Built with Webflow
Website for a Generative AI platform for eCommerce
Max Martinez
Turning complex AI technology into a clearer eCommerce brand and experience
XGEN AI helps eCommerce teams use generative AI across search, recommendations, and on-site shopping experiences. The product was already solving real merchandising problems. The opportunity was to give the company a brand and website that made that value easier to understand—and credible enough to sit alongside the global brands already using it.
Status: Exited, acquired by Zoovu
Role: Digital Designer
Scope: Creative Direction, Brand Design, UI/UX Design, Website Design, Webflow Development
Location: New York, NY
Team: Nick McEvily, Senior Product Manager
Timeline: Jan 2025 – Apr 2025
Context: Making the product feel as mature as the technology
XGEN AI was positioning itself around Composable AI for eCommerce. Search, recommendations, and conversational shopping were already part of the platform, but the digital presence still felt closer to an early-stage technology pitch than an established enterprise product. The website needed to move away from abstract cloud language and make the actual product easier to see, understand, and trust.
Brand: Giving sophisticated technology a simpler face
The identity needed enough restraint to work in enterprise software while leaving room for the product to feel expressive. A geometric X with a superscript AI became the recognizable core of the system. Black and white kept the foundation editorial and precise, while mint, indigo, and lime introduced energy through gradients, product graphics, and supporting moments. The system stayed intentionally quiet around the logo so the shopping experience could become the visual protagonist.
Visual language: Making AI look more like a shopping experience
The product was easier to explain when the graphics looked like the thing customers already understood: eCommerce. Instead of relying on abstract AI imagery, we built compositions from products, recommendations, shopper behavior, UI cards, and human portraits. That gave the brand a visual language grounded in merchandising rather than technology clichés.
Website: One platform, three clearer product stories
The website needed to communicate XGEN AI as one connected platform without flattening the differences between its core products. XSearch, XRecommend, and conversational merchandising each received a clearer role, while shared navigation, visual language, proof, and conversion patterns kept the experience unified. The result made it easier to understand what each product did—and why they belonged together.
Homepage: Showing the product before explaining the technology
The homepage moves immediately from proposition to product. The hero positions XGEN AI as generative AI for eCommerce teams, followed by recognizable customer logos, the three core solutions, integrations, and proof. One primary action stays consistent throughout: Request a demo.
Product storytelling: Turning product capabilities into shopping experiences
Each product page needed to communicate a technical capability through a shopper outcome. XSearch uses natural-language queries and relevant results to make discovery tangible. XRecommend shows personalized product feeds and merchandising signals. Supporting compositions extend the same language across catalog prediction, recommendations, and other product scenarios. The technology stays underneath. What visitors see is a better shopping experience.
Proof: Giving customer outcomes room to really matter
XGEN AI already worked with recognizable consumer and luxury brands. The website needed to make that credibility visible. Customer logos appear early, while case studies give published outcomes and individual product stories more room later in the journey. That proof helped shift the brand away from experimental AI and toward technology already operating in real commerce environments.
A system built to expand: Keeping every page part of the same story
The same structure extends across product pages, case studies, company content, and conversion. Heroes share a consistent anatomy. Product pages add relevant statistics and graphics. Collection pages introduce featured stories. Company pages use the same gradients and typography with less product density. The result is a system that can grow without every page becoming a new visual direction.
Development: Keeping momentum from design to Webflow development
High-fidelity mockups established the direction, then the website was built in Webflow as a reusable system. Design and implementation stayed close enough to refine responsive behavior, gradients, product compositions, and content directly in the browser. On smaller screens, layouts stack rather than shrink, preserving hierarchy and keeping product graphics, proof, and forms usable.
Outcome: A clearer face for AI-powered shopping optimization
The refreshed brand and website gave XGEN AI a more mature platform for explaining its technology, products, and customer value. Search, recommendations, and conversational merchandising became easier to understand as one connected system. And the visual language made generative AI feel less like infrastructure and more like something eCommerce teams could actually use. XGEN AI was later acquired by Zoovu.
"Max has been a collaborator of mine for years and the things we've made together are the proudest of our individual careers. It's been an honor."
— Nick McEvily, Senior Product Manager
Complex technology. A much clearer brand story.
Brand, product storytelling, website design, and development worked together to make XGEN AI feel less like an AI platform to decode and more like a merchandising system ready to use.
Full case study: https://www.maxmartinez.com/work/xgen-ai
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Posted Aug 3, 2026
Brand and website for XGEN AI, a generative AI platform for eCommerce search, recommendations, and merchandising. I led creative direction, brand, UI/UX, and Webflow development to make complex AI feel like a better shopping experience. XGEN AI was later acquired by Zoovu.
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Timeline
Jan 1, 2025 - Apr 25, 2025
Clients
XGEN AI
