From Frustration to Future: How Ricky Hayes Built Debutify AI and Is Redefining the Future of eCommerce

In this episode of Bright Founders Talk at Temy, we welcome Ricky Hayes, the dynamic Founder and CEO of Debutify, an AI-driven platform transforming the eCommerce space. With deep roots in entrepreneurship and a passion for solving real-world pain points, Ricky shares the candid story of how frustration with building his own Shopify store sparked the creation of Debutify. 

What began as a side hustle quickly evolved into a powerful all-in-one solution for online merchants, streamlining store design, optimization, and customer engagement. Today, Debutify.AI is equipping eCommerce entrepreneurs with cutting-edge tools like AI-powered store builders and integrated apps for email and SMS marketing. Ricky opens up about the challenges of being a non-developer in a tech-heavy space and how that very struggle became the foundation of his business. 

His mission is clear: eliminate technical bottlenecks so that great ideas can become thriving, sustainable businesses. Join us as Ricky discusses his journey, the evolution of Debutify, and what it takes to empower the next generation of online entrepreneurs.

From Side Hustle to Solution: How Frustration Sparked Debutify's AI Revolution

When Ricky first dove into the world of eCommerce, he didn’t set out to build a software company—he just wanted a decent-looking Shopify store. But what should’ve been a weekend project turned into a three-month nightmare. “I’m not a developer, I’m an entrepreneur,” he admits with a laugh. Between juggling a maze of incompatible apps and struggling through technical setups, Ricky hit a wall. Instead of giving up, he teamed up with a developer and turned his biggest headache into what would become Debutify—an AI-powered tool designed to make eCommerce setup seamless for people just like him.

That early struggle turned out to be a blessing in disguise. While Ricky initially built Debutify to scratch his own itch, it quickly struck a chord with others in the online selling space. “I built it because it was such a total pain in my bum,” he says, half-joking. As he started talking to other merchants, the lightbulb moments multiplied. People were relieved—finally, a tool that took the grunt work out of launching and optimizing stores. Ricky's side project had legs, and it wasn’t long before Debutify began to gain serious traction.

What sets Ricky apart isn’t just the tech—it's his unfiltered empathy for the everyday entrepreneur. He knows what it's like to hit that wall, to have a brilliant idea but no clear way to bring it to life. That's why Debutify AI isn’t just about fancy features—it’s about reducing friction and helping people turn ideas into income. “Many people have amazing ideas, but they’re bottlenecked by implementation,” Ricky explains. And that’s exactly the problem he’s solving—one streamlined, AI-assisted store at a time.

Balancing Sleep, Startups, and Scaling: Ricky’s Playbook for Building a Brand from the Ground Up

Ricky didn’t start out with a massive marketing budget or a secret growth hack—he started with conversations. Real ones. He admits he didn’t even realize the power of networking until it started working. “I just jumped on calls and shared what I was doing, and others got excited—it kind of snowballed,” he says. His network became his launchpad, turning casual chats into powerful word-of-mouth growth. And the key? Being part of communities not for clout, but for connection. Ricky insists, “One door opens another 10—you never know where a single conversation might lead.”

But building a business while holding down a full-time job? That’s a juggling act only the brave attempt. Ricky was working at a big bank in Australia by day and building Debutify by night, hopping on international calls, writing code (with his co-founder), and trying to sneak in a few hours of sleep. “It was confidence and cash that were the biggest hurdles,” he admits. But even more than that, it was keeping the vision alive—staying focused on the long game while barely making it through the short-term grind. He jokes about surviving thanks to being in his twenties, but behind the laugh is a truth every founder can relate to: the early-stage hustle is relentless.

As for scaling? Ricky kept it simple: listen to your customers and never treat them like just a number. Instead of guessing what to build next, he turned feedback into strategy using tools like upvoting boards that let the community steer development. “Everyone loves to be heard,” he says, “and if you treat customers like friends, they’ll stay, grow with you, and probably pay you more over time.” On the acquisition side, Ricky swears by YouTube. Forget cold ads—he built trust and visibility through honest, useful content. “People want to see how things work, not just read about it,” he explains. And that authentic, value-first approach? It’s working.

