AI is transforming the way Shopify merchants do business

AI seemingly exploded overnight, becoming integrated in everything we do. It powers our social feeds, our cars, our productivity. 

For small businesses, it’s a lifeline. 

Whether used for generating marketing copy or localizing ads, AI tools help teams get more done. This year, 50%* of our merchants plan to use these tools for content generation. And 33% will do so to support marketing initiatives such as SEO and customer targeting.

AI is no longer a nice-to-have. Brands with staying power need to harness the technology to meet consumer demand today.

Almost a third** of consumers globally believe that AI will improve their shopping experience. Think personalized content, smart product recommendations, and lightning-fast support replies. And, with only 22%* of merchants planning to use AI for customer service and experiences, there’s an opportunity to stand out in the market.

Businesses already using the technology carry an advantage. From expanding into new markets to spinning up fresh seasonal campaigns, these brands are embracing the future. 

AI x 📸 

Sam Posthuma noticed a spike in demand for “quiet luxury” and jumped on the opportunity with his affordable take on the trend.

While building Old Money, Sam faced challenges achieving the crisp aesthetic common to fashion brands online. Inconsistent model photos from various locations marred the site's visual cohesion.

“We used Shopify Magic to remove the backgrounds and make them all the same color,” says Sam. “We saved the prompt and use it for every image.” In this way, Old Money gets more from its shoots—lifestyle imagery can double as product photos. 

For Sam, the move doesn’t just save his team time. The resulting photo consistency builds trust with customers, driving conversion.

AI x 📝

Jamila and Alfonso Wright launched Brooklyn Tea the way that many new founders do—from their apartment. In 2018, they opened their first retail location in New York followed by a second in Atlanta. But even though they’ve expanded, Jamila and Alfonso still wear many hats.

“Because we're a small business, we don't have the money for a copywriter and a digital marketer. AI really does give you a shortcut to having some of these tools at your disposal.” says Alfonso. 

The couple uses Shopify Magic to get more done, spending less time on the details and more on the vision for their brand. “I love the seamlessness of being able to have everything built into one platform,” says Jamila.

AI x 🌍

While smaller brands are getting more done with AI, growing companies are finding value in the technology at scale.

Polysleep is a mattress company that won the local market in Montreal, Canada with its creative marketing campaigns. While the majority of the brand’s business is still local, Polysleep is scaling its hyper-local approach to grow in other markets—including the US.

Using generative AI tools, they’re tailoring messaging based on location and medium to create content that feels personal wherever they’re reaching their customers. 

And practically, translating and localizing the language gets a boost from these tools. “[AI is] an amazing, efficient tool to go from English to French or French to English in such a fast way,” says CEO Jeremiah Curvers.

AI x 🛍️

The benefits of AI capabilities become crystal clear ahead of the holidays. As merchants compete for consumer attention, AI helps them prepare for the crunch.

Mary Bemis, founder of sustainable activewear brand Reprise, found that framing her products within a festive setting helped boost engagement during the busy shopping season. “When you cater to those different holidays, people pay attention because it's top of mind,” she says. With Shopify Magic, Reprise’s standard product photos get a holiday treatment in a few clicks. 

Polysleep is preparing for its own holiday campaign and its team will again turn to AI. Jeremiah says he plans to replicate the success of the brand’s localized approach for the holidays. 

“It's a bit of a nightmare for the marketing team because of the total amount of assets they have to create,” he says. “This is where these AI tools are really amazing. The workflow of creating such a massive campaign is tremendously improved.” 

AI x 📈

With rising costs of customer acquisition, companies like Brooklyn Tea need to find ways to stretch their dollars further. “Delegating our tasks is essential for us being able to scale and to achieve some level of sustainability,” says Jamila. “We have to be able to introduce technology into that process.”

And AI unlocks more for larger teams. “We don't try to replace people and creativity,” says Sam. “We use it to enhance.” This is the true power of the technology.

Shopify continues to explore this frontier, keeping merchants on the cutting edge with AI functionality built right into the platform. Tools like Shopify Magic empower small teams to achieve big goals—and big companies scale even more.

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*Survey among 13,337 standard merchants from the U.S., UK, Canada, Australia, Japan, Germany, France, Italy, and Spain, conducted between May 29th and June 12th, 2024 by Shopify.

**Survey conducted among 18,000 consumers in Australia, Canada, France, Germany, Italy, Japan, Spain, the UK, and the US. The interviews were conducted online by Sapio Research in August 2024 using an email invitation and an online survey.