Key Takeaways
- Outpace competitors by using AI to automate repetitive tasks, freeing your team to concentrate on high-impact strategic work.
- Integrate AI tools thoughtfully, starting with tasks like A/B testing and basic content generation, while retaining human oversight for strategy and brand voice.
- Improve customer connections by deploying AI for personalization, ensuring technology enhances understanding rather than creating distance.
- Explore AI as a powerful collaborator that helps your eCommerce brand connect more intelligently with customers and operate more efficiently.
I’m joined by Sage Zaree, a digital marketing expert with deep expertise in eCommerce strategy and growth.
Sage has spent years helping brands scale through a powerful blend of data first marketing and smart technology integration including AI automations. From acquisition and conversion to retention and loyalty, Sage Zaree has spent his career turning digital touchpoints into meaningful, revenue driving experiences. In this conversation, we’re exploring how AI is transforming eCommerce and how brands can use it not just to move faster, but to connect smarter.
1. How should eCommerce brands think about balancing automation with the need for a personal customer experience?
Automation should enhance personalization, not replace it. The best use of AI is to handle repetitive tasks like sending cart abandonment emails or segmenting audiences so that human teams can focus on crafting authentic messages and strategic direction. Brands should ask if this makes the customer feel seen and understood. If automation achieves that, it’s doing its job. But if it starts to feel cold or generic, it’s time to rework the personalization elements.
2. Which marketing tasks do you believe AI will completely take over in the next 2 years and which ones still need a human touch?
AI shouldn’t completely replace any tasks merely do the heavy lifting for repetitive ones. For example, data-heavy tasks like A/B testing, predictive analytics, and basic copy enrichment generation for ads. But strategic dictates, storytelling, brand voice development, and nuanced campaign planning still need humans. Creativity, empathy, and intuition remain hard to replicate. The best outcomes come when marketers use AI as a collaborator, not a replacement.
3. What’s a common mistake you see eCommerce businesses make when using AI tools like chatbots or recommendation engines?
Too often, businesses “set and forget” these tools. They deploy a chatbot without proper training or context, or use recommendation engines without reviewing whether the suggestions are actually helpful. The result is a clunky experience that frustrates users. These tools need continuous optimization and monitoring to truly add value.
4. How can small or midsize online stores compete with big players who have more AI resources?
Smaller brands have the advantage of diving deep within a specific niche. They can test and implement AI tools faster, and they often have more direct relationships with customers. Focus on free or low cost AI tools to streamline operations and personalize experiences. Also, lean into storytelling and community things AI can support but not replicate at scale.
5. What are the risks of using AI generated content in product descriptions, blogs, or ads and how can brands avoid them?
AI content can sometimes be inaccurate, repetitive, or off brand. Worse, it might duplicate content from other sites, which hurts SEO. To avoid this, always review and lightly edit AI-generated content. Use it as a first draft, not the final word. Combining AI speed with human quality control is the safest and smartest path.
6. Do you think AI will change how we build trust with customers? If so, how?
Yes, trust will be built increasingly on transparency. If customers feel you’re using AI to make their experience better—like recommending relevant products or solving problems faster—they’ll appreciate it. But if it feels intrusive or misleading, trust erodes. Clear communication about how AI is being used is key.
7. What data should eCommerce businesses protect most carefully when using AI tools and why?
Customer identifiers like emails, purchase history, and behavior data should be handled with the highest level of care. AI tools need data to learn, but sharing too much or storing it insecurely risks breaches and erodes trust. Always vet vendors, encrypt data, and stay compliant with regulations like GDPR and CCPA.
8. Is it ethical to use AI to analyze customer behavior if they don’t know it’s happening? Where should we draw the line?
Transparency is critical. If customers feel watched but not informed, it creates discomfort. Ethical use of AI means disclosing tracking in plain language and giving users choices. The line should be drawn at anything that manipulates rather than supports the customer journey. Use AI to guide, not to exploit.
9. Can you share an example of a brand using AI in a smart, ethical, and growth focused way? What can others learn from it?
Sephora uses AI to offer personalized product recommendations and virtual try ons. It’s convenient, helpful, and clearly communicated. Customers know it’s AI powered, and it enhances the shopping experience without being pushy. Other brands can learn from this balance of innovation and transparency.
