If there is one thing that has defined commerce over the years, it’s innovation. As consumers, we are constantly demanding more convenience, better prices and more impactful experiences.
With the advancement of AI, consumers are in for a real treat, but how exactly will AI influence shopping experiences in the next few years?
This article was originally published in our 2025/2026 Manual to Video Commerce Success. Did you get your copy yet? Download it here!
We sat down with AI expert Anna Katrine Matthiesen, Partner and Director of AI at Vertica, an industry leading Danish e-commerce agency, to ask all your burning questions. Here is the run down.
— Can you give us an overview of how AI is currently being used in retail and e-commerce?
For most companies, the adoption of AI remains in its early stages. While many have utilized AI for years in recommendation systems, an increasing number are now leveraging it for tasks like translations.
We’re beginning to see examples of businesses using AI for dynamic pricing, automated product creation, and enhanced customer service. In my view, there is significant untapped potential, with many companies still apprehensive about taking the first step.
— What are some examples of AI enhancing the customer shopping experience, both online and in physical stores?
I still feel we have yet to see truly outstanding examples of AI in action. One notable exception is the Chinese company Ping An, which uses AI to handle insurance claims. For customers, this means their claims are resolved within minutes, and in cases like car damage, they can go directly to a repair shop without unnecessary delays - a perfect example of how AI can enhance the customer experience.
I’m confident that we will soon see AI making a bigger impact on advisory services, enabling businesses to provide better customer support both online and offline. However, the truly transformative examples remain to be seen.
At this point in time, companies focus on how AI can optimize internal operations - which is certainly valuable - but they risk missing the bigger opportunity to use AI to fundamentally improve and redefine the customer experience.
— What makes AI-powered technologies so effective?
AI technologies are gaining traction because they offer significant opportunities to optimize business operations. Some experts predict that we’ll soon see the first one-person unicorn - a company generating over a billion dollars in revenue with only one employee. Even the more conservative estimates, suggesting three employees, are still mind-blowing.
What makes AI so powerful is its ability to enable us to acquire knowledge and skills we previously didn’t possess. This opens the door for us to take on roles and responsibilities we were never capable of before.
— Small businesses often face resource constraints. Are there affordable ways to implement AI tools for them to compete with larger players?
There’s no doubt that implementing AI technology can lead to substantial cost savings, whether by reducing the need for manpower or increasing overall efficiency.
For smaller businesses, leveraging the generative power of AI is an excellent starting point. Focus on areas like streamlining product creation, enhancing content production, and optimizing customer service. Tools like ChatGPT and user-friendly no-code or low-code platforms, such as Make, can help you achieve significant results with minimal effort.
— What are some common misconceptions about AI in retail that you’d like to address?
I believe one of the biggest misconceptions is that many people don’t realize how rapidly this field is evolving. When we see a major company like Deepseek outpacing ChatGPT, imagine how a fully AI-driven e-commerce player could potentially overtake Amazon - or at least smaller competitors.
Another misconception is the scale of complexity within this field. AI is much more than just generative AI, and to truly understand the space, it’s more important than ever to stay informed, remain curious, and continuously acquire knowledge about the field and its underlying technologies.
— Looking ahead, how do you see AI shaping the future of retail in the next 2-5 years?
I believe that AI agents will significantly change the way we shop. These agents will take over the “boring” aspects of purchasing; finding the best price, filling out contact information, and completing transactions, allowing us to focus on the more enjoyable part of the process: Seeking inspiration.
In the future, I see our personal AI agents becoming the primary source of product recommendations, replacing the role of individual websites entirely.
The potential impact of AI agents could revolutionize digital commerce as we know it. Imagine a scenario where products no longer have fixed prices but are dynamically determined by supply and demand, with countless agents bidding on our behalf.
Here’s a practical example: Imagine you have a favorite author. The next time they release a book, your AI agent sends you this message:
"Your favorite author has just published a new book. I’ve pre-ordered it for you, and if you confirm within the next hour, it will be delivered to your door tomorrow. OK?”
Truthfully, I think the changes AI agents will bring are beyond what we can currently imagine. The possibilities are vast, and we’re only scratching the surface of what’s to come.
— What advice would you give to retail companies just starting to explore AI solutions for their business?
If they haven’t started yet, they need to. Far too many companies are holding back when it comes to implementing AI in their operations, and I believe that’s the biggest mistake they’re making today. AI is a high-speed train, and businesses must get on board to stay competitive. It’s essential to start building experience and developing the skills and resources needed to navigate and leverage AI advancements in the future.
Bio
Anna Katrine Matthiesen is a partner at Vertica, a Danish e-commerce agency specializing in developing award-winning B2B and B2C solutions, where she leads the AI & Data department.
Anna Katrine Matthiesen has extensive experience from working with some of Denmark’s largest retailers, shaping and advancing their digital strategies. In 2022, her accomplishments earned her a spot on the competitive and prestigious Berlingske’s Talent 100 list.
You can find this article, along with more inspiring content, in our new Success Manual for Video Commerce 2025/2026. Get your copy here!
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