How AI assistants choose products
A session for the team on how AI assistants research and recommend products in their category, with live examples of what the engines say about their products today and where the team can make a difference.
I build businesses, and I help other people build theirs.
I've spent 25 years in ecommerce, from building an agency to running my own brands. Today I mentor founders and help teams at larger organisations understand ecommerce and AI through talks, webinars and training.
Founder of Pod1, which became BORN · Two exits · Former Global CDO at Geometry, WPP · Running HIRO and OTO today
Someone experienced to think things through with.
When you're running a business, it helps to have someone outside it who understands the decisions you're making. We meet regularly and work through what needs attention, from cash and stock to growth, fundraising and the team.
How mentoring works →Ecommerce and AI, brought into your team's world.
I deliver talks, webinars and practical training built around your audience and category. I bring examples from the businesses I run, alongside my experience working with global brands.
Explore talks and training →What I've been working on.
From discovery to decision
A session for the ecommerce and marketing team. We asked four AI engines the questions their customers ask, compared the answers, then worked through what the team can influence: content, ratings and the sources the engines trust.
Weekly advisory
Regular sessions with a founder on an investor deck, a stock plan and new sales channels.
Ecommerce Academy webinar
A one-hour webinar for the global ecommerce team on where ecommerce is heading, what good looks like now and the move to AI and agentic checkouts, with live Q&A.
In their words.
Fadi is quite an inspiration to fellow entrepreneurs who meet him. He is cool, calm and collected. Not one to be underestimated.
The content was absolutely spot on, seriously cutting edge on AI and agentic checkouts. High energy, super interactive, and exactly what we needed. Couldn't have asked for more.
From recommendations on LinkedIn.
What I'm learning as I go.
I still run businesses, so I write about what's happening in them: what's working with AI, and the things that went wrong.
The transaction hasn't moved. The decision already has.
AI assistants are already shortlisting products for your customers. A short note on what that means for brands.
Read the piece →
Field Notes: DTC Live
What I heard, who I met and what I'm changing in my own business after a day at London's ecommerce conference.
Read the notes →In Your Corner.
Every other week, one useful thing on ecommerce and AI: a shortcut that's working, what I'm seeing in the market, or Field Notes from an event. Free, and nothing I haven't tried myself.
Let's talk.
Tell me where you are and what's on your mind. Book a call, or email me if that's easier.
Fadi ShumanI read and reply to enquiries personally.
- You book a time or send me an email.I read and reply to enquiries personally, usually within a day.
- We talk for 30 minutes.You tell me what you're working on and what you need.
- I tell you straight whether I can help.If I can't, I'll point you to someone who can.