Book: AI Best Practices for Commerce

AI Best Practices for Commerce is a 524-page enterprise book focused on AI in ecommerce and digital commerce. Following previous McFadyen publications, including the Amazon best-seller Marketplace Best Practices, the project was designed as a thought leadership and lead generation asset to support McFadyen’s multi-million dollar sales pipeline.

Client

McFadyen Digital

A thought leadership initiative led by AI expertise

Together, McFadyen’s book projects have become a major resource in the company’s yearly ~US$10 million enterprise sales pipeline, supporting educational marketing, events, webinars, and executive outreach. For AI Best Practices, I led the visual direction, editorial design, and campaign assets for the launch, translating complex AI concepts and commerce case studies into a usable guide for CEOs and enterprise decision makers.

Building an editorial system for content density and educational value

To support 500+ pages of content written by McFadyen’s commerce experts, I designed a modular editorial system for both print and Kindle using Adobe InDesign and Illustrator. The system included frameworks, diagrams, and case study layouts designed to support the book’s educational focus while keeping the reading experience visually consistent, easy to navigate, and source-oriented.

Supporting a content-driven revenue strategy

The book was designed to support multiple stages of the customer journey, from lead generation to executive sales conversations. Working closely with leadership, I developed supporting assets for blog posts, landing pages, social campaigns, and NRF Big Show launch materials. The messaging focused on real business pain points and AI case studies to attract, educate, and convert enterprise prospects.

Multi-channel content, from book to digital

Our team at McFadyen realized early that content distribution would be key to extending the value of the book beyond the publication itself. We expanded the project into web and social strategies, including blog posts, press releases, and social content for a 50k+ audience, transforming long-form material into bite-sized case studies and educational content for ongoing marketing campaigns.