Oleksii (Alex) Lunkov joins Alicia Esposito to unpack how meaningful constraints fuel creativity in an age of algorithmic abundance. From Saint Sophia's 9 million glass cubes to the digitization of Berry Bros. & Rudd's 300-year heritage, this conversation navigates the tension between AI efficiency and human authenticity. Discover why 95% of AI pilots fail, how brands become cultural ambassadors, and what fractional leadership means for tomorrow's commerce teams. When Centuries of Heritage Meet the eCom Product Page Key takeaways: Meaningful constraints drive better creative outcomes. Removing all friction from digital experiences leaves us wondering why we don't feel anything. AI dramatically increases individual productivity, but human oversight remains essential for tone preservation, fact-checking, and maintaining brand authenticity. Successful brands act as cultural ambassadors, translating something unique through their channels while balancing best practices with distinctive identity. The fractional work revolution emerges at the intersection of AI-enhanced productivity, volatile job markets, and businesses seeking expertise without long-term commitment. Most AI implementations fail because teams don't understand the technology's actual capabilities and limitations before deploying it. [00:06:14] "We removed all the friction, and we wonder why we don't feel anything." - Oleksii, quoting Phillip Jackson [00:11:40] "In order to build a personal brand, you need a person to be behind that brand." - Oleksii [00:28:48] "AI adoption is this huge spike on the top and then very long tail afterwards." - Oleksii Associated Links: Read Oleskii on Insiders Check out Future Commerce on YouTube Check out Future Commerce+ for exclusive content and save on merch and print Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world Listen to our other episodes of Future Commerce Have any questions or comments about the show? Let us know on futurecommerce.com , or reach out to us on Twitter , Facebook , Instagram , or LinkedIn . We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
