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In this interview series, I talk to ecommerce experts, industry professionals, and thought leaders with in-depth knowledge and experience in ecommerce trends. As a part of this series, I had the pleasure of interviewing Iu Ayala.

IU Ayala

Iu Ayala is the founder and CEO of Gradient Insight, a leading data-driven consultancy that empowers clients to make informed decisions and achieve growth through the application of artificial intelligence. With a strong background in data science and consulting, Ayala leads a team of skilled professionals who collaborate with clients from diverse industries, including ecommerce, to develop tailored solutions that address their specific needs and drive their success.

Can you tell us a bit about your backstory? What led you to this specific career path?

I was born and raised in Girona, Spain, in a family where both of my parents worked as teachers who instilled in me a love for learning and a drive for excellence. Growing up, I was always drawn to mathematics and had a natural aptitude for it. However, I struggled more with languages and writing.

My passion for engineering developed at a young age, and I knew it was the path I wanted to pursue. This led me to enroll in a degree program in Industrial Engineering, where I excelled in my studies and managed to complete all of my subjects without any failures. During this time, I honed my problem-solving skills and developed a strong foundation in engineering principles.

I always knew that I wanted to create something that would make a positive impact on the world. When I was pursuing my Master's degree at Heriot-Watt University in Edinburgh, I was captivated by the potential of AI to solve complex business problems and transform industries. But as I delved deeper, I realized that many companies struggled to adopt AI because of the complexity and lack of understanding.

Determined to make AI accessible to businesses of all sizes, I founded Gradient Insight, which provides AI and data science consulting services to clients across various industries.

Can you share the most exciting story that has happened to you since you began at your company?

One of the most exciting stories since I began at my data science and AI consultancy company revolves around a remarkable project we undertook in the ecommerce industry, specifically related to visual search.

We were approached by a prominent online fashion retailer that wanted to enhance its customers' shopping experience by implementing a cutting-edge visual search feature. The objective was to allow users to upload images of desired clothing items and find similar products in the retailer's inventory.

Our team embarked on an ambitious journey to develop and deploy a highly accurate visual search algorithm. We trained the model using advanced deep-learning techniques on an extensive dataset of fashion images, meticulously labeling and categorizing each item. 

After months of intense research, development, and iterative improvements, we successfully implemented the visual search feature on the retailer's website. The impact was truly remarkable. Users could now simply upload a picture of a dress, a pair of shoes, or any other fashion item they desired, and our algorithm would instantly analyze the image and display visually similar products from the retailer's collection.

The response from customers was overwhelming. Not only did they appreciate the convenience and speed of finding products visually, but the visual search feature also increased user engagement and time spent on the website and ultimately boosted sales. It was a win-win situation for both the retailer and its customers.

The success of this project not only strengthened our position as a leading data science and AI consultancy but also reinforced our commitment to pushing the boundaries of technology to deliver practical and impactful solutions for our clients.

What are some of the most interesting or exciting projects you are working on now? How do you think that might help people? 

One of the most exciting projects we are currently working on is a new product called AI LogoBrainstorm. It is a game-changing tool that utilizes artificial intelligence to generate unique logo concepts customized to each brand. This tool revolutionizes the logo design process by leveraging AI algorithms to create visually appealing and unique logos that align with the brand's identity.

By automating the logo design process, we provide businesses with a time-efficient and cost-effective solution, enabling them to establish a strong brand presence and effectively communicate their identity to their target audience.

You’re a successful business leader. What are three traits about yourself that you feel helped fuel your success? Can you share a story or example for each?

  1. Adaptability: Adaptability is crucial in today's rapidly evolving business landscape. One instance where my adaptability played a key role was during a project where the client unexpectedly changed their requirements midway through. Instead of resisting the change, I quickly adapted our team's strategy and restructured our approach. This flexibility not only salvaged the project but also demonstrated my ability to respond to unexpected challenges effectively.
  2. Curiosity: I have always possessed a strong sense of curiosity, which has driven me to seek new knowledge and explore innovative ideas constantly. For instance, when I first ventured into the field of AI, I spent countless hours researching and experimenting with different algorithms and techniques. This curiosity led me to discover a novel approach that significantly improved our predictive models, resulting in higher accuracy and client satisfaction.
  3. Empathy: Building strong relationships with clients and team members has always been a priority for me. By cultivating empathy, I have understood the needs and perspectives of others better. On one occasion, a client expressed concerns about the technical aspects of a project, fearing its complexity might hinder their team's ability to implement the solution. By empathizing with their challenges, I proactively provided additional support, including tailored training sessions and ongoing assistance, which not only addressed their concerns but also fostered a long-term partnership.

What was the original vision for your ecommerce business? What pain point(s) were you trying to solve for your customers?

Our business offers comprehensive solutions to address the needs of retailers in the ecommerce market. Through our services, we provide the necessary tools and expertise to improve catalog management, enhance the online shopping experience, and boost ecommerce sales.

Our goal is to empower retailers with cutting-edge technologies and data-driven approaches, empowering them to remain competitive, elevate customer satisfaction, and achieve robust business growth in today's digital landscape.

How do you see the ecommerce industry evolving in the coming years? 

The ecommerce industry will continue to innovate and adapt to meet the changing needs and preferences of customers, leveraging advanced technologies to provide personalized, convenient, and sustainable shopping experiences.

How do you balance the need for innovation and experimentation with maintaining a stable, reliable ecommerce infrastructure?

Balancing the need for innovation and experimentation with maintaining a stable, reliable ecommerce infrastructure is crucial. To achieve this, I follow a structured approach.

First, I designate specific resources and time for innovation and experimentation, ensuring that it does not disrupt the stability of the infrastructure.

