Commerce Untold · 2026-07-02 · 32 min
Jeremy Goldman is VP Editorial & Insights at RETHINK Retail, a community platform supporting retailers, brand leaders, logistics practitioners, and AI specialists. Before joining RETHINK Retail, he founded and sold the Firebrand Group, spent years as an analyst at eMarketer, and has been building e-commerce properties since 2000. He also runs a podcast called Future Proof. This episode examines the gap between AI hype and business reality. Jeremy argues that agentic commerce attracts far more attention than the near-term use cases justify, and that the brands quietly gaining ground are the ones who never stopped running the fundamentals. The conversation covers where AI is delivering real results today, including enhanced product discovery for high-consideration SKUs, and what is actually shifting in search as LLMs reshape how buyers find products. Jeremy and Eitan work through why Google is more relevant than the current discourse suggests, what the rise of TikTok Shop signals about the pace of social commerce adoption, and why community building has become one of the most underrated growth levers available to brands right now.
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