Fenix Commerce Launches Incrementality Engine... Learn More
May, 30 2025
It goes like this:
“AI is coming for your job. Prepare for automation. Fewer people. More code. Better margins.”
We reject that idea.
We reject it not because AI can’t automate certain tasks. Of course it can. But because using AI solely to replace people is the most short-sighted way to deploy it — and the least effective way to build a company that thrives.
We don’t see AI as a replacement engine. We see it as a transformation engine.
That belief is core to how we’re building our platform — from DeliveryGPT, our generative delivery intelligence engine, to our prompt-based tools for fulfillment strategy and conversion rate optimization.
We’re giving humans in the loop better levers to make better decisions faster, both at Fenix and for our customers
One of our leading customers — a household name in the premium apparel space — is using our beta access to prompt-based evaluations of their carrier network across states like California, Texas, and Florida.
Here’s what changed:
Before: Their operations analysts had to dig through dashboards, export CSVs, and wait on BI to understand which regions had the most delayed deliveries and which upgrades drove conversion. It was reactive. It was manual. It was slow.
Now: With DeliveryGPT, those same analysts can ask
“What happens to revenue per visitor if we improve delivery time by 1 day in Southern California?”
They get results instantly — but they’re not just passive recipients. They interrogate the data, pressure-test assumptions, and even refine the prompts to make sure the answers align with real-world fulfillment constraints.
That’s human-in-the-loop in action: AI as a thinking partner, not a shortcut.
Here’s a concrete example.
Traditionally, a BI analyst or front-end engineer at an eCommerce brand might be evaluated on:
The delivery promise has become a critical "moment of truth" in the purchase journey—a make-or-break factor that deserves marketing attention.
Here’s a concrete example.
Traditionally, a BI analyst or front-end engineer at an eCommerce brand might be evaluated on:
But we’re entering a new world — one where users query fulfillment data in natural language and get instant answers. Dashboards are being replaced by prompt-native experiences.
So what happens to the BI team?
We believe their value goes up, not down. Because now, their success looks like:
That’s not about elimination. That’s about elevation.
Internally and with our customers, we’re doing a few things differently:
The future of delivery, fulfillment, and conversion optimization won’t be shaped by the companies who eliminate the most roles
It’ll be shaped by those who give their teams superpowers — through GenAI, through data modeling, and through bold rethinking of what “good work” looks like.
At Fenix, that’s the future we’re building.
Not AI instead of humans. AI alongside humans
Author: Tobi Konitzer, PhD
Chief Innovation Officer, FenixCommerce
