In this practical keynote, Toju Duke explores what responsible AI really looks like for eCommerce businesses and, just as importantly, what not to do. Drawing on her experience leading Responsible AI programmes at Google, and her work across advertising, retail and large-scale AI systems, Toju will show why governance cannot live in a policy document alone. It has to be built into product design, data use, customer experience, oversight and accountability.

Cutting through the hype, this session tackles the questions retail and brand teams are grappling with right now: where should AI never be left unchecked? When does personalisation cross the line from helpful to intrusive? Where are brands exposing themselves through weak data practices, poor oversight, untested generative AI and decisions customers do not understand? And how can businesses move fast with AI without putting trust, compliance or commercial performance at risk?

 

What the audience will learn

- The biggest AI mistakes eCommerce and retail brands should avoid

- Where governance, safety and human oversight matter most in customer-facing AI

- How to tell the difference between useful personalisation and high-risk, trust-eroding automation

- Why transparency, explainability and accountability are becoming commercial advantages, not just compliance issues

- A practical framework for using AI in ways that are effective, trusted and commercially sustainable