---
title: "AI in Ecommerce: Recognising Real Value Beyond the Hype "
description: Discover insights from Marat, CEO of Native Commerce, on leveraging AI for real value in ecommerce and moving beyond trends for sustainable growth.
image: https://thenativecommerce.com/hubfs/CMS%20(1).png
---

[Skip to content](https://thenativecommerce.com/blog/native-commerce-x-intercom-smarter-actionable-ai-support-clone#main-content)

[![native commerce](https://thenativecommerce.com/hs-fs/hubfs/NativeCommerceLogoHorizontal.png?width=137&height=30&name=NativeCommerceLogoHorizontal.png)](https://thenativecommerce.com/)

- Products
  
  Show submenu for Products 
  
    - [AI Studio (New)](https://www.nativecommerce.ai/)
    - [E-Commerce Platform](https://thenativecommerce.com/ecommerce-platform)
    - [WMS Warehouse Management](https://thenativecommerce.com/wms-warehouse-management-system)
    - [Delivery & Logistics](https://thenativecommerce.com/delivery-software)
- Use Cases
  
  Show submenu for Use Cases 
  
    - [Quick Commerce](https://thenativecommerce.com/use-cases-quick-commerce)
    - [Omnichannel Retail](https://thenativecommerce.com/use-cases-omnichannel-retail-platform)
    - [Fast Launch & Expansion](https://thenativecommerce.com/use-cases-fast-e-commerce-launch-and-expansion)
- Industries
  
  Show submenu for Industries 
  
    - [Beauty](https://thenativecommerce.com/native-beauty-built-for-beauty-brands)
    - [Drinks & Beverages](https://thenativecommerce.com/industries/drinks-beverages)
    - [Electronics](https://thenativecommerce.com/native-commerce-electronics-built-for-electronics-brands)
    - [Grocery](https://thenativecommerce.com/industries/grocery)
- Company
  
  Show submenu for Company 
  
    - [About Us](https://thenativecommerce.com/about-us)
    - [Careers](https://thenativecommerce.com/careers)
    - [Contact](https://thenativecommerce.com/contacts-us)
- Resources
  
  Show submenu for Resources 
  
    - [Blog](https://thenativecommerce.com/blog)
    - [Case Studies](https://thenativecommerce.com/case-studies)
    - [Product Updates](https://thenativecommerce.com/product_updates)

Open main navigation

Close main navigation

- Products
  
  Show submenu for Products 
  
    - [AI Studio (New)](https://www.nativecommerce.ai/)
    - [E-Commerce Platform](https://thenativecommerce.com/ecommerce-platform)
    - [WMS Warehouse Management](https://thenativecommerce.com/wms-warehouse-management-system)
    - [Delivery & Logistics](https://thenativecommerce.com/delivery-software)
- Use Cases
  
  Show submenu for Use Cases 
  
    - [Quick Commerce](https://thenativecommerce.com/use-cases-quick-commerce)
    - [Omnichannel Retail](https://thenativecommerce.com/use-cases-omnichannel-retail-platform)
    - [Fast Launch & Expansion](https://thenativecommerce.com/use-cases-fast-e-commerce-launch-and-expansion)
- Industries
  
  Show submenu for Industries 
  
    - [Beauty](https://thenativecommerce.com/native-beauty-built-for-beauty-brands)
    - [Drinks & Beverages](https://thenativecommerce.com/industries/drinks-beverages)
    - [Electronics](https://thenativecommerce.com/native-commerce-electronics-built-for-electronics-brands)
    - [Grocery](https://thenativecommerce.com/industries/grocery)
- Company
  
  Show submenu for Company 
  
    - [About Us](https://thenativecommerce.com/about-us)
    - [Careers](https://thenativecommerce.com/careers)
    - [Contact](https://thenativecommerce.com/contacts-us)
- Resources
  
  Show submenu for Resources 
  
    - [Blog](https://thenativecommerce.com/blog)
    - [Case Studies](https://thenativecommerce.com/case-studies)
    - [Product Updates](https://thenativecommerce.com/product_updates)
- [Book a demo](https://thenativecommerce.com/book-a-demo)

[Book a demo](https://thenativecommerce.com/book-a-demo)

# AI in Ecommerce: Recognising Real Value Beyond the Hype 

# ㅤ

 

## AI in Ecommerce: Recognising Real Value Beyond the Hype 

 

An Interview with Marat for The European Business Review.

