In an exclusive breakfast session at the iconic sketch in London, leaders from the likes of Burberry, Selfridges, Dr. Martens & YETI gathered to tackle one of the most exciting shifts in retail today: how AI is reinventing product discovery.
Brought together in a warm, collaborative space, the conversation spanned the full spectrum of the digital commerce ecosystem – from advanced infrastructure, micro-personalisation and GenAI, to unified customer journeys. On the panel:
- Darko Mitrovic, Head of Account Management, Constructor
- Adriana Colacicco, Senior Account Executive, Retail, Shopify
- Rajashree Rane, Business Development Lead EMEA, AWS
- Santhi Weiss, Senior Performance Marketing Manager, Dr. Martens
Together, the panel shared bold thinking, real-world applications, and future-forward strategies for making retail smarter, faster, and more human.
From Search to Discovery: The New Shopper Journey
The discussion began by reframing product discovery as more than just relevant search results. Speakers emphasised the importance of creating an intuitive, engaging, and personalised shopping journey – one that begins with inspiration (often via social media), moves through seamless search and recommendation layers, and ends in frictionless checkout.
Adriana from Shopify highlighted the role of contextual personalisation, explaining how shoppers no longer search by exact keywords, but through moods, missions, and intent (e.g. “Mother’s Day gifts”). Shopify’s AI tools now surface complementary products at checkout and optimise experiences across platforms like TikTok and Instagram. Rajashree from AWS echoed this, noting the evolution from static keywords to dynamic, image-led discovery, powered by robust backend systems like Amazon CloudFront and serverless computing.
AI At the Infrastructure Level
Rajashree from AWS explained how AI and machine learning are now deeply embedded in the infrastructure layer – powering everything from real-time image processing to personalised search results. He cited an example of a global ecommerce retailer processing over five billion images a week to optimise front-end experience. The goal: not just transaction, but trust and delight!
Personalisation With Precision
The conversation turned to how brands are using AI to deliver more precise and relevant product suggestions. Adriana detailed how Shopify merchants are increasingly using micro-conversion optimisation – such as size-specific alerts or personalised checkout add-ons – to keep shoppers engaged and reduce friction.
Santhi from Dr. Martens added that they rely heavily on CDP data and platforms like Monetate for testing and personalisation. Rather than acting on gut feeling, teams now run structured A/B tests to understand the real impact of changes on customer behaviour. The key is moving beyond short-term wins like ROAS to long-term value metrics such as customer lifetime value (LTV) and retention.
Omnichannel, Unified Commerce, and Breaking Silos
A recurring theme was the urgent need for a unified view of the customer. Adriana spoke passionately about eliminating friction between online and in-store experiences – from matching inventory visibility to consistent pricing and return policies. She emphasised that while many merchants are performing well, integrating data across channels could unlock even greater growth.
Rajashree shared how AWS works with retailers to foster cross-functional alignment using a “working backwards” approach; starting from customer needs, then building use cases, ROI models, and change management processes to bring teams on board.
The Rise of GenAI and The Future of Search
Another hot topic was the changing face of search itself. Rajashree pointed out that traditional SEO is losing ground to GenAI-driven search behaviour, with tools like ChatGPT becoming a primary discovery channel. The challenge: retailers now need to optimise not just for Google but for how LLMs index and present information, giving rise to the concept of “GEO” (Generative Engine Optimisation).
Adriana shared excitement about Shopify’s internal AI tools like Sidekick, which simplify backend operations for merchants – helping them generate reports, test campaigns, or build landing pages without technical expertise.
Driving Change Internally
As the event wrapped up, the panel tackled the realities of implementing innovation within large, often siloed organisations. Attendees shared strategies for overcoming resistance – from proving ROI and securing buy-in from finance, to fostering a culture of experimentation. Everyone agreed: innovation is a mindset, not a toolset!
Closing Thoughts
As the morning drew to a close, one theme resonated above all: AI isn’t just transforming how products are found – it’s redefining how customer relationships are built.
From personalised journeys to intelligent infrastructure, from image-led discovery to GenAI-optimised content, the future of retail is about more than just convenience. It’s about connection.
Or, as Darko put it:
“Let’s not solve for the moment – let’s solve for lifetime value.”