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AI Strategy & Enablement
for eCommerce

Applying AI with clarity and commercial intent.
AI is now embedded across the eCommerce landscape.
From how products are discovered and marketed, to how storefronts behave, data is analysed and decisions are made, AI increasingly shapes modern commerce. For most eCommerce teams, the challenge is not access to AI, but knowing where it genuinely adds value and how to apply it responsibly.
AI Strategy & Enablement helps eCommerce brands make informed decisions about where AI should be used, how it should be implemented, and where it is better avoided.

What this service
provides

AI Strategy & Enablement is a consultancy-led service focused on clarity and direction.
We work with senior eCommerce teams to assess where AI is relevant to their business, how it aligns with commercial goals, and what level of change or investment is justified. The focus is on practical application, not experimentation for its own sake.
The outcome is shared understanding across teams and confidence in the decisions being made.

Where AI typically
adds value in eCommerce

AI adds value when it is applied to real customer and operational problems.

On the storefront, this includes areas such as intelligent site search, product discovery, recommendations, merchandising logic and guided navigation. AI can also support help and advice content, assisted journeys and conversational experiences that reduce friction and support decision-making.

Beyond the storefront, AI is widely used to analyse sales, customer and behavioural data, helping teams identify patterns, forecast demand and prioritise action. In more complex environments, this extends into inventory, fulfilment, shipping and integration with wider systems such as ERP and POS.

AI also plays an increasingly important role within marketing channels themselves. From bidding, targeting and creative optimisation in paid media, to how content is surfaced across search and social platforms, AI now influences how and where brands are seen.

This service helps determine where AI is genuinely additive, and where it introduces unnecessary risk or complexity.

From strategy
to implementation

AI decisions have practical implications.
They affect storefront UX, site performance, data flows, integrations and long-term maintainability. Without technical oversight, it is easy to introduce tools or features that are difficult to scale, govern or reverse.
Our approach considers how AI initiatives translate into real development work, ensuring they fit cleanly into existing platforms and architectures.

B2B and DTC
considerations

The role of AI differs between B2B and DTC eCommerce.

In DTC, AI is often focused on discovery, merchandising, personalisation and conversion efficiency.

In B2B, it more commonly supports complex decision-making, recommendations, pricing logic, operational efficiency and internal workflows.

AI Strategy & Enablement accounts for these differences, grounding recommendations in the realities of the business model.

What clients get
from this service

Clients leave with a clearer basis for decision-making.
This includes where AI should be applied, where it should not, and what needs to be true before it is introduced. The service helps teams prioritise confidently, reduce risk and avoid committing to approaches that are difficult to scale or reverse.

How this fits
alongside other Velstar services

AI Strategy & Enablement informs decisions across the end-to-end eCommerce journey, helping teams apply AI consistently across platforms, channels and operations.
It supports decisions across Search & Discovery, GEO, Content Strategy, platform development and performance marketing, ensuring AI is applied commercially and with long-term intent.

When this is
the right focus

AI Strategy & Enablement is well suited to eCommerce teams facing important decisions about AI and wanting to make them with confidence rather than urgency.
It is particularly valuable where AI decisions have long-term implications for platforms, data or operations. It is not designed for experimentation without purpose.
Let's make something great together. Drop us a line.