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Elizabeth Schmidt sits down with Kelly Cook, the new CEO of David’s Bridal, for a deep-dive into one of the most ambitious retail transformations happening today. Kelly—David’s first female CEO in the brand’s 75-year history—is leading the iconic bridal company through its pivot from “aisle to algorithm,” turning tradition on its head while honoring the trust of over 100 million women they've dressed. Kelly shares how David’s is embracing inclusivity, rethinking what a wedding “should” look like, and creating magical moments for every kind of bride. Plus, we get personal stories, heartfelt leadership lessons, and a big-picture look at what the future of weddings might hold (hint: AR headsets and donut walls).
100 Million Brides LaterKey takeaways:From Dresses to Data: “Aisle to Algorithm” Is Here: David’s Bridal is now a full-stack media-tech-commerce company. With AI-driven personalization and financial tools like Pearl Pay, they’re reimagining how weddings are planned—and how brides are supported.Wildfang Collab Signals the Future of Weddingwear: Suits, sneakers, ballgowns, cowboy boots—brides today are expressing themselves in radically new ways. The Wildfang partnership reflects David’s commitment to inclusivity and non-traditional celebration.Intimacy, Trust, and a Whole Lot of Emotio: Kelly shares moving stories about the deeply personal nature of helping brides find their look. From stylists trained in body confidence to bell-ringing ceremonies, it’s not just commerce—it’s connection.Data is Power—But You Don’t Need All of It: Under Kelly’s leadership, David’s is cutting through data overwhelm. The new mantra? 65% of the data is enough to make a decision. Insight and action matter more than analysis paralysis.The Future of Weddings Might Be Augmented: Kelly envisions a not-so-distant future where AR and AI are part of the wedding experience—think immersive headsets, projection-mapped dresses, and hyper-personalized storytelling.“We’ve dressed 100 million women. That’s not just a legacy—it’s a privilege that allows us to pivot powerfully into the future.” — Kelly Cook“It’s women choosing to wear cowboy boots instead of a cushion Louboutin—and we love all of it.” — Kelly Cook“We serve anyone who’s in love, no matter who their partner is. If we don’t have what you need, we’ll go get it.” — Kelly Cook“You don’t need 90% of the data to make a decision. You need 65—and a little courage.” — Kelly CookIn-Show Mentions: Read on The Senses: "The Auratic Economy"Associated Links:Order LORE by Future CommerceCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Live from the Lore Bookshop at Shoptalk Spring, Phillip and Brian sit down with friends of the podcast and creative heavyweights Nick Susi and Mai Nguyen of dotdotdash to unpack their latest work with Nike—the groundbreaking AIR Imagination project. Nick and Mai pull back the curtain on what it takes to build immersive, AI-powered brand experiences that actually feel like the brand—and why surprise and delight matter more than ever in a world obsessed with optimization. Plus, hear how they’re redefining user experience through experiments like Chromaverse and their take on AI as a “serendipity engine.”
This Is What AI Should Feel Like (Chicken Shoes)Key takeaways:Nike’s AIR Imagination is a Brand Milestone: AIR Imagination isn’t just a product—it’s a community design platform that invites fans to imagine big with Nike DNA. AI-Driven Remixing Is Reshaping Brand Strategy: It’s engaging consumer-to-consumer remixing, with Nike acting as the shared language. dotdotdash Built AI That Feels Like Nike: Behind the scenes, dotdotdash developed prompt-enhancing tech to ensure every user-generated design still looks and feels like a Nike product—proof that AI doesn’t have to compromise brand authenticity.AI as a “Serendipity Engine” Is the Future of Commerce: Instead of treating AI like a tool for hyper-optimization, dotdotdash sees its true power in enabling surprise, delight, and discovery. That ethos runs through everything from Nike to their own experimental tools like Chromaverse.Brands Need to Design with Culture, Not Just for It: As Nick’s essay “Culture as a Client” explores, successful brands don’t just extract from culture—they build multidirectional ecosystems that create mutual value. Nike’s project is a masterclass in getting that balance right.“AIR Imagination is Nike saying, ‘Here’s the vault. Remix what we’ve done—and what each other has done.’” – Nick Susi“Even with all that detail, it still came out a Nike shoe. That’s the connection—that’s the relationship.” – Mai Nguyen“What AI is really good at is chance, randomness, serendipity... That’s what creates emotional experience.” – Nick Susi“We’re not invalids. Don’t spoon-feed us everything. Help me—but don’t take it all away.” – Mai NguyenAssociated Links:Order LORE by Future CommerceCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Feat. Daisy Alioto & Francis Zierer
Daisy Alioto and Francis Zierer of Tasteland join us to talk about what happens when two distinct media brands—Dirt and Creator Spotlight—collide. We explore how podcasting has become a creative extension of newsletters, how parasocial dynamics shape audience building, and what it means to build brand and community in a fractured media landscape.
