Future Commerce

By Phillip Jackson, Brian LangeSociety & Culture Business Entrepreneurship Philosophy Marketing

Future Commerce episodes

May 06The Internet’s Aperture Is Shrinking
Matt Maher, founder of M7 Innovations and the thirty-fifth member of the MIT Media Lab Consortium, joins Phillip and Brian to interrogate what really happens when enterprises leap from "zero to one" to "one to a hundred" with AI. The conversation moves from the productivity paradox (studies showing AI can add 20% to completion time even as users swear it saves them work) to the human hand-off in commerce, the limits of agentic shopping, and the shrinking aperture of the internet. The big takeaway is that 2026 is the year of assessment, not aspiration.
Paleolithic Brains; Medieval Infrastructure; Godlike Technology
Key Takeaways
AI has created a productivity paradox. Although it may feel like a magical solution that unlocks productivity and throughput, it often lengthens time to completion.

Cognitive atrophy is real and happening faster than we realize.

Net-new ideas still need human intuition. AI learns from and mimics existing experiences and content.

The human-AI handoff should be designed for where the agent stops and identity begins, mapped across three tiers: low-emotion, middle-emotion, and high-emotion products and content.

Fix your site for LLM crawlers now. Agentic checkout can wait.
Key Quotes
[00:06:30] "We did not have a digital information superhighway… that was zero to one. And now we are in that one to 100 moment… we snap our fingers, and we're at parity with all these capabilities." — Matt Maher
[00:17:30] "It objectively takes more time. Our dopamine receptors are feeling good when we're that productive. So we'll happily take 20% more time and claim we didn't." — Matt Maher
[00:23:30] "AI could literally never have created [the elevator screen] because it did not exist in the world before. It is a reduction to the mean." — Matt Maher
[00:51:30] "The aperture of the internet continues to shrink, and everything becomes more personalized for each of us. If you are not in that aperture of what people see, you don't exist anymore." — Matt Maher
In-Show Mentions
M7 Innovations

The METR study (late 2025) on AI developer time savings

E.O. Wilson’s The Origins of Creativity

Norbert Wiener, The Human Use of Human Beings

Amazon v. Perplexity lawsuit
Associated Links
What AI and Watchmaking Have in Common

The Death of Slop and the End of Time

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Subscribe to Insiders and The Senses to read more about what we're witnessing in the commerce world

Listen to our other episodes of Future Commerce
Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
52 min
May 04POSSIBLE’S Potential: The Hallway Track Leads to the Beach
The funnel’s compressing, content volume is exploding, and everything is quickly descending into AI slop. But the Miami heat and chilled coconut water hit just right, so everything is juuuust fine.
We’re unpacking our hot takes fresh out of POSSIBLE, Hyve’s sprawling beachside conference at the Fontainebleau and Eden Roc resorts. Between Walmart's "Who Knew" thesis, EMARKETER's no-safe-channels reset, and Phillip's case for what it would take for POSSIBLE to rival Cannes, the team weighs what makes a conference culturally relevant and what's still missing from most experiences.
Great, Now We’re Drowning In Pod Slop, Too
Key Takeaways:
POSSIBLE's beach-party-meets-marketing-conference format makes activations feel organic, not transactional.

The customer journey isn't collapsing anymore; it's compressing.

Pinterest now suggests 10 posts to break through feeds. Meta wants 50. Is the new playbook all about volume and velocity, not relevancy?

Walmart leverages AI in 73% of its marketing investments, but it’s still hiring.

POSSIBLE can only rival Cannes if or when the city itself has skin in the game.
Key Quotes:
[00:29:37] "People will not become comfortable with AI until it's indistinguishable." — Sarah, on the EMARKETER-led "No Safe Channels" panel

[00:38:35] "Being AI first doesn't mean people last." — William White, CMO, Walmart US

[00:45:25] "Ops fulfills the promise that marketing makes." — Chris Gosser

[00:45:55] "Marketing's job is changing beliefs and behaviors." — Phillip, on William White's framing
Associated Links:
Get the post-POSSIBLE dispatch on The Senses

Get our in-depth analysis of the modern conference industry

Buy STRATA by Future Commerce

Check out Future Commerce on YouTube

Check out Future Commerce Plus for exclusive content and save on merch and print

Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world

Listen to our other episodes of Future Commerce
Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
58 min
April 29Paris Hilton's 11:11 Media is at the intersection of Celebrity, Social Commerce, and Culture
What happens when a cultural figure with 20 years in the limelight decides to become a brand operator? Adam Domian, SVP & Head of Commerce and Audience at 11:11 Media, joins Phillip and Brian to break it down. From Walmart shelves to TikTok lives, Adam shares how Paris Hilton's portfolio balances licensing cash flow with equity-driven brands like Parive, and why "founder energy" is becoming a moat in an AI-saturated marketplace, especially with someone “sliving” such a dynamic and coveted life.
Commerce Is Hot
Key takeaways:
The licensee-licensor era is giving way to the celebrity-as-majority-owner era.

