AI adoption in ecommerce is moving on two fronts at once: customer discovery and internal operations. And so, Kailin Noivo sits down with Vivian Chang, an ecommerce and growth leader with experience across GNC, Clorox, Plated, and RetailMeNot, to explore how brands can improve their visibility in AI-driven discovery while also rethinking the workflows behind the scenes.

Vivian explains how GNC strengthened its AEO efforts through better content, FAQs, long-tail landing pages, and cleaner product attributes. She also shares how an internal product data enrichment tool initially met resistance before teams began seeing the operational upside, including faster product setup and a dramatic reduction in time spent updating large product records.

This conversation also gets into the difference between AI-enhanced and AI-native work. Vivian argues that the biggest barriers are often unclear outcomes, weak documentation, and inconsistent processes rather than the technology itself. She also looks ahead to a future where ecommerce tools consolidate, AI connects behavior across paid media, email, and the site, and brands finally get closer to true one-to-one personalization at scale.

Vivian Chang is an ecommerce and growth leader with experience across retail, CPG, direct-to-consumer, and affiliate businesses. Most recently, she served as Vice President of Ecommerce at GNC, where she managed a nine-figure ecommerce P&L across DTC, Amazon, TikTok Shop, and subscriptions while overseeing site merchandising, digital analytics, performance marketing, SEO, and publishing. She has also held roles across Clorox, Plated, and RetailMeNot, giving her a broad view of how consumer brands operate across channels. Her work focuses on ecommerce growth, digital transformation, marketing technology, analytics, and building consumer-first operating models.


What you will learn:

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