When people ask me about AI, I tell them: this is as big as the early computers.

Back then, you had Apple, IBM, and the hobbyists building homebrew systems.

Nobody knew exactly where it was heading, but it was clear that something massive was unfolding. That’s where we are with AI today; the early stages of an evolution that will reshape how we live and work.

‍

‍

‍

‍The Shifts I’m Seeing‍

‍
Two shifts stand out:
‍

1. Search is moving to AI‍
   
   I probably spend 80% of my time searching with ChatGPT instead of Google. It’s faster, less cluttered, and better at understanding nuance. With the ChatGPT add-ons searching for richer content is becoming easier and faster. More and more people are skipping traditional search altogether. That changes how brands need to think about visibility, SEO and marketing.
   ‍
2. Information is being commoditized
   
   ‍AI serves up knowledge in quick, digestible bites. It’s a lot like social media: fast, accessible, but often shallow. That makes thought leadership more important than ever. If you’re not publishing original insights, AI won’t find you and neither will your customers.
   
   
   ‍

What AI Can (and Can’t) Do‍

‍
AI is fantastic at pattern recognition and grunt work. It can write decent code, summarize data, and generate ideas faster than any of us.

But it’s not strategic. It doesn’t understand nuance. Left on its own AI will produce good looking garbage.

But when you pair artificial intelligence with human creativity, that’s the game changer.

‍

Left on its own AI will produce good looking garbage. But when you pair artificial intelligence with human creativity, that’s the game changer.

‍
‍

‍

AI can replicate trends, but it can’t invent them.‍

‍

Creativity is uniquely human. The design of a site, the story of a brand, the way a product feels in-market — that’s all human territory.

‍

I believe AI will actually accelerate trend cycles. A visual style that used to last for years might burn out in months once AI starts replicating it everywhere.

‍

That makes originality, creativity, and differentiation even more critical and cutting edge.

‍

‍

‍

Advice for Leaders Exploring AI‍

‍

If you’re leading a brand, here’s where to start:
‍

• Use AI for repetitive tasks
  Code cleanup, first-draft content, summarizing data. AI excels here.
  ‍

• Keep a human in the loop
  ‍Never trust AI blindly. The tool is only as good as the person guiding it. You must know your data.
  ‍

Take a stand on AI. Your customers want to know how you’re approaching it. Show them you understand the power and the limits. That’s how you build trust.

‍

‍
‍

Big Picture‍

‍
AI is powerful, but it’s not magic.

It’s not here to replace us. It’s here to amplify us.

The real winners won’t be those who chase AI for its own sake. They’ll be the ones who combine AI with strategy, creativity, and human ingenuity to deliver something truly valuable.

‍

Want to learn more about the implications of AI for your brand? Get in touch.



‍‍About Robin H. Smith

Robin H. Smith is an industry-leader in commerce and technology. He pioneered integration approaches when he founded VL Omni over 30 years ago.

Today, the VL Omni platform is part of ehouse and the backbone of their approach to building scalable, unified commerce ecosystems for Shopify brands.