How Renwil built 40 AI agents to run ecommerce operations

What happens when a lean ecommerce team is told to figure out AI without hiring a dedicated AI department? Kailin Noivo sits down with Jamie Pinsky, Senior Director of Ecommerce, IT & Operations at Renwil, to explore how he went from improving SQL queries with ChatGPT to building an internal AI operating system with dozens of agents supporting reporting, data validation, retailer monitoring, and recurring operational tasks. Jamie explains how Renwil started with internal optimization before moving toward customer-facing AI. One of his first major projects turned slow, quarterly reporting into a self-hosted sales application that syncs and validates data daily, flags discrepancies, and gives leadership direct access to the numbers. From there, he expanded into systems that monitor retailer sites, check product content, enforce pricing policies, and reduce work that would otherwise require dedicated headcount. This conversation also gets into one of the biggest questions facing ecommerce teams now: what should you build yourself, and what should you still buy? Jamie shares why Renwil is building its own more agentic PIM while buying a new ERP, where his internal AI experiments have failed, and why he believes the future will be less about replacing people and more about employees managing both human and agent “direct reports.” Jamie Pinsky is Senior Director of Ecommerce, IT & Operations at Renwil, where he oversees ecommerce, technical infrastructure, operations, and the systems supporting the company’s multi-channel business. His remit spans areas including sourcing, warehousing, replenishment, forecasting, reporting, data architecture, and AI-driven automation. Before Renwil, Jamie built his career across omnichannel ecommerce and consumer goods, including roles at Globe Electric and SEG Products. He helped scale ecommerce businesses to more than $30 million, taught himself SQL to improve reporting, and built systems across marketplaces, PIM, EDI, and channel operations. What you will learn: How Jamie Pinsky went from small AI experiments to running dozens of agents across Renwil Why starting with internal pain points can create faster AI adoption and leadership buy-in How AI agents can monitor product content, inventory, pricing, and retailer compliance at scale Why some AI projects should be abandoned when the quality or economics do not hold up How Jamie decides what Renwil should build internally versus buy from a vendor Why humans may increasingly become managers of both people and AI agents Jamie Pinsky on LinkedIn:   / jamiepinsky   Kailin Noivo on LinkedIn:   / kailinnoivo   Want to uncover hidden friction and convert more revenue? Click https://go.fame.so/OAlpdVET to book a demo of Noibu — the ecommerce monitoring and experience analytics platform. 00:00 – Introduction 02:34 – Starting small with AI and scaling from there 05:14 – Building an AI-powered sales intelligence app 08:45 – Taking AI from internal operations to customer experience 11:17 – Deciding what AI tools to build versus buy 12:25 – Using AI agents to monitor thousands of retailer sites 16:21 – Why AI agents still need humans in the loop