Inside Commerce · 2026-06-22 · 21 min
"Make sure customer touchpoints are cohesive and the data is clean. The average brand has 20+ apps and there's a lot of noise in that data. Removing that noise avoids wasted ad spend and drives more revenue." Episode summary: The major networks including Google & Meta are investing heavily in AI to automate campaign creative and targeting. As the capabilities accelerate, brands need to understand the role AI plays in marketing strategy. In this panel discussion, the CEO of Shopify datalayer specialist Littledata and marketing leaders from the brands using it, discuss the pre-requisites for using AI in marketing. The conversation covers: How to improve the quality of signal you're feeding the algorithms. What data matters most when enabling AI in marketing. Focusing on keeping data clean, reducing the noise from the apps and 3rd parties generating data points. Sensible adoption of AI in marketing, retaining a careful control on quality of execution. The panelists: Edward Upton, CEO at Littledata. Teddy Robinson, Chief of Staff at Grind Coffee. Dan Eales, Head of Growth at Omni.
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