AI and marketing automation: how to turn data into concrete actions

Artificial intelligence is changing the way brands analyze information, make decisions, and interact with their customers. In eCommerce, this transformation also extends to marketing automation: it is no longer just about collecting data or generating reports, but about converting that information into concrete actions.

This was one of the main topics of our conversation with Hernán Litvac, co-founder of icomm, in a new episode of Espacio Shopify, our space dedicated to sharing success stories, integrated solutions with Shopify, and best practices for the eCommerce ecosystem.

From data analysis to action

During the conversation, Hernán explained how artificial intelligence is changing the way marketing automation platforms work.

In icomm's case, about 70% of the platform's tools are supported or powered by artificial intelligence. The goal is for brands to better leverage the information they already have to make decisions and execute campaigns more quickly and efficiently.

The change, as he explained, is to move from creating more and more information and reports to generating actionable information.

AI can identify behaviors, detect opportunities, and suggest which campaign to run. From there, the team can validate the proposal and proceed with execution.

The result is a combination of segmentation, personalization, and execution speed that can directly impact conversion.

Understanding the consumer to communicate better

Another highlight was the importance of having quality information about consumers and about the brand itself.

Through different artificial intelligence agents, icomm developed a tool capable of identifying in a few minutes aspects such as how a brand speaks, its communication style, and its competitive context.

This information not only serves as input for marketing teams. It also serves as a basis for the AI itself to generate new communications aligned with the brand's identity and the profile of its consumers.

The logic is simple: if the information that feeds the AI is good, the actions it generates can also be better.

This opens a new stage for personalization in eCommerce, where knowing the consumer is no longer just an analysis task and becomes a starting point for executing more relevant strategies.

The integration between icomm and Shopify

The conversation also included a chapter dedicated to Shopify and the integration between both platforms.

icomm has a native integration with Shopify, which allows working with transactional information and data related to user browsing behavior.

For brands, this allows connecting the e-commerce ecosystem with marketing automation tools without adding unnecessary complexity.

Hernán also highlighted the growth of Shopify within the eCommerce ecosystem and its ability to support brands as they scale their operations, especially in businesses working regionally or globally.

In this context, the integration between platforms becomes an increasingly important factor: the more connected the information, the more possibilities there are to automate processes and transform data into actions.

Towards increasingly automated marketing automation

One of the most interesting concepts of the conversation appeared when Hernán raised where icomm is evolving.

The goal for the end of 2026 is for a marketing automation campaign to be able to start from a single command line.

The idea is that a person can indicate, for example, what audience they want to reach, what product they want to promote, or what profitability objective they are looking for, and from that instruction, the AI can take care of selecting the audience, generating the communication, preparing the campaign, sending it, and analyzing its results.

It is a change that proposes a new relationship between people and technology: AI increasingly takes care of the operational and analytical work, while strategic decisions remain in the hands of the teams.

About Espacio Shopify

Espacio Shopify is an initiative by LOP that brings together leaders from the Shopify ecosystem to share experiences, strategies, and trends that drive eCommerce growth.

Each episode aims to provide valuable content for brands, partners, and industry professionals who are committed to digital innovation.

We are Shopify Plus Partners.

Migrate and grow with Shopify with experts: https://lop.global/pages/contacto