Staying Afloat in the Primordial SoupKey takeaways:The “Anti-Scene” Scene: Today’s creative connections often form organically—through mutual respect and shared ideas, not cliquish gatekeeping—giving rise to an “asynchronous salon” of cultural thinkers.Design and Taste as Cultural Signals: Design choices and curation practices influence perception and build cultural credibility.Building Media That Builds Taste: Tasteland isn’t about telling people what to like—it’s about helping listeners cultivate their own sense of taste, with media that challenges, informs, and inspires."You can notice the difference in the approach… and I do wonder if the pendulum will swing back to more structured storytelling, like Serial or S-Town. – Daisy"The biggest problem with culture plus business is it's easy for dishonesty to creep in. And that sucks. Who wants to listen to someone with no point of view?" – Daisy"It's like this asynchronous salon of independent figures… where the connections become more connections across them." – Francis"If your media diet becomes a closed loop… you’ve basically traded one algorithm for another. Our job is to help people develop their own taste." – Daisy"I read SIC Weekly like a poem… and just click on two links. It forces you to choose—and that’s what develops taste." – FrancisIn-Show Mentions:Subscribe to DirtSubscribe to Creator SpotlightSubscribe to TastelandAssociated Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Feat. Josh Friedman
Live from Shoptalk Spring in Las Vegas, Phillip and Brian sit down with Josh Friedman, VP of Digital & eCommerce at Ulta Beauty, for an insider look at how one of America’s leading beauty retailers is evolving its digital experience. From launching a curated, invitation-only marketplace to expanding into wellness and enhancing in-app experiences, Josh shares how Ulta is blending personalization, innovation, and culture to deepen customer relationships. If you're in ecommerce or retail, this episode is packed with insights on community, category expansion, and retail media.
Extending the Endless AisleKey takeaways:Curation Over Clutter: Ulta’s invitation-only marketplace prioritizes strategic brand extension over endless assortment, reinforcing its role as a tastemaker rather than a commodity platform.Wellness as a Growth Frontier: Ulta is capitalizing on consumer perception and search behavior to deepen its presence in wellness, positioning beauty and wellbeing as an integrated lifestyle category.Omnichannel Experience, Reinvented: The Ulta app serves as a central digital companion—bridging AR try-ons, real-time inventory, and event discovery to create a seamless, pre- and post-store journey.Community-Led Commerce: Ulta’s growing in-app community fosters peer-to-peer engagement and brand interaction, transforming customer relationships into participatory ecosystems.Tech-Enabled Personalization at Scale: Leveraging Adobe, Miracle, and Databricks, Ulta is advancing real-time personalization, AI-powered merchandising, and a retail media network that integrates seamlessly into its broader ecommerce infrastructure.“We're not going after an endless aisle. We're really just going after an extender.” – Josh Friedman“We want the app to be the destination to have beauty and wellness.” – Josh Friedman“We owe it to our customers to requite them with a personalized experience that’s relevant to them.” – Josh Friedman“Marketplace should be a gateway into experimenting, growing a bit of a business, and becoming a candidate for our physical shelves.” – Josh Friedman“We all have to understand AI-driven commerce as a totally new mode of shopping—it’s not just a new channel.” – Phillip JacksonAssociated Links:Order LORE by Future CommerceCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Live from the buzzing floor of ShopTalk Spring, Phillip, Brian, and marketing expert Elizabeth Schmidt unpack everything from nostalgic branding and Gen Z marketing to luxury retail and AI in education. We digest key themes we heard during ShopTalk in real-time and share a compelling look at how relationships and storytelling are driving the next chapter in retail.
