CreativeCommerce.ai
The customer has already changed.
The org chart hasn’t.
AI is changing how people discover, decide, and experience things — and it’s starting to expose how much of the modern organization wasn’t built for this. This is where I think out loud about what that means.
The Shift
For most of the last twenty years, commerce, content, data, and customer experience have lived in separate parts of the organization — different teams, different tools, different metrics, different budgets.
That made sense, because customers experienced those separations too: a search here, an ad there, a store visit, a follow-up email. Each team owned its piece, and the pieces mostly added up.
I think AI is changing this in two ways. The obvious one: it’s starting to do a lot of the analytical work — optimization, personalization, attribution — that those teams were built around. The less obvious one, and the one I find more interesting, is what’s left once that happens. Noticing when the pieces stop adding up. Deciding what the system should even be, not just how to improve its parts.
That second thing is mostly what I want to write about here.
The Lens
This isn’t a lens I arrived at from outside. I’ve spent most of my career sitting between the people who build commerce platforms, the people who create content and brand experiences, the agencies in between, and the business teams accountable for results — usually in the same room, rarely speaking the same language. That’s just where this comes from.
Four disciplines. One system.
I think about commerce, content, data, and AI less as four departments and more as four views of the same system.
- Commerce
- Every transaction is also a trust signal. How you sell shapes how you’re discovered.
- Content
- Content isn’t just what you publish anymore — it’s what AI reads, summarizes, and represents on your behalf.
- Data
- AI is only as coherent as the data it draws from. Fragmented data produces fragmented experiences, just faster.
- AI
- AI isn’t a layer you bolt on. It’s a mirror — it reflects, and amplifies, however connected (or disconnected) everything else already is.
Looked at separately, these are four initiatives. Looked at together, they’re really one conversation about how your organization shows up — and seeing them that way is, I’d argue, the creative part.
In Practice
Where these ideas get tested
None of this is theoretical for me — it comes out of ongoing work across the Adobe ecosystem and enterprise commerce programs across Latin America: workshops, product conversations, time on stage, and a lot of regular conversations along the way.
- — Adobe Commerce Champion
- —Member, Adobe’s AI-focused Champion initiative
- — Speaker, Adobe Summit
- — Contributor, Adobe Experience League
- — Ongoing collaboration with Adobe product and partner teams
- — Agentic Marketing Garage, Adobe HQ(upcoming)
- — Webinar on AI, GEO, and digital discovery(upcoming)
Recent Writing
Perspectives
Essays, talks, and shorter notes on commerce, content, data, and AI — posted as the thinking develops, not on any kind of schedule.
Why Creative Commerce
The story behind the name, and why I think commerce is becoming a creative discipline. Probably start here.
Read the essayNotes from the Agentic Marketing Garage
Coming soon
Title TBD
Coming soon
About
I’m Guillermo “Memo” Raya — most people just call me Memo. I’m an independent commerce strategist based in Mexico City, and I’ve spent the last decade or so working across commerce, content, data, and customer experience for some of the largest organizations in Latin America. These days, as an Adobe Commerce Champion, I spend a lot of my time in conversations about where all of this is heading next.
More about my background