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Thoughts on intent, discovery, and the future of commerce

AnalysisMar 24, 2026·12 min read

The Brands Are Taking Back Control

OpenAI killed Instant Checkout. Walmart's conversion rates were 3x worse inside ChatGPT. Now every major retailer is building their own AI — and the implications for commerce are enormous.

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EssayJan 5, 2025·8 min read

The Post-Click Problem

You have AI everywhere except where it matters most. We've spent years building sophisticated ways to get people to click — then they land on dropdown menus and price sliders from 2015.

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EssayJan 6, 2026·7 min read

A New Way to Shop Is Finally Possible

What if finding the right product felt as natural as asking a friend? The technology to understand intent just arrived — and it changes everything.

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EssayFeb 14, 2026·9 min read

The Intent Gap

The billion-dollar difference between what customers type and what they mean. Why closing this gap might be the biggest unsolved problem in online retail.

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EssayFeb 21, 2026·10 min read

Every Store Feels the Same

Shopify gave a million brands their own storefront. It also gave them all the same shopping experience. The next era of e-commerce won't be about products — it'll be about who makes finding them feel different.

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More essays on the way. We're exploring what happens when discovery finally understands intent.