Rob Smith on why AI is exposing retail’s biggest hidden problems

Episode notes

Commerce platforms have never been more powerful or more commoditized. And that’s exactly why many retailers are struggling in the shift toward AI-driven, agentic shopping. Kailin Noivo sits down with Rob Smith, SVP of Commerce at OSF Digital, to unpack how ecommerce has evolved from early web stores to mobile, social, and now AI-native discovery and why most brands are operationally unprepared for what’s coming next. Drawing on nearly two decades of experience, from launching complex ecommerce propositions across diverse industries to leading modern AI and personalization initiatives within the Salesforce ecosystem, Rob now helps brands maximize platform investments while preparing for the next wave of commerce innovation. He explains that AI is not creating new problems. It’s revealing the ones that were always there. Gaps in product data. Thin content. Undefined business processes. “Human Band-Aids” holding workflows together. These weaknesses were tolerable in a click-driven world but become critical failures when AI agents need structured, rich, contextual data to shop on behalf of customers.