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What happens when every brand can create unlimited content for almost nothing?
Content stops being the advantage. Attention does.
AI is rapidly removing the cost and friction of creating images, videos, ads, product photography, and copy. That sounds like an enormous advantage, until everyone has it.
Dov Kaufmann spent eight years at Yotpo, joining when the company was still small and helping build partnerships into a major part of its revenue before founding Tolstoy, where he is now CEO.
In this episode of Aggaeus, Dov sits down with Haggai Klorman Eraqi to explore what AI could do to e-commerce, and why the biggest disruption may have little to do with creating better ads.
Today, Tolstoy helps brands generate content at scale, publish it, test what converts, and increasingly personalize what individual shoppers see.
But Dov believes we are heading somewhere much further.
Imagine an AI agent that already knows your size, your style, what you own, what fits you, and what you are likely to need next.
You may not search Google.
You may not browse a brand’s website.
You may not even make the purchase yourself.
Your AI could do it for you.
And that raises a much bigger question:
If AI becomes the interface between brands and consumers, who actually owns the customer relationship?
Brands that lose that relationship risk becoming interchangeable suppliers inside someone else’s marketplace.
Brands that strengthen it have an opportunity to do something radically different: know what their customers want, personalize what they see, show them what products could look like on them, recommend the right product at the right moment, and perhaps eventually eliminate much of the friction that creates returns.
The technology is moving quickly. But as Dov explains, technology is not necessarily the hardest part.
The harder problem is being willing to change what already works today so you can still lead tomorrow.
In this episode, we cover:
• Why AI is turning content creation into a commodity, and what becomes valuable instead
• What happens to brands if AI agents become the interface between them and their customers
• How Tolstoy is approaching personalized commerce, content testing, and virtual try-on
• Why getting to 80% quality with AI is increasingly easy, but getting to 100% remains difficult
• How do you change a business that is already working before the market forces you to?
If you are trying to understand what AI does to brands, e-commerce, and the customer relationship, this episode gives you a useful map of what may be coming next.
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Aggaeus content is for informational and educational purposes only and should not be considered legal, business, investment, or tax advice. You should conduct your own research and consult qualified professionals before making any decisions.
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#AI #Ecommerce #Brands #Attention #Retail
