“AI is bringing back one of retail’s most human elements: personal advice and delivering it online at scale.” – Marco Van Herpen

Episode 3 of the Ultra Commerce Podcast turned its focus to the hottest topic in technology today: artificial intelligence. But instead of surface-level takes, host Jamie welcomed a true expert: Marco, who has been working in AI since 2017, long before it became part of mainstream conversations. With experience spanning economics, consulting, and e-commerce, Marco now leads Newtonic, a company blending AI with online retail to help businesses move from hype to practical strategy.

If you missed it, you can listen to the full episode on YouTube, Spotify or view our episode page. Here are some of the highlights.

From Storefronts to Algorithms

To understand what AI is changing in retail, Marco took a step back. Traditionally, physical stores combined many functions: they were showrooms, advisors, curated assortments, and fulfillment points all rolled into one. E-commerce disrupted this model by separating those functions and moving many online. AI now represents the next leap forward, making it possible to bring truly personal advice and guidance into the digital shopping experience.

He shared a case with Dutch optical chain Hans Anders, where AI analyzed a single photo to identify 28 facial features, from jawline to eyebrow shape, and recommended frames that best fit the shopper’s unique look. What once required a trained salesperson in a store can now happen instantly online, tailored to each individual.

Trust and the Rise of Hyper-Personalization

Jamie introduced the idea of hyper-personalization, which goes beyond simple product suggestions to experiences that feel deeply individual. People often trust AI more than humans in certain contexts, especially because they don’t feel judged. That opens up possibilities for shopping journeys that feel more empathetic, more relevant, and ultimately more engaging.

Marco noted that trust is precisely why AI platforms like ChatGPT and Perplexity are positioned to play a central role in future commerce. If consumers turn to them for advice and even transactions, retailers need to decide how to stay competitive, whether by leveraging their own expertise in specialized segments or by building richer product data and experiences that generic platforms can’t match.

What Intelligence Means (and Doesn’t Mean)

A recurring theme was the difference between prediction and reasoning. Current large language models are excellent at generating content and surfacing insights, but they still lack true reasoning ability. Marco likened it to a table full of Lego blocks: most people are just building small houses, while the real potential is far greater. Businesses that combine their own creativity with AI’s processing power will be the ones who unlock that larger potential.

The Future of Shopping

Looking ahead, Marco predicted that LLM platforms will increasingly handle entire shopping journeys. A consumer could simply tell ChatGPT the size of their lawn and ask which mower to buy, and the system could recommend, source, and even place the order. That may reduce the role of individual e-commerce sites for some products.

But not everything is practical or rational. Shopping often has an emotional side (fashion, jewelry, home décor) that isn’t just about solving a problem. Here, AI-driven personalization combined with social and visual inputs could create new kinds of “digital window shopping,” offering inspiration as well as transactions.

Scaling looks very different depending on where you’re operating. In Europe, success depends on mastering the complexities of “multi-X”; navigating multiple currencies, languages, and regulations that vary from country to country. In the US, the focus shifts toward logistics and fulfillment, where meeting customer expectations for speed has become the defining challenge.

Across both regions, marketplaces stand out as one of the most effective ways to scale. They enable rapid assortment expansion, drive higher average order values, and create opportunities for partnerships without the burden of added inventory. But before rushing into new markets, it’s crucial to maximize the value of the audience you already have.

Key Insight

AI in e-commerce isn’t just about automating support or generating content. It’s about reinventing the advice and inspiration once found in physical stores, delivering it online at scale, and tailoring it to each shopper’s needs. For retailers, the opportunity lies in combining deep product knowledge with AI’s capabilities to deliver experiences that are both trustworthy and unique.