US social commerce lags Asia because of consumer habits, not the technology itself.

Trust travels with the person—platforms just shape the dialect.

Once everyone has AI, cultural instinct becomes the differentiator.

Archive footage is the new commercial inventory for legacy IP.
Key Quotes:
[00:14:31] "She is the same person across those platforms; it just allows us to lean further into different aspects of her life." — Adam Domian
[00:19:15] "She was in the labs with the chemists from day one. [Parivie] product development took two and a half, three years." — Adam Domian
[00:23:44] "We have Paris and her cultural pulse as an asset to these businesses, but 80% of it is running a traditional playbook." — Adam Domian
[00:26:16] "When everybody's leveraging AI, there's a moment of parity. The humanness becomes the differentiator." — Adam Domian
In-Show Mentions:
11:11 Media

M13

Parivie
Associated Links:
Get Strata by Future Commerce

Check out Future Commerce on YouTube

Check out Future Commerce Plus for exclusive content and save on merch and print

Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world

Listen to our other episodes of Future Commerce
Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
36 min
April 24AI Can Be Your Therapist, But Never Your Partner
People will let AI be their therapist but not their partner, their assistant but not their manager. Gillian Katz of Hannah Grey VC joins Phillip and Brian to unpack the firm's newest Cultural Vibrations journal and the qualitative study behind it: a read on how people are actually negotiating AI's role in their lives, domain by domain, role by role; from anthropology to sommelier frameworks to Goodhart's Law.
You Can Manage AI, but AI Can’t Manage You
Key Takeaways:
People accept AI in almost every domain, but reject it in specific roles within them.

Naming a cultural signal may be what stops it from moving.

Qualitative research captures what dashboard culture flattens.

The next frontier isn't the technology, it's the governance around it.
Key Quotes:
[00:11:04] "No one wants to be managed by a machine, but they're okay to sort of put control over one." — Gillian Katz

[00:27:08] "It's exactly like the way you wish every person interacted. But if you did actually have that experience time and time again, you would be so frustrated." — Gillian Katz, on AI sycophancy

[00:29:22] "We give people the benefit of the doubt, but we expect a hundred percent accuracy from AI." — Gillian Katz

[00:40:56] "If you only use AI to go build your business, you're gonna lose the discernment that's required to actually use AI well in the first place." — Brian Lange
In-Show Mentions:
Learn more at hannahgrey.com

Read the latest issue of Cultural Vibrations, featuring Brian Lange
Associated Links:
Check out Future Commerce on YouTube

Check out Future Commerce Plus for exclusive content and save on merch and print

Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world

Listen to our other episodes of Future Commerce
Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
47 min
April 22We Already Lost the Power Race to China. Now What?
"There will be a lot fewer people employed doing existing work in not just insurance, but in all business." Phillip reports from the press pool at Semafor World Economy 2026, where 500 CEOs, a quarter of the US Senate, and 20 G20 finance ministers spent two days in Washington DC sketching out the next decade. Inside: why the AI race is really the electricity race (and why we may have already lost it to China), the $10 trillion and 250 gigawatts Meta says AGI will cost, Senator Mark Kelly on the new commercial space economy, Levi's 50% DTC milestone, Ralph Lauren's experience-economy flex, and why Balzac saw the "exterminator economy" coming 200 years ago. Plus: white smoke from Apple Park.
Key Takeaways:
Space is getting a concentric-circle economy. NASA hands low-Earth orbit to private industry; the moon is next; Mars is the horizon. Sen. Mark Kelly laid out the vision at Semafor.

AGI has a price tag, and it's $10T. Meta's Dina Powell McCormick framed the path forward: trillions in capital, 250GW of power, and geopolitical fallout to match.

The AI race is actually the electricity race — and the US lost it five years ago. Chips and lithography aren't the bottleneck. Power is, and China builds more in a year than the US builds in a decade.

NIMBY has evolved into BANANA. Build Absolutely Nothing Anywhere Near Anyone is the new posture from Virginia to Maine, and the quiet threat to American AI competitiveness.

The heritage brand isn't dead; it just needs a thesis. Levi's built a three-layer AI framework — process, product, people — and is posting 16 consecutive quarters of DTC growth to prove the strategy works.