You Can’t Optimize Your Way to A MythKey takeaways:[02:30] CEO Richard Dixon emphasized Gap’s legacy as a canvas for American culture and its pivot toward digital-first experiences while embracing nostalgia.[08:30] Kevin O'Leary argues that if you're spending $50K/month and not investing in TV (linear and streaming), you're missing out. His brands spend 40% of ad dollars there.[18:00] Accenture outlined 7 dimensions of luxury today—adding experience, innovation, and social value to the classic trio of heritage, exclusivity, and craftsmanship.[30:30] Zadig & Voltaire targets Gen Z—but it's Gen X parents doing the buying. Smart multi-generational strategy in play.[15:20] Thoughtful, non-promotional SMS messages (like a GIF with no CTA) outperformed sales-driven texts in some cases—surprising and powerful.[24:30] The LORE Activation – Future Commerce’s “Book of Lore” pop-up at ShopTalk captured personal brand confessions and created physical artifacts of digital culture."Gap is a canvas... a portfolio of American brands that shape culture." – Elizabeth quoting Richard Dixon"Any brand spending $50K/month on ads not doing TV is doing it wrong." – Elizabeth quoting Kevin O'Leary“Brighten your customers’ day—don’t just sell. Some of our best SMS responses came from a simple, feel-good GIF.” – Elizabeth"40% of their customer base is Gen Z, but they're actually winning Gen X because the parents are the ones that are buying... To have a brand that can appeal to two completely separate demographics is incredible." – Elizabeth“You have an always-on advertising channel that's just playing ambiently all the time… and that is extraordinarily powerful.” – Phillip"Myths are made when relationships are formed... and this year, ShopTalk feels like a place where those stories begin." – BrianIn-Show Mentions:@Art_lust on TikTokAssociated Links:Order LORE by Future CommerceCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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The brilliant Orchid Bertelsen is back with a huge announcement… PLUS: From Aritzia x Sperry's viral fashion to the surprising new role of Amazon in eCommerce, we explore how brands are winning (and losing) in today’s retail landscape.
“I Would Sugarcoat This, But You Would Eat That Too”Key takeaways:[00:04:30] The Sperry x Aritzia collaboration is a calculated and strategic flexing of the Aritzia brand to drive traffic by leveraging the resurgence of the boat shoe trend.[00:19:30] The new metric of business health and the future of retail and private equity. [00:44:00] Has SkinnyTok gone too far? [01:02:00] Our heroes of the week: White Lotus and their brand collaborations—authorized and unauthorized—and whoever designed this shirt.[01:05:00] Our villains of the week: Pepsi, for buying Poppi (for $1.7 billion), and the new economic policies and tariff policies that drove Forever 21 and Dollar General out of business. “The average shelf life of a digital skill is roughly 18 months…but I would say it’s 3-6 months.” – Orchid “We know the algorithm is shaping how we think. The crazy part? We’re okay with it.” – Phillip“My TLDR for the next three years? It goes back to business fundamentals. You have to be so diligent about every dollar in and every dollar out and run your business to maximize EBITDA.” – Orchid“Large companies are not in the business of turnaround.” – Orchid “So, Temporarily 21?” – Orchid“Luxury brands think they can raise prices forever. The secondhand market is proving them wrong.” – PhillipIn-Show Mentions:@orchidbert on TikTokSperry x Aritzia collaborationMiu Miu boat shoeI got Severed at Claire’sAssociated Links:Preorder your copy of the LORE Journal by Future CommerceCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Get ad-free episodes and bonus content, including the full recording of this podcast, by joining Future Commerce+ at futurecommerce.com/plus
Access to our new Word of Mouth Index with Fairing, a brand new member benefitSave 20% on Future Commerce print journals and merchExclusive invites to physical events, dinners, and priority invites to industry events (SXSW, Art Basel, VISIONS)Ad-free episodes and bonus content! -
This week, we are talking Home Depot’s b-hole reminiscent chatbot and vibecoding JD Vance’s face. Plus—the biggest mystery in American shopping: why does TJ Maxx make people need to poop? Also on tap: Apple’s iPad launch cringefest and a surprising rise in Android smartphone adoption among creatives AND finance bros alike.
