How Polywood is using AI to sharpen personalization, conversion
Outdoor furniture retailer Polywood has been using artificial intelligence (AI) and machine learning to unpack customer trends and strengthen its personalization, according to Ben Spiegel, its chief digital officer. The retailer uses Anthropic’s Claude to help construct its code bases, Spiegel told Digital Commerce 360. He said that it also has developed its own large […] The post How Polywood is using AI to sharpen personalization, conversion appeared first on Digital Commerce 360.
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Outdoor furniture retailer Polywood has been using artificial intelligence (AI) and machine learning to unpack customer trends and strengthen its personalization, according to Ben Spiegel, its chief digital officer. The retailer uses Anthropic’s Claude to help construct its code bases, Spiegel told Digital Commerce 360.
He said that it also has developed its own large language model (LLM) that it has built to answer specific inquiries about consumer data and trends, which helps Polywood with retargeting. In addition, Polywood changed ecommerce platforms about a year and a half ago, now operating on Shopify.
That switch came with a 22% increase in conversion rate as Polywood “switched to 100% AI-based coding,” he said. “But we kept all of our developers,” Spiegel explained. “We didn’t fire a single one. They are now twice as fast deploying new features, new capabilities.” He said there has been a trend of AI replacing developers.
However, Polywood is taking the approach that its developers “can do so much more” in developing ecommerce features when using AI as a tool rather than a replacement. News Wayfair credits Perigold, AI with driving momentum Abbas Haleem | Aug 5, 2026
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