Korai at Rome Future Week: from product to commercial, the AI Content Engine for e-commerce.

On Saturday 26 September, at the Polo del Cinema e dell'Audiovisivo in Via Parigi 11, Rome, the stage of Nextools' The E-commerce Club hosted us for a talk whose title is also a promise: "AI Content Engine for e-commerce: from product to commercial". We took the stage as Toppa Studio, the company from which Korai, our AI-native production studio, was born.

Nextools is one of Italy's leading tech companies in e-commerce app development: it designs Shopify apps that help merchants automate their stores and improve checkout, and with SupaEasy it won Shoptank at Shopify Edition '25. Being hosted by people who build the tools of e-commerce every day was the ideal setting to talk about content: technology makes a store efficient, content makes it desirable.

The starting point: a production problem

We opened the talk with a question every e-commerce manager knows well: how much content does it take today to sell a single product online?

The answer always surprises. Photos and videos for the product page, social videos, campaign variants, formats for every channel, new versions every season: a single product easily adds up to dozens of pieces of content. Multiplied across the whole catalogue, they become thousands.

The traditional model, with a shoot and post-production for every SKU, wasn't built for these volumes or this pace. The bottleneck isn't creativity: it's production.

How content is changing

In the second part, we traced the evolution of e-commerce content: from the product photo on a white background to vertical video, from the static catalogue to content that changes with the season, the channel and the audience. Today a product doesn't need a photo: it needs a visual system.

The workflow: how an AI Content Engine works

The heart of the talk was the method. We showed step by step how an AI Content Engine works:

1. It starts from the real product, the packshots and the assets the brand already has.
2. A brand system is built: lighting, settings, palette, style, fixed rules that make every piece of content recognisable.
3. Generation with fidelity: the scene is created with AI, but the product stays identical to the original.
4. Adaptation for every channel: product page, social, advertising, each in its own format.
5. Review and optimisation: human review, then campaign data feeds back to guide the next content.

We also covered the state of the art: which generative AI models we use today, what each one does best, and why they only make a difference in the right hands. The tools are available to everyone; the professional, directing and strategic skills to use them well are not. For the technical deep dive, we've gathered everything in our guide to the AI Content Engine for e-commerce.

The case study: from packshot to commercial

To make it all tangible, we built a live case study on a beauty product: a deodorant with a fresh, youthful concept. Starting from a simple packshot, we walked the audience through every step:

• product photos in settings;
• vertical social content;
• campaign variants;
• and finally the commercial, built with the same brand system as the everyday content.

That's the meaning of the title "from product to commercial": not two separate productions, but a single ecosystem in which the hero campaign and the always-on content speak the same visual language.

[Inserire qui 2–3 frame del caso studio e, se disponibile, lo spot finale]

The business impact

We closed on the point that matters most to anyone running an e-commerce business: what changes in the numbers. Less time from brief to publication, more variants to test, production costs that don't grow in proportion to the catalogue. We cover this in detail in our article on the ROI of AI content. [Verificare URL definitivo]

Thanks to Nextools for inviting us onto The E-commerce Club stage, to the organisers of Rome Future Week and to everyone in the room for their attention and questions.

Want to bring an AI Content Engine to your e-commerce? Discover our AI Content Engine service or book a call.

The speakers

Federica Santinelli, Co-Founder, AI Creative & Transformation Strategist ·
Matteo Proietti, Co-Founder, AI Creative Director & Developer ·