Every job on your list looks worth handing to AI when you only count the hours you get back. The upside is everywhere, which makes it a terrible place to decide from.

What actually sorts one priority from the next is the downside. What happens when AI gets it wrong, and who finds out first: you or your customer? Justin Bausch learned that when his customer service autopilot told people who'd paid for framed art that they'd only bought a poster.

The brands getting this right do three things differently.

In this playbook, based on a conversation with Justin Bausch, founder of Style My Wall, we cover three things ecommerce operators need to know about deciding what AI runs in their business:

• Know your worst case before you automate: who finds out first, and what it costs to undo
• Work out whether a rough patch is bumpy or a showstopper, and write the pass mark down before you switch it on
• Give every automation an owner, a check-in and someone who can switch it off

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