Offcuts

In this episode, I sit down with Luke to unpack why consumer brands are still struggling to turn AI hype into real value.We break down the big myths, including the widely shared idea that most AI projects fail and whether that was ever true for this industry.Luke shares insights from more than thirty brand interviews, revealing the same pattern everywhere. Leaders believe AI will reshape operations, but most don’t know where to start, feel overwhelmed by the pace of change, and lack a practical playbook. Public case studies are thin because real experiments are happening quietly inside teams with no time to share them.We dig into the blockers too: vendor over-promising, fragmented tech stacks, unclear budgets, and rising pressure from shareholders to show progress.A straight, honest conversation about where brands really are and what it will take to make AI actually deliver.This podcast is brought to you by Glara.ai - the Generative Engine Optimization (GEO) platform helping ecommerce brands grow through AI search visibility.👉 Learn more at Glara.ai/offcutsCheckout Factory here.Sign up to our newsletter here.

In this discussion, Chris Kilin, CEO and co-founder of Brandback and Glara.ai, shares his entrepreneurial journey from consulting to AI innovation in consumer commerce. He explains the advantages of AI over Web3, emphasizing real revenue generation for brands. The conversation dives into optimizing AI for efficiency and visibility, with key tactics for using AI budgets effectively. Chris also highlights the rapid adoption of AI-driven personalization and the potential future of agentic shopping, offering an optimistic yet cautious outlook on AI's impact over the next year.

On this episode, I’m joined by Mac King, co-founder of Domaine, to talk about how agencies are navigating the next wave of commerce and AI.We catch up on what’s changed since he was last on the podcast, including the merger that created Domaine, their move into the UK market, and how the agency is scaling internationally. Then we get into Domaine’s AI Commerce Suite and what it reveals about how brands are starting to use AI both on-site and behind the scenes.We talk about how agencies can separate real innovation from AI marketing spin, what makes an AI-native tech stack, and how services businesses can balance experimentation with credibility.Finally, we explore how this connects to Factory’s Internal and External AI framework, what each of us is seeing in the market, and where the biggest operational opportunities might appear next.If you’re thinking about where AI actually fits inside a modern commerce organisation, this one’s for you.This podcast is brought to you by Glara.ai - the Generative Engine Optimization (GEO) platform helping ecommerce brands grow through AI search visibility.👉 Learn more at Glara.ai/offcutsCheckout Factory here.Sign up to our newsletter here.

On this episode, I’m joined again by Luke Hodgson to talk about a shift that’s quietly taking place inside every brand: the move from customer experience to operator experience.We unpack what Luke calls OX2030; his framework for how AI is reshaping the way brands actually run. The idea is simple but big. Over the next decade, the biggest transformation in retail won’t happen on the front end. It will happen behind the scenes, in the systems, workflows and cross-functional teams that keep everything moving.We talk about how AI is flattening hierarchies, what it means for how brands are organised, and why most of the value in automation will come from fixing the low-value work that slows good people down. We also get into how this connects to Factory’s Internal and External AI framing, where the real opportunities live, and what it means for leadership and culture inside consumer brands.If you’re thinking about how AI changes the structure, not just the strategy, of how your business operates, this one’s for you.Enjoy the episode.Checkout Factory here.Sign up to our newsletter here.

On this episode, I’m asking a question that’s quietly reshaping digital marketing: Will AI change the way we search? I’m joined by Sam Hurley, founder of NOVOS an SEO and AI Search agency. We unpack what’s happening to discovery as AI answers more of our questions for us, and what that means for brands, agencies and search strategies.We talk about how AEO or GEO or AIEO or what ever you call it fits into the mix, how it differs from traditional SEO, and why Google, OpenAI and Perplexity might soon be the new gatekeepers of visibility. We also get into what brands can actually do right now to prepare for AI-native search, and whether this shift is likely to change consumer behaviour forever.If you work in commerce, brand marketing or digital strategy, this episode will help you understand what’s next for search, discovery and visibility in the age of AI.Checkout Factory here.Sign up to our newsletter here.

On this episode, I’m asking a simple question with a very complicated answer. Is the AI bubble about to burst? With Luke Hodgson, co-founder of Commerce Thinking and High Cohesion.We kick things off by reviewing four recent news stories that have fuelled bubble talk, from Mira Murati’s $2 billion raise at Thinking Machines Lab to Palantir’s stock drop and Meta’s AI hiring freeze. Then we dig into the reality. What’s hype, what’s real, and how should brand operators navigate it?Luke and I explore whether the current wave of AI investment is overinflated or just misunderstood. We talk about unit economics, cracks in the AI stack, and how the winners might not be the AI-first startups, but the brands quietly experimenting in the background.We also zoom out. If this is an industrial revolution compressed into a decade, what happens to jobs? How should brands structure their teams? And is there any government on the planet actually ready for what’s coming?If you work in tech or commerce, and you’re trying to make sense of the AI noise, this one’s for you.Depict.ai are on a mission to help shoppers discover the products they love - while giving merchandisers total creative control. Turn keyword searches into real conversations. Help customers explore and uncover more of your catalogue. Merchandisers stay in control of the story.Upgrade your storefront at Depict.aiCheckout Factory here.Sign up to our newsletter here.