The Rise of Butthole LogosKey takeaways:Home Depot's "Magic Apron" and Lowe's "Milo" chatbots launched within hours of each other—proving that every brand now needs an AI assistant, even if they all look the same.AI is speeding towards eliminating websites as we know them—future shopping experiences will be conversations, not catalogs.Apple's recent marketing attempts are wildly out of touch—trends about trends are dead, but nobody told Tim Cook.Are we Pavlov-ing ourselves into using the bathroom at TJMaxx? All signs point to yesVibe coding is taking over—non-coders can now generate functional apps, proving that AI isn’t just summarizing things anymore—it’s building them from scratch.[00:01:19] “Eenie meenie miney Milo. Home Depot's chatbot looks like a b-hole.” - Phillip[00:55:05] “AI is fundamentally changing the way we interact with software. Convenience is the ultimate aim of technology, and we're just at the beginning of this shift.” - BrianLinks:In-show mention: Purchase The Lore JournalIn-show mention: Home Depot Chatbot and Press ReleaseIn-show mention: TJMaxx Reddit ThreadIn-show mention: Register for Shoptalk AfterpartyCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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!
This episode of Future Commerce is brought to you by Future Commerce Plus and our sponsors Omnisend and MotionApp and Keen Decision Systems.
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Scripted, mass-produced influencer marketing has sent the internet spiraling toward a dystopian era of “loser-generated content.” Plus, we share key insights from eTail West, a sneak peek into Future Commerce’s Word of Mouth Index with Fairing, and dissect some disturbing internet finds of the week.The End of the World As We Know It
Key takeaways:[04:00] Lemon Balm Tea’s influencer campaign: Meanwhile, on TikTok, a scripted ad for Lemon Balm Tea sparks hundreds of fake testimonials. How many “highest-paid nutritionists” can there really be?[14:00] Old men yell at the Cloud: Is the internet dead? TikTok, Twitter, and even LinkedIn algorithms are riddled with bots and unchecked scripted influencer marketing.[32:00] The Word of Mouth Index: FC+ and Fairing collaborate on a one-of-a-kind index – available to all FC+ members now.[33:00] eTail recap: Future Commerce’s seven sessions included a keynote from Phillip on time capsules and what they represent for commerce and culture. Brian closed out eTail with three sessions in a row on ___[35:00] Overheard at eTail: A lot of concern around tariffs, anticipation for Target’s earnings (not looking good), and other fears around national commerce. [45:00] Obvi’s viral organic ad: An Arcads.ai employee brags about the efficacy of a recent Obvi TikTok marketing a weight loss supplement. The 14.1-million view video likely drove over five figures of revenue, but critics claim a lack of legality and raise an important question about AI marketing regulation.“It’s the grossest way to market.” – Brian“Social is bought and paid for and sold.” – Brian“The greatest reach I’ve had on Twitter happened when I left a benign comment on Kieran Culkin’s Oscar speech and thirty people made fun of me.” – Phillip“Cultural production is downstream of commerce and commerce-driven social discourse happening on the internet.” – Phillip“There are two ways people pay attention to things: If they’re funny or if they’re hot.” – BrianIn-Show Mentions:Insiders: Alex Greifeld’s The End of OutsideOrder your copy of LORESteph Liu on XWord of Mouth Index - designed in partnership with FairingBarry Hott on XAssociated Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Get ad-free episodes and bonus content, including the full recording of this podcast, by joining Future Commerce+ at futurecommerce.com/plus
Access to our new Word of Mouth Index with Fairing, a brand new member benefitSave 20% on Future Commerce print journals and merchExclusive invites to physical events, dinners, and priority invites to industry events (SXSW, Art Basel, VISIONS)Ad-free episodes and bonus content! -
We unpack the market reactions from the NikeSkims turnout, the fantastical and terrifying future of gene editing, and Howard Lutnick’s first moves as Commerce Secretary. PLUS: Future Commerce is headed to Shoptalk! Phillip and Brian bring the heat from Palm Springs!
