Ecom Leaders: The AI shake up - Seminar with Google

Ecom Leaders: The AI shake-up with Google

ThiThis Ecom Leaders gathered more than 240 guests at Google’s London HQ, for a morning of insights, networking, and discussion about one of the most defining forces in digital commerce right now: AI.

Together with Google, we explored how artificial intelligence is reshaping the way brands work with creative, search, and data. The morning focused on what AI readiness means for marketing teams today and how brands can balance experimentation with practical implementation.

The agenda featured presentations from s360 and Google experts, followed by a brand panel with representatives from Weleda AG, Ralph Lauren, and Russell & Bromley who shared how AI is already influencing their operations and long-term strategies.

Here are the key takeaways:

1. AI runs on content

Every major AI model, from Gemini to OpenAI, depends on high-quality content. Brands should prioritise strong product information, detailed attributes, and rich assets such as reviews, videos, and imagery to stay competitive.

2. Master your data

A strong data foundation is essential for AI to deliver real value. Well-structured, privacy-safe, and connected data across touchpoints enables better automation, measurement, and creative performance.

3. Feed management is crucial

The ability to deliver the right data in the right format across all platforms is a key success factor. It ensures consistency and precision in how your brand appears in an AI-driven landscape.

4. Brand still matters most

As algorithms handle more of the optimisation, creativity and brand distinctiveness become key differentiators. Investing in a strong brand presence and building desire will remain a competitive advantage in an AI-first world.

5. AI is enhancing creative and media performance

Google’s upcoming AI capabilities are enabling brands to scale creative production, optimise media in real time, and generate insights faster. This allows marketing teams to spend more time on strategy and storytelling.

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