On this episode, I’m talking with John Tan (CEO of Depict.ai) about why onsite search is broken, what it will take to fix it, and how Depict is reimagining discovery through AI.We unpack the difference between onsite search and traditional search, and explore why it’s time for ecommerce to move beyond the basic grid. John shares his vision for a more conversational, more emotionally resonant way to browse, what he calls “vibe searching”. Less keyword filtering. More: “I’m going to a wedding in Tuscany next month. What should I wear?”We also talk about how this kind of interaction could change how websites are built, how merchandising is done, and what consumers expect from brand experiences. And we look at the broader AI landscape. What’s real, what’s hype, and whether the house of cards can hold.If you’re working in ecommerce and thinking about the future of CX, conversion and what shoppers really want, this one’s for you.Depict.ai are on a mission to help shoppers discover the products they love - while giving merchandisers total creative control. Turn keyword searches into real conversations. Help customers explore and uncover more of your catalogue. Merchandisers stay in control of the story.Upgrade your storefront at Depict.aiCheckout Factory here.Sign up to our newsletter here.

On this episode, I’m revisiting the big shifts in commerce tech with Luke Hodgson. Who’s winning, who’s losing, and what’s changing under the surface.We break the conversation down into four key areas: platforms, frontend tools, back office systems, and AI. We look at why Shopify still has the momentum, why BigCommerce’s rebrand hasn’t made much impact, and why platforms like Centra are gaining ground with modern fashion brands. Luke also explains why Magento is fading, and why Salesforce Commerce Cloud rarely comes up in conversation anymore.We talk about why fragmented tool stacks are falling out of favour, and how consolidation is changing the frontend experience. And we dive into the back office, where the ERP landscape is overdue for disruption, but still proving hard to unseat. Luke shares a strong view on where AI will change everything and where it won’t.We end with predictions. Luke backs next-gen merchandising tools. I put my money on the Nordics.If you’re watching the commerce tech landscape and wondering where to place your bets, this one’s for you.Depict.ai are on a mission to help shoppers discover the products they love - while giving merchandisers total creative control. Turn keyword searches into real conversations. Help customers explore and uncover more of your catalogue. Merchandisers stay in control of the story.Upgrade your storefront at Depict.aiCheckout Factory here.Sign up to our newsletter here.

On this episode, I’m talking about what it takes to build a modern footwear brand in 2025. My guest is Douglas Holm, Head of Online at Myrqvist.We explore how Myrqvist balances premium product with accessible pricing, and why customer experience is the real driver of long-term growth. Douglas shares how the team thinks about loyalty, discovery, and CX. From replying to Reddit threads to designing better packaging, everything ladders up to a more thoughtful brand experience. And when it comes to community, it’s less about building a forum and more about showing up where the customer already is.We also talk about how Myrqvist is using AI behind the scenes and on the website. From translations and product copy to AI-powered search, Douglas explains how they’re enriching PDPs to be more discoverable by AI tools, not just humans.If you care about digital brand building, operational scale, or staying visible in the age of AI discovery, this one's for you.This episode is brough to you by depict.ai. Their mission is to help shoppers discover the products they love while giving merchandisers total creative control. So if you're still stuck in traditional keyword land, head to depict.ai and level up to natural conversational search.Sign up to our newsletter here.

On this episode, I’m talking about what commercial leadership really looks like in 2025. What’s changing, what’s staying the same, and how smart operators are navigating uncertainty - with Kelsey Fahy, Commercial Director at The Fold.We get into the evolving role of commercial leaders, and why success now depends on cross-functional thinking, faster decision-making, and a deep understanding of the customer. Kelsey shares how The Fold balances agility with consistency, and how they stay laser-focused on their purpose while expanding across channels and markets.We also explore how AI is creeping into commercial conversations, not to replace people, but to unlock faster, smarter decisions. And we talk about why brands need to stop over-personalising the wrong moments, and start paying more attention to post-purchase.If you're a brand operator thinking about growth, CX, and where to invest next, this one’s for you.This episode is brought to you by Reveni. Reveni helps eCommerce brands turn refunds into retained revenue, by making instant exchanges the default, not the exception. Learn more at Reveni.Checkout Factory here.Sign up to our newsletter here.