Coming Up: Don’t miss our coverage of Howard Lutnick’s First 100 Days. Follow our show wherever you listen to podcasts, subscribe to our weekly newsletters, and join us on Instagram, YouTube, LinkedIn, TikTok, and X.
We Almost Never Doubted You, Nike Key takeaways:[:03:00] Howard Lutnick sworn in – twice, for good measure – as Secretary of Commerce. Track his first months in the job, follow our series First 100 Days.[09:00] Nike partners with Kim Kardashian-owned brand, Skims, tapping into a new corner of the activewear market. [25:00] The Los Angeles Project is the latest bold attempt at gene-editing and foresees a future where “life itself is brought under human design.”“There’s so much happening with Lutnick at the helm, and it’s worth keeping an eye on what the expanded responsibilities mean for commerce and beyond.” — Phillip “I think Nike is making good moves. I think they're making smart financial decisions, and they're partnering with the right people.” — Brian “For everything I’ve ever thought about Kim K, she continues to absolutely defy expectations as the ultimate business person.” — Phillip “The first movie studio to get the dragons wins.” — Brian“One company has made pigs with 69 gene edits to make their organs more compatible for human transplants... But are glowing rabbits really where we need to go next?” — PhillipIn-Show Mentions:Get your copy of LORESubscribe! To our newsletters! Our take on fentanyl czarsThe Senses: I Tried Doji (But It Turned Me Into a Black Man)Wired: Your Next Pet Could Be A Glowing RabbitAssociated Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on X, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!
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We peer into commerce’s self-driven future and see new frontiers arising for AV-centric city planning, (more) invasive advertisement integration, commerce-based search engines, and Meta mind control. PLUS: Phillip and Brian designate their week’s heroes and villains, and we get excited about the official Adobe x Future Commerce Shoptalk After Party!
Think It, And It Will Be DoneKey takeaways:[9:00] News from the week: Shopify earnings, Klaviyo, bird flu, and the latest from Future Commerce.[15:30] Autonomous Vehicles Will Redesign Commerce: AVs will create massive changes in urban planning, retail, and logistics.[19:00] Amazon’s Next Big Move: The company is now allowing advertisers to drive traffic off-site, signaling its ambition to become the next big search engine.[23:00] Ad Takeover: Everything – even your car’s infotainment screen – eventually becomes a surface for advertisement.[42:00] Klaviyo’s B2C Event: Klaviyo announces Built for B2C livestream event, happening Thursday 2/20.[49:30] Meta Brain: Meta releases research on mind reading via magnetic therapy and AI-assisted analysis.[1:05:00] Heroes and Villains: Phillip and Brian’s biggest winners and losers of the past week in commerce.“Amazon is about to become the biggest search engine for product discovery. Google should be worried.” — Phillip“The Gulf of Fortune, brought to you by Panda Doc.” – Brian“We’ve seen heart rates submitted as evidence, truth serums outlawed by the Geneva Convention. I have to believe that things like this are not Black Mirror, but actual legitimate real things that will be used in positive and negative ways. That to me seems scary.” – Phillip “I think this is going to be a retooling of the way we think.” – BrianIn-Show Mentions:Join us at Rivea for the official Adobe x Future Commerce Shoptalk After PartyOrder LORE by Future Commerce on MetalabelFortune: Some Jeep owners are being hit with pop-up ads inside their cars.The Age of Agglomeration: Our predictions report from January.Netflix Bites (Good luck finding the menu?)Future Commerce Links:Shop our print products on shop.futurecommerce.com Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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!
Commerce shapes the future because Commerce is Culture™.
