Contentoo

MIT recently found that 95% of generative AI pilots fail to deliver measurable business returns, despite enterprises investing $30–40 billion globally into GenAI this past year.  This raises an important question: Are we in an AI bubble? In my session, I’ll dig into how eCommerce and marketing teams can sidestep the hype and make AI actually work. You’ll learn how context engineering, giving AI the right input, constraints, data and guardrails, is the key differentiator between projects that stall and those that scale. I’ll also show why human-in-the-loop oversight is essential in catching hallucinations, maintaining brand voice, ensuring compliance, and delivering real value.

I’ll pull in business cases from real eCommerce brands that have successfully implemented AI-augmented content & localisation workflows. You’ll walk away with a practical roadmap: what to test first, how to structure your workflows, and how to measure success.