Everyone's becoming an exterminator. The age of sovereignty is producing a wave of DIY micro-entrepreneurs using ChatGPT as their back office. Every job AI takes, it seems to hand back, just in a flat-brimmed hat.

The American consumer is less bearish than the algorithm suggests. Ralph Lauren, Kickstarter, and Chime all reported data at odds with recession narratives. Spending is healthy, savings are up, and creators are launching.
In-Show Mentions:
The Commerce Department is a hedge fund now

Dispatch from Semafor: Pritzker on what beats fear

[POLICY BRIEF] The Halo Effect of the New Economy

Future Commerce Podcast: Marcus Collins
Associated Links:
Check out Future Commerce on YouTube

Check out Future Commerce Plus for exclusive content and save on merch and print

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1 hr 8 min
April 17How Furniture.com Repaired Furniture Shopping For Everyone
Furniture.com is a new kind of furniture marketplace: a single platform aggregating more than 3 million SKUs from 80+ retail partners, using standardized data and AI-powered personalization to replace the 15-hour odyssey most shoppers endure. VP of Brand & Creative Olivia Hnatyshin joins Phillip and Brian to unpack how the team is rebuilding the third-most expensive purchase of a person's life – one where hunter green and forest green finally mean the same thing.
Building the Zillow of Furniture, One Couch At A Time
Key Takeaways:
Buying furniture is the third most expensive purchase a person makes, after a car or a home.

83% of furniture shoppers start online; 73% of searches are non-branded.

Shoppers spend an average of 15+ hours across 4+ retailers before buying a single sofa.

Data standardization is the real unlock for the category.

Verticalized, purpose-built AI beats general chatbots when the stakes are high.
Key Quotes:
[00:07:20] "It's not really a discovery problem. It's a systems problem. The industry hasn't caught up to how people are actually shopping." - Olivia

[00:18:50] "When you stop trusting the system's recommendations because they're going to be guided by advertising, you stop believing there's a real curation based on your tastes and your needs." - Phillip

[00:19:45] "We're doing one thing and we wanna do it really, really well. That gives us the advantage because we're not trying to build for a bunch of other retail streams." - Olivia

[00:35:50] "We're moving away from search entirely. It really is more about expressing intent and having that intent met instantly and accurately." - Olivia
Associated Links:
Shop on Furniture.com

Check out Future Commerce on YouTube

Check out Future Commerce Plus for exclusive content and save on merch and print

Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world

Listen to our other episodes of Future Commerce
Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
39 min
April 15Everything Is Trained On You: Inside the World Model Layer
Evelyn Mora, founder and CEO of VLGE, joins Phillip and Brian to challenge how we think about AI training data, brand identity, and the coming era of individual-first commerce. We move from the mechanics of world modeling to the cultural philosophy of what it means for brands to let go, adapt, and become an ingredient rather than the star of the show.
PLUS: Strata Volume 001 is available for purchase now!
Key Takeaways:
Good AI agents are trained on embodied, human data, not synthetic simulations.

Brands' training data pipelines will become their most competitive IP.

The "personal economy" is shifting commerce from generational boxes to radical individuality.

Brands must become an adaptable story that’s recognizable but infinitely mixable.

The future of AI is expensive. Data sovereignty and consent economics are coming.
Key Quotes:
[00:06:46] "A good agent would know my budget, my personality, my preferences." — Evelyn Mora
[00:21:08] "When you have humans going and playing and reacting with their free will and their freedom and their personality and identity... that to me is the ultimate high signal data." — Evelyn Mora
[00:40:06] "Brands should kind of evolve into these different mediums... into a flavor that can really be mixed into everyone's lives." — Evelyn Mora
[00:53:54] "In this agent Hunger Games, it really does matter how you train and what kind of training data you capture." — Evelyn Mora
Associated Links:
Check out Future Commerce on YouTube

Check out Future Commerce Plus for exclusive content and save on merch and print

Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world

Listen to our other episodes of Future Commerce
Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
57 min
April 08The Blueprint for Independent Brands with eComFuel
Andrew Youderian joins Phillip and Brian to break down the 2026 eCom Trends Report: a decade in the making, 300 brands surveyed, and a lot of conventional wisdom overturned. The data reveals a diverging landscape where gross margins are climbing but net margins are shrinking, Amazon's dominance is quietly unwinding, and AI's productivity promise hasn't quite arrived – yet.
Key Takeaways:
Paid advertising isn't the problem, but your P&L structure might be

Amazon's share of community revenue has fallen to 2017 levels, despite record seller counts

AI adoption isn't moving the financial needle. 2026 may be the inflection point

Lean operations (sub-20% overhead) consistently separate the optimistic from the pessimistic

