---
title: "Company Updates: How Creative Ops Wins the AI Commerce 'Lottery'"
description: Discover how creative operations are transforming AI commerce with strategic control towers and hybrid teams. Learn essential strategies for brands to thrive in the AI landscape.
---

[The ICP Blog ](https://www.icpnet.com/resources/blog)

# [Company Updates: How Creative Ops Wins the AI Commerce 'Lottery'](https://www.icpnet.com/resources/blog/company-updates-how-creative-ops-wins-the-ai-commerce-lottery)

 Written by [Company Updates](https://www.icpnet.com/resources/blog/author/company-updates) | Jan 6, 2026

What used to be seen as an administrative “back office” function has now become the strategic “control tower” of modern marketing and creative operations.

[Tamara Lover,](mailto:tamara.lover@icpnet.com) Executive Consultant explains why creative operations is now essential in an AI-powered commerce world. With conversational AI like ChatGPT collapsing the traditional purchase funnel and turning discovery and transaction into a single interaction, visibility and competitive presence within these AI interfaces have become harder and more critical than ever. 

In the article, Tamara outlines a practical playbook focusing on unified technology stacks, rich metadata and taxonomies, and hybrid teams that bring together marketing, production and tech talent — all essential to ensure brands can participate meaningfully in AI commerce. 

 

For a deeper dive into how brands can win the AI commerce “lottery,” [read the full article](https://lbbonline.com/news/tamara-lover-creative-operations-genai) on LBB.

 

 

[View full post](https://www.icpnet.com/resources/blog/company-updates-how-creative-ops-wins-the-ai-commerce-lottery)

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