AI in Ecommerce Success: How the Ubique Group Builds Foundations for Innovation and Growth

Generative artificial intelligence (GenAI) powers the next generation of ecommerce. According to McKinsey & Company, 60% of ecommerce leaders are making significant AI investments, and 20% say AI is their top ecommerce priority.

But what does this look like in practice? While it’s easy to spend on AI, it’s not always clear how to reap the rewards of intelligent technologies.

In his Digital Shelf Summit (DSS) 2025 session, “Using AI to Power Growth: How To Build a Foundation for Ecommerce Innovation,” Frank Rosario, director of content management at Ubique, explores real-world examples of how his company utilizes AI in ecommerce to enhance customer engagement and drive more sales.

Here’s a look at what’s worked for Ubique — and how your brand can leverage these lessons to create improved customer experiences.

Getting Started: 4 Steps for Success

The Ubique Group offers high-quality, affordable furnishings across various online marketplaces. 

“You’ve probably never heard of us,” Rosario says, “but if you’ve bought off of Wayfair, Walmart, or Amazon, you’ve probably bought our products. We have over 10,000 ASINs on Amazon.”

The sheer number of products sold by Ubique has increased the team’s workload. From continuously updated product detail pages (PDPs) to marketing materials such as images and videos, there’s a never-ending list of tasks to complete if they want to stand out from the crowd.

AI offers a new approach: “There’s always the buzzword approach to technology,” Rosario says. “AI is the new buzzword. Some teams get a push from management to use it. Others put a stake in the ground and said we won’t use it. It was the same with social media — now, it’s part of shopping behavior.”

Ignoring AI is possible, but only for so long. Instead, Rosario recommends taking initiative on intelligent solutions to make the most of new technologies. He identifies four steps for AI success.

1. Assess Current Capabilities

“The first step is building the right foundation,” Rosario says. “This means asking the right questions: Can your infrastructure support AI? Is your data quality high enough? Do your systems talk to each other?”

If the answer to any of these questions is no, that’s your starting point. Investing in AI won’t fix these issues; if anything, trying to deploy intelligent solutions on top of limited-capacity infrastructure will worsen problems.

Instead of spending on AI immediately, budget for infrastructure improvements to handle resource requirements, focus on improved data accuracy and reduced redundancy, and build connected environments that facilitate communication.

2. Define Your AI Strategy

Once infrastructure is established, the next step is defining an AI strategy that aligns intelligent initiatives with business goals. For example, if your goal is to create better digital shelf content more quickly, you need AI tools that support this aim.

This might include solutions that offer high-quality image and video creation, or platforms that offer real-time PDP management to ensure content is always up-to-date.

3. Implement AI Solutions

The right AI tools and platforms make all the difference in ecommerce success.

For Rosario and Ubique, this meant leveraging tools such as Salsify, Sitation, and Sitation’s RoughDraftPro. “We used AI to generate marketing copy,” he says. “We optimized our titles, our content, and our feature bullets using AI tools integrated into a Salsify workflow. We went from an average of nine hours per product to roughly 30 seconds per item.”

4. Monitor and Optimize Tools

AI solutions are powerful but not perfect. As a result, continuous monitoring and optimization are critical. While you can handle this entirely in-house, it’s often more effective to partner with companies that have AI experience.

“Some of our partners were already implementing AI,” Rosario says, “So it’s an easier sell and buy-in at the leadership level when you bring in experienced providers that are already integrating AI.”

The Real Deal: AI in Action

Omnichannel ecommerce is now the expectation. Even if buyers don’t consciously realize it, their interactions with brands are naturally multifaceted. 

For example, a prospective customer might see a targeted ad on social media, visit a retailer’s product page for more details, and then complete their transaction using an ecommerce platform — three distinct channels to make a single sale.

AI helps leading brands build content and experience strategies that connect with customers wherever they are, and however they choose to interact.

Creating Product Content

Effective product content requires ongoing management. “Something you introduced six months to a year ago is outdated,” Rosario says. “We have a thousand ASINs across 10 brands and 1,000 retailers. Leveraging something like AI was very needed. We tackled 250 ASINs that drive 80% of our sales on Amazon and took them through this process.”

Rosario recalls being told that video outperforms images on Amazon, but with 2,500 products on the site, making that many videos was a logistical nightmare. Not so with AI. “Now, we can pump out those assets that not only appear on PDPs but also in advertising and on brand stores,” he says.

AI can create both photo and video content. Rosario points to the time, effort, and spending required for on-site photo or video shoots. From getting the content approved in-house to hiring media companies and recruiting talent, the process wasn’t quick or easy.

“A/B testing on Amazon showed upwards of 75% probability of increased sales, increased conversion, and increased traffic when we tested this PDP design,” Rosario says. “For SEO, we saw a 19% increase in sales and a 50% increase in glance views. For image optimization, we saw a 46% increase in sales and a 101% increase in glance views.”

He also notes that despite advancements in AI, “This is not hands off the wheel. We still have to QC it. You can see your original content and your net-new AI content. At that point, you can say I want to rerun this, or approve it, or I can edit it right in that workflow.”

AI in Ecommerce: What’s Next for Ubique?

Ubique currently uses solutions such as Salsify, It’sRapid, Stackline, and Jungle Scout to underpin its content creation strategy. According to Rosario, the company is also using tools like ChatGPT and Grok ad hoc to support individual requests, and piloting a large language model (LLM) chatbot to answer questions on its direct-to-consumer (D2C) website. 

Going forward, Ubique will use AI for structured analysis of data warehouse assets to improve operations.

Making the Most of AI in Ecommerce

As Rosario’s session makes clear, AI is quickly becoming an indispensable tool in product content creation, management, and impact. 

This isn’t a one-and-done approach. Instead, creating effective PDP pages requires an AI strategy that leverages multiple solutions to produce effective results. Combined with human-in-the-loop oversight, AI in ecommerce can help deliver sales at speed without sacrificing content quality.