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AI is changing how customers discover products, navigate online stores and make purchasing decisions. But as eCommerce becomes increasingly automated, how do brands make sure their shopping experiences still feel personal?
At sync, Mat Brown, Head of Ecommerce at Universal Works, joined Axel Larsson, CCO at Depict, to explore the role of human taste in an AI-powered commerce landscape. From product discovery and merchandising to customer service and agentic commerce, the conversation highlighted why technology works best when it supports a brand's identity rather than defines it.
The central message was simple: AI can do the heavy lifting, but human judgement is what makes an experience feel distinctive.
Putting people at the heart of product discovery
AI is becoming increasingly effective at sorting products, powering recommendations and helping customers find what they need. However, relying entirely on algorithms can mean brands lose some of the creativity and personality that set them apart.
As Axel explained, physical retail staff do more than simply point customers towards popular products. They understand the range, recognise what a customer might like and introduce them to something they may not have discovered themselves.
Online, that experience can be harder to replicate. Many retailers rely on algorithms that prioritise bestsellers, creating a familiar cycle where the same products repeatedly appear at the top of the page.
For Universal Works, the opportunity lies in combining AI's ability to process information with the instinct of a human merchandiser. The team uses AI to help pin specific, interesting products to collection pages, rather than leaving every decision to an algorithm.
It's a reminder that effective merchandising isn't just about showing customers what's already selling. It's about creating discovery, telling a story and helping people find something unexpected.
Bringing the personal touch online
One of the biggest challenges for eCommerce brands is recreating the experience of shopping in a physical store. A good retail experience is built around knowledgeable staff, personal recommendations and the feeling that someone is there to help.
Universal Works has taken a deliberate approach to maintaining that connection, particularly when it comes to customer service.
As Mat explained, the brand has chosen not to automate its frequently asked questions through chatbots. Instead, its live chat makes it clear that customers can speak to an actual person.
The response has been telling. A social post promoting this approach, titled *No Bots*, became the brand's most engaged Instagram post in three years.
It demonstrates that, even as automation becomes more widespread, customers still value genuine human interaction. While AI can help teams work more efficiently behind the scenes, not every customer touchpoint needs to be automated.
For brands, the challenge is identifying where technology improves the experience and where a personal conversation remains the better option.
Finding the right balance with AI
Rather than going all-in on automation or rejecting it altogether, Universal Works advocates a more considered approach.
Every new piece of technology introduced to its platform must meet one of two criteria: does it present the product better, or does it improve the customer's shopping experience?
This gives the team a practical way to assess new tools without adopting AI simply because it's available.
For eCommerce businesses, that means testing, learning and understanding where AI can make a meaningful difference. It might be improving product discovery, helping teams manage merchandising more efficiently or making recommendations more relevant.
The goal isn't to automate everything. It's to use technology where it adds value while protecting the elements that make a brand unique.
The lessons for eCommerce brands
While AI will continue to reshape online retail, the discussion between Universal Works and Depict highlights several principles that businesses can apply today:
- Keep your brand identity at the centre: Algorithms should support your merchandising strategy, not dictate it.
- Make discovery more personal: Look beyond bestsellers to introduce customers to products they might otherwise miss.
- Protect human interaction: Automate where it improves efficiency, but retain personal service where it matters most.
- Get your data foundations right: Accurate, enriched product data is essential for delivering relevant AI-powered experiences.
- Adopt AI with purpose: Evaluate every tool against its ability to improve product presentation or the customer journey.
Ultimately, the future of eCommerce isn't about choosing between human expertise and artificial intelligence. It's about understanding how the two can work together.
As Universal Works demonstrates, the brands that get the most from AI will be those that know what makes them distinctive in the first place. Technology can make shopping faster and more efficient, but human taste is what turns a functional online store into an experience customers want to return to.
Listen to the full session on demand now.
