AI without funnels: from hype to reality

April’s edition of eCommerce a Cucharadas made one thing clear: AI isn’t hype—it’s already here. And we didn’t just talk theory. The session brought real-life use cases, live demos, and yes, a creamy gazpachuelo malagueño and a crispy potato bite with shrimp ceviche to wrap things up.

Borja Santaolalla (Empathy.co): Search that thinks, understands… and sells

Borja kicked things off with a bold statement: “Websites haven’t changed in 20 years.” And he’s right. We still scroll through categories and filters when we’re used to chatting with AI assistants daily.

At Empathy.co, Borja and his team build search tools that actually understand what users want—beyond keywords.
➡ You type “low-fat sliced cheese”? The system gets it, even if your catalog says something else.
➡ You want to save €100 a month? It looks at your purchase history and helps you plan.
➡ You shop by recipe or diet? They’ve built assistants that go way beyond search bars—like the one they’re testing with Ocado.

His big warning? Platforms like OpenAI and Google Gemini will soon become the new eCommerce gateways, controlling the shopper’s entry point. Borja’s answer: fully self-hosted, catalog-trained AI. You stay in control of your data—and your customers.

Óscar Recio & Cristian Sanclemente (i4): AI that gets its hands dirty

Then Óscar and Cristian took the stage. And let’s just say it: they nailed it.

They broke down AI agents with clarity and jokes that hit home:

• What really is an AI agent?
• How do you combine LLMs, memory, tools, and reasoning to create smart, useful systems?
• Why do multi-agent ecosystems matter more than ever?

And they didn’t stop at slides. They showed real stuff: ✅ Automating invoice processing with OCR and a custom-trained agent.
✅ Creating product descriptions with AI—pulling content from brand sites, reviews, and past data.
✅ A voice assistant prototype that answers customer questions on the spot.And they did it all from a small online store. This is not just tech for big players—it’s happening in small businesses, too.

This Flavor? You can’t find it anywhere else

eCommerce a Cucharadas hits different. We get together to share, demo, and talk about what’s really happening in eCommerce. April was about AI. May is all about Shopify, with a special presentation of Hype—our free, clean-coded template built between Interactiv4 and Redbility.

Wanna join the next one?
️ Wednesday, May 8
️ https://ecommerce-a-cucharadas-mayo.eventbrite.es