Andrej Kajan, CEO of ui42: The future of e-commerce is written by AI, but only those who find their uniqueness can survive.
In the 9th episode of the Biznislab podcast, we welcomed Andrej Kajan, CEO and co-owner of the agency ui42, who shared his valuable insights on trends, artificial intelligence, and e-commerce. Andrej, with over 19 years of experience in the online world, provided us with a deep insight into the development of digital marketing and the challenges faced by brands and e-shops today.
AI and the “Industrial Revolution” in the Online World
Andrej emphasizes that we are currently experiencing a new “industrial revolution” brought about by artificial intelligence. Although AI is not entirely new and companies like Netflix and Amazon have been using it in the B2B segment for years, in the last two years we have witnessed a massive “hype” in the B2C segment, where customers consciously use it.
According to Andrej, the development is incredibly fast: “Every week there is some novelty” that radically simplifies once lengthy processes. He also sees this progress in the agency, where AI has changed content creation, visuals, and work for clients.
Significant Changes in Search and E-commerce Under the Influence of AI
Andrej elaborates on how artificial intelligence is rewriting the rules in the online environment:
- The End of “Free Traffic”: Andrej states that the era of “free traffic does not exist”. Today, you have to buy every user, whether through PPC or social networks. Although SEO is not dead, maintaining it requires significant investments in content and backlinks, ultimately making it a paid channel.
- Generation Z and AI: An interesting trend, according to Andrej, is the “romantic relationship” of Generation Z with artificial intelligence, which relies on it more than any other generation and “consults everything with AI.”
- Checkout Processes in AI: He predicts that in the near future “the entire checkout process will not take place on the page or in the e-shop, but will be in AI.” He expects the emergence of a marketplace that connects checkout processes in AI, similar to Google PPC or Google Etsy.
- Google and Gemini: Google has already changed the way search results are displayed, especially through Gemini. “People still google, but they are satisfied with the answer from Gemini AI Overview, and therefore do not go further, and click-through rates suffer.” This leads to a decline in clicks and threatens Google's pay-per-click business model, which has also been reflected in the decline in stock prices.
- The Return of Bing: Andrej recommends brands start using Bing because OpenAI uses its algorithm. Moreover, Microsoft has linked Bing with LinkedIn, which means that “LinkedIn posts are also indexed through Bing.” This opens up new possibilities for content visibility.
Key Challenges and Recommendations for Brands and E-shops
In the turbulent times brought by artificial intelligence and growing competition, Andrej Kajan offers essential recommendations for brands and e-shops.
For small players in the online world, it is crucial to build a strong brand, find their own segment, and constantly communicate their uniqueness. In this ever-changing period, it is extremely important to find a reliable consultant who will guide you through all the challenges.
Andrej also emphasizes that diversification in business is particularly important in Slovakia. ui42 strives to have a diversified portfolio of large and small clients to avoid over-dependence on one entity.
Growth of E-shops: From SaaS to Custom Solutions
In the podcast, Andrej Kajan also addressed the optimal path for the growth of e-shops. For beginning players, SaaS (Software-as-a-Service) solutions like Shopify or Shoptet are ideal. They are quick and affordable options that allow you to promptly test your sales idea on the market.
Growing e-shops, however, often encounter the limits of "boxed" solutions. If you have millions of products, need more complex categorization, enter the B2B segment, or require automation of invoices and orders, it is time to invest in custom solutions. The goal is to “develop a unique feature” of your business and optimize all factors affecting conversion on the web – from design, speed, UX, to SEO, portfolio size, and integrations with ERP systems.
Competition, Uniqueness, and the Future of E-commerce
The global e-shop market has seen tremendous growth, from 5.8 million in 2014 to an incredible 31 million in 2022 to 2024. This exponential growth has led to extreme competition, and as Andrej Kajan noted, the year 2025 has already brought a slight “cleansing” of the market. The arrival of giants like Temu and Allegro further complicates the position of smaller players because they increase PPC advertising prices. Where one dollar or euro was once enough to acquire the necessary visitor, today you need two to three times more. Andrej predicts that this will lead to a “greater decline of smaller players”.
Small e-shops must compete with big players like Alza by offering something extra. The key is excellent customer experience (CX) and uniqueness. Andrej emphasizes that “without uniqueness, survival is impossible”. For budding e-shoppers, “absolute authenticity” in content creation on social networks is crucial in marketing.
Recommended Reading for Inspiration
At the end of the podcast, Andrej recommended Byron Sharp's book “How Brands Grow,” which focuses on “evidence-based marketing” and brings real facts and figures to marketing, reflecting his approach to measurability in business.
From the conversation with Andrej, it is clear that e-commerce and online marketing are on the brink of an unprecedented transformation, fully ignited by artificial intelligence. For every brand, regardless of its size, it is now absolutely crucial to adapt to new challenges, invest in top-notch technologies, and build a strong, irreplaceable brand that prioritizes exceptional customer experience above all. Additionally, strategic diversification and authenticity in communication are also essential.
