There’s a common phrase doing the rounds in boardrooms right now: "If AI can do it better, it should." And honestly? I couldn’t agree more.
As part of our AI team here at Champions (UK) plc, I’ve seen firsthand how automation has moved from an exciting concept to a transformative tool, especially in the world of e-commerce. Teams that once juggled countless manual tasks, relied on gut instinct for decisions, and burned hours in data analysis are now being supercharged by smart, scalable AI systems.
The shift is already happening
A recent report by Digital Commerce 360 laid it out: in 2024, top retailers including Michael Kors and PayPal leaned heavily into AI. Michael Kors rolled out AI shopping assistants that made product discovery smoother and more engaging for customers. Meanwhile, PayPal introduced AI tools that transformed its checkout experience, surfacing relevant deals and streamlining the entire payment journey.
This isn't just about big brands playing with flashy tech. A Fact-Finder survey of over 300 e-commerce decision-makers revealed that 86% plan to increase their investment in AI. That’s not hype – it’s a tidal wave of momentum.
But AI isn’t just another tool
The beauty of AI in e-commerce is its versatility. From predictive analytics and personalised recommendations to fraud detection and automated inventory management, AI enhances performance across the board. AI can work 24/7, crunch endless datasets in milliseconds, and identify patterns even seasoned marketers might miss.
A 2024 research paper published via SSRN unpacked this in detail. The study found that businesses using AI for personalisation, customer journey mapping, and supply chain logistics saw significant improvements in efficiency and customer satisfaction. When implementing AI effectively and responsibly, we work faster and smarter.
Team optimisation in the age of AI
But here’s where things get even more interesting, and where a lot of businesses misstep. The goal isn’t to replace teams with AI, but instead to augment them. The Harvard Business Review highlighted a key finding last year: when AI ‘joins’ a team, performance initially drops. People need time to adjust to working alongside AI, with qualified training and cultural buy-in.
That’s why we always tell our clients that implementation is just the beginning. You need a strategy and a support system to embed AI into your day-to-day operations without disrupting your people.
At Champions, we’ve helped clients navigate this exact challenge, blending human expertise with AI capabilities in a way that enhances productivity rather than stifling it.
It’s about efficiency and effectiveness
Optimisation is about doing the right things, and doing them well. AI allows your team to focus on creative strategy, relationship building, and customer experience, while the repetitive or data-heavy jobs are handled seamlessly in the background.
Whether it’s an AI-powered chatbot that answers 80% of customer queries instantly, or predictive algorithms that ensure your stock levels meet demand without over-ordering, AI frees up your people to think big and act decisively.
Let’s not forget what Shopify’s CEO said recently: before any new hires are made, employees must prove that AI can’t do the job better. That’s a bold standard, but it’s one that sets the bar for modern digital teams. AI should be part of your hiring, training, and strategic planning from day one.
Where Champions comes in
Here at Champions, our AI & Tech implementation services are built on years of experience working with online retailers and e-commerce leaders. We help identify exactly where AI can drive the most value in your business, then build and embed solutions that enhance your team’s strengths, not replace them.
From personalised product recommendation engines and AI-powered customer segmentation to backend automations that save time and reduce errors, we make AI work for your unique goals.
So, if your e-commerce team is feeling stretched or bogged down by repetitive tasks, let’s have a conversation. AI isn’t a silver bullet, but with the right guidance, it can be the edge your business needs to compete, scale, and win in 2025 and beyond.
To enquire about our services, please contact us at 08453 31 30 31 or fill out an online contact form today.