AI Isn’t Magic—It’s Expensive, Messy, and Totally Worth It

When it comes to deciding which customer requests make the cut, Ricky keeps it simple but strategic. His team uses an internal matrix to gauge whether a feature is essential, feasible, and actually fits the vision of the product. But ultimately, it comes down to listening. If a suggestion racks up comments and upvotes and sparks real conversations, it’s a clear signal. “When people are talking about it in the thread, that’s when we know—this matters,” Ricky explains. And if something’s not possible? They don’t just ignore it. Instead, they open a dialogue, ask for more context, and sometimes even hop on a call to dig deeper. That open loop with users? It’s part of the Debutify DNA.

Now, slap “AI” on your brand and everyone expects instant magic. But behind the buzzwords is a much more complicated reality—starting with the price tag. “AI is fantastic, but the cost adds up fast,” Ricky says. Between using external APIs like OpenAI and the heavy infrastructure demands of real-time AI tools, the expenses can scale quicker than your user base. And that’s not even getting into the human side of things. Ricky shared that getting his team to adopt an “AI-first mindset” wasn’t automatic. While he was pumped about pushing the envelope, some team members weren’t ready to sprint at the same speed. Building a culture that embraces change, especially in something as fast-moving as software and AI, was one of the steepest hills to climb.

Then there’s the engineering beast. From prompt tuning to server backups, turning a simple “build me a store” prompt into something functional requires layers of backend magic. Ricky’s not a developer, but he knows enough to appreciate the complexity—and the cost. “There's so much happening behind the scenes to make a simple AI action work,” he says. And that’s why Debutify is exploring a credit-based model to balance usability with sustainability. Think base subscription + credits: users stay engaged, get value, and the company stays profitable. Because as Ricky’s learned, great tech is only as good as its business model—and staying alive in the AI game means evolving fast, inside and out.

From VR Fitting Rooms to Solo Hustles—Why Ricky Says AI Will Redefine eCommerce

Ricky doesn’t just keep up with trends—he’s usually a step ahead of them. Over lunch with a fellow founder, the topic turned to virtual reality, and what he heard lit a fire. Imagine this: you stand in front of your camera, and a VR-powered tool shows exactly how that dress or jacket fits your body—almost like a digital fitting room. “That is damn cool, if I’m perfectly honest,” Ricky says, clearly energized. For him, the future of online retail is about turning hesitation into confidence—and AI will be the engine driving that transformation. In his view, tools like this won’t be a nice-to-have—they’ll be the baseline for competing in tomorrow’s market.

But this evolution won’t just be about cooler tech. Ricky sees AI reshaping the business model itself. He predicts leaner teams, faster growth, and founders doing more with less. Customer support agents? Virtual. Admin tasks? Automated. The behind-the-scenes of eCommerce will become increasingly invisible as AI takes over the heavy lifting. Ricky is already seeing this shift in action with Debutify AI, where prompt-based tools are helping users launch stores faster than ever. “AI’s not optional anymore—it’s the next nail in the coffin for traditional retail,” he says bluntly. While that might sound like doom for brick-and-mortar, for online founders, it’s the green light to sprint ahead.

And if you’re one of those early-stage dreamers wondering whether you’ve got what it takes, Ricky’s parting words are simple: determination is everything. He speaks openly about hating his old job, feeling stuck, and desperately wanting out. That fire fueled his hustle, but it was grit that kept him going. “Be obsessed with your goals,” he advises. The journey won’t always be glamorous—in fact, it’ll be messy and lonely more often than not. But with the right people around you, even if they don’t get the online grind, their support can be the thing that keeps you from giving up. Because in the end, it’s not just about building a business. It’s about building the resilience to see it through.