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What to Expect At Shoptalk Europe 2026: A Conversation With Adam Plom | 5IM · Omni Talk Retail

• 0:00
  Foreign.
• 0:09
  Us
• 0:09
  for
• 0:09
  today's
• 0:10
  5
• 0:10
  insightful
• 0:11
  minutes
• 0:11
  conversation
• 0:12
  is
• 0:12
  Adam
• 0:12
  Plom.
• 0:13
  Adam
• 0:13
  is
• 0:13
  the
• 0:13
  vice
• 0:14
  president
• 0:14
  and
• 0:14
  head
• 0:14
  of
• 0:15
  content
• 0:15
  for
• 0:15
  Shop
• 0:16
  Talk
• 0:16
  Europe
• 0:17
  and
• 0:17
  he
• 0:17
  is
• 0:17
  here
• 0:17
  to
• 0:17
  give
• 0:18
  us
• 0:18
  a
• 0:18
  preview
• 0:18
  of
• 0:18
  what
• 0:19
  to
• 0:19
  expect
• 0:19
  at
• 0:20
  the
• 0:20
  upcoming
• 0:20
  Shop
• 0:21
  Talk
• 0:21
  Europe
• 0:22
  conference
• 0:22
  in
• 0:22
  Barcelona
• 0:23
  from
• 0:23
  June
• 0:24
  9
• 0:24
  to
• 0:24
  June
• 0:25
  11.
• 0:25
  Adam,
• 0:26
  let's
• 0:26
  start
• 0:26
  with
• 0:26
  this.
• 0:27
  What
• 0:27
  makes
• 0:27
  Shop
• 0:28
  Talk
• 0:28
  Europe
• 0:29
  so
• 0:29
  special
• 0:29
  and
• 0:30
  unique
• 0:30
  in
• 0:30
  the
• 0:31
  conference
• 0:31
  circuit?
• 0:33
  Fun.
• 0:33
  That's
• 0:33
  a
• 0:33
  good
• 0:33
  place
• 0:33
  to
• 0:34
  start.
• 0:34
  I
• 0:34
  think
• 0:35
  what
• 0:35
  makes
• 0:35
  Shop
• 0:36
  Talk
• 0:36
  Europe
• 0:36
  special,
• 0:36
  in
• 0:37
  my
• 0:37
  opinion
• 0:37
  is,
• 0:37
  is
• 0:37
  the
• 0:38
  fact
• 0:38
  we're
• 0:38
  really
• 0:38
  pan
• 0:39
  European.
• 0:40
  I
• 0:40
  think
• 0:40
  a
• 0:40
  lot
• 0:40
  of
• 0:40
  events
• 0:41
  have
• 0:41
  really
• 0:41
  strong
• 0:42
  sort
• 0:42
  of,
• 0:42
  you
• 0:42
  know,
• 0:43
  national
• 0:43
  strongholds,
• 0:44
  if
• 0:44
  you
• 0:44
  like,
• 0:44
  but
• 0:44
  we
• 0:46
  really
• 0:46
  bring
• 0:46
  together
• 0:46
  every
• 0:47
  major
• 0:47
  European
• 0:48
  country
• 0:48
  across
• 0:49
  the
• 0:49
  European
• 0:49
  ecosystem.
• 0:50
  And
• 0:50
  then
• 0:50
  I
• 0:51
  think,
• 0:51
  you
• 0:51
  know,
• 0:51
  what
• 0:51
  adds
• 0:52
  to
• 0:52
  that
• 0:52
  is
• 0:52
  what
• 0:52
  makes
• 0:52
  Shop
• 0:53
  Talk
• 0:53
  as
• 0:53
  a
• 0:53
  brand
• 0:54
  really
• 0:54
  unique,
• 0:54
  which
• 0:55
  is
• 0:55
  that
• 0:55
  we
• 0:55
  bring
• 0:55
  together
• 0:56
  the
• 0:56
  full
• 0:56
  ecosystem.
• 0:57
  So
• 0:58
  retailers,
• 0:58
  grocers,
• 0:59
  brands,
• 1:00
  startups,
• 1:00
  tech
• 1:01
  investors,
• 1:01
  media
• 1:02
  analysts,
• 1:02
  etc,
• 1:03
  that,
• 1:03
  that
• 1:03
  full
• 1:04
  ecosystem
• 1:06
  and
• 1:06
  within
• 1:06
  that,
• 1:06
  within
• 1:07
  the
• 1:07
  retailer
• 1:07
  and
• 1:07
  brand
• 1:08
  community,
• 1:08
  you
• 1:09
  know,
• 1:09
  it's
• 1:09
  the
• 1:09
  full
• 1:10
  set
• 1:10
  of
• 1:11
  vertical.