In a world where terms like "AI transformation" and "vibe-coding" dominate every headline, businesses face a growing challenge: distinguishing between marketing noise and the tools that actually drive profit.

In his latest interview with the prestigious The European Business Review, our CEO, Marat, shares a pragmatic perspective on the current tech landscape. He discusses why chasing trends without a solid foundation is a risk and how industry leaders should focus on measurable results and long-term strategy rather than "tech for the sake of tech."

 

Inside this feature, you will explore:

- **Hype vs. Reality:** Why popular "vibe-coding" concepts often lack the architectural depth required for scalable, enterprise-grade growth.
- **The Search for True Value:** How to implement AI solutions that optimize operational efficiency and deliver a tangible ROI.
- **The Future of Commerce:** The role of intelligent systems in managing complex data and creating a seamless "limitless" customer experience.

This interview serves as a roadmap for leaders ready to move past AI experimentation and toward building a sustainable, high-performance technological foundation.

 

[Read the full interview](https://www.europeanbusinessreview.com/ai-in-ecommerce-recognising-real-value-beyond-the-vibe-coding-hype/)

 

 

 

 

Products

[AI Studio](https://www.nativecommerce.ai/)  
[WMS](https://thenativecommerce.com/wms-warehouse-management-system)

[E-commerce](https://thenativecommerce.com/ecommerce-platform)

[Delivery & Logistics](https://thenativecommerce.com/deliver-software)

Use Cases

[Quick Commerce](https://thenativecommerce.com/use-cases-quick-commerce)

[Omnichannel Retail](https://thenativecommerce.com/use-cases-omnichannel-retail-platform)

[Fast Launch & Expansion](https://thenativecommerce.com/use-cases-fast-e-commerce-launch-and-expansion)

Industries  
[Beauty](https://thenativecommerce.com/native-beauty-built-for-beauty-brands)  
[Drinks/Beverages](https://thenativecommerce.com/native-drinks-beverages-built-for-drinks-brands)<https://thenativecommerce.com/industries/grocery>  
[Electronics](https://thenativecommerce.com/native-commerce-electronics-built-for-electronics-brands)  
[Groceries](https://thenativecommerce.com/industries/grocery)

Company

[About](https://thenativecommerce.com/about-us)

[Careers](https://thenativecommerce.com/careers)

[Contact Us](https://thenativecommerce.com/contacts-us)

[Terms](https://thenativecommerce.com/terms-of-service)

[Privacy](https://thenativecommerce.com/privacy-policy)

Resources

[Blog](https://thenativecommerce.com/blog)

[Case Studies](https://thenativecommerce.com/case-studies)

[Product Updates](https://thenativecommerce.com/product_updates)

Social

[LinkedIn](https://www.linkedin.com/company/thenativecommerce)

[Instagram](https://www.instagram.com/native_commerce)

![NativeCommerceLogoHorizontal](https://thenativecommerce.com/hubfs/NativeCommerceLogoHorizontal.svg "NativeCommerceLogoHorizontal")

Copyright © 2026, Native Commerce (previously Cloud Retail Ltd)

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Yelyzaveta Filina",
    "url" : "https://thenativecommerce.com/blog/author/yelyzaveta-filina"
  },
  "dateModified" : "2026-04-28T13:29:59.961Z",
  "datePublished" : "2026-04-28T13:29:59.000Z",
  "headline" : "AI in Ecommerce: Recognising Real Value Beyond the Hype ",
  "image" : [ "https://thenativecommerce.com/hubfs/CMS%20(1).png" ],
  "mainEntityOfPage" : {
    "@id" : "https://thenativecommerce.com/blog/native-commerce-x-intercom-smarter-actionable-ai-support-clone",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://thenativecommerce.com/hubfs/NativeCommerceLogoHorizontal.png"
    },
    "name" : "Cloud Retail"
  }
}
```