Offcuts

Ep 170: AI, Retail, and the Rise of Operator Experience - with Luke Hodgson, co founder of Commerce Thinking & High Cohesion

On this episode, I’m joined again by Luke Hodgson to talk about a shift that’s quietly taking place inside every brand: the move from customer experience to operator experience. We unpack what Luke calls OX2030; his framework for how AI is reshaping the way brands actually run. The idea is simple but big. Over the next decade, the biggest transformation in retail won’t happen on the front end. It will happen behind the scenes, in the systems, workflows and cross-functional teams that keep everything moving. We talk about how AI is flattening hierarchies, what it means for how brands are organised, and why most of the value in automation will come from fixing the low-value work that slows good people down. We also get into how this connects to Factory’s Internal and External AI framing, where the real opportunities live, and what it means for leadership and culture inside consumer brands. If you’re thinking about how AI changes the structure, not just the strategy, of how your business operates, this one’s for you. Enjoy the episode. Checkout Factory here [https://www.factory-digital.com/]. Sign up to our newsletter here [https://yourbasketisempty.us14.list-manage.com/subscribe?u=c99607802029f86a8f8d53938&id=a46026601a].

Ep 169: Will AEO change the way we search? With Sam Hurley, co founder of NOVOS

On this episode, I’m asking a question that’s quietly reshaping digital marketing: Will AI change the way we search? I’m joined by Sam Hurley, founder of NOVOS an SEO and AI Search agency. We unpack what’s happening to discovery as AI answers more of our questions for us, and what that means for brands, agencies and search strategies. We talk about how AEO or GEO or AIEO or what ever you call it fits into the mix, how it differs from traditional SEO, and why Google, OpenAI and Perplexity might soon be the new gatekeepers of visibility. We also get into what brands can actually do right now to prepare for AI-native search, and whether this shift is likely to change consumer behaviour forever. If you work in commerce, brand marketing or digital strategy, this episode will help you understand what’s next for search, discovery and visibility in the age of AI. Checkout Factory here [https://www.factory-digital.com/]. Sign up to our newsletter here [https://yourbasketisempty.us14.list-manage.com/subscribe?u=c99607802029f86a8f8d53938&id=a46026601a].

Ep 168: Is the AI Bubble About to Burst? With Luke Hodgson co founder of Commerce Thinking & High Cohesion

On this episode, I’m asking a simple question with a very complicated answer. Is the AI bubble about to burst? With Luke Hodgson, co-founder of Commerce Thinking and High Cohesion. We kick things off by reviewing four recent news stories that have fuelled bubble talk, from Mira Murati’s $2 billion raise at Thinking Machines Lab to Palantir’s stock drop and Meta’s AI hiring freeze. Then we dig into the reality. What’s hype, what’s real, and how should brand operators navigate it? Luke and I explore whether the current wave of AI investment is overinflated or just misunderstood. We talk about unit economics, cracks in the AI stack, and how the winners might not be the AI-first startups, but the brands quietly experimenting in the background. We also zoom out. If this is an industrial revolution compressed into a decade, what happens to jobs? How should brands structure their teams? And is there any government on the planet actually ready for what’s coming? If you work in tech or commerce, and you’re trying to make sense of the AI noise, this one’s for you. Depict.ai [http://Depict.ai] are on a mission to help shoppers discover the products they love - while giving merchandisers total creative control. Turn keyword searches into real conversations. Help customers explore and uncover more of your catalogue. Merchandisers stay in control of the story. Upgrade your storefront at Depict.ai [https://depict.ai/features/gpt-search] Checkout Factory here [https://www.factory-digital.com/]. Sign up to our newsletter here [https://yourbasketisempty.us14.list-manage.com/subscribe?u=c99607802029f86a8f8d53938&id=a46026601a].

Ep 167: Vibe Searching and the Future of Onsite Discovery, with John Tan, CEO of Depict

On this episode, I’m talking with John Tan (CEO of Depict.ai [http://Depict.ai]) about why onsite search is broken, what it will take to fix it, and how Depict is reimagining discovery through AI. We unpack the difference between onsite search and traditional search, and explore why it’s time for ecommerce to move beyond the basic grid. John shares his vision for a more conversational, more emotionally resonant way to browse, what he calls “vibe searching”. Less keyword filtering. More: “I’m going to a wedding in Tuscany next month. What should I wear?” We also talk about how this kind of interaction could change how websites are built, how merchandising is done, and what consumers expect from brand experiences. And we look at the broader AI landscape. What’s real, what’s hype, and whether the house of cards can hold. If you’re working in ecommerce and thinking about the future of CX, conversion and what shoppers really want, this one’s for you. Depict.ai [http://Depict.ai] are on a mission to help shoppers discover the products they love - while giving merchandisers total creative control. Turn keyword searches into real conversations. Help customers explore and uncover more of your catalogue. Merchandisers stay in control of the story. Upgrade your storefront at Depict.ai [https://depict.ai/features/gpt-search] Checkout Factory here [https://www.factory-digital.com/]. Sign up to our newsletter here [https://yourbasketisempty.us14.list-manage.com/subscribe?u=c99607802029f86a8f8d53938&id=a46026601a].

Ep 166: 2025 Commerce Tech Winners & Losers, With Luke Hodgson co founder of Commerce Thinking & High Cohesion

On this episode, I’m revisiting the big shifts in commerce tech with Luke Hodgson. Who’s winning, who’s losing, and what’s changing under the surface. We break the conversation down into four key areas: platforms, frontend tools, back office systems, and AI. We look at why Shopify still has the momentum, why BigCommerce’s rebrand hasn’t made much impact, and why platforms like Centra are gaining ground with modern fashion brands. Luke also explains why Magento is fading, and why Salesforce Commerce Cloud rarely comes up in conversation anymore. We talk about why fragmented tool stacks are falling out of favour, and how consolidation is changing the frontend experience. And we dive into the back office, where the ERP landscape is overdue for disruption, but still proving hard to unseat. Luke shares a strong view on where AI will change everything and where it won’t. We end with predictions. Luke backs next-gen merchandising tools. I put my money on the Nordics. If you’re watching the commerce tech landscape and wondering where to place your bets, this one’s for you. Depict.ai [http://Depict.ai] are on a mission to help shoppers discover the products they love - while giving merchandisers total creative control. Turn keyword searches into real conversations. Help customers explore and uncover more of your catalogue. Merchandisers stay in control of the story. Upgrade your storefront at Depict.ai [https://depict.ai/features/gpt-search] Checkout Factory here [https://www.factory-digital.com/]. Sign up to our newsletter here [https://yourbasketisempty.us14.list-manage.com/subscribe?u=c99607802029f86a8f8d53938&id=a46026601a].