How lucky am I?
As I sit here ready to pour two decades’ worth of reporting, writing, and sourcing into the biggest bet of my career, the main emotion I’m feeling is gratitude. Yes, always for my family and friends, but also for this work I get to pursue.
I’ve broken major business news stories that have moved markets and launched investigations; I’ve founded and produced an influential event series and hit podcast. And I’ve published an acclaimed book that has led to speaking opportunities across the globe. Along the way, my work has afforded me a life of continuous learning that often feels too good to be true.
And yet I believe my most important work is still ahead of me. And it starts now, with you.
The Aisle is my new independent, reader-funded media company dedicated exclusively to covering the AI era of commerce. Call it agentic commerce, conversational commerce, or AI-powered commerce—the terminology will evolve. What’s clear to me is that we’re on the cusp of the biggest shift in how the world buys and sells since at least the dawn of the Apple App Store, and maybe even since the launch of Amazon Prime 20 years ago.
In private conversations with leaders across consumer brands, retailers, and e-commerce marketplaces in recent months, I’ve heard the same concern: the ground is shifting under our feet.
Shoppers are increasingly turning to ChatGPT and other AI tools for product research—with some starting to complete purchases there too. Incumbents like Amazon and Walmart are debating whether they play nice with these upstarts or double down on their own AI features and tools. Startups and payment giants are racing to build the infrastructure for this new world, while VCs are hunting for the future winners they should fund. And then there are the marketers and brand owners searching for answers on what this means for them and how they can best reach the customer of tomorrow.
Yet credible, deeply sourced reporting on this transformation is scarce. Much of the content that exists today is created by well-meaning but inherently conflicted industry participants. I value what many of them produce, but I don’t think it’s enough.
That’s the void The Aisle will help fill. My publication will deliver sharp, deeply sourced reporting and exclusive interviews once a week to paying subscribers. It’ll also publish scoops and breaking analysis when news demands it.
You’ll hear from and about the leaders shaping, or being disrupted by, this crazy moment in time: incumbents like Amazon and Walmart; enablers like Shopify and Stripe; AI innovators like OpenAI and Perplexity; and the startups and investors building and backing the next generation of commerce infrastructure.
My aim is to develop The Aisle into a community as well. A real one. In the not-so-distant future, I expect to host live events and other meetups where subscribers can network, brainstorm, deal-make, and learn. I have deep experience convening such groups, and I’ve already heard from many of you that in-person connection matters more now than ever.
I’ve spent the last dozen years covering the intersection of technology and commerce, developing deep sourcing across retail’s C-suites and Silicon Valley alike. I've built trust along the way by approaching complicated stories with curiosity and nuance, rigor and fairness.
With The Aisle, I’ll continue to do exactly that…but with your direct feedback helping shape the path ahead.
I hope you’ll join me. I’m going to give this everything I have.
Subscribe to The Aisle today: readtheaisle.com/join
Email me tips, ideas, and feedback anytime: [email protected]
With gratitude,
Jason
