Shero Commerce CEO and Co-founder Beth Shero is joined by Marketing Strategist Ashley Gates and Director of Shopify Practice Gavin McKew for a wide-ranging conversation on using AI across the full eCommerce funnel heading into Black Friday and Cyber Monday.
Ashley covers the lifecycle marketing side: how tools like Klaviyo and Bloomreach use predictive analytics and behavioral triggers to reach customers at the right moment, why personalizing offers by individual rather than blasting sitewide discounts protects margin, and how loyalty reminders in January can turn holiday gift buyers into repeat customers. Gavin takes on the technology layer, covering conversational commerce tools like Gorgias, the emergence of AI video generation with Sora 2 as a leveler for smaller brands, and what agentic commerce means practically for brands today. Both guests circle back to the same point throughout: context and clean data are what determine whether AI works for or against you, and neither is going away.