Author – Sangeeta Mudnal, CTO at Glu
‘Conversational commerce’ is not just changing how consumers shop – it’s transforming how creative producers, marketing teams and agencies build brand experiences. As AI assistants increasingly mediate the relationship between brands and consumers, we’re witnessing a profound shift in how creative work is conceptualized, produced, optimized, and delivered.
Significant transformation is already underway with AI
Microsoft reports that its AI assistant Copilot has accelerated consumer purchase journeys by approximately 30%, while partnerships like OpenAI and Shopify’s integration of purchasing within ChatGPT conversations hint at commerce experiences embedded directly in conversational flows.
AI-powered assistants from Google, Meta, and Perplexity are redefining how consumers engage with brands, creating an entirely new canvas for creative expression. These developments aren’t merely technical innovations but rather a fundamental reimagining of the creative producer’s role.
Helping marketing teams step off the ‘technical treadmill’
For today’s marketers and creative professionals, the e-commerce landscape often requires sacrificing authentic expression for technical optimization. Hours are devoted to keyword research, metadata management, and platform-specific formatting, which drain creative energy while delivering diminishing returns. The rise of conversational commerce offers liberation from this technical treadmill.
When discovery happens through conversation rather than keywords and grid layouts, creative producers can return to what they do best: crafting distinctive brand voices and memorable experiences. Rather than optimizing for algorithms, they’ll design conversations that resonate with human emotion and personality. Instead of conforming to rigid platform requirements, they’ll create fluid experiences that adapt to each consumer’s unique context and needs.
This shift will elevate the creative producer’s role from tactical executor to strategic visionary. As AI handles implementation details and routine workflows, producers will focus on developing the overarching conversational framework, including the personality, values, and storytelling approach that define how a brand engages in dialogue. This creative direction becomes the foundation that AI systems extend across countless consumer interactions, amplifying the producer’s creative vision far beyond what was previously possible. As merchants prepare for this transformation, those who embrace conversational commerce won’t simply need technical solutions but will also require creative operations partners who understand how brand identity translates into conversation.
Welcome to the new era of conversational commerce
With the rapid rise of these industry trends platforms like Glu.ai are now showcasing a deep commitment to customer-centric innovation, while being dedicated to helping e-commerce merchants seamlessly adapt and thrive in this new era of AI-facilitated ecommerce.
However platforms like Glu.ai aren’t simply another productivity tool but rather the foundation for an evolution in conversational commerce. As an example, Glu,ai’s AI-powered platforms helps organize digital assets with automatic tagging, generate tailored content suggestions, and automates time-consuming tasks like bulk cropping and resizing, creating the operational efficiency you need to experiment with emerging AI channels.
Starting with a solution like Glu.au means building the creative muscles and operational frameworks quickly and at scale. While other creative producers are still struggling with platform-specific formatting and technical SEO optimization, you’ll be crafting distinctive brand voices that flourish in conversation.
When conversational commerce becomes the dominant paradigm, a shift happening faster than most realize, you’ll already be fluent in its language. This fluency will ensure you stay ahead of the curve in a landscape where conversation shapes engagement and defines brand success.
Platforms like Glu.ai provide the foundation you need while preparing you for the commerce revolution unfolding tomorrow. Don’t just automate tasks—redefine your creative operations. The conversation is starting. Your brand’s voice is more important than ever, so shape the conversation before it shapes you.
About Sangeeta Mudnal, CTO at Glu
Sangeeta Mudnal is the Chief Technology Officer of pioneering GenAI platform Glu, an AI-powered platform designed to streamline creative operations for e-commerce businesses. Under Mudnal’s leadership, Glu has recently expanded into the Asia-Pacific region, aiming to assist e-commerce teams and brands in enhancing their creative processes through AI-driven solutions.
Before her role at Glu, Mudnal held executive and leadership positions at major technology companies for over 20 years, including serving as Product Partner at Amazon Advertising, and was also the Responsible AI lead at Microsoft, where she contributed to the development of ethical AI practices. She holds four Gold Star performance awards and a Microsoft Achievement Award.
