We’re used to marketing evolving constantly: increasingly effective omnichannel campaigns, data-driven decisions with direct impact on KPIs, and predictable funnels. But then 2026 arrived, and the AI revolution seems to have overturned everything we thought we knew about eCommerce. Or has it?
In this 90-minute workshop, we will take a concrete look at how digital marketing mechanisms for eCommerce are changing when AI directly influences discovery, comparison, and purchase decisions. We’ll explore which strategies, tactics, and tools actually work in this new context, how you can transform your brand into a truly AI-native one, and why, to understand what’s next in eCommerce, we need to look forward… by looking back.
We’ll cover:
- What to do when AI “steals” your clicks and traffic becomes a by-product rather than the main goal
- How AI “thinks”: how it can undermine your brand—and how to make it work in your favor
- The “black box” problem: can we still talk about data-driven marketing when we no longer have access to all the data?
- How AI has “killed” the classic acquisition funnel and replaced it with the messy middle
- Why marketing costs have skyrocketed even when you haven’t done anything wrong
- What it really means to build an AI-native brand, rather than just chasing trends
