Carl Nubla, Head of Technology and Innovation at Aeroworx which is Primer Group’s e-commerce arm, presented a bold vision on how artificial intelligence (AI ) is redefining the relationship between brands and consumers at FUTR Asia 2025 last November 21, 2025.
His session entitled “Smart Merchandising: How AI is Redefining Product Development in Retail,” showcased how Aeroworx is rapidly evolving its capabilities to meet the demands of the region’s dynamic markets.
Elevating Human Innovation
Nubla emphasized that the company’s adoption of AI-powered trend forecasting is not a replacement for human creativity, but its greatest liberator.
"When we let AI handle the routine, we free humans to innovate," stated Nubla.
This philosophy underpins the bold changes currently underway at Aeroworx. By automating the "heavy lifting" of data analysis, the company is enabling its teams and partners to focus on high-value creative strategies.
Redefining the User Experience (UX)
The core of the presentation shifted focus from transactional commerce to deep, relationship-based engagement. Nubla challenged the audience to look beyond the surface level of application design and website layouts while stressing that the future belongs to those who can translate data into human connection.
"UX isn’t just the interface, but rather it’s the relationship. Every click is a chance to understand someone better,” Nubla emphasized during his session.
This insight highlights Aeroworx’s approach, which is treating every digital interaction as a learning opportunity to create highly relevant experiences tailored to specific local nuances across the region.
Building the Tools for Tomorrow
Concluding the session, Nubla signaled Aeroworx’s transition from a market participant to an architect of the digital commerce space. He stressed the importance of technological self-reliance in a volatile global economy.
"If you want to shape the future, you build your own tools and platforms people need,” Nubla stated.
This statement serves as a manifesto for Aeroworx’s trajectory, which is to develop proprietary platforms and solutions that: (1) Allow for greater agility and control; (2) Ensure they remain at the forefront of retail innovation in the region, and (3) Align with the Primer Group’s strategic expansion.
About Aeroworx Asia
Aeroworx provides end-to-end e-commerce solutions, including brand management, marketing, visual merchandising, content localization, customer service, digital asset management, warehousing, and last-mile delivery. This seamless integration allows Aeroworx to tap into extensive resources and expertise, delivering high-quality services across the Southeast Asian market.
Know more about Aeroworx: https://aeroworx-asia.com/
About FUTR Asia
FUTR Asia is the one-day powerhouse gathering for APAC’s retail, marketing, and commerce leaders. The 2025 edition focused on how visionary leaders and technology disruptors are shaping the future of the industry.
