Brandfuel.ai, an AI-native Product Experience Management (PXM) platform, has partnered with Hairball.io, a leading NetSuite integration provider and 2025 Inc. 5000 honoree, to deliver a unified workflow that connects ERP product creation, multi-channel distribution, and AI-powered merchandising across all sales channels and languages. The solution debuts this week at Shoptalk Las Vegas.

Closing the Gap Between Systems of Record and Engagement

Ecommerce brands today rely on a complex stack:

• NetSuite manages SKUs, pricing, inventory, and operational product data.
• Shopify hosts ecommerce storefronts.
• Klaviyo drives customer engagement through email and lifecycle marketing.
• Marketplaces like Amazon and Walmart extend distribution.
• Integration providers like Hairball move data reliably between these systems.

But after product data leaves ERP systems, merchandising and content creation remain fragmented and manual. Teams often labor to produce product descriptions, curated collections, and channel-specific content across multiple platforms and languages.

The Brandfuel–Hairball partnership closes that gap. Hairball moves operational data seamlessly from NetSuite, while Brandfuel transforms that data into AI-driven, channel-ready product experiences optimized for search, generative discovery (GEO), and merchandising.

Diego Terra, CEO of Hairball.io, explained:

“We’ve seen a consistent challenge: what happens after the data leaves the ERP. Brandfuel brings real-world ecommerce experience, turning operational product data into high-performing, channel-ready experiences at scale.”

Unified Workflow for Modern Commerce

The solution adapts to two types of retailers:

1. Brands with curated product portfolios – Brandfuel uses the organization’s full digital asset library—design files, catalogs, photography, marketing assets—to create rich, search- and AI-optimized product experiences.
2. Large-scale retailers – Brandfuel ingests data from fragmented supplier sources, PDFs, spreadsheets, and legacy systems, generating on-brand, multilingual product descriptions ready for publication across storefronts, marketplaces, and international markets.

Together, the companies provide a single, operationally integrated workflow that connects ERP-managed product data to merchandising and content systems that actually drive sales.

Launch at Shoptalk

Brandfuel will showcase the partnership at Shoptalk Las Vegas, booth SU21 in the Spark Startup Pavilion. Retailers can explore how the combined solution streamlines product onboarding, channel distribution, and AI-powered merchandising across every market and sales channel.

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