AI is changing how people discover and buy products, but most brands are still figuring out what to do about it. In this episode, Ursula Casserly from Benefit Cosmetics breaks down how AI-driven traffic is growing, why it converts differently, and how brands should start thinking about it as a new channel. We also get into what’s actually driving traffic today, how TikTok can revive old products overnight, and why conversion rate is often misunderstood. If you care about ecommerce growth, customer behaviour, and where things are heading next, this one’s worth your time.