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Issue 040PositionAI for CommerceRef 133

The role of AI in commerce delivery without the nonsense

The integration of AI needs a practical, evidence-based approach in commerce. Focus on capabilities that solve real problems, not speculative applications.

Heddwyn Coombs· Creative and Digital Director
4 min readReviewed October 2025
"No AI application is effective without robust, clean, and sufficient data; this is often the primary bottleneck."
Written by
Heddwyn Coombs, Creative and Digital Director at iWeb
Heddwyn Coombs
Creative and Digital Director
29 years at iWeb

Heddwyn co-founded iWeb and leads creative and digital direction across the agency. Adobe Commerce architect since the Magento 1 era, he writes the strategy notes on platform choice, headless, agentic checkout, AI for commerce and the trade-offs leadership teams hit when modern tooling meets operational reality. Opinionated about data structure, design systems and catalogue size, cautious about unnecessary frontend complexity, and focused on work that stays commercially manageable over time.

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Issue 047Briefing · AI for Commerce

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