My Vision for AI

I believe AI is a force for efficiency, alignment, and augmentation. Its highest value lies not in replacing people, but in enabling them. By automating the repetitive and the routine, AI frees us to focus on the creative, the complex, and the consequential.

As agentic workflows become prevalent, enterprises will evolve beyond siloed, function-led models defined by Conway’s Law. Instead, they’ll become goal-oriented systems, where AI agents coordinate intent, action, and feedback across teams, platforms, and processes. Work will become orchestrated, not assigned.

To support this, enterprises need to invest in semantic layers—machine-readable representations of their business domains, data, and logic. This will enable intelligent agents to reason with context, navigate complexity, and operate within guardrails. These semantic foundations are essential to the creation of digital twins: dynamic models of the business (and of individuals) that allow AI to simulate, test, and optimize decisions before real-world execution.

But none of this transformation is possible without trust. AI systems must be transparent, explainable, and auditable. Governance, safety, and human oversight are not optional—they are the foundation. AI should extend our judgment, not override it.

The future isn’t about humans vs. machines. It’s about designing a new kind of enterprise, one where humans and intelligent systems work in partnership. Where strategy is expressed as intent, and AI helps deliver it with speed, precision, and accountability.

All Content

Meet your Chief Technology Officer Dom Selvon

April, 2023

Dom Selvon is the Chief Technology Officer at Apply Digital, with over 20 years of experience in technology, particularly in global retail and complex eCommerce sites. As CTO, he focuses on leveraging the latest technological advancements in line with Apply Digital's MACH focus to deliver impactful solutions and ROI for clients. Selvon plays a vital role in bridging growth and transformation in technology, supporting clients on their digital transformation journey. He is excited about collaborating with creative minds across various regions to grow the team and apply technology in the dynamic world of eCommerce and digital experience

Why it’s time for agencies to embrace digital experience composition

April, 2023

The article from Uniform.dev emphasizes the value of Digital Experience Composition Platforms (DXCPs) for agencies. DXCPs, gaining attention after Gartner's definition, address the complex task of integrating digital experiences. They are now seen as vital for meeting consumer demands for fast, omnichannel services. Agencies like Apply Digital find DXCPs beneficial, reducing labor-intensive integration work and enabling a focus on high-value client tasks. DXCPs enhance productivity, prevent vendor lock-in, and attract top engineering talent by eliminating repetitive coding tasks. They allow for the creation of seamless digital experiences across channels, shifting the focus from technical infrastructure to fulfilling long-term client goals.

Are You Technology-Ready for Another Accelerated Shift in Commerce?

2023 - Now

Find out if your tech stack is up to the challenge of delivering future-proof eCommerce experiences.

Best of Breed or Best of Need

December, 2021

In "Best of Breed or Best of Need," the author, Dom Selvon, explores the strategic approach to technology adoption in businesses. He advises focusing on building unique aspects specific to a business's needs and buying pre-composed solutions for more generic functionalities, like order management and fulfillment. The article discusses the importance of data management, noting that spreading data across multiple 'best of breed' solutions can compromise data consistency. Selvon suggests adopting a pragmatic approach to vendor selection, prioritizing key functionalities and composability. He highlights the MACH Alliance's role in providing vendors with both specialized and broad capabilities, advocating for choosing 'best of need' solutions over 'best of breed' for non-core business areas to maximize return on investment and reduce operational complexities

Ahead of the madding cloud

February, 2021

In "Ahead of the Madding Cloud," Dom Selvon discusses the paradigm shift towards microservices and headless platforms in enterprise architecture. He highlights the benefits such as improved speed, agility, and the ability to experiment. However, he warns about the complexities and decisions involved in transitioning to this model, including considerations about cloud providers, serverless options, security, and team organization. The transition phase can be lengthy, and Selvon emphasizes the importance of addressing various operational areas like scalability, resilience, and deployment. He advocates for KATA, a suite of tools that facilitates the adoption of service-oriented architecture, enabling businesses to focus on feature development and operational readiness while simplifying development and deployment processes

Offgrade is the new Upgrade

January, 2021

In the article "Offgrade is the New Upgrade," Dom Selvon discusses the evolving landscape of ecommerce platforms, particularly focusing on ATG (Oracle Commerce). He highlights the platform's historical strengths in delivering robust ecommerce experiences and its adaptability during the COVID-19 pandemic. However, with Oracle ending support for ATG, Selvon sees an opportunity for businesses to modernize their ecommerce strategies. He introduces the concept of "offgrading" - a strategic transition from traditional upgrade paths to more flexible, composable architectures like MACH. E2X, where Selvon works, has been instrumental in helping brands migrate from ATG, leveraging infrastructure as code and DevOps culture to enhance feature development, deployment speed, and overall business agility

Solving the Headless Commerce and Content Puzzle

July, 2020

In "Solving the Headless Commerce and Content Puzzle," the author outlines the complexities and considerations for businesses transitioning to headless commerce and content platforms. The article emphasizes the operational changes required for a scalable and secure enterprise platform. Key lessons and advice are drawn from E2X's experience and discussions within the Headless Commerce meetup in London. The article categorizes businesses into different personas like DAMS (Digitally Ambitious Mid-Size), VIMS (Vertically Integrated Mid-Size), LETS (Large Enterprise Tech Savvy), and LENTS (Large Enterprise Not Tech Savvy), each facing unique challenges in this transition. It also outlines eight key areas crucial for success in becoming cloud native, including containerization, continuous integration and deployment, and seamless orchestration

Deconstructed Commerce

February, 2020

In "Deconstructed Commerce," the author discusses the trend of decoupling monolithic software systems into more flexible architectures. This approach involves breaking down tightly coupled systems into separate, independently functioning components, such as customer profiles, catalogs, pricing, inventory, and payment systems. These components, while distinct, must still communicate and share data effectively for a coherent retail operation. The author emphasizes the importance of intelligent data management and routing in this context. E2X offers an Integration Hub that facilitates secure data sharing across different domains, with a focus on maintaining data consistency. The Hub uses various interaction modes like FTP, REST endpoints, webhooks, and dashboards, and is designed to be stateless and efficient in handling data, avoiding the complexities of traditional ETL solutions and ensuring compliance with data retention regulations like GDPR

Navigating the Digital Future: How Apply Digital Leads Businesses to Success

2024 - Now

Explore how Apply Digital champions the integration of digital transformation with core business strategies to ensure technology serves as an enabler, not a driver.