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When does a word become so ubiquitous it loses all meaning? Brian's sudden aversion to "culture" sparks a meandering exploration into the semiotics of commerce, just as Poppy's influencer vending machine saga becomes an unlikely metaphor for marketing's existential crisis. PLUS, we revisit a key moment from NRF 2025.
The Great ‘Culture Cancel’ of 2025Key takeaways:[13:30] The Poppi fallout: After being slammed by fans around the globe for an influencer activation, Poppi juggles image repair. [23:00] Poppi vs. Olipop: Controversy doubles the audience.[29:00] Super Bowl LIX: This year’s game was an underwhelming canvas for Kendrick’s victory and Poppi’s brief downfall.[35:00] One of the most impactful ads this year was creator-made, by a Doritos fan.[46:00] Big creative is more accessible now than ever, as displayed by big brands like Liquid Death using small but mighty budgets.[51:00] On this week’s After Dark episode, we unpack Kanye West’s breakdown and public rage against Ye and Shopify.“If you want to get attention, start a war.” – Brian“In the last few years, the NFL has become more participatory.” – BrianAssociated Links:Order your copy of LORE by Future CommerceDan Murphy, SVP of Marketing at Liquid Death on Future CommerceCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Get ad-free episodes and bonus content, including the full recording of this podcast, by joining Future Commerce+ at futurecommerce.com/plus
Save 20% on Future Commerce print journals and merchPrivate GPT access with Alani™ from BundleIQExclusive invites to physical events, dinners, and priority invites to industry events (SXSW, Art Basel, VISIONS)Ad-free episodes and bonus content! -
Phillip and Brian look into tomorrow’s creator economy, shaped by the role of AI-driven agents in commerce and attention as currency. While rising generations invisibly develop instincts for algorithmic curation, Mr. Beast’s Feastables collect dust in your local Walgreens. PLUS: We bring you along to our NRF panel discussion alongside our friends from BigCommerce.
Velocity Over VolumeKey takeaways:Mr. Beast on Colin and Samir: His too many failed sidequests reveal a bigger picture about the viability of creator-led trends in the long term.The future of creator-driven consumer trends is agent-driven.Gen Alpha is a surveillance generation, and attention as currency is instinctual.Commerce is not just a transaction layer but an infrastructure that connects different facets of the digital world, and is the backbone for emerging tech trends.[00:07:40] “If the future of the attention economy is agentic…Do creators have some role to play in agent attention?” – Phillip[00:08:35] “The creator economy is a form of patronage.” – Phillip[00:11:35] “Gen Alpha is a surveillance generation…my children know instinctively that they’re constantly being surveilled. They give negative attention signals to things they don’t like.” – Phillip[00:21:10] “There’s going to continue to be bots in the world, and we are going to hate them.” – Brian[00:18:00] “The problem with running AI as effectively an API with a brain of its own is that it becomes completely impossible to diagnose when things go wrong. And that’s going to drive people crazy.” – Brian[00:22:00] “There's going to be entire categories that emerge just for creators to try to find alpha and arbitrage in the system.” – PhillipIn-Show Mentions:Mr. Beast, Walt Disney, and the Promise of Payoff@Anuatluru on XKiri Masters on Agentic ShoppingInsiders #184: Coexist: Avoiding Agentic GhettosShow Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Head of Content James Mulvey joins the show to discuss Motion’s latest creative trends report, which analyzed over $100M+ in ad spend across platforms to extract top creative insights. Listen now to catch the highlights and learn how breakthrough ads are getting faster, funnier, and uglier.
Read Motion’s 2025 Creative Trends Report at Motionapp.com/creative-trends.