Raising prices remains the fastest, highest-impact lever operators chronically underuse

Andrew's thesis: we're entering the era of the small, durable brand — slower, sturdier, built to last
Key Quotes:
[00:12:14] "Quality product is no longer the moat. Attention is the moat. But the problem is attention is expensive and easily diverted." — Brian

[00:14:22] "The future is going to be the era of the small, durable brand — fewer brands that scale quickly, more brands that build slowly the old-fashioned way." — Andrew Youderian

[00:27:24] "I think 2026, 2027, we're going to see those AI-adopting brands start to pull away — but I don't think it has delivered yet on what it's promised." — Andrew Youderian

[00:35:34] "There's nothing I have done across multiple businesses that has ever had as much impact, as quickly, and that I have regretted waiting as long to do, as raise prices." — Andrew Youderian
In-Show Mentions:
eCommerceFuel 2026 eCom Trends Report (Blueprint)

eCommerceFuel
Associated Links:
Check out Future Commerce on YouTube

Check out Future Commerce Plus for exclusive content and save on merch and print

Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world

Listen to our other episodes of Future Commerce
Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

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43 min
April 03LIVE at Shoptalk Spring: Architecting a 360° Wedding Ecosystem with David's Bridal
How does a 76-year-old legacy retailer reinvent itself as a tech-powered ecosystem? Lisa Horton, Chief Communications & Creative Officer at David’s Bridal, dishes on the company’s grand modernization and how they’ve expanded to accommodate the next generation’s Gen-Z-sized aspirations.
Here Comes the Algorithm
Key takeaways:
David's Bridal's "Aisle to Algorithm" pivot puts AI at the center of everything — from merchandising to internal communications.

The Style Squad ambassador program bridges employee creators ("Dream Makers") and external influencers, offering the most aggressive affiliate commission in retail at 20%.

David's captures 90% of brides who enter their ecosystem — a first-party data advantage few retailers can match.

The definition of "influencer" is broadening: word of mouth is influence, and everyone is influential.

David's is building beyond bridal — eyeing the post-wedding household, where the majority of purchase decisions are made.

[00:00:54] "We're basically a startup inside of a 76-year-old retailer." - Lisa Horton

[00:12:09] "We have shifted in the last 12 months from being a legacy retailer to a 360 degree wedding planning ecosystem." - Lisa Horton

[00:13:12] "Word of mouth is influence. And everyone is influential." - Lisa Horton

[00:22:06] "Everything that we do moving forward is always going to come from a place of how do we mitigate her stress? How do we make her feel excited and seen and celebratory in every moment." - Lisa Horton
Associated Links:
Check out Future Commerce on YouTube

Check out Future Commerce Plus for exclusive content and save on merch and print

Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world

Listen to our other episodes of Future Commerce
Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
24 min
April 02LIVE at Shoptalk Spring: Retail Media Confessions, Hype Cycles, and the Creator Reckoning
Recorded live on the Shoptalk Spring show floor, Phillip and Alicia sit down with Leah Logan, VP of Retail Media Transformation for Inmar Intelligence, and Andrew Lipsman, Founder & Chief Analyst at Media, Ads + Commerce, fresh off a spirited on-stage debate about agentic commerce. We debunk AI Traffic Apocalypse predictions and make the case for creators as a critical yet overlooked retail media channel.
The AIpocalypse, Explained
Key takeaways:
AI referral traffic currently accounts for just 0.1–2% of retailer traffic; it has also led to eCommerce site traffic growth, not decline.

Consumer intent data, not bottom-funnel ads, is where LLM advertising will find its footing.

Creators are a media channel that predates the hype, and the measurement has been there for years.

Retail media's growth depends on graduating from ROAS to incrementality — the sooner, the better.

[00:11:08] "The next big trend already exists. People just haven't really wrapped their heads around it yet." — Andrew Lipsman

[00:26:09] "We have to stop looking at CPMs and start looking at investments." — Leah Logan
In-Show Mentions:
Retail Confessions Podcast

Buy STRATA
Associated Links:
Check out Future Commerce on YouTube

See our in-depth analysis of Shoptalk’s theme: “Retail in the Age of AI”

Read our post-event digest in The Senses

Check out Future Commerce Plus for exclusive content and save on merch and print

Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world

Listen to our other episodes of Future Commerce
Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
27 min

About Future Commerce

From the publisher's feed

Future Commerce is the culture magazine for Commerce. Hosts Phillip Jackson and Brian Lange help brand and digital marketing leaders see around the next corner by exploring the intersection of Culture and Commerce.