Applied AI systems
Strategy, systems, and AI that move the P&L.
I take the complexity of big-tech product work and explain it in plain English, so operators can use automation and AI to drive real results. I work at Shopify, and previously built advertising and commerce systems at Amazon.
Views are my own, not Shopify’s or Amazon’s.
A short Applied AI Systems guide, then a Thursday email.
Credentials Product and applied AI at Shopify, formerly Amazon, with earlier work alongside large platform teams. A short featured-with line can sit here once Seng confirms the names — no metrics, no badge wall.
Insights
Latest writing
Practical notes on product, paid search, and applied AI — not feature theater.
Building Scalable Experimentation Frameworks for Paid Search
Automated testing systems can transform how you measure and optimize paid search performance by enabling rapid iteration and hypothesis validation.
Read →Building Acquisition Pipelines Through Customer Value Mapping
Understanding customer value across touchpoints and lifecycle stages is essential for aligning acquisition goals with long-term business outcomes.
Read →Why Your Competitors Are Adopting UCP (and Whether You Should Too)
If you haven’t read Part 1, here’s what you need to know: Google’s Universal Commerce Protocol (UCP) enables AI agents to complete purchases on behalf...
Read →Who this is for
Builders who want leverage, not busywork.
The same point of view, written for three jobs.
Executives
Product decisions tied to growth, efficiency, and bets that compound.
Senior PMs
Clearer strategy, sharper metrics, and execution systems that scale.
Operators & builders
Frameworks for thinking, communicating impact, and using AI with judgment.
Library & classes
Tools, and a place for classes.
The shop is for digital guides. This slot can also hold an events or AI class listing when there is one to announce.
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Applied AI Systems: Start Here
The setup guide for the series — tools, first workflows, and how to follow along.
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AI class waitlist
A reserved slot for the class — for example an Eventbrite AI class — once there is a date to announce. Until then, this is the waitlist.
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Join for the Applied AI Systems guide, a short series, and a Thursday email on what’s top of mind.