The State of AI in E-Commerce: Why My Head of AI Role Was an Expensive Mistake
Johannes Kliesch’s core message was that appointing himself Head of AI at SNOCKS was a costly focus mistake because, in his view, AI should live inside every team rather than in a standalone silo. He opened by framing AI as both powerful and distracting: he is personally enthusiastic about it, but believes it can become a “shiny object” that pulls founders and CEOs away from the parts of the business that matter most. For SNOCKS, a direct-to-consumer e-commerce company with around 140–150 full-time employees and expected net sales of about €140 million this year, he argued that the biggest business lever is not personnel cost reduction but marketing performance.
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