Part of the Conversation.
Ahead of the Curve.
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In a feature for Tech Times, Buffaloe Digital founder Amelia Castellanos outlines how brands can use AI to shorten the e-commerce customer cycle through smarter, more intentional adoption. The piece highlights the importance of integrating AI into the customer journey—not as a trend, but as a tool for measurable growth and operational clarity.
Castellanos addresses a common hesitation among brands: uncertainty about how to adopt AI without losing brand voice or control.
"AI is often framed as something complex or impersonal " she notes.
"In practice, it allows brands to be more attentive and more responsive than human teams can manage on their own."
Amelia Castellanos on How Generative AI and Immersive Commerce Can Be Strategic Levers for Next-Gen E-Commerce.
Instead of relying on clicks, shoppers can now rely on conversational queries and AI-driven summaries.
Castellanos describes it as "a new sales channel that can focus on fewer clicks and more conversation," adding that customers can buy in the same environments where they chat, research, and compare.
According to Buffaloe Digital, generative AI is transforming digital shopping by turning what used to be static, one-way browsing into guided, conversational interaction. The company is also strategic about pairing technology with usability, blending advanced tools with human-centric design to make shopping personal and effortless. Castellanos describes it as a commitment to convenience: "Customers should be able to find what they want as quickly as possible, with as few clicks as possible, and with answers that are immediate and accurate."
Behind that simplicity is a sophisticated operational backbone, automated catalog feeds, order status integrations, size recommendations, and streamlined order fulfillment flows. These efficiencies are aimed at reducing the workload of internal teams, enabling brands to redirect resources toward optimization and growth. "When AI manages repetitive inquiries, brands gain back the bandwidth to focus on website optimization, new sales channels, and advertising investments," she notes.
Castellanos believes that while conversations can transform the front end, AR and VR are redefining digital product engagement on a sensory level.
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Clicks, Collaborations, and Connections: Exploring Amelia Castellanos’ Approach to Brand Marketing Excellence
As a Strategic Marketing Architect specializing in experiential eCommerce, Amelia Castellanos combines AI-driven insight with creative storytelling to help Shopify Plus brands scale smarter. Her USA Today feature explores how tools like ChatGPT and data-intelligent systems are redefining brand strategy, connection, and conversion.
The Highlights
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Noting how digital marketing can still favor traffic over transformation, Castellanos has made optimization an art form. “It’s not just about the ad funnel,” she says. “It’s every single touchpoint, from the landing page to browse abandonment, the win-back weeks later, and the flow of the 30 days after purchase. Every one of those touchpoints is an opportunity to either turn a visitor into a customer, or a customer into a loyalist.”
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Her philosophy stems from the idea that every brand has a conversion problem. Aiming to bring a solution, Castellanos brings her expertise as the “strategic marketing architect,” stemming from her experience as a journalist and copywriter in the fashion industry. She identifies as someone who bridges what a brand believes about itself and what its customer actually experiences.
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In a hyper-automated world, Castellanos' belief is refreshingly human: As technology grows more intelligent, so should brands, but not at the expense of connection. “Everything’s getting smarter,” she says. “And that’s good, for me, for my clients, for the industry. Because the more people who start doing this the right way, the better the ecosystem gets.”
