AI BAREN.

AI is changing the playing field for ecommerce from the ground up. Algorithms already shape feeds, recommendations and customer journeys. But now it is no longer the customer who clicks home the products , it is the AI agents that make the decisions and complete the purchase.

It is in this shift that the idea of AI BAREN was born.

Behind the initiative are Untangle Collective and Ghostar Agency. Sophia Båge and Bengt Wessborg both have long experience in ecommerce, from different angles. Untangle brings data analysis, CRO and performance marketing optimisation. Ghostar brings expertise in AI and product development.

Together they wanted to create something they felt was missing in the industry: an open, inclusive meeting place where curious leaders, marketers and ecommerce people can explore AI together.

The point of AI BAREN is to make AI tangible and practically useful. It is a place where experiences are shared, ideas grow, and you draw energy from hearing how others are working through the same questions. Every meet-up combines mingle, workshops and open conversations.

There is also a strong educational angle. Both Untangle and Ghostar teach on programmes at Berghs School of Communication and IHM, and it is a given that students are part of the conversation , they are the ecommerce leaders of tomorrow.

With several well-attended AI BAREN events in Stockholm and Göteborg behind us, the interest is clear. Ecommerce is in the middle of a paradigm shift, and AI BAREN wants to be one of the arenas where the new takes shape , together.