Ecommerce teams already have plenty of data. The bigger problem is acting on it. So, Kailin Noivo sits down with Filip Slatinac, Co-Founder & CTO at Noibu, to discuss the company’s shift from simply surfacing errors, performance issues, and customer friction to using AI to help resolve them automatically.

Filip explains what it takes to make that shift possible, from restructuring data so AI can query and act on it to deciding where autonomous systems still need human oversight. He also breaks down why complex workflows cannot simply be handed over to a chatbot, particularly when changes touch checkout code, staging environments, or other high-risk areas of an ecommerce site.

This conversation also looks at what can already be automated across bug resolution, performance, and ADA compliance, and where things are heading next with conversion optimization and A/B testing. Filip explains why behavioral insights should become hypotheses that can be tested rather than one-size-fits-all recommendations, and how making experimentation easier could help ecommerce teams move from insight to action much faster.


Filip Slatinac is the Co-Founder and CTO of Noibu, an ecommerce analytics and monitoring platform that helps brands identify technical issues, performance problems, and customer experience friction across the shopping journey. Since co-founding Noibu in 2018, Filip has helped lead the company’s technical and product development, including its current evolution toward AI-native, autonomous ecommerce workflows. He holds a Bachelor of Applied Science in Software Engineering from the University of Ottawa. 

Want to uncover hidden friction and convert more revenue? Click https://go.fame.so/8w4oO-9X to book a demo of Noibu — the ecommerce monitoring and experience analytics platform.