AI Employees Are Here: What Claude Cowork, OpenClaw, and MCP Mean for eCommerce

AI in eCommerce marketing isn’t about “better prompts” anymore, it’s about better systems. Brett sits down with returning guest Russ Henneberry (TheClick.ai, co-author of Digital Marketing for Dummies) to unpack what’s new and what’s next: Claude Cowork, agentic workflows, skills that “self-improve,” and what happens when your AI can actually use your files, tools, and data — not just chat about it.

If you’re a DTC founder, CMO, or operator trying to scale performance without scaling headcount, this episode is a blueprint for how modern teams are building repeatable AI routines for content, reporting, and decision-making.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters:

(00:00) Intro

(02:05) What Cowork is: agentic plans, local files, and “skills”

(05:20) Skills that self-improve, plus persona + offer as core context

(08:10) Cowork as a “brain” with version control, shared across workflows

(10:10) Connected sources: Notion transcripts, Zoom notes, and MCP-style integrations

(15:10) Parallel agents and context windows: why this runs faster than chatbots