01
Product copy & content
On-brand product descriptions, PDP content, lifestyle copy and email — with the voice and merchandising rules baked in.
ArchetypeCommerce practice
Commerce practice
AI is rewriting the unit economics of consumer brands. Most teams haven't caught up.
Archetype helps e-commerce, retail and consumer brands get AI out of pilots and into the parts of the business that actually drive margin — content, CX, merchandising and ops.
Built for
DTC & multi-channel brands·Independent retailers·Marketplaces & category leaders·Founders & commercial directors
The gap
Ambition is not the problem. Direction is.
Marketing's using AI for copy, support's testing chatbots, ops is looking at forecasting — and none of it is joined up. The result is more cost, not less, and a brand that's drifting toward the average.
Archetype helps you understand what's already happening, decide where AI creates real value, and build the capability to execute — sector-specific, plain-spoken, no AI hype.
How AI works in commerce
Six functions where AI is changing the work.
We work across the practice, not on a single tool. These are the six places we focus — translated into the workflows your team actually runs.
02
Market & competitor research
Category, competitor and trend research turned around in hours, with sources you can act on.
03
Customer support & CX
AI-assisted support that handles the easy questions well, escalates the hard ones cleanly, and protects the brand experience.
04
Sales, inventory & margin analytics
Clear reporting across SKUs, channels, returns and margin — so trading decisions stop being driven by gut and last-week's number.
05
Fulfilment & ops automation
Order ops, returns, supplier comms and inventory workflows automated where it pays — and left alone where it doesn't.
06
Performance marketing & merchandising
Paid, lifecycle and on-site merchandising sharpened with AI without losing the editorial judgement that makes the brand work.
How we work with e-commerce, retail and consumer brands
A clear ladder. Start where it fits.
AI Risk & Opportunity Audit
Four weeks · Fixed fee
From £4,500
A complete picture of where AI is already being used, what risk it creates, and where it can create commercial value.
View audit details →AI Strategy Engagement
Six to eight weeks · Board-ready
Fixed fee
A prioritised, sequenced AI strategy and roadmap your leadership team will back and your operators can execute.
See engagement →Fractional AI Director
Two days per month · Rolling
£5,000 / month
Senior AI oversight without a full-time hire — embedded with your leadership to keep direction, governance and pace.
See retainer →Commerce practice
Find out where AI is already happening in your business.
Get in touch, no slides. We'll tell you honestly where to start — and whether we're the right fit.