An analysis of how AI is currently applied in e-commerce, based on insights from the Balkan Ecommerce Summit 2026. The article combines practical use cases with a critical perspective on strategy, measurement, and emerging developments such as agentic AI.

An interview with Sune Selsbæk-Reitz on his new book Promptism and why the real risk of AI is not in the technology itself, but in how we use it. He explains how fluent systems influence thinking, why knowledge matters more than ever, and what professionals should do to stay in control.