Tom McFadyen has spent decades building marketplaces and commerce platforms at McFadyen Digital. His firm's new book, AI Best Practices for Commerce, runs more than 500 pages in print, and Tom says the printed version couldn't keep pace with how fast the material changed.
I caught up with Tom at Retail Club. The book launched with 125 AI use cases, sorted into four phases of commerce that McFadyen calls market, sell, fulfill and support. Online, that count is now past 500, with several hundred case studies alongside it, and McFadyen made the whole thing free at ai-best-practices.com.
Agentic commerce gets most of the attention right now. Tom points out that retailers have run AI on recommendations and fulfillment for years, and plenty of the newer agentic work sits in catalog enrichment and merchandising, well before a shopper reaches checkout. We also talk about who the book is for, including the B2B distributors and manufacturers that make up much of McFadyen's client base.
Tom will let an agent reorder the socks he's bought on Amazon for decades. He doesn't expect his wife to let one pick her dress for a wedding. Most of what retailers sell falls somewhere between those two.
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