While most e-commerce brands debate ChatGPT implementations, a select group is quietly automating their entire customer experience. They’re using infrastructure that makes their inventory systems, customer service, personalization engines, and fulfillment centers work together seamlessly—without human intervention.

The secret? Model Context Protocol (MCP), launched by Anthropic six months ago. Your competitors at similar scale are already implementing it. Here’s why this matters for your brand’s bottom line.

Every SaaS demo I sit through these days follows the same script: “Our revolutionary AI engine leverages machine learning to deliver unprecedented personalization…”

Great story, but can you show me the A/B test results?

The AI gold rush has hit e-commerce hard. Every vendor from email platforms to inventory management tools has slapped “AI-powered” on their marketing materials. Most of it is basic algorithms dressed up in buzzwords.

But here’s the thing: some AI applications in e-commerce actually work. The trick is knowing which ones move your revenue needle versus which ones just move your vendor’s sales needle.