I'm too busy for AI 🤖

I caught up with two web development agency owners this week. In between Slack notifications, we talked about the impact of AI on their business models.

I got two very different responses.

The first saw it as noise. They were flat out. They had a team to feed and clients to keep happy. I mentioned how tools in platforms like Shopify and new-gen design platforms like Canva are starting to take development out of development. They acknowledged the threat, but they were busy. I reckon that’s the case for 90% of development agencies right now.

The second agency was ahead of me. They’d already pivoted. Sure, they’re still building websites, but they’ve spun up a separate business focused on helping retailers plug capability gaps in their team. In their view, their role is to help clients succeed in eCommerce, whatever it takes. That includes bringing skills in-house and building AI capability.

Now, I know you’re probably sick of every product update being sprinkled with an AI buzzword but the shift is real. We’ve moved from the custom and self-hosted era, to SaaS era, and are now in entering the AI era. It’s the third generation of ecommerce tech.

But that’s not even the point. The tech can shift as much as it wants, your mission doesn’t have to. You just have to keep up and not get stuck in the last era.

Luke Matthews, Chief Technology Officer at Camilla, said it beautifully on the podcast this week. His team’s job, he said, is to “make everything else run so smoothly that creatives can fly.” He didn’t say how. He didn’t box it into specific tools. His job is to enable great work and stable operations through technology - however that gets done.

So whether you’re a web agency, or you're a retailer, or you're mapping out your career over the next five years - don’t fall into the “I’m too busy” trap. Or the “it’s overhyped” trap. Or the “its not relevant for us” trap. Get moving and playing and planning now. The AI era is here, and it can help you continue on in your mission, whatever that looks like today.

ECOMMERCE NEWS (from the past week)

🛍️ Static product photos are so last year
Amazon, Google and Meta are all racing to turn product images into 3D, AI-generated experiences. Three separate announcements in one week. Coincidence? I think not. Google’s turning 2D product shots into generative 3D spins, Meta is pushing lifelike assets for Horizon, and TikTok’s turning static photos into animated video. If you’re relying on flat lays and white backgrounds, it might be time to play with your hero product shots.

📺 The new, new era of television advertising
I know, we’ve heard this promise before, but this time, it feels real. In another triple-header announcement in the same week, YouTube is rolling out interactive product feeds during TV ads. Amazon is layering contextual data over CTV for Prime. Netflix is also opening up a programmatic inventory for Aussie ad buyers. I thought the red button on the Foxtel remote would be the pinnacle of TV advertising, but this could signal the new generation.

📦 FMCG barcodes get a glow-up
Barcodes are boring. Say hello to SmartFacts. These QR codes sit next to barcodes on FMCG products to give shoppers rich product data such as nutrition, allergens and company details. It was announced that they will start rolling out in Australia in the last half of this year. If these become standard, there is a massive opportunity for rich interactive storytelling, better package design, and capturing consumers' first-party data.

💻 Google’s chatbot can now analyse GitHub
If you wanted a developer intern on your team, Google might be coming to your rescue without needing an office energy drinks fridge. Gemini now allows you to import code directly from private or public GitHub repos so you can modify it, question it or debug it within chat. While it won’t make a senior developer out of work (yet), it could be useful for us frustrated hackers.

😬 Mountain Dew rebrands their customer’s bodies
Mountain Dew updated their brand look. And as usual, they’ve updated their packaging. They’ve launched a shiny new ad. Updated their website. And… are offering customers with the old Mountain Dew tattoos the chance to win a trip to Vegas to get updated with the new logo. It’s all part of the modern-day rebranding process.

Got opinions on the top news stories this week? Join Add To Cart CAMPUS, our free learning community for ecommerce professionals to discuss in our Inspiration Library.

JOIN US FOR TRIVIA AT RETAIL FEST!

Ready to test your knowledge with a room full of other retailers?

We thought we’d mix it up this Retail Fest and have a trivia night - because who doesn’t love a bit of friendly competition and dressing up as a Gold Coast bogan? Tickets are $20, which includes entry, drinks and nibbles, with all money going to Thread Together. Thanks to Shippit, impact.com and Fractionus for being our partners for the night!

Retailer tickets are now available and will sell out! 🎉

(We’ve got one more table available for partners if you are keen to join. Call me.)

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Nathan Bush is an independent Australian ecommerce transformation consultant, with expertise in marketing, technology, and team leadership. If you're looking for fresh ideas, facing key decisions, or implementing significant investments, I'd love to work with you. Learn more and get in touch.