Spent the last two days at eCommerce Expo and Technology for Marketing at ExCeL London, and there was plenty to take away.

Across both shows, the energy was incredible. The halls were filled with brands, agencies, and technology partners all exploring one shared question: how can AI drive real growth for eCommerce businesses? The message was clear. AI is no longer an emerging tool; it has become a foundation for how digital brands operate.

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More and more companies are now integrating AI into their platforms, transforming how they manage data, personalise experiences, and optimise conversions. But as innovation accelerates, it raises an important point. Are businesses ready to apply AI where it counts most, at the moment a customer decides to buy?

What stood out most this year was how AI is being applied practically. From predictive insights and intent-driven campaigns to dynamic merchandising and real-time experimentation, technology is becoming more intelligent and accessible. Yet the brands seeing the biggest impact are the ones pairing AI with strategy, creativity, and clean data.

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We had some great conversations with the teams at Shopify, AB Tasty, Billy Grace, Klaviyo, and PayPal, who all shared valuable insights on how they are using AI to solve real problems. Whether it’s streamlining the customer journey, automating decision-making, or improving measurement accuracy, each brand showcased the tangible ways AI is enhancing performance marketing.

Events like these are a reminder of how fast the digital landscape is moving. Innovation only delivers results when it’s grounded in strategy and collaboration, and eCommerce Expo continues to be a place where those conversations happen.

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Big thanks to everyone who took the time to connect and share ideas.

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If you attended, we’d love to hear your highlights and how you are testing AI in your own marketing.

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