Fine-tuned models, attribution, category death.
To explore this question, I looked at one industry: e-commerce. In my online certificate programs, I’ve explored AI use cases across many industries such as healthcare, media, coffee, finance and e-commerce. While healthcare tends to be slowest to adopt AI, e-commerce consistently leads.
— ShopTalk 2025: Just 1% Of Vendors Use Generative AI To The Max · Forbes
AI is not adding a feature to the store, it is rebuilding the store around the shopper, and every part of the journey is shifting at once. Consider what is changing. Search is moving from a list of ranked links to a single synthesized answer. The shelf space is moving outside of retail, where answer engines, not retailers, decide what gets seen, and new advertising formats are forming around them, from paid LLM-embedded ads to…
— Three Mistakes Brands Make In The Age Of AI-Driven E-Commerce · Forbes