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.

AI video generation has moved from novelty to a dependable part of everyday content workflows. This guide explains what these tools do, how teams use them, and how to choose the right fit for your needs. We stay practical, focusing on outcomes, trade-offs, and what to check before you commit.