Insights

Essays, case analyses and thoughts on AI in e-commerce.

Why most AI implementations in e-commerce fail.

The failure is rarely in the tech. It's almost always in the framing of the problem — and the expectations built around it.

A chatbot doesn't cost money, it saves it. A worked example of the break-even on tickets, conversion and retention.

Make.com, Klaviyo, OpenAI and Supabase — why these four. And which alternatives we dropped from other stacks.