Future-proof your tech stack for AI-driven discovery

…so when AI scales, you are ready. 

  • AI-driven discovery is replacing traditional SEO in commerce.
  • Product data must be machine-readable, not marketing copy.
  • Poor data fuels AI hallucinations and damages visibility.
  • Infrastructure, not ad spend, is the new competitive advantage.  
  • Future-proof your tech stack now — scale when AI does. 

In this episode of Future Bytes, host Magnus Oxenwaldt sits down with Luca Sanitelli, Senior Partner Solutions Engineer at Shopify, to explore what AI-driven discovery requires from modern commerce businesses. The shift from traditional SEO to AI-driven discovery is already underway. 

As AI becomes a primary discovery channel, visibility will depend less on ad spend and more on how structured, accessible, and machine-readable your product data is. AI discovery runs on intent and constraints, not keywords — and poor data doesn’t just hurt rankings, it can trigger hallucinations.  

Luca’s advice is practical: lay the groundwork now, future-proof your tech stack, and be ready to flip the switch when AI scales. 

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Magnus Oxenwaldt
Magnus Oxenwaldt

VP Group AI

Driving AI strategy at Columbus Global and accelerating time-to-value for clients through AI-enhanced solutions.

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