
As AI becomes more integrated into the workforce, reskilling becomes essential. Greg made a compelling case for upskilling employees to work alongside AI tools. “AI isn’t about replacing jobs — it’s about enhancing them,” he explained. Businesses need to focus on AI and human collaboration, empowering employees to use AI to make better decisions and free up time for more strategic tasks.
Marc echoed this sentiment, adding that AI is only as good as the data and human input behind it. “Without good data, AI won’t deliver good outcomes. We need humans to cleanse and interpret that data for AI to function effectively.”
Cultivating a culture of continuous learning and AI adoption
A successful AI implementation strategy requires more than just technology — it requires a cultural shift. Marc stressed the need for companies to foster an internal culture that embraces AI. “Ethics and AI go hand in hand,” he noted. Businesses need to approach AI implementation with a mindset of transparency and continuous learning.
He also highlighted the importance of cross-department collaboration when integrating AI. “Data privacy is not just an IT issue. It’s a company-wide issue that needs input from all areas — legal, marketing, engineering, you name it.”
Building the future with AI-driven business solutions
AI is transforming industries by driving innovation, boosting profits and reshaping how businesses interact with customers. However, successful AI integration requires strategy, transparency and collaboration. As businesses like commercetools demonstrate, AI’s potential is vast — but only if companies lay the right groundwork.
From crafting a transparent AI implementation strategy to reskilling the workforce and staying ahead of evolving consumer expectations, the path to AI success is paved with thoughtful planning and a forward-thinking culture. The future is bright for those who embrace AI not as a threat, but as an opportunity for innovation and collaboration.
Learn more about responsible AI practices by downloading our eBook Ethical AI in Retail Commerce.