AI Personalization and Sustainable B2B Growth, Building Sortment with Ishan Rakshit

In this episode of Built to Scale: B2B Growth, we sit down with Ishan Rakshit, Co-Founder of Sortment, to unpack what it really takes to build a sustainable business in today’s crowded tech market. Ishan shares lessons from founding multiple companies, how his thinking has evolved as AI reshapes team structures, and why many traditional approaches to scaling sales are no longer sustainable.We also dig into one of the biggest challenges in modern marketing, personalization. From e-commerce to B2B, the expectation for relevant, tailored messaging is higher than ever, but execution is harder than most teams realize. Ishan explains where personalization breaks down, how data and AI are converging to change the game, and what founders and operators should focus on if they want growth that lasts.Ishan shares:Why the traditional playbook for scaling sales is becoming unsustainableThe real challenges behind personalization in e-commerce and B2B marketingHow to build products that reduce the sales burden by meeting real customer needsWhat AI changes about team structure, productivity, and internal workflowsHow to stay adaptable as a founder in saturated, fast-moving marketsWhy communication between teams is a growth lever, not a soft skillWhere AI is heading next, and how it will enhance, not replace, human teamsIshan Rakshit’s LinkedIn Profile: ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠ Sortment  Website: https://sortment.com/