For a long time, e-commerce personalization meant building different experiences for different audiences.
A returning customer sees one hero, while a high-intent cohort sees another offer, and a loyalty segment gets a different landing page. That work matters, but it is still only an approximation. The shopper is mapped to a group, and the experience is only as personal as that group is specific.
Personalization can move much closer to the moment of intent today. A customer can descri\
This is a more useful framing for commerce teams rather than the usual question of whether chat will replace the website. Websites still matter.
The real question is whether the storefront can understand intent as well as it understands filters.
That was the core thread in the first episode of Sanity's Structured Series webinar, where I joined Dan Laugharn, Senior Solutions Architect at Vercel, to talk about personalization, AI, and what has actually changed for e-commerce teams.