Next, I establish clear guidelines and protocols for testing new technologies or ideas within controlled environments before implementing them in the production environment. This minimizes potential risks and allows for a thorough evaluation.

Additionally, I emphasize the importance of regular monitoring and maintenance of the ecommerce infrastructure to ensure its stability. This includes continuous performance testing, security audits, and proactive identification of potential issues.

By fostering a culture of collaboration and open communication, I encourage the team to share innovative ideas while emphasizing the importance of maintaining a reliable infrastructure.

What five emerging trends do you believe will have the biggest impact on the future of online shopping?

1. Personalization: Personalization refers to tailoring the online shopping experience to individual customers by analyzing their preferences, behavior, and purchase history. AI-powered algorithms can analyze vast amounts of customer data to provide personalized product recommendations, customized marketing messages, and targeted offers. This trend enhances customer satisfaction, increases engagement, and drives sales by delivering relevant and timely content.

2. Automatic tagging: Automatic tagging involves using AI algorithms to analyze and categorize products based on their attributes, features, and characteristics. By automatically tagging products, online retailers can streamline their inventory management processes, improve search functionality, and enhance product discoverability. This trend saves time and effort for both retailers and customers by accurately classifying products and improving the overall shopping experience.

3. Visual search: Visual search allows users to search for products using images instead of text queries. AI-powered algorithms can analyze images, recognize objects, and match them with similar products in the retailer's inventory. This trend enables customers to find the products they desire by simply uploading or taking a picture, making the search process more intuitive and efficient. Visual search enhances the convenience of online shopping and can lead to higher conversion rates

4. Augmented reality (AR): AR technology overlays digital content, such as 3D models or virtual try-ons, onto the real world. In online shopping, AR enables customers to visualize and interact with products before making a purchase. For example, customers can virtually try clothing or place furniture in their living rooms to see how it fits. This trend enhances the online shopping experience, reduces the risk of returns, and increases customer confidence in their purchase decisions.

5. Voice commerce: Voice commerce involves using voice-enabled devices, such as smart speakers or virtual assistants, to facilitate online shopping. AI-powered voice recognition technology allows customers to search for products, place orders, and make payments using voice commands. This trend simplifies the purchasing process, particularly in situations where customers have limited access to screens or prefer hands-free interactions. Voice commerce is expected to grow as more people embrace voice assistants and smart home devices.

Is there a past trend that’s now common practice in ecommerce that you would have spent 50% more time focusing on? Which one and why?

One past trend that has become a common practice in ecommerce and deserves additional attention is the use of chatbots and virtual assistants. 

Chatbots are AI-powered conversational agents that can interact with customers in real-time, providing assistance, answering queries, and guiding them through online shopping. These virtual assistants have evolved from basic rule-based systems to sophisticated AI algorithms capable of understanding natural language and engaging in more meaningful conversations. 

Chatbots deserve additional focus because they enhance customer service and support, leading to improved customer satisfaction and increased conversions. They offer several benefits to ecommerce businesses—24/7 availability, instantaneous response, and scalability—and they are a cost-effective solution, and they can collect valuable data insights. By continuously improving the capabilities of chatbots, businesses can deliver better customer experiences, drive conversions, and build long-term customer loyalty.

Looking ahead, what are the biggest opportunities and challenges facing the ecommerce industry, and how do you plan to address them in the coming years?

One of the biggest opportunities in the ecommerce industry is the continuous growth of the global market. With increasing internet penetration, expanding mobile connectivity, and rising consumer confidence in online shopping, there is a vast untapped market waiting to be explored. This presents an opportunity for businesses to expand their customer base, enter new geographical markets, and drive revenue growth.

However, with the opportunities come challenges, and one of the most prominent challenges facing the ecommerce industry is fierce competition. The online retail space is becoming increasingly crowded, with established players and new entrants vying for customer attention and market share. 

To address this challenge, businesses must differentiate themselves through innovative strategies and superior customer experiences. This can be achieved by leveraging AI-powered personalization techniques, predictive analytics for demand forecasting, and advanced recommendation systems to deliver tailored product offerings.

Additionally, businesses should focus on building strong brand identities, cultivating customer loyalty, and fostering trust through transparent and secure transactions.

If you could start a movement that would bring the most good to the most people, what would that be?

If I could start a movement that would bring the most amount of good to the most amount of people, it would be focused on promoting digital literacy and access to technology. This movement would aim to bridge the digital divide by providing education and resources to underserved communities, enabling them to leverage the power of technology for personal and economic development.

By empowering individuals with digital skills and access to technology, we can foster greater opportunities, equality, and societal progress on a global scale.

How can our readers further follow your work online?

Our consultancy company, Gradient Insight, has a dedicated website and LinkedIn page where we showcase our expertise, services, case studies, and thought leadership articles. 

In addition, readers can also connect with me directly on LinkedIn. For those who prefer video content, I maintain a YouTube channel dedicated to providing educational and informative videos about AI, data science, and their applications in various domains.


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By Francois Marchand

Francois Marchand is The Ecomm Manager's content strategist and editor. He is passionate about helping and educating business leaders, ecommerce professionals, and digital marketers grow their skill sets to stay ahead of the competition. Francois holds a BA Specialization in Communication Studies & Journalism from Concordia University (Montreal, QC) and 20+ years of experience in ecommerce, marketing, traditional and digital media, and public relations, including The Vancouver Sun, National Post, CBC/Radio-Canada, Unbounce, and Vancouver Film School. He also hosts The Ecomm Manager Podcast, discussing ecommerce best practices, customer experience, branding, inventory management, shipping and delivery, and analytics with expert guests.