Every week brings a new tool promising to automate away the need for real expertise. In this conversation, Tim Shea — Founder and CEO of Latticework Insights — pushes back on that narrative: AI is a genuine force multiplier, but it’s not a substitute for 25 years of knowing how retail and DTC brands actually grow. The tools change every quarter; the judgment about which data actually matters, and why, doesn’t come from a model — it comes from having seen the pattern before.

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If your team is trying to figure out how much of the AI conversation is signal versus noise, get in touch — that’s exactly what Latticework helps retail brands sort out.