“AI ad platforms will win by becoming less like ad managers and more like answer engines. Measurement is becoming the strategy, because zero-click behaviour is already changing the funnel.”

Performance & brand marketing expert Josh Duggan digs into where AI, search and commerce are actually heading; not in theory, but in the real world of live campaigns and platform shifts.

ChatGPT ads are already here, but the platform is still acting like Google Ads 15 years ago. Josh reveals why the current setup is full of irrelevant targeting, weak reporting and click-only optimisation - and what that means for brands trying to get ahead before the real opportunity arrives.

You'll discover:

• Why ChatGPT ads currently feel basic, clunky and dangerously easy to mis-trigger with the wrong intent.
• The biggest missing pieces in the platform, from negative keywords to search-term visibility and conversion-based optimisation.
• Why shopping feeds, offline conversion value and customer list matching are likely to matter far more than today’s ad units.
• How Google is quietly turning paid search into a more automated, more AI-shaped experience.
• Why AI Overviews, AI Max and dynamic product feeds could reshape how brands win visibility in search.
• How Meta is changing faster than most marketers realise, with 70% of Instagram content now coming from accounts you do not follow.
• Why creative diversity, always-on content and dynamic landing pages are becoming the new performance edge.
• Where TikTok Shop, ShopMy, Pinterest, Snapchat, YouTube and affiliate channels fit into the next growth cycle.

Josh also breaks down the real state of trade, including why UK online spending is still growing, why fashion and footwear are more volatile and why November remains the make-or-break month for many brands.

If you want a clear-eyed view of what is hype vs. what is already working and where paid media is heading next, this episode is essential listening.

Chapters:

• [00:30] Introduction and episode overview
• [02:35] ChatGPT ads: early limitations and potential
• [12:30] Google search, AI discovery and shopping ads
• [21:05] Meta’s growth, creative diversity and AI-generated advertising
• [30:10] Other channels: TikTok Shop, ShopMy, Pinterest, Snapchat and YouTube
• [35:00] Ecommerce trading outlook, market performance and Q4 priorities
• [41:10] Closing thoughts

When you spend time with Shopify agencies that live inside the platform every day, the signal gets clear fast: Shopify is no longer just talking about storefronts. It is pushing hard toward being the operating system for commerce.

That shift came through clearly in the recent Shopify .dev event in Toronto and in the latest Editions release. In this podcast, you’ll learn what the biggest themes actually were, which updates matter most for merchants.

We're joined by highly respected Shopify experts Mike Warwick, Senior Director of Solutions at Shero Commerce, & Liam Quinn, Director of Innovation at Visualsoft.

Why listen:

• Get the real take on Shopify’s direction beyond the hype.
• Hear which updates actually matter for merchants.
• Understand why Sidekick and AI are becoming strategically important.

The Big Themes:

1) Why Shopify Is Moving Beyond the Storefront

Shopify is clearly evolving from a storefront platform into a broader commerce operating system. The biggest shift is toward owning more of the merchant workflow; data, operations, reporting, merchandising and AI-assisted tasks. The message from the event was simple: Shopify wants to be the place merchants run their business from, not just where customers check out.

2) What Stood Out Most at Shopify .dev Toronto

The move from a one-day to a two-day event made a real difference. It gave attendees more time for sessions, conversations, and partner meetings, which mattered because many talks were oversubscribed. The event felt less like a keynote showcase and more like a chance to dig into what Shopify is actually building and where it’s headed next.

3) The sessions that drew the most attention

• AI, especially practical applications.
• Product catalogue work.
• Sidekick and AI-assisted operations.
• Retail and POS improvements.
• Smaller operational updates that are easy to miss but useful in practice.

The smaller updates were often the most valuable: improvements to inventory, collections, reporting, and other operational basics. The strongest theme was that Shopify is focusing on practical tools that save merchants time and reduce friction, not just headline features.

4) Sidekick Is Becoming More Useful Than People Realise

Sidekick came across as one of the most important products in the room. It’s becoming genuinely useful for Shopify-specific questions, reporting and workflow support through Shopify Flow. It’s not perfect, but it’s moving from novelty to real utility. That matters because it could become the main way merchants interact with the platform day to day.

How Ellis Brigham Is Building a Modern Retail Experience Through Technology

tl;dr - what you'll get:

• Learn how Ellis Brigham approached a major ecommerce platform migration to Centra and the commercial considerations behind the decision.
• Discover how investments in delivery experience, customer data and personalisation are helping strengthen customer loyalty.
• Get practical insights into balancing retail heritage with digital innovation, including real-world experiences of adopting AI across ecommerce operations.

Summary:

In this episode, we speak with Mark Oldham, Head of Operations at Ellis Brigham Mountain Sports, about the evolution of one of the UK's best-known outdoor retailers and how the business is modernising its ecommerce ecosystem while staying true to its heritage.

The conversation explores the commercial thinking behind Ellis Brigham's move from Magento to Centra, examining the operational challenges that prompted the migration. Mark explains the importance of building a flexible technology stack that supports growth, improves efficiency and delivers a better customer experience.

Customer experience is a central theme throughout the podcast, with insights into the implementation of Ingrid to transform delivery choice and customer communication. The discussion highlights why transparent fulfilment and post-purchase experiences have become critical drivers of customer loyalty and lifetime value.

We also explore how Ellis Brigham has successfully balanced nearly three decades of retail expertise with the demands of modern digital commerce. Mark shares his perspective on preserving the unique identities of Ellis Brigham, Snowboard Asylum and Outsiders, while ensuring each brand delivers a consistent experience across every customer touchpoint.

The conversation then turns to data and personalisation, looking at how Voyado is helping consolidate customer data and unlock more meaningful CRM strategies. From understanding customer intent during product discovery to creating more personalised onsite experiences, the discussion examines how retailers can make better use of the data they already collect.

Finally, the episode explores the growing role of artificial intelligence within ecommerce teams. Mark shares how AI is being introduced into day-to-day operations, the efficiencies it can unlock and the practical challenges businesses face when embedding AI into established workflows.

Chapters:

[0:30] — Intro to Ellis Brigham and the episode topic[1:30] — Mark introduces Ellis Brigham and his role[4:05] — Why the move from Magento and the replatforming drivers[9:15] — Why Centra was the right fit[13:15] — Ingrid / order communication and customer experience[19:35] — Blending store expertise with digital content[25:05] — Omnichannel fulfilment and store operations impact[28:00] — Why Ellis Brigham keeps distinct brand identities[33:30] — Voyado, customer data and intent signals[35:55] — AI adoption across the business[38:30] — AI governance and data controls[42:20] — Dashboards, AI and the future of analytics