Online merchants face endless sales pitches promising that artificial intelligence will revolutionize their digital storefronts overnight.

However, adopting generative tools or automated chatbots without addressing core unit economics rarely produces sustainable commercial gains.

In an in-depth conversation on the AIScento Podcast, host John Okoro sat down with Igor Iemelianov—PhD in Computer Science and Founder/CEO of IT Delight, an enterprise e-commerce consultancy that has delivered more than 800 projects across Shopify, Magento, and Shopware.