In this episode, Max Sinclair dives into the rapidly evolving world of AI-driven commerce. The discussion kicks off with a deep dive into GEO, or Generative Engine Optimization, a fresh paradigm that parallels SEO but targets visibility within AI platforms like Amazon’s Rufus, ChatGPT, and Google’s Gemini. Max shares how AI tools are fundamentally reshaping customer discovery, revealing just how pervasive AI has become in the modern shopping experience—especially on platforms like Amazon, where Rufus now influences up to 14% of all searches.

Max unpacks the technological leap from traditional algorithms to large language models, detailing how tools like COSMO and Rufus are trained to understand not just keywords, but context, audience, and purpose. He outlines actionable strategies for sellers to optimize their listings both visually and textually—incorporating seasonality, event-based relevance, and customer use cases—to thrive in AI-powered search environments. Listeners also get a glimpse into how tools like Ecomtent help brands stay ahead with continuous listing optimization and trend tracking across generative platforms.

Looking ahead, Max shares his predictions for the AI-driven future of e-commerce: more voice-based, personalized shopping journeys and lower barriers for entrepreneurs to launch their own ventures with AI-powered efficiency. While excited about the opportunities, he also raises critical concerns about global job displacement and digital inequality. This episode is a must-listen for sellers eager to stay competitive in the age of AI.

This podcast is brought to you by ⁠⁠Azoma⁠⁠, ⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

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⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠

In this special edition of The New Frontier, hosts Max and Jo dive into the breakthrough developments in ChatGPT-4o’s image generation capabilities, joined by Sim, who operates an eight-figure business across 11 private-label Amazon brands. The conversation unpacks how OpenAI’s new image model has evolved from the cartoonish limitations of DALL·E 3 into photorealistic rendering that rivals — and often exceeds — traditional tools like MidJourney. Sim and Jo discuss the implications of this for eCommerce, from generating A+ content to ad creatives, and discuss whether AI imagery is finally good enough for high-end brand builders.

Sim offers a behind-the-scenes look at how his business is integrating AI into its creative process. While main images still require human polish, secondary images and A+ content are now largely AI-generated — eliminating the need for stock photography and streamlining the workflow. Sim emphasizes the importance of human-AI collaboration, where designers use AI-generated mockups as a starting point, then enhance them for marketplace readiness. He also breaks down the operational flow from creative briefs to execution, and how this hybrid approach is accelerating their output across the board.The episode also spotlights an exciting emerging tool: Genspark. Sim and Max dive into how Genspark’s super-agent capabilities outpace alternatives like Manus and even Deep Research, delivering high-quality results in a fraction of the time. With a single prompt, Sim was able to generate a fully designed, visually polished seasonal calendar for pest control — complete with month-by-month breakdowns and localized data (see here). From analyzing Amazon SERPs to estimating product formulations and revenue, Genspark is proving to be a powerhouse for data-driven decisions. Sim praises its speed, depth, and cost-effectiveness — describing it as a mind-blowing advancement that’s reshaping how top-tier sellers approach research and strategy.

This podcast is brought to you by ⁠Azoma⁠, ⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

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⁠⁠⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠

In this episode of The New Frontier, Max and Jo reunite after a busy conference season, to welcome Shannon Curley, a seasoned marketing leader with deep expertise in brand storytelling, content strategy, and audience engagement—most recently the Director of Marketing at Carbon6, which was acquired for $210 million.

The conversation dives deep into the future of building effective teams in an AI-powered workforce. Shannon challenges the idea that teams must justify human roles by first proving AI can't do the job, instead flipping the script to focus on how humans can add more value. She emphasizes AI as a collaborative tool—an "intern" of sorts—not a replacement. Drawing from her leadership experience, she shares how to encourage AI adoption, train creative teams, and maintain morale, especially in the face of automation anxiety. They explore the balance between efficiency and creativity, how AI agents can support (but not supplant) team culture, and the importance of retaining human oversight and strategic thinking.

Shannon also addresses the broader implications of AI on workforce dynamics, particularly its potential impact on junior roles and hiring practices. She advocates for skill-based recruitment over traditional role-based models and underscores the need for hiring managers to rethink what qualifies as relevant experience in an AI-enhanced workplace. From upskilling strategies and agent integration to preserving creativity in content work, Shannon offers a clear-eyed yet optimistic vision for how organizations can thoughtfully and responsibly build the teams of tomorrow.

This podcast is brought to you by ⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

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⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠

In this episode of The New Frontier, Jo takes a deep dive with veteran Amazon Seller Ben Webber, who has built and scaled an incredible nine brands to eight figures. The conversation centers around Ben's recent presentation on "deserved ranking" — a concept focused on how products naturally position within Amazon’s search results based on value, not just aggressive advertising. Ben breaks down how understanding buyer intent and nuanced positioning within sub-niches can unlock major profit potential, offering real-world examples like rebranding compostable bowls for feeding stray cats.

Ben also shares his evolution from arbitrage hustler to building a systematized, scalable business, including the importance of working closely with manufacturers and hiring full-time VAs to build a loyal and process-driven remote team. He highlights how the ability to delegate, standardize, and focus on "good enough" execution was key to scaling multiple brands successfully. From building strong supplier relationships to encouraging innovation within his team, Ben offers a wealth of operational wisdom for sellers aiming to grow beyond the solopreneur stage.

The conversation wraps with a forward-looking take on AI’s expanding role in e-commerce. Ben shares how he’s using custom GPTs, AI schedulers, and semantic SEO tools to automate and scale smarter — while also exploring underutilized strategies like buying underperforming patents. With insights into Amazon’s future under Rufus and a potential case study brand launch on the horizon, this episode is a must-listen for any Amazon seller serious about strategic growth and adaptation in a fast-changing marketplace.

