Rob Gonzalez, chief strategy officer and innovation officer at Salsify, wrote a guide to help brand leaders position themselves for the future of artificial intelligence (AI) in ecommerce.
The most successful brand leaders are those who stay ahead of the curve. Excelling in the next era of the digital shelf will require a deep knowledge of AI and a willingness to adapt alongside it.
Rob Gonzalez, Salsify co-founder and chief strategy and innovation officer, explains how brands can be at the forefront of AI innovation in his new guide, “Becoming an AI Leader: How Brands Can Stay at the Forefront of AI Innovation.”
AI usage is polarizing. Some believe it will change everything, and others believe the opposite. The truth most likely lies somewhere in the middle.
Gonzalez reassures that there’s nothing to fear: “Both AI and humans are at their best when they’re working together. This 'copilot' model enables humans to innovate, create, and supervise, while positioning AI as a tool for doing more and doing it better.”
According to Salsify’s “2025 Consumer Research” report, 28% of shoppers view AI as a useful shopping tool, and an IBM study shows that 35% of global businesses have already adopted AI solutions, and 42% are considering doing so.
Brands are benefiting already from AI’s capabilities, but the future holds so much potential.
Gonzalez says that brands can stay ahead of the curve by:
“If digital shelf teams prepare now by collecting the right data, training AI solutions with the right information, and partnering with leading brands to run pilot programs, they can become the leaders of this new world,” Gonzalez says.