• 1:11
  So
• 1:11
  it's,
• 1:11
  it's,
• 1:12
  it's
• 1:12
  apparel
• 1:12
  to
• 1:13
  cpg,
• 1:14
  jewelry
• 1:14
  to
• 1:15
  beauty.
• 1:15
  You
• 1:16
  know,
• 1:16
  everyone's
• 1:16
  included
• 1:17
  in
• 1:17
  that
• 1:17
  respect.
• 1:17
  And
• 1:18
  so
• 1:18
  I
• 1:18
  think
• 1:19
  bringing
• 1:19
  together
• 1:19
  that
• 1:20
  full
• 1:20
  ecosystem
• 1:21
  at
• 1:21
  the
• 1:22
  scale
• 1:22
  that
• 1:22
  we
• 1:22
  do,
• 1:22
  four
• 1:23
  and
• 1:23
  a
• 1:23
  half
• 1:23
  thousand
• 1:23
  attendees
• 1:24
  in
• 1:24
  June,
• 1:25
  one
• 1:25
  in
• 1:25
  three
• 1:26
  are
• 1:26
  going
• 1:26
  to
• 1:26
  be
• 1:26
  sea
• 1:26
  level,
• 1:27
  is
• 1:27
  what
• 1:27
  makes
• 1:27
  it
• 1:28
  really
• 1:28
  unique
• 1:28
  that,
• 1:28
  that
• 1:29
  quality
• 1:29
  and
• 1:29
  quantity.
• 1:30
  I
• 1:30
  guess
• 1:30
  to
• 1:30
  simmer
• 1:31
  it
• 1:31
  down
• 1:32
  from
• 1:32
  a
• 1:33
  content
• 1:33
  perspective,
• 1:33
  I'm
• 1:34
  biased.
• 1:34
  You
• 1:34
  have
• 1:34
  head
• 1:34
  of
• 1:35
  content,
• 1:35
  as
• 1:35
  you
• 1:35
  said,
• 1:35
  but,
• 1:36
  you
• 1:36
  know,
• 1:36
  fully
• 1:36
  editorially.
• 1:37
  Driven.
• 1:37
  We
• 1:38
  have
• 1:38
  60
• 1:38
  sessions,
• 1:38
  180
• 1:39
  speakers
• 1:40
  at
• 1:40
  VP
• 1:40
  level
• 1:40
  plus
• 1:41
  65%
• 1:42
  ish
• 1:42
  or
• 1:43
  C
• 1:43
  level.
• 1:43
  So
• 1:44
  yeah,
• 1:45
  I
• 1:45
  think
• 1:45
  that's
• 1:45
  what,
• 1:46
  what
• 1:46
  makes
• 1:46
  us
• 1:46
  special,
• 1:47
  in
• 1:47
  my
• 1:47
  opinion.
• 1:48
  Yeah,
• 1:49
  yeah.
• 1:49
  And
• 1:49
  you
• 1:49
  didn't
• 1:49
  even
• 1:49
  mention
• 1:50
  Barcelona
• 1:50
  in
• 1:50
  June
• 1:51
  in
• 1:51
  that
• 1:51
  whole
• 1:51
  thing
• 1:52
  too,
• 1:52
  which
• 1:52
  is
• 1:52
  also
• 1:52
  a
• 1:53
  true
• 1:53
  thing.
• 1:53
  So,
• 1:54
  so,
• 1:54
  you
• 1:54
  know,
• 1:54
  with
• 1:54
  that
• 1:55
  said,
• 1:55
  I
• 1:55
  think
• 1:55
  that's
• 1:55
  a
• 1:55
  good
• 1:55
  segue
• 1:56
  here.
• 1:56
  So,
• 1:56
  like,
• 1:56
  what
• 1:56
  are
• 1:56
  you
• 1:56
  most
• 1:57
  excited
• 1:57
  about?
• 1:57
  Like,
• 1:57
  if
• 1:57
  you
• 1:57
  had
• 1:58
  to
• 1:58
  pinpoint
• 1:58
  one
• 1:58
  thing
• 1:59
  about
• 1:59
  this
• 1:59
  year's
• 2:00
  conference,
• 2:00
  what
• 2:00
  are
• 2:00
  you
• 2:00
  most
• 2:00
  excited
• 2:01
  about?
