How Carwow Uses AI to Test, Learn, and Scale Faster

Roman Petrochenkov is the Head of Marketing & Media Analytics at Carwow. Carwow is a one-stop shop for changing your car – offering customers the ability to a buy a new or used car, or sell their existing vehicle. Founded in 2013 they now operate in the UK, Germany and Spain. In 2024 they grew 50% with nearly £3 billion worth of cars bought on the site, and £1.8 billion of cars listed for sale through the Sell My Car service.

Roman is back on the show to share how Carwow is using AI across the business, from speeding up experimentation to building smarter, more reliable workflows. We explore what happens when AI moves from a useful tool to a core part of how an eCommerce team works – including the surprising impact on workload, productivity and growth.

Hit PLAY to hear:

🤖 How Carwow got its teams experimenting with AI at scale ⚡ Why AI has taken Roman’s team from 10 projects to 50 🛠️ The secret to making AI tools actually useful: the “harness” 💷 Why you should NOT let AI directly control your Google Ads 🚀 How AI can make eCommerce testing 10x cheaper 🧠 The surprising downside of AI: why doing more can leave teams more exhausted

Key timestamps to dive straight in:

[05:31] One-on-one adoption strategy

[09:00] Consolidating AI Tools at Work

[11:25] Choosing the right tools for teams

[14:47] Discussing sustainability and resource use

[17:08] Using AI for different tasks

[22:42] Evaluating the idea process

[23:17] Mental exhaustion from constant AI work