Offcuts Live, Stockholm: AI in Commerce - Hosted in partnership with Centra and DEMA
We just wrapped our first ever live podcast event, held at the Centra office in Stockholm. An oversubscribed event, with a room full of brand operators, ecommerce leaders and platform builders - it was one of the more grounded conversations we've had about where AI in commerce actually is right now.
The panel brought together Ola, former e-com director at Acne Studios for sixteen years and now a freelance consultant to mid-sized Swedish brands and Erik, CTO at Stellar EQ, twenty years out of Sneakers & Stuff.
We split the conversation into two parts. External AI - discovery, search and the evolving storefront. And internal AI - what’s actually working inside brand teams versus what’s still a nice slide in the board deck.
On the external side: AI referral traffic is up 390% in the US and converts at twenty times the rate of organic - and yet most of the brands in that room still haven’t done the unglamorous work of structuring their product data to be visible in it. Ola put it plainly - the next eighteen months will show who’s quietly done the boring tagging and schema work, and who was still arguing about hero slots and newsletter order. We also got into the agentic storefront question: is the dot com disappearing, and who’s actually transacting through an agent yet?
On the internal side, we opened with a Goldman Sachs stat that nobody could argue with: 76% of businesses are using AI, and only 14% say it’s working. Eric walked us through what it looks like when it actually works - natural language queries replacing SQL, an automated merchandising tool he mocked up in a Friday afternoon that would have previously been a vendor scoping project, tone-of-voice sense-checking agents that took copy approval out of a bottleneck. Ola gave the counterpoint from smaller teams - faster, but also sometimes sloppier, and the embedded AI features nobody’s actually managing.
We also got into attribution, which landed with the room. Direct traffic is down 40% year on year. Organic is down. AI is influencing nearly every digital purchase in some form. Nobody has a clean answer on how to measure it. The honest consensus was: pick a metric, commit to it and accept that this is now structurally murky.
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Skin Rocks Case Study
“We brought ROIROI in to run an AI consulting project across the business. In a week they had spoken to every team, mapped our friction points, and produced a roadmap with real commercial impact. They did not try to sell us technology for the sake of it. They told us what we needed to hear, identified a significant saving, and gave us a foundation to build from.”
Gemma Stevenson, Chief Commercial Officer, Skin Rocks
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