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The Hard Thing

AI, commerce, products. When the playbook runs out, make the call.

Field notes and honest opinions from building software products, challenging technology hype, and learning what survives contact with the real world.

Written byWojciech Gruszczyk
Read the latest articleSpeaking and appearances
Applied AIAgentic commerceProduct managementStartups

Nobody has an edge in AI - except big tech

· 10 min read
Wojciech Gruszczyk
Wojciech Gruszczyk
Chief Blog Officer

Most AI agents use the same models and patterns, making them easy to copy. The defensible advantage lies in proprietary data and the knowledge of how your business actually works.

K5 Future Retail Conference Berlin 2026 | Image based on K5 Mediathek recording material.

At K5, I kept seeing the same promise in different packaging: an AI agent that searches, advises, decides, or buys. Many of the demos were impressive. Yet once I looked under the hood, one uncomfortable question kept coming back: if the intelligence is rented through an API and the solution can be copied, where is the competitive advantage? In my opinion, it is not in the agent. It is in proprietary data and the knowledge of how your business actually works.

Line management for newbies - practitioner's perspective

· 12 min read
Wojciech Gruszczyk
Wojciech Gruszczyk
Chief Blog Officer

Managing people is a tough task. Especially for those who are new to it, consider themselves introverts or are engineers who were promoted to a managerial position. In this post, I'm sharing my experiences and tips on how to manage people effectively and have a bit of fun while doing it.

Photo by Andrew Neel on Unsplash

From threat to ally: how the perception of AI has changed

· 6 min read
Wojciech Gruszczyk
Wojciech Gruszczyk
Chief Blog Officer

This article delves into AI's evolution, from ChatGPT's launch to its current business applications. While not truly intelligent, AI's generative abilities have captivated the public and reshaped industries. Leaders at Infoshare highlight AI's impact on business and predict the future of specialized AI collaboration. Cosmicon discussions focus on AI as a tool, emphasizing its societal benefits and challenges. As AI becomes integral to our lives, leveraging it effectively remains key.

Binary Heart | Photo by Alexander Sinn on Unsplash