AI is making it easier than ever to build digital experiences that look intelligent on the surface - personalized homepages, automated journeys, “smart” recommendations that seem to read your mind. But here’s the uncomfortable truth: the more automated commerce becomes, the more customers start craving something machines can’t replicate - clarity, trust, and the feeling that a real human designed the experience with their time and frustrations in mind. In the race to scale faster, many brands are accidentally stripping away the very thing that keeps people coming back, and that is exactly why the next era of eCommerce won’t be won by AI alone; it will be won by the teams who know how to engineer humanity into the system.

Allvia was formed through Trinity Hunt's investment in San Jose-based Melita Group, a human resources, benefits administration, and payroll provider. Fred Pettijohn has been named as Allvia's CEO.