"Make sure customer touchpoints are cohesive and the data is clean. The average brand has 20+ apps and there's a lot of noise in that data. Removing that noise avoids wasted ad spend and drives more revenue."

Episode summary:

The major networks including Google & Meta are investing heavily in AI to automate campaign creative and targeting. As the capabilities accelerate, brands need to understand the role AI plays in marketing strategy.

In this panel discussion, the CEO of Shopify datalayer specialist Littledata and marketing leaders from the brands using it, discuss the pre-requisites for using AI in marketing.

The conversation covers:

1. How to improve the quality of signal you're feeding the algorithms.
2. What data matters most when enabling AI in marketing.
3. Focusing on keeping data clean, reducing the noise from the apps and 3rd parties generating data points.
4. Sensible adoption of AI in marketing, retaining a careful control on quality of execution.

The panelists:

• Edward Upton, CEO at Littledata.
• Teddy Robinson, Chief of Staff at Grind Coffee.
• Dan Eales, Head of Growth at Omni.

Agentic storefronts attract divided opinions. From early adopters convinced they're an innovative way to service online customers who need a deeper level of assistance, akin to an in-store sales assistant, to cynics who see this as a distraction from fixing your main website.

That's why we invited Jojo Regan, co-founder at Manors Golf, to join us and explain how & why they've launched an agentic storefront to complement the main website. As a self-confessed early adopter of technology, Jojo offers an interesting perspective on the role agentic storefronts can play within an ecommerce strategy.

In Jojo's opinion, some brands are missing a huge opportunity by sticking to static, traditional ecommerce experiences. We explore how leveraging AI-driven, conversation-based storefronts can transform customer engagement and boost sales.

His vision is for a golf apparel brand that lets customers chat, discover and personalise their shopping journey in real-time, without the limitations of static pages.

Jojo explains how Manners Golf is pioneering this shift by integrating an agentic storefront powered by large language models (LLMs). He discusses the strategic thinking behind enhancing traditional online stores with dynamic, interactive experiences that mimic walking into a physical shop, where personalised recommendations and discovery happen naturally.

Tune in for the following:

• The way early adoption of innovative tech like agentic storefronts keeps Manors ahead of the curve in ecommerce.
• The impact of conversational experiences on key metric, such as a 54% reduction in return rate.
• The future of AI-enabled shopping: personalisedand highly engaging environments that anticipate consumer expectations.
• Why early investment in these technologies positions brands as industry leaders in the coming AI-driven retail landscape.
• How Manors Golf employs a team with creative and technical expertise to produce viral content that drives a top-of-funnel strategy without heavy paid marketing.

It's still very early days for agentic storefronts, so real-world case studies will help you build your understanding of what is possible, and what is relevant.

"I think it's very important to stand for something. If I die today or tomorrow, will I be missed? And if the answer is no, what am I doing here? I need to change what I'm doing. I want to be liked. And that's the same for us as a brand."

Episode summary

Our Pulse Special series features the hottest content from the UK's leading ecommerce event, including panel discussions with respected brands and technology vendors.

Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.

In this episode, Axel Arigato’s CEO & co-founder, Albin Johansson, shares the ambitious steps he took to transform a small Swedish label into a worldwide phenomenon, from launching the “drop of the week” strategy to opening stores in London, New York and Dubai.

Most brands chase fleeting attention; Axel Arigato’s story proves that a sustained focus on authenticity, community and physical presence can turn a niche brand into a global icon.

Discover how they built their brand on the principles of genuine connection and staying true to their roots, despite scaling in a noisy, distracted digital world.

We break down the importance of “top of mind” thinking, the power of physical spaces in a digital era, and why authenticity beats superficial trends every time. You’ll learn how Axel Arigato navigated turning a risky brick-and-mortar expansion into a success, and why their deliberate, community-focused approach keeps them relevant, even after more than a decade of growth.

If you’re wondering how to stand out without sacrificing your core values, this episode will inspire you to get back to basics. Albin's journey is proof that genuine, purposeful brand building can cut through the noise and create a lasting global footprint.

Podcast Highlights

1. Building with Intent: Albin discusses the importance of authenticity and being genuine in brand building, emphasizing the need to own something unique in the market.
2. From Digital to Physical: The transition from a 100% digital brand to opening physical stores, highlighting the importance of meeting customers in person and presenting the brand's universe.
3. Lessons Learned: Albin reflects on the mistakes made during rapid scaling, emphasizing the need to return to the brand's core values and not accept mediocrity.
4. Community and Authenticity: The focus on building and inspiring a community, and the challenges of maintaining authenticity in a crowded market.