We’ve spent years obsessing over keywords, product descriptions, and conversion funnels. But here’s the truth: your customers don’t think in keywords. They think in questions, feelings, and moments. They snap photos of things they love. They ask out loud what they need. And increasingly, they expect brands to just get it.

AI’s role in ecommerce is growing in more ways than you might think. And it works best when it amplifies what humans do naturally: whether that’s searching by image instead of typing endless queries, experiencing products in personalized, interactive ways, or getting help from sales reps who suddenly have superpowers. This isn’t about replacing the human touch. It’s about scaling empathy, removing friction, and meeting customers exactly where they are.

During the Retail Hive Workshop, Vaimo’s PJ Utsi (Co-Founder & CCO), Adam Fulford (Consulting Director, UK), and Kas Sinclair (Account Director, UK) showcased three tangible ways AI is evolving ecommerce. Their presentation explored how AI can simplify discovery, enrich content, and empower service teams.

Download the full slide deck to explore all examples in detail »

TL;DR:

  • Make search effortless: Move beyond keywords to visual, voice, and intent-based search that works the way people naturally think and discover
  • Turn content into experiences: Replace static listings with interactive, personalized journeys that help customers see, try, and customize products in real time
  • Empower your people with AI: Give sales teams instant access to returns data, support insights, and loyalty information so they can focus on genuine human connection instead of admin work

1. Radically simple search: Let customers find what they mean, not what they type

Search is becoming smarter, and more human. AI helps customers find what they’re looking for not just by keywords, but by voice, image, or intent.

From ASOS image search and Amazon visual discovery to Apple’s AI-driven personal assistant, brands are turning complex search journeys into instant, effortless experiences.

Picture this: You snap a photo of a product you love and instantly see where to buy it. Or you simply ask your device, “Show me sustainable trainers under €100,” and get exactly what you need.

AI makes search frictionless, conversational, and visual. It works the way humans naturally think.

For retailers, this means rethinking how you structure products and content, including generative engine optimization (GEO), so they can show up in smarter, AI-powered search ecosystems. It’s about meeting your customers where they already are.

2. Richer content experiences: Where personalization meets play

Static product listings are yesterday’s news. Immersive, AI-driven experiences are what customers expect now. The next wave of ecommerce is all about interactive personalization, giving people tools to see, try, and customize in real time.

Look at IKEA Kreativ, where you can visually plan entire rooms, or Sephora’s Smart Skin Scan that delivers personalized beauty recommendations. These are experiences that feel tailor-made for each user.

AI turns every shopper into the hero of their own journey. It curates products, ideas, and advice that fit perfectly into their life.

When AI meets content strategy, it becomes more than personalization. It’s storytelling that adapts and evolves with each customer.

3. Superhuman service: Where AI amplifies human connection

Here’s where AI really shines: when it empowers people instead of replacing them.

The workshop highlighted Elon, a leading Nordic home electronics retailer. Elon’s mission was clear: blend their heartfelt “Welcome Home” brand promise with digital innovation.

By integrating AI into their in-store experience, Elon’s sales reps now have instant insights at their fingertips thanks to an AI sales assistant, based on:

  • Product return rates, leading to smarter product recommendations
  • Support ticket data, enabling faster problem-solving
  • Customer loyalty data, creating more relevant offers

The results speak for themselves: higher conversion rates, reduced return rates, stronger online-offline attribution, and most importantly, more satisfied customers.

AI can give every sales rep superpowers. It frees them to focus on what really matters: empathy, advice, and meaningful human interaction.

Watch our masterclass recording on Elon’s AI sales assistant »

The takeaway: AI creates experiences that feel effortless and human

Across all three areas (search, content, and service), the goal is the same: to make digital experiences more intuitive, more personal, and more genuinely human.

As PJ Utsi put it:

“AI gives us the tools to bring our creativity and empathy to scale. When used in the right ways, AI is not creating distance. It actually helps companies get closer to their customers.”

That’s the real promise of AI. Not to automate everything, but to amplify what makes us human.

Download the slide deck pdf: “AI in action – 3 ways AI is evolving ecommerce” »