Omni Talk Retail is live from eTail West 2026 with coverage powered by NetElixir.
In this interview, Anne Mezzenga speaks with Udayan Bose, Founder and CEO of NetElixir, about how AI is shifting from theory to measurable business impact in performance marketing.
A 19 year eTail veteran, Udayan shares how the conversation around AI has evolved from buzzword to accountability, with retailers now demanding tangible, quantifiable outcomes.
The discussion breaks AI in marketing into two clear categories:
Efficiency AI, including generative AI tools that reduce manual campaign management time
Performance AI, powered by machine learning and predictive analytics to unlock new revenue opportunities
Udayan shares real world results, including how NetElixir’s experimentation platform helped reactivate over 1,100 dormant SKUs for CarParts.com in just four months, generating significant incremental revenue and new customer acquisition.
The conversation also explores:
• How to approach AI experimentation without unnecessary risk
• Why first party data is critical in a performance AI strategy
• How to work alongside Google and Meta’s automation without losing control
• What retailers should avoid when investing in new AI tools
For retailers looking to move beyond AI hype and into measurable growth, this is a practical roadmap.
#eTailWest #AIinRetail #PerformanceMarketing #DigitalMarketing #RetailInnovation #Ecommerce #MachineLearning
