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Memo Raya · Commerce · Cinematic Content · Education

Helping organizations become AI-native.

Creative Commerce brings together enterprise commerce, cinematic content, and executive education to help organizations redesign how they sell, create, and learn in the age of AI.

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Practices

Commerce

Commerce built for how people and AI discover, evaluate, and buy.

We help organizations improve complex commerce ecosystems across strategy, platforms, catalogs, integrations, customer experience, and AI discoverability. From enterprise roadmaps to hands-on implementation, the goal is simpler operations, stronger experiences, and commerce that is ready for what comes next.

  • Commerce Strategy
  • Adobe Commerce
  • Platform Modernization
  • Catalog Optimization
  • Systems Integration
  • AI Discoverability

Enterprise commerce leadership across global brands and complex B2B and D2C ecosystems.

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Cinematic Content

Cinematic storytelling for products, brands, and ideas.

We create premium visual content for commerce and marketing using AI-native production workflows. From product catalogs and email campaigns to social content, advertising, and brand films, every piece is designed to make the subject clearer, more compelling, and more memorable.

  • Product Films
  • Catalog Content
  • Advertising
  • Social Content
  • Email Creative
  • Brand Storytelling

Creative direction and AI-native production from concept through final edit.

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Education

Helping leaders and teams work confidently with AI.

We turn AI from a collection of tools into a practical organizational capability. Through executive sessions, workshops, keynotes, and the 4D Framework, we help people understand what to delegate, how to describe the work, how to evaluate the output, and how to use AI responsibly.

  • Executive Workshops
  • AI Fluency
  • 4D Framework
  • Keynotes
  • Team Enablement
  • Leadership Sessions

Practical education grounded in enterprise transformation and real-world experimentation.

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01

The Shift

For most of the last twenty years, commerce, content, data, and customer experience have lived in separate parts of the organization — different teams, different tools, different metrics, different budgets.

That made sense, because customers experienced those separations too: a search here, an ad there, a store visit, a follow-up email. Each team owned its piece, and the pieces mostly added up.

I think AI is changing this in two ways. The obvious one: it’s starting to do a lot of the analytical work — optimization, personalization, attribution — that those teams were built around. The less obvious one, and the one I find more interesting, is what’s left once that happens. Noticing when the pieces stop adding up. Deciding what the system should even be, not just how to improve its parts.

That second thing is mostly what I want to write about here.

02

The Lens

This isn’t a lens I arrived at from outside. I’ve spent most of my career sitting between the people who build commerce platforms, the people who create content and brand experiences, the agencies in between, and the business teams accountable for results — usually in the same room, rarely speaking the same language. That’s just where this comes from.

Four disciplines. One system.

I think about commerce, content, data, and AI less as four departments and more as four views of the same system.

Commerce
Every transaction is also a trust signal. How you sell shapes how you’re discovered.
Content
Content isn’t just what you publish anymore — it’s what AI reads, summarizes, and represents on your behalf.
Data
AI is only as coherent as the data it draws from. Fragmented data produces fragmented experiences, just faster.
AI
AI isn’t a layer you bolt on. It’s a mirror — it reflects, and amplifies, however connected (or disconnected) everything else already is.

Looked at separately, these are four initiatives. Looked at together, they’re really one conversation about how your organization shows up — and seeing them that way is, I’d argue, the creative part.

03

In Practice

None of this is theoretical — it comes out of ongoing work across the Adobe ecosystem and enterprise commerce programs across Latin America: workshops, product conversations, time on stage, and a lot of regular conversations along the way.

Recent

  • From SEO to GEO: AI-Driven Discovery for Commerce

    Speaker · Adobe · June 2026

  • Agentic Marketing Garage

    Participant · Adobe HQ · June 2026

Ongoing

  • Adobe Commerce Champion

  • Adobe AI-Focused Champion Initiative

  • Speaker — Adobe Summit

  • Contributor — Adobe Experience League

  • Ongoing collaboration with Adobe product and partner teams

Perspectives

Essays and notes on commerce, content, and AI — posted as the thinking develops.

Essay · Founding Perspective

Why Creative Commerce

The story behind the name, and why commerce is becoming a creative discipline. Start here.

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About

MR

Memo Raya

I’m Guillermo “Memo” Raya — most people just call me Memo. I’m an independent commerce strategist based in Mexico City, and I’ve spent the last decade or so working across commerce, content, data, and customer experience for some of the largest organizations in Latin America. These days, as an Adobe Commerce Champion, I spend a lot of my time in conversations about where all of this is heading next.

More about my background

Start a conversation

If you’re navigating any of this — how you sell, how you create, or how your teams work with AI — that’s the conversation Creative Commerce is built for.

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