As the Founder of IGU Global, Nick Gray has spent decades inside some of the world’s most influential brands including Nike, Adidas and Westfield. Today, he works with ecommerce and retail leaders who feel stuck between optimisation, automation and a creeping sense that something isn’t quite landing with customers anymore.

On today’s episode of Add To Cart, Nick joins Nathan Bush and Rosa-Clare Willis (making her first superstar appearance on the pod as co-host) to unpack why so many brands are doing “everything right” and still struggling to build trust, loyalty and momentum.

Today, we’re discussing:

• Why emotion drives ecommerce decisions long before logic
• The difference between convincing customers and helping them decide
• How over-optimisation creates doubt instead of trust
• Why AI should amplify judgment, not replace it
• What emotionally intelligent brands do differently online

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