eComFuel Podcast Everyone's Shouting "Use AI!" No One Talks About ROI.
7 snips
Jan 2, 2026 
In this engaging conversation, Kevin Williams, founder of Ascend Labs and a seasoned AI practitioner, breaks down practical AI applications for eCommerce. He shares how businesses can automate workflows and enhance customer experiences with tools like Shopify and N8N. Kevin emphasizes the importance of measurement over tools and outlines essential automations every store should implement. He also discusses the workforce implications of AI and the need for AI literacy as businesses prepare for the future. Don’t miss his insights on optimizing marketing with AI!
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Early ML Roots Before OpenAI
- Kevin started using machine learning in 2018–2019 to solve e‑commerce data challenges after iOS14.
- He formally launched Ascend Labs as an AI practice in December 2022 and has focused on it full time since.
Automate Core Operations First
- Automate standardized e‑commerce processes to save time and make your business more scalable and saleable.
- Prioritize systemizing supply, reviews, CS, and payments before chasing experimental AI capabilities.
Automate VIP Customer Flows
- Build VIP order workflows that trigger personalized treatments automatically using Shopify + N8N (or Zapier).
- Integrate LLM steps to generate personalized messages and route tasks to Klaviyo, Slack, or fulfillment teams.