Hey y’all,
You’re not crazy if the AI commerce news cycle feels hard to grasp or keep up with. That’s been my main focus for this newsletter: to help parse what actually matters and surface the few key shifts that should change how brands think and act.
AI shopping is very real now, which means there’s a non‑zero chance it breaks things or makes a mess along the way. In today’s letter, I want to share a few examples of that, plus some infrastructure updates that matter if you run a brand.
The surest sign AI is real: it’s breaking things
We’ve already covered why AI search and agents matter for discovery and brand growth, and why dark search matters a lot for anyone trying to understand the actual return on AI search.
You don’t need another “AI is coming for commerce” sermon from me.
What’s more interesting right now are the parts of the system that are cracking under the pressure. One of the clearest examples of this is AI‑driven return fraud and other messy bits.
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