We’re shining a light on those at the forefront of AI. They're the ones transforming workflows, unlocking new creative possibilities, and setting the pace for how our industry can harness the power of artificial intelligence. Most importantly, they are the ones having open conversations about AI and inviting everyone to join in.
Consider this your direct line to learning from the best, individuals eager to share their knowledge and demonstrate how AI tech can be seamlessly integrated. You'll find people whose journeys you can follow to learn from their insights, and you can even reach out to them directly with specific questions. We got the conversation started by asking them a few questions about the Generative AI landscape.
Now, let’s meet the movers and shakers who are not just talking about the future of e-commerce content, but actively building it with AI!
What do you find exciting about Generative AI capabilities for e-commerce creatives?
Generative AI is flipping the script on how we create and sell. Still to video means one product shot can now evolve into full-blown cinematic content — dynamic, adaptive, and automated. Virtual try-ons are turning static browsing into interactive, personalized experiences, collapsing the barrier between the digital and physical fitting room. And digital twins? They’re not just 3D models — they’re scalable brand avatars that can exist, perform, and sell across every platform, from e-commerce sites to the metaverse. This isn’t just optimization — it’s reinvention. We’re not making ads anymore; we’re building living, evolving digital ecosystems where brands don’t just talk — they act, look, and move like the future.
We’re building living, evolving digital ecosystems where brands don’t just talk — they act, look, and move like the future.
What is the best use of AI in e-commerce you’ve seen so far?
One of the best mainstream uses of AI in e-commerce lately is what H&M’s doing — integrating generative AI for campaign visuals, styling, and digital model creation. It’s clean, scalable, and heading in the right direction.
But let’s be real — we were ahead of that curve two years ago. Our campaign featuring bio-digital models broke that ground early, pushing boundaries not just as a visual experiment but as a real-world implementation of synthetic fashion and identity. That work was featured in Forbes and Vogue, not because it looked futuristic, but because it was the future. Now the industry is catching up.
What is your favorite AI tool at the moment?
VEO2 from Google.
Who else would you recommend people follow to learn about AI?
Drop José a line at hi@twqagency.com
What do you find exciting about Generative AI capabilities for e-commerce creatives?
If we see Generative AI as an extra tool in the belt it becomes incredibly exciting and a powerful way we as creatives can speed up certain processes. I still favour traditional photography for a final product but in the ideation and conceptualizing phases it can be invaluable.
What is the best use of AI in e-commerce you’ve seen so far?
Brands like Mango are using Generative AI quite effectively from an e-com perspective, but there is also so much from a process point of view that will go relatively unnoticed. For example the generative tools within photoshop. As these are quite accurate and good at filling in the blanks so to speak. That is to say we wouldn't instantly recognize it as AI but it there as a tool nonetheless.
What is your favorite AI tool at the moment?
It flits between the super useful generative tools within the Adobe suite for streamlining the post-production process and Midjourney for ideation and conceptualizing.
Who else would you recommend people follow to learn about AI?
There are tons of creators on sites like YouTube who are showcasing the power of the tools. Also, Carrie Crigler is doing some really great work in the space.
Connect with Nathan on LinkedIn or Instagram or drop him an email at nathanjmcdowell@gmail.com
What do you find exciting about Generative AI capabilities for e-commerce creatives?
That original ideas and storytelling are no more important than ever, and that is how you stand out using AI. When anything is possible - that can be daunting, but original thinkers have a real opportunity here.
original thinkers have a real opportunity here
What is the best use of AI in e-commerce you’ve seen so far?
I’ve seen some really impressive examples of product replication, but I think AI is most powerful when it frees up teams to focus on the creative or enables wider audiences to connect with your brand. So the use of AI to batch process video and still renditions, or to lip dub audio and auto add subtitles, is a really positive example and win in my book.
What’s your favorite AI tool at the moment?
Seeing what the team has built using ComfyUI makes it the obvious go-to for powerful, bespoke AI builds that can be adapted to your individual needs.
Who else would you recommend people follow to learn about AI?
- Criss Richards: I learn from him every day.
- Alastair Green: another AI talent I’m lucky enough to learn from.
- I subscribe to several AI daily brief podcasts to keep me updated with industry news.
- Follow everyone talking it for a balanced well well-rounded viewpoint.
I’ve seen some really impressive examples of product replication, but I think AI is most powerful when it frees up teams to focus on the creative or enables wider audiences to connect with your brand. So the use of AI to batch process video and still renditions, or to lip dub audio and auto add subtitles, is a really positive example and win in my book.
Connect with Faye on LinkedIn.
What do you find exciting about Generative AI capabilities for e-commerce creatives?
Conception, background creation, and integration.
