Everyone is talking about AI… 

And when it comes to AI in e-commerce, it’s changing everything — how we discover products, how brands tell stories, and how customers connect with what they buy.

But there’s one thing artificial intelligence can’t do, and that’s care. It can’t create meaning. And it definitely can’t replace the spark that makes something feel human. 

At Wholesome Goods, that spark is everything. It’s what drives us to build better products, better brands, and better experiences. 

That doesn’t mean we’re sitting out. Far from it. Instead, we’re using AI thoughtfully — as a tool to enhance what people do best. It helps us work smarter, spot insights faster, and spend more time on the creative, human parts of our work.

Because the best innovation doesn’t replace people — it empowers them.

Exploring AI With Intention

We’ve always been curious — about ideas, ingredients, and now, intelligent tools.

Our approach to AI is simple: use it where it helps, never where it replaces. Earlier this year, we acquired Avalanche AI, a company whose technology is helping us build more innovative creative systems, uncover insights faster, and strengthen our product development process.

By integrating their tools into our creative, operational, and product systems, we’re setting our teams up for more speed, precision, and creative freedom without losing what matters most: the human spark at the center of it all.

Every insight still comes from a person — someone who understands nuance, emotion, and the “why” behind every number. Because at the end of the day, AI supports people, not the other way around.

Curious, Not Careless

Our curiosity keeps us experimenting — but always with care.

We’re not chasing every shiny new tool or trend. We’re using AI in ways that make our work smarter, more intentional, and more human. Every experiment starts with a few simple questions:

Can this help our people do better work? Can it make our brands more helpful, our insights clearer, or our processes kinder to the humans behind them?

That mindset shapes how we’re using AI today: to enhance, not replace.

• Sharper creativity: AI helps us explore new ideas, test concepts, and refine content faster — giving our teams more time for the craft itself.
• Clearer insights:It helps us understand our customers faster and more efficiently, revealing patterns and opportunities with greater clarity.
• Stronger products: Data-driven insights help our R&D and quality teams respond more quickly to what customers actually want and need.

In practice, that means we’re using AI behind the scenes to simplify what used to take hours — things like organizing product data, summarizing customer insights, and spotting trends across our portfolio. The goal isn’t automation for automation’s sake. It’s giving our teams more time to think, create, and care for customers in the ways that matter most.

Ultimately, every improvement behind the scenes is about better serving our customers with products, experiences, and stories that feel more personal and thoughtful.

Technology can help us move faster. But the voice, the values, and the heart behind our brands? Those will always belong to people.

Where Humans Still Lead — Voice, Empathy, & Heart

Some things just don’t belong to technology.

There’s no shortcut to empathy. No code for trust. No algorithm for care.

At Wholesome Goods, it’s people who bring meaning to the work. Like the research and development team who obsess over every ingredient and sourcing detail, the writers and designers who shape stories and brands that feel real, the customer teams who listen first and answer with heart.

Even when AI helps surface patterns or ideas, it’s our people who interpret them — deciding which stories to tell, how to share them, and how to make sure they sound like us.

• Our voice will always come from real people who care about what they’re doing and saying. People who understand how something feels, not just how it performs.
• Our values will always be grounded in integrity and doing what’s right, not what’s easiest.
• And our people will always be at the heart of everything we do — building, listening, and improving with intention.

AI might help us move faster, but it’s humans who make Wholesome, wholesome.

The Future Is Still Human

We’ll keep exploring new tools and ideas with intention, and always with people leading the way.

Because the future of e-commerce isn’t just built by technology.

It’s built by the humans behind it.

Follow Wholesome Goods on LinkedIn or check back on our blog to see where curiosity and care take us next.