I listened this podcast about ai for ecommerce customer experience and curious what others think

I was listening to this ecommerce masterplan podcast episode https://ecommercemasterplan.com/success-ecommerce-2026-podcast/ with a panel talking about what's actually gonna move the needle in 2026 and the whole ai discussion was interesting. The part that stood out was one panelist saying brands should start with customer experience and support as a low-risk entry point for learning ai capabilities, makes sense since that's less scary than like overhauling your entire operations or whatever. What's interesting is they also warned against outsourcing your brand identity to platforms or ai recommendations, like you still need to own the customer relationships not just let algorithms decide everything... which seems like there's this balance between using ai tools and not becoming dependent on them to the point where you lose what makes your brand distinct idk