{"id":146956,"date":"2025-07-18T11:58:20","date_gmt":"2025-07-18T15:58:20","guid":{"rendered":"https:\/\/www.rithum.com\/?p=146956"},"modified":"2025-07-31T13:39:04","modified_gmt":"2025-07-31T17:39:04","slug":"what-makes-ai-actually-work-in-commerce-a-qa-with-rithums-ai-leadership","status":"publish","type":"post","link":"https:\/\/old.rithum.com\/de\/blog\/what-makes-ai-actually-work-in-commerce-a-qa-with-rithums-ai-leadership\/","title":{"rendered":"What Makes AI Actually Work in Commerce? A Q&A with Rithum\u2019s AI Leadership"},"content":{"rendered":"

At Rithum, AI is more than a buzzword; it’s the engine we use to power 2.4B daily transactions for 40K+ brands across hundreds of marketplaces. With the rising complexity of ecommerce and shifting consumer shopping patterns, AI is key to enabling speed, accuracy, scalability, and profitable growth for our clients. <\/span>\u00a0<\/span><\/p>\n

But impactful AI doesn\u2019t happen by accident.<\/span><\/b> It requires more than clever models. It demands leadership with deep domain knowledge, strategic execution, and a clear focus on value creation. At Rithum, we have a full team of people who are doing just that: led by <\/span>Ali Irturk<\/span><\/a>, PhD, Rithum\u2019s Chief Technology Officer, and <\/span>Sebastian Spiegler<\/span><\/a>, PhD, Head of AI.\u00a0<\/span>\u00a0<\/span><\/p>\n

Ali brings two decades of applied AI leadership to his role, with a PhD in Computer Science and a track record of scaling intelligent automation, computer vision, and data-driven platforms at enterprise scale. He\u2019s built and led technology teams through rapid growth, always with a focus on translating AI from theory into tools that drive performance and profitability.<\/span>\u00a0<\/span><\/p>\n

Seb, who holds a PhD in Machine Learning and Natural Language Processing, blends deep research fluency with startup agility. His background spans everything from genomics and large-scale language models to founding a Generative AI company focused on product discovery\u2014now part of Rithum. He\u2019s also long been an investor and advisor in the AI ecosystem, giving him a wide-angle view of where the technology is going\u2014and how to make it practical today.<\/span>\u00a0<\/span><\/p>\n

Together, they bring a real-world ready, research-informed, results-driven approach to scaling AI in commerce and building Rithum\u2019s AI-powered technology. Here\u2019s what they had to say about some of the ways AI is changing ecommerce and how it\u2019s evolving alongside the industry.<\/span>\u00a0<\/span><\/p>\n

Q: Seb, what’s a common misconception about AI in commerce?<\/b>\u00a0<\/span><\/p>\n

One big misconception is that AI is plug-and-play or that it fully automates entire workflows. That\u2019s rarely the case. Effective AI deployment relies on domain expertise, strong data infrastructure, and human oversight. Without that foundation, AI often fails to deliver meaningful results. Impactful AI demands more than hype\u2014it demands vision, disciplined execution, and trust.<\/span>\u00a0<\/span><\/p>\n

Q: Ali, how does your team approach AI differently at Rithum?<\/b>\u00a0<\/span><\/p>\n

We approach AI as a systems problem, not a feature set. That means embedding AI directly into commerce workflows\u2014whether it’s product discovery, catalog optimization, or advertising performance. My career has been about scaling AI to solve operational problems in high-stakes environments, and that same mindset drives our strategy here. Our goal isn\u2019t to build demos. It\u2019s to build durable, measurable outcomes that evolve with our customers\u2019 needs.<\/span>\u00a0<\/span><\/p>\n

That\u2019s why we\u2019ve built infrastructure like the <\/span>AI Magic Mapper<\/span>, which accelerates product onboarding with AI-driven categorization and field mapping,<\/span> and our AI Data Core \u2014a scalable, multi-modal Knowledge Base that powers smarter product enrichment and attribute validation in the backend of our solutions. These aren\u2019t standalone features, but\u00a0 systemic enablers. They support human-in-the-loop workflows at scale, improve data quality, and make AI outputs useful in the real world. We approach AI with a mindset of operationalizing intelligence, not just showcasing it.<\/span>\u00a0<\/span><\/p>\n

