From novelty to necessity: Smarter AI strategies for retail with Phillip Jackson

Jan 12, 2026

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Episode web page: https://bit.ly/3Ys2J9d

Episode description:

In this episode of Insights Unlocked, Phillip Jackson, CEO and co-founder of Future Commerce, joins the show to explore how commerce is fundamentally shaped by culture, not just technology. Phillip dives into how leading brands use AI in retail to enhance customer experiences quietly and authentically, why friction in the customer journey isn’t always a bad thing, and how brands can stand out in a sea of sameness.

Key themes and takeaways

Commerce is culture, not just tech. Phillip explains that what we buy and how we buy it are deeply tied to identity and culture. The smartest brands are those who see commerce as part of daily life, not just a transaction.
The invisible hand of AI in retail. AI can transform retail experiences, but its best applications are often invisible. Using examples like Taco Bell, Phillip discusses how AI can quietly make things easier and more delightful for customers—without being intrusive.
Friction’s hidden value. Not all friction is bad. While reducing unnecessary pain is important, Phillip argues that some friction helps customers make better decisions, reduces returns, and actually builds trust.
Personalization: meaningful, not just flashy. True personalization goes beyond using someone’s name. Phillip suggests it’s about understanding intent and context, and that surface-level personalization often falls flat or feels invasive.
Standing out from e-commerce sameness. E-commerce platforms have made shopping easier, but also more homogenous. Phillip shares research showing that when branding is stripped away, many sites are indistinguishable—and that differentiation is key to long-term loyalty.
Clean data is your AI superpower. Brands that want to unlock the full power of AI need holistic, clean data. Phillip shares how brands like Kith leverage years of clean purchase data to launch ambitious customer programs.
Invest in what matters. Rather than chasing every trend, Phillip encourages brands to focus on practical, high-value areas—like smarter search, better recommendations, and strong post-purchase support—that truly solve customer pain points.

Resources & links

Phillip on LinkedIn (https://www.linkedin.com/in/philwinkle/)
Mike on LinkedIn (https://www.linkedin.com/in/mmcdowell1/)
Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)
Future Commerce website (https://www.futurecommerce.com/)
UserTesting’s 2026 2026 State of AI in Retail Experiences Report (https://bit.ly/4sy3awg)
Learn more about Insights Unlocked: https://www.usertesting.com/podcast