Most companies start with small pilots: a marketer runs prompts to draft ads or a product manager launches a chatbot. These projects are great to test the waters, but often the momentum for real adoption dies when it hits the data mess, unclear processes, and poor system integration. We see the AI bubble of failed promises is starting to build up. The technology will be blamed, but the challenge is in the processes and the people. Acceleration can be fast, but transformation needs to be foundational. The companies that see AI beyond marketing do things differently. They focus on integrations, unifying data, and tell teams their jobs will change. That level of change is not something you can push to juniors with prompts. It’s the kind of call only an executive or founder can make. Teams notice when leadership treats AI as a structural and systematic change. The operating system that defines how your company works needs to change. Across processes, technology, and people. That’s when adoption stops looking like experiments and starts feeling like progress.
The launch of Concorde Network
Big news: together with our partner Tim Riensema, we’ve launched Concorde Network — a dedicated headhunting partner for e-com leaders. Built out of Conway’s work with consumer brands, Concorde expands our ability to connect companies with top digital talent across Europe.
For many Dutch brands, AI is no longer just a marketing toy
The mid-year Conway Brand Radar showed a clear shift: some brands now use AI beyond copy or images, embedding it in fulfilment, inventory, service, and analytics: areas that drive speed, margin, and scale.
Explore the examples of AI adoption among Dutch brands
Offers real-time, behavior-driven pop-up messages and content overlays that surface tailored offers or suggestions based on shopper activity. It can auto-generate headlines and product descriptions optimized for conversion.
Injects into your Shopify store as an embedded tool that delivers personalized upsell suggestions through real-time chat dialogue. It proactively offers product upgrades or add-ons, following visitor behaviors—no static blocks or banners.
Automatically tracks your competitors' prices and stock availability, compiling all that data into a central dashboard. It supports dynamic pricing adjustments in bulk, helping you stay competitive and profitable.
Continue exploring
Dive into our independent exploration tool to gain a clear view of your digital commerce tech infrastructure.
Each month, we break down brands that crushed it—whether through massive revenue jumps, bold funding rounds, or innovative product launches. The goal is not just to celebrate wins but to uncover what they signal for the industry.
The UK-based refillable deodorant brand, grew revenues 77% in 2023 to £46.9 million and posted its first pre-tax profit. In April 2025, its founders sold the company to Unilever in a deal worth nearly £100 million, marking one of the most successful exits for a digitally native, sustainability-driven consumer brand.
Traffic in July 2025: 1.9M YoY traffic growth: +99%
This emerging Swedish fashion brand saw a 156% increase in sales in Q2 2025, reflecting rapid demand growth. Since its launch in 2024, Leoní has exclusively sold via its own e‑commerce platform. Now, as the brand is backed by VC it started targeting growth in wholesale and physical retail internationally.
Traffic in July 2025: 2.1K YoY traffic growth: n/a