Tech Panel

5 things to remember

1. Unified commerce starts with people, not technology

"Everybody says they want change, but nobody wants to change."

While Unified Commerce may sound like a tech-first approach, its success hinges on your people. Change is hard, and organisations often overlook this critical piece of the puzzle. Technology can connect systems and channels seamlessly, but without aligned KPIs, incentives, and cultural buy-in, internal teams will compete rather than collaborate. The key? Build a people-first approach to ensure teams work together to deliver frictionless customer experiences.

2. Own your data

"Define your master data model and centralise it. It’s your most valuable asset for scaling and leveraging AI."

For Unified Commerce to work, your systems must be speaking the same language. This starts with owning your data. Don’t let third-party apps define your customer, product, and order data. That’s your foundation for success.

3. AI adoption starts with real problems, not hype

"Focus on small wins where AI adds immediate value – like predicting churn or improving your data foundations."

AI is here to stay, but success lies in solving real business problems, not chasing buzzwords. Instead of flashy projects, start with small, impactful use cases: predicting customer churn, improving data hygiene, or optimising workflows. AI’s potential will grow exponentially, but building strong foundations today is the key to reaping its benefits tomorrow.

4. It's not people vs AI

"Reinvent yourself daily. Use AI to automate where possible, and focus on what really matters."

The fear that AI will replace humans is overstated. Instead, AI will replace humans who don’t use AI. It’s not AI versus people – it’s humans plus AI that will thrive. The challenge lies in helping teams adopt AI tools and empowering them to become more efficient. Companies that encourage experimentation and learning will stay ahead of the curve.

5. Don't reinvent the wheel

"Short-term subscriptions to proven AI tools will get you further, faster. Don’t reinvent the wheel."

For smaller, more agile businesses, AI can feel overwhelming. But you don’t need to build everything in-house. Platforms like Shopify and other big tech players are integrating AI features rapidly – focus on leveraging those tools to drive efficiency and enhance customer experiences. Adopt tools that make sense for your business today, while staying open to the game-changing innovations of tomorrow.

Conclusion

The Tech Panel highlighted one core truth: Unified Commerce and AI adoption are about foundations, alignment, and focus. The future of commerce belongs to those who move fast, embrace change, and use technology to empower their teams and their customers.