AI is everywhere in distribution and manufacturing—but results are still rare.

In this episode of Frictionless Commerce, Matt Johnson challenges a common assumption: that AI tools and data enrichment can compensate for weak product data foundations.

Using a simple construction analogy—you don’t install the lights before you run the wiring—Matt explains why many AI initiatives stall, even when the technology looks impressive.

This conversation focuses specifically on product data, not financial or customer data, and explores:

• Why AI acts as a data amplifier, not a magic wand
• The limits of AI-driven data enrichment as a starting point
• The critical role of taxonomy, schema, and a “golden record”
• Why translation across suppliers, aggregators, and channels is the real challenge
• How disciplined catalog management enables scale, trust, and differentiation

If you’re a digital, data, or commerce leader trying to make sense of AI pressure while managing real operational constraints, this episode will help you reframe the problem and focus on what actually drives long-term success.

Bottom line:
Digital commerce isn’t about doing everything.
It’s about doing the right things, in the right order, the right way.

Run the cable first.
Then install the lights.

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