Going Where Millions of Marketers Haven’t Gone BeforeKey takeaways:Motion curated a report of the seven top creative trends to keep up with in 2025, finding that ads are getting funnier, running longer, and embracing low-fi aesthetics.71% of advertisers plan to increase their use of AI in the coming year.68% of advertisers plan to increase their use of UGC in the coming year.POV storytelling is on the rise – from entertainment to advertising.[00:15:10] “Authenticity and humor can be very difficult to marry.” – Brian[00:15:15] “–Especially if you’re not funny.” – James[00:21:30] “Popular media drives creator notions.” – Phillip[00:33:50] “The native platform experts are absorbing the source code, and then they're bringing that into the creative team…we all doomscroll to try to stay relevant, but it’d be awesome to have someone who’s job is to do this.” – James Associated Links:Check out the Motion Creative Trends ReportCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Get ad-free episodes and bonus content, including the full recording of this podcast, by joining Future Commerce+ at futurecommerce.com/plus
Save 20% on Future Commerce print journals and merchPrivate GPT access with Alani™ from BundleIQExclusive invites to physical events, dinners, and priority invites to industry events (SXSW, Art Basel, VISIONS)Ad-free episodes and bonus content! -
This week, we’re live-reacting to battles across culture. It’s DeepSeek vs. OpenAI, Millennials vs. Gen X, and Starbucks vs. Sharpies (Sharpies won). PLUS: The Flappy Bird effect drives an aftermarket of devices with TikTok access, yuppie culture booms, and Waymo strikes again.
The Other Side of Headless CommerceKey takeaways:DeepSeek’s Disruption – A powerful, cheap, open-source AI from China that is sending shockwaves through the industry, challenging Nvidia’s dominance and raising economic concerns.The Death of Loss Leaders? – AI optimization could make it easier for consumers to game retail pricing, forcing businesses to rethink discounts and marketing tactics.Tech Arms Race – The U.S.-China AI competition is accelerating, with implications for policy, economy, and innovation.The Generational Cycle – Are Millennials the new Boomers? Phillip and Brian discuss how attitudes shift over time.TikTok Bans and Black Markets – The aftermarket for phones with TikTok pre-installed mirrors the Flappy Bird phenomenon.“If someone was able to optimize their life so that friction was removed, it would break the system.” – Phillip“This is ground zero of something huge. The AI game just changed overnight.” – Phillip“The best defense is to flood the zone. The moment you try to contain something, you lose control.” – Brian“The return of yuppies proves that history doesn’t just repeat itself—it evolves.” – Phillip“Technology enabled back.” – BrianLinks:In-show mention: The Cruel Kids Table, New York MagazineIn-show mention: TimesNowNews: Phones with TikTok Pre-Installed Selling for $25,000 Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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!
This episode of Future Commerce is brought to you by Future Commerce Plus and our sponsors Omnisend and MotionApp.
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“There is nothing but micro trends these days. Sometimes, things bubble up, and they capture the imagination of pop culture…but then they last for a really short time. In that environment, how do you really set yourself up to influence culture?”
In this week’s episode, Ana Andjelic graces our show with breakthrough advice from her latest book, Hitmakers: How Brands Influence Culture. Discover the secrets of updating heritage brands, keys to transporting customers into imaginative worlds, and how to amplify microtrends to position your brand within cornerstone cultural narratives.
Architects of the Identity EconomyKey takeaways:Reverse-Engineering Hits: The concept of "hit-making" is about creating micro-trends and amplifying them through culture to align with the zeitgeist and resonate with a brand’s audience.Capturing Connection: Modern brands are focusing on attention and engagement as measures of success, recognizing that loyalty stems from deeper interactions beyond purchases.Brands as Cultural Contributors: Successful brands become part of a larger cultural narrative, contributing to concepts like happiness (Coca-Cola) or creativity (Apple).[00:6:34] - “As human beings, we never make decisions in isolation. We are always influenced by what we read, see, listen to, and each other. So in a sense, all of those interactions are narratives or they're fibers of the narrative.” - Ana[00:29:27] - “You have to be both sensitive to the zeitgeist and cultures, but also stay true to that innovativeness of those brands because all those founders did create something that didn't exist before.” - Ana[00:31:01] - “There's actually a transforming, so taking one form and putting it into a new context, which is how myth begins. It's actually at the moment of transformation.” - Brian[00:35:00] - “There is time and place for everything. Performance marketing works really well with brand marketing, but demand is created by brand marketing. Demand is harvested by performance marketing.” - AnaAssociated Links:Buy Hitmakers on AmazonSubcribe to Ana’s Substack for access to the Hitmakers podcast and moreCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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