Q: Seb, you\u2019ve been in AI for a long time, before it was on most people\u2019s radar. What are you most excited about across the AI universe\u2014inside or outside of commerce?<\/span><\/span><\/b>\u00a0<\/span><\/p>\n

I\u2019m particularly interested in the convergence of multi-modal AI and large-scale knowledge systems. When you can make sense of structured and unstructured data together, that opens up real possibilities, especially in the dynamic ecommerce environment. But broadly speaking, what excites me most is AI\u2019s potential to augment human creativity and decision-making. That\u2019s where the value is.<\/span>\u00a0<\/span><\/p>\n

Q: Ali, Rithum has an AI Center of Excellence. What\u2019s its most important guiding principle?<\/b>\u00a0<\/span><\/p>\n

Bridging research and operations. AI has the most impact in the loop, not in isolation. It\u2019s about aligning with business goals, embedding AI expertise into cross-functional teams, and creating feedback loops that allow for fast iteration. At Rithum, our <\/span>AI Center of Excellence<\/span><\/i> is built on the philosophy of practical innovation, deeply embedded in execution.<\/span>\u00a0<\/span><\/p>\n

Q: Seb, headlines about AI can feel overwhelming. What should non-experts keep in mind?<\/b>\u00a0<\/span><\/p>\n

Most headlines exaggerate. Either they oversell AI\u2019s capabilities or gloss over the implementation realities. T<\/strong><\/span>he truth is: AI requires quality data, defined goals, and human judgment<\/span><\/b>. Behind every success story is a system of people, processes, and platforms working in harmony. So a bit of scepticism, and a lot of curiosity, is always a good starting point.<\/span><\/p>\n

Q: Many companies talk about using AI. What does Rithum actually do differently?<\/b><\/span><\/p>\n

Ali: <\/span><\/b>A lot of companies are either experimenting with AI at the edges or using third-party tools that aren\u2019t built for commerce complexity. What sets Rithum apart is that we own the full data and delivery stack, and we\u2019ve embedded AI directly into it. That gives us the control and visibility to drive performance where it matters: onboarding speed, listing accuracy, inventory health, advertising ROI.<\/span>\u00a0<\/span><\/p>\n

Sebastian<\/span><\/b>: And we design with scale and accountability from the start. Our AI systems are not feature experiments. They\u2019re engineered as part of platform infrastructure. That\u2019s why tools like our AI Magic Mapper and the AI Data Core at the center of our solutions aren\u2019t just technically interesting: they’re business-critical. We prioritize human-in-the-loop design, ethical guardrails, and architecture that can grow with our clients. That\u2019s the real differentiator.<\/span>\u00a0<\/span><\/p>\n

_____________________________________<\/span>\u00a0<\/span><\/p>\n

This blog is the first in a series where we\u2019ll share more about how we approach the principles and practices of AI at Rithum, to ensure it scales responsibly and delivers real business impact. In the coming months, we\u2019ll explore topics like scalable AI architecture, responsible AI practices, practical use cases for ecommerce, and how we continue to grow the AI and ML talent that powers our platform. Our goal is to help our commerce leaders understand not just what we\u2019re building\u2014but how we\u2019re building it to create lasting value for the global commerce ecosystem. <\/span><\/i>Follow us on LinkedIn to never miss a post<\/span><\/i><\/a>.<\/span><\/i>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

At Rithum, AI is more than a buzzword; it’s the engine we use to power 2.4B daily transactions for 40K+ brands across hundreds of marketplaces. With the rising complexity of ecommerce and shifting consumer shopping patterns, AI is key to enabling speed, accuracy, scalability, and profitable growth for our clients. \u00a0 But impactful AI doesn\u2019t […]<\/p>\n","protected":false},"author":167,"featured_media":146952,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[15411,10841],"asset-type":[13742],"audience":[13412,13409],"bio":[15611],"topic":[15412,7789],"class_list":["post-146956","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-ai-de","tag-e-commerce-de-2","asset-type-blog-de","audience-retailers-de","audience-brands-suppliers-de","bio-cam-dufty-de","topic-artificial-intelligence-de","topic-e-commerce-de"],"acf":[],"yoast_head":"\nWhat Makes AI Actually Work in Commerce? 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