10. Looking ahead, how can AI help retailers create more meaningful post-purchase experiences and drive long-term loyalty?
AI can power smart follow ups like personalized thank you messages, refill reminders, or tailored content that deepens the customer relationship. It can also anticipate issues and proactively offer support. The key is using data not just to sell more, but to serve better. Loyalty grows when customers feel genuinely cared for after the transaction.
When used creatively, AI can make eCommerce more personalized, not less. The brands that will thrive in this space aren’t just the ones with the most tech they’re the ones who use it to build trust, solve problems, and connect with people in meaningful ways.
Frequently Asked Questions
How can eCommerce brands best use AI automation without losing a personal touch with customers?
Brands should use AI to support personalization efforts, not to substitute genuine connection. AI is well-suited for tasks like managing cart abandonment emails or segmenting customer lists, which then allows human teams to dedicate their time to crafting authentic communications and overall strategy. The goal is for automation to make customers feel recognized and valued.
Sage, you mentioned some marketing tasks are better for AI and others for humans. Could you give examples for the next couple of years?
AI will increasingly manage data-intensive, repetitive jobs like A/B testing, analyzing predictive trends, and drafting initial ad copy. However, humans will remain essential for overarching strategic decisions, developing the brand’s unique story and voice, and detailed campaign planning. True creativity and deep empathy are still human strengths.
What’s a frequent error eCommerce businesses commit when they implement AI tools like chatbots?
A common mistake is the “set and forget” approach. Businesses might activate a chatbot without adequate initial training or use recommendation engines without checking if the suggestions are genuinely useful. These tools require ongoing review and adjustment to provide real value and avoid frustrating users.
How can smaller online stores effectively use AI to compete against larger companies with more resources?
Smaller businesses can leverage their agility and niche focus. They can test and adopt AI tools more quickly and often have closer customer relationships. They should concentrate on accessible or free AI solutions to improve operations and personalize experiences, while also emphasizing unique storytelling and community building—areas AI can support but not fully replicate.
What are the main dangers of using AI-generated content for product descriptions or ads, and how can they be avoided?
AI-generated content can sometimes be inaccurate, sound repetitive, or not align with the brand’s voice; it might also inadvertently duplicate existing online content, which can harm search engine rankings. To prevent these issues, businesses should always have a human review and edit AI-created content, using it as a starting draft rather than the final version.
Do you believe AI will alter how eCommerce businesses build trust with their customers?
Yes, I think trust will increasingly depend on transparency. When customers perceive that AI is being used to genuinely improve their experience—such as offering relevant product suggestions or resolving issues more quickly—they will likely appreciate it. However, if AI use feels intrusive or deceptive, trust can be damaged. Clear communication about AI application is vital.
When using AI tools, what specific customer data should eCommerce businesses be most careful to protect?
Data such as customer email addresses, purchase histories, and browsing behavior require the utmost protection. While AI tools need data to function effectively, improper handling or sharing of this sensitive information can lead to security breaches and a loss of customer trust. Businesses should always carefully vet their AI vendors, encrypt data, and adhere to privacy regulations.
Is it ethical to use AI for analyzing customer behavior if customers are unaware it’s happening? What’s the appropriate boundary?
Transparency is the most important factor here. If customers feel they are being monitored without their knowledge, it can lead to unease. Ethical AI use involves clearly disclosing data tracking practices in understandable language and providing users with meaningful choices. The boundary should be drawn at any practice that manipulates customers rather than supports their shopping experience.
Sage, you mentioned Sephora as a good example. What can other eCommerce brands learn from their approach to AI?
Sephora uses AI to provide personalized product recommendations and virtual try-on features, which are both convenient and helpful for shoppers. They are clear that AI powers these features, enhancing the shopping experience without being overly aggressive. Other brands can learn from this effective balance of useful innovation and open communication with customers.
Looking forward, how can AI help online retailers create better post-purchase experiences to encourage long-term customer loyalty?
AI can power intelligent follow-up communications, such as personalized thank-you notes, reminders for product refills, or tailored content that strengthens the customer relationship. It can also help anticipate potential issues and proactively offer support. The core idea is to use data not just for immediate sales, but to provide better ongoing service and make customers feel genuinely valued after their purchase.
