Sue Azari
eCommerce Industry Lead,
AppsFlyer
AI hasn't changed what I do - it's changed how much of it I can do well. I still manually read and curate everything. Every report, every trend, every piece of content that crosses my feed. AI helps me go broader, but the decision about what's actually interesting, relevant, and worth sharing with my audience is still entirely mine. Where AI earns its place in my workflow is in the execution. Proofreading, refining, and repurposing content across formats without losing the thread - what used to take hours now takes minutes, and that time goes straight back into the thinking. AI can tighten a sentence and suggest angles, but it can't replicate lived experience, industry intuition, or a point of view built over years of working with eCommerce brands on real growth challenges. The content I produce isn't AI-generated. It's AI-assisted, human-led, and always shaped by a genuine perspective.
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