This podcast is brought to you by ⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

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⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠

In this episode of The New Frontier, Max welcomes Andrea Leigh, an e-commerce expert with over 20 years of experience, including a decade as a senior executive at Amazon. Andrea dives deep into the key factors that determine success for brands on Amazon, emphasizing agility, curiosity, and data-driven decision-making. She explains how Amazon's self-service, algorithm-driven marketplace requires brands to be nimble, analytical, and focused on foundational elements like inventory management and profitability before exploring advanced strategies like AI-driven content optimization.

The conversation shifts to the rapidly evolving landscape of AI in retail and how brands must adapt to the rise of AI-powered search and personalization. Andrea discusses the increasing role of tools like Amazon’s Rufus and external AI-driven shopping assistants, which are reshaping the way consumers discover and purchase products. She highlights the importance of optimizing for AI by leveraging strong product content, robust direct-to-consumer websites, and an evolving approach to retail media strategies. The discussion also touches on Amazon's challenge of balancing its lucrative ad business with the inevitable shift toward AI-driven shopping experiences.

Andrea then shares fascinating stories from her early days at Amazon, painting a picture of its scrappy, high-growth culture in the mid-2000s. From working on the first automated price-matching system to launching Amazon’s grocery category and navigating private-label missteps, she provides a behind-the-scenes look at how the company scaled into a retail giant. Wrapping up, she reflects on Amazon’s winning formula—an unwavering commitment to experimentation and a culture that embraces failure as a learning opportunity. Whether you're a brand looking to stay ahead in e-commerce or just a fan of Amazon’s growth story, this episode is packed with insights and insider stories.

This podcast is brought to you by ⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

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⁠⁠⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠

In this episode, Max takes a turn in the hot seat to discuss the rapidly evolving landscape of Generative Engine Optimization (GEO) and its impact on search and shopping behaviors. With 60% of U.S. adults using AI chatbots in the past 30 days and ChatGPT receiving a billion messages daily, brands need to rethink their digital strategies. Max highlights how search queries are becoming longer and more intent-driven, shifting how consumers find products and information. He emphasizes that optimizing for AI-driven search engines like ChatGPT, Perplexity, and Amazon's Rufus is not just an extension of SEO but a new marketing channel that requires a strategic, high-level approach.

As AI-powered search engines gain traction, brands must adapt their content strategies to match the way these models process and present information. Max explains that traditional keyword stuffing is no longer effective, and instead, context, visuals, and relevance to consumer intent are now key ranking factors. He shares insights from Amazon's science papers, which detail the importance of event relevance, target audience, and product context in product listings. He also highlights strategies for improving visibility on ChatGPT, such as leveraging authoritative sources and creating custom GPTs to enhance brand presence.

Max stresses that GEO presents a major opportunity for early adopters, much like SEO did in the early 2000s. Companies that invest in AI-driven optimization now can gain a competitive edge as these technologies become mainstream. He encourages senior leadership to recognize GEO as a fundamental shift in digital marketing and to allocate resources accordingly. Wrapping up, he shares valuable resources, including his blog on GEO trends and insights, to help brands stay ahead in this fast-moving landscape.

This podcast is brought to you by Azoma, ⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

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⁠⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠

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In this episode, Jo and Max welcome Brian R. Johnson, a veteran e-commerce strategist with over 17 years of experience and more than $3.5 billion in Amazon brand sales.

Brian dives deep into the intricacies of Amazon’s A9 algorithm, breaking down its core ranking factors into three categories: content, velocity, and conversion. He shares insights from analyzing millions of data points, revealing how product titles, unit velocity, and conversion rates play crucial roles in organic ranking. The discussion also touches on surprising ranking factors, such as the small business badge and multi-channel sales influence.

The conversation shifts to Amazon’s evolving search landscape, particularly with the introduction of AI-powered tools like COSMO and Rufus. Brian explains how COSMO's image-to-text capabilities may impact how Amazon perceives product images and rankings, while Rufus introduces a more conversational and personalized search experience. They also explore the impact of dynamic titles and AI-generated shopping pages, discussing the implications for organic rankings and the challenges these changes pose for sellers trying to optimize their listings.

To wrap up, Brian provides actionable advice on new product launches, emphasizing the importance of identifying weak points in competitors’ listings to gain a strategic advantage.

This podcast is brought to you by ⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

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⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠

In this episode of New Frontier, Jo welcomes Alexander Swade, a seasoned Amazon advertising expert with senior leadership experience at Thrasio, SellerX, and My Real Profit. Alexander shares his journey from Google Ads to leading large-scale advertising operations at Thrasio, one of the biggest Amazon aggregators. He discusses how he built high-performing teams, developed strategic automation tools, and optimized advertising for over 80 brands across multiple global markets. His approach focused on analytics, large-scale data processing, and automation to streamline advertising efficiency at scale.

The conversation dives into the challenges of managing such a vast portfolio, the complexities of Amazon advertising, and the impact of external traffic sources like influencers and TikTok on brand growth. Alexander explains the need for customized approaches rather than a one-size-fits-all aggregation model, shedding light on the evolving landscape of Amazon aggregators. He also shares insights into working with Amazon directly, gaining access to exclusive data, and the role of AI in automating creatives, bids, and campaign management.

Looking ahead, Alexander provides his take on the future of Amazon aggregators, predicting further consolidation, shifts toward niche-focused acquisitions, and challenges in maintaining profitability. He discusses why the original aggregation model—buying diverse brands and standardizing operations—has struggled and how a more tailored approach may be necessary for long-term success. With rising costs, increased competition, and evolving Amazon policies, he explores what’s next for aggregators and large-scale Amazon sellers in the coming years.

This podcast is brought to you by ⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

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