What is the best use of AI in e-commerce you’ve seen so far?
Using real CG/photographic products, integrating into AI environments
What is your favorite AI tool at the moment?
Krea
Who else would you recommend people follow to learn about AI?
Connect with Matt on LinkedIn.
What do you find exciting about Generative AI capabilities for e-commerce creatives?
I'm excited about how it can supercharge e-commerce creative operations. Our industry is experiencing a major technological shift (and which one isn't?). But if approached with intention, we can discover effective yet ethically minded ways to support our brands goals.
If approached with intention, we can discover effective yet ethically minded ways to support our brands goals.
What is the best use of AI in e-commerce you’ve seen so far?
A great use I've seen so far is repurposing PDP images and packshots for CGI product renderings. The simple still images often have limited applications, but they can now be transformed into more dynamic assets, using Generative AI, which is impressive.
Who else would you recommend people follow to learn about AI?
I would recommend Paul Melcher. He's a great contact and is involved in initiatives such as the Content Authenticity Initiative and C2PA.
Connect with Bimi on LinkedIn.
What do you find exciting about Generative AI capabilities for e-commerce creatives?
The ability to create better content for customers, potentially more immersive experiences and more unique/customized storytelling. Customization and hacking of content is key so finding innovative ways to do this and engage customer/remove curation.
What is the best use of AI in e-commerce you’ve seen so far?
I’m still quite a skeptic with the exception of a few major players. I am curious about brands that elevate more than just a PDP to Video workflow.
What is your favorite AI tool at the moment?
ComfyUI workflow, as my interest is more curated brand content, I don’t make AI imagery for myself.
Connect with Kevin on LinkedIn.
What do you find exciting about Generative AI capabilities for e-commerce creatives?
What excites me the most about Generative AI for e-commerce creatives is the synergy between creativity and technical efficiency. It allows us to push the boundaries of visual storytelling while optimizing processes, leading to exceptional results that are both innovative and scalable.
What is the best use of AI in e-commerce you’ve seen so far?
Content creation has unlocked a world of possibilities, expanding creative potential and enabling brands to connect with audiences in new and innovative ways.
What is your favorite AI tool at the moment?
Flux, ChatGPT & Gemini
Who else would you recommend people follow to learn about AI?
Connect with Marcos on LinkedIn.
What do you find exciting about Generative AI capabilities for e-commerce creatives?
What excites me most is that we’re standing right at the edge of a massive transformation in how e-commerce content gets created. For decades, we’ve relied on physical production and all the logistical chaos that comes with it. But with the rise of generative AI, we’re starting to see the first real shift toward digital inputs and digital production pipelines.
At Pixelz, we’ve been in the thick of traditional post-production for over a decade, so this shift is both incredibly disruptive and incredibly motivating. While the AI tools themselves are ready - and they can already generate beautiful, brand-worthy imagery - the real challenge is making them work at scale in high-volume e-com environments. They don’t plug easily into the structured, repeatable, fast-moving production systems e-commerce brands rely on. That’s the problem we’re solving, and it’s what makes this moment in time so exciting. If you work in a photo studio or content production team, this shift needs to be yours to own. AI shouldn't be something imposed on creatives - it should be a tool you shape, control, and lead with.
What is the best use of AI in e-commerce you’ve seen so far?
The best use of AI in e-commerce I’ve seen so far isn’t a tool or a fancy workflow – it’s what Mango has done with their lifestyle imagery. They’re not replacing traditional shoots or models or trying to fully automate production. Instead, they’re enhancing it. They use AI to generate complementary lifestyle images that bring their product pages and category views to life, without needing to plan a full-scale location shoot. The result is beautiful, cohesive imagery that elevates the customer experience while keeping production nimble. It’s not about the tech alone – it’s about a creative team that understood the potential and chose to use it with intention.
It’s about a creative team that understood the potential and chose to use it (AI) with intention.
What is your favorite AI tool at the moment?
I’m almost embarrassed to admit it, but the AI tool I rely on most right now is ChatGPT. Over the past few months, I’ve stopped typing almost entirely, and writing has started to feel painfully inefficient compared to simply speaking my thoughts out loud to ChatGPT. It structures, shapes, and elevates them into something sharper, clearer, and far more polished than I would have come up with on my own. Whether it’s drafting LinkedIn posts, outlining strategy docs, or even responding to questions like this one, I talk, it listens, and together we get things done far faster than I ever could with a keyboard.
Who else would you recommend people to follow to learn more about AI?
First of all, just go spend some time on Mango’s site – especially their teen selection and home category. And then go and follow everyone on this list!
Connect with Katrine over on LinkedIn or hang out with her at a FLOW event.