Social commerce is evolving quickly, and AI is adding another layer to the oppor
By Arktic Fox · October 14, 2026 · Curated by George's Blog
Social commerce is evolving quickly, and AI is adding another layer to the opportunity.
Content that was traditionally created to inspire shoppers and drive conversion is increasingly also shaping what AI platforms and agentic experiences understand and recommend.
So what does that mean for creator and UGC strategies?
In the latest episode of Unpacking the Digital Shelf – APAC Edition, Teresa Sperti (GAICD) sits down with Kate Musgrove, Managing Director APAC at Bazaarvoice, to unpack the changing social commerce landscape and what brands need to be thinking about next.
They explore:
🌏 What Australian brands can learn from the more mature social commerce markets of Southeast Asia
🛒 How social is shifting from a discovery channel towards a storefront and commerce environment
🤳 How the role of creators is evolving as brands look to drive influence, trust and sales
🤖 Why creator content, ratings and reviews are becoming increasingly important signals for AI discovery and recommendation
🔎 Why accessibility, abundance and authenticity of content will matter in an AI-driven world
🔄 How leading brands are building an ongoing supply of UGC and creator content and amplifying it across the shopper journey
As social, search and commerce continue to converge, creator content can no longer be treated as an isolated social asset.
The opportunity is to think more holistically about how that content supports discovery, trust and conversion – for both shoppers and the AI systems increasingly influencing what they see.
🎧 Listen to the full episode:
Spotify: https://lnkd.in/grWHtkqN
Apple Podcasts: https://lnkd.in/gUCybz7W
Arktic Fox | The Digital Shelf Institute | Kate Musgrove | Bazaarvoice | Lauren Livak Gilbert | Kat Matthews | Julien Walon Cohen