Standing out in the age of “slop commerce”

AI has become a central part of modern commerce. Automated copywriting, image generation, product-matching and conversational search are now everyday tools, promising greater efficiency and lower operational costs. Yet the side-effect is increasingly visible: e-commerce experiences that feel formulaic, interchangeable, and strangely empty.

This emerging phenomenon — slop commerce — occurs when efficiency overtakes empathy and brands forget why they exist in the first place. The result is a flood of content and interfaces that can function well, but lack distinction, narrative depth or basic humanity.

But AI is not the enemy. When applied deliberately, it can enhance discovery, accessibility and guidance in ways that genuinely help customers. The challenge is ensuring that clarity, trust and brand identity remain intact in a landscape where both humans and AI agents are doing the shopping.

When agents shape the funnel

The classic journey of awareness, choice, conversion and loyalty still applies, but the interpreters of that journey are changing. AI-powered shopping agents — embedded into Google’s evolving Search experience, marketplaces like Amazon, and third-party comparison tools — increasingly pre-filter information for consumers.

These agents are not persuaded by emotional cues or clever slogans. They reward clarity, structured data, verifiable claims and unambiguous context. In practice, that means the same things humans value, but with none of the leniency we typically grant creative messaging.

In this environment, differentiation becomes essential. Not only in your visual identity, but in your product data, your editorial voice and how you articulate what sets you apart as a brand.

High-quality visuals still improve conversion

Visual communication remains one of the strongest influences on purchasing behaviour. Research from the University of Minnesota has shown that around 90% of the information processed by the human brain is visual! Images also shape how machine-learning systems evaluate quality and relevance, influencing how shopping agents rank and compare products.

Compelling visuals — especially those grounded in real materials, real people and real usage — help customers understand what makes your products distinct. Unique imagery, proprietary shoots and user-generated material are all ways to create assets competitors cannot copy. Consistency in tone and style across every touchpoint reinforces credibility, not only to customers but to the algorithms that increasingly decide what they see.

Personalisation that helps, not harasses

Modern personalisation is shifting away from broad demographic segmentation and towards contextually relevant guidance. Customers expect content that reflects their actual needs, whether that means a guided configurator for a technical product, deeper material or manufacturing information, or help comparing features in complex categories.

AI can support this by interpreting ambiguous questions, offering ingredient-level or material-level filtering, or predicting which attributes matter most in a given situation — for example “wind-resistant for coastal conditions”.

The result is not personalised noise, but personalised usefulness.

Trust: a decisive factor in modern e-commerce

Trust is now one of the strongest drivers of both conversion and loyalty. Edelman’s 2024 Trust Barometer reports that 59% of consumers are more likely to purchase from brands they trust, and 67% are more likely to stay loyal to them. Customers do not trust claims; they trust verification.

That is why transparent information about manufacturing, materials, provenance and environmental impact is increasingly important. Clear disclosures about supply chains, standards, certifications and compliance help customers understand exactly what they are buying. Environmental metrics such as CO₂ footprint, supported by methodologies like the EU’s Product Environmental Footprint allow meaningful comparisons across products and categories.

Equally important is demonstrating how products are tested and validated. Brands such as Patagonia, which openly attribute product decisions to named designers and field testers, offer customers insight into how items perform in real-world conditions. This kind of transparency builds the trust that both humans and algorithms recognise as authoritative.

Social proof that feels authentic

Social proof has evolved beyond star ratings. Customers now look for detailed, specific and relatable accounts of product experiences. Reviews supported by real names, profile images, purchase verification and contextual information offer far more value than generic feedback.

Professional tests and third-party evaluations also carry significant weight. Motoring organisations, consumer agencies and credible review sites remain powerful validators because their methodology is transparent and repeatable.

The strength of a brand’s community plays a central role here. McKinsey’s research shows that companies with committed user communities see customer lifetime value increase by 15–20% compared with brands relying solely on traditional marketing approach. Forrester’s 2024 Consumer Energy Index also notes that 62% of Gen Z prefer brands that align with their values and actively involve them in the conversation.

Community, in other words, is not a trend. It is a structural advantage.

Four principles for remaining distinct

Fluency, honesty and identity are becoming the cornerstones of modern commerce.

Be real.
Avoid synthetic content where authenticity matters. Use real materials, real scenarios and real people as the sources of your visual storytelling.

Be clear.
Explain what you do, how your products are made and why your decisions matter. Clarity always outperforms cleverness.

Be consistent.
Your tone, design and user experience should reinforce the same values across every channel. Fragmentation erodes trust.

Be bold.
Dare to express a point of view. In a marketplace dominated by automated sameness, a distinctive stance is memorable.

Using AI without creating “slop”

AI can add genuine value to the customer experience when used thoughtfully. It can improve accessibility through automated alt-text (when human-reviewed), dynamic font adjustments, assistive navigation and contextual tooltips. It can simplify onboarding for complex categories by asking clarifying questions, helping users diagnose needs, or offering data-backed sizing recommendations. And it can accelerate search and discovery through natural-language queries, vague-intent interpretations and precise product comparisons.

The key is to use AI to enhance the experience — never to replace authenticity or dilute what makes your brand unique.

E-commerce is entering a new phase in which AI agents shape discovery and customers expect unprecedented clarity. Standing out requires more than efficiency. It requires a commitment to transparency, a distinctive visual identity, a coherent narrative and a deliberate use of technology.

/David Aler, strategist

 Want to know how to avoid the AI-slop in your own e-commerce business? Contact us today, and we’ll help you develop a strategy to build creative customer communication.