• 2:01
  It's
• 2:01
  funny
• 2:02
  because
• 2:02
  I
• 2:02
  think
• 2:02
  if
• 2:02
  you'd
• 2:02
  asked
• 2:02
  me
• 2:03
  this
• 2:03
  two
• 2:03
  weeks
• 2:04
  ago,
• 2:04
  my
• 2:04
  answer
• 2:04
  would
• 2:04
  have
• 2:05
  been
• 2:05
  different.
• 2:05
  But
• 2:05
  off
• 2:05
  the
• 2:05
  back
• 2:06
  of
• 2:06
  Shop
• 2:07
  Talk
• 2:07
  spring
• 2:07
  in
• 2:07
  Las
• 2:07
  Vegas
• 2:08
  last
• 2:09
  week,
• 2:10
  we
• 2:10
  had
• 2:10
  our
• 2:10
  own
• 2:11
  roadshow
• 2:11
  event
• 2:11
  in
• 2:12
  Amsterdam
• 2:12
  last
• 2:12
  week
• 2:13
  as
• 2:13
  well.
• 2:13
  I
• 2:13
  think
• 2:13
  it's
• 2:14
  the.
• 2:14
  There's
• 2:14
  two
• 2:15
  things
• 2:15
  for
• 2:15
  me.
• 2:15
  One,
• 2:15
  it's
• 2:15
  kind
• 2:16
  of
• 2:16
  the
• 2:16
  moment
• 2:16
  in
• 2:16
  time.
• 2:16
  It
• 2:17
  feels
• 2:17
  like
• 2:18
  it
• 2:18
  feels
• 2:19
  more
• 2:19
  needed
• 2:19
  than
• 2:19
  ever,
• 2:20
  I
• 2:20
  think,
• 2:20
  for
• 2:20
  the
• 2:20
  industry.
• 2:21
  I
• 2:21
  know
• 2:21
  it's
• 2:21
  a
• 2:21
  bit
• 2:21
  of
• 2:21
  a
• 2:22
  cliche.
• 2:22
  Ben
• 2:22
  Miller
• 2:22
  called
• 2:23
  this
• 2:23
  out
• 2:23
  himself
• 2:23
  on
• 2:24
  The
• 2:24
  Key
• 2:24
  Takeaways
• 2:24
  podcast.
• 2:25
  You
• 2:25
  know,
• 2:26
  unprecedented,
• 2:27
  unprecedented
• 2:28
  rate
• 2:28
  of
• 2:28
  change.
• 2:28
  We
• 2:28
  always
• 2:28
  talk
• 2:29
  about
• 2:29
  that,
• 2:29
  but
• 2:29
  it
• 2:29
  really
• 2:30
  feels
• 2:30
  like
• 2:30
  that
• 2:30
  at
• 2:30
  the
• 2:30
  moment.
• 2:31
  Like
• 2:31
  last
• 2:31
  year's
• 2:32
  show
• 2:32
  was
• 2:32
  just
• 2:32
  on
• 2:33
  the
• 2:33
  cusp
• 2:33
  of
• 2:34
  tariffs,
• 2:34
  but
• 2:34
  this
• 2:34
  year
• 2:35
  already
• 2:35
  we've
• 2:36
  had,
• 2:36
  you
• 2:36
  know,
• 2:36
  we've
• 2:37
  had
• 2:37
  war,
• 2:37
  we've
• 2:37
  had
• 2:38
  trade
• 2:38
  disruptions,
• 2:39
  there's
• 2:39
  technological
• 2:40
  advancements
• 2:40
  like
• 2:40
  we've
• 2:40
  never
• 2:41
  seen
• 2:41
  before.
• 2:41
  And
• 2:41
  so
• 2:42
  it
• 2:42
  feels
• 2:42
  needed
• 2:43
  and
• 2:43
  timely
• 2:43
  for
• 2:44
  the
• 2:44
  industry.
• 2:44
  But
• 2:44
  I
• 2:44
  think
• 2:45
  above
• 2:46
  all
• 2:46
  else,
• 2:46
  there
• 2:46
  seems
• 2:47
  to
• 2:47
  be
• 2:47
  a
• 2:47
  change
• 2:48
  in
• 2:48
  tone
• 2:48
  in
• 2:49
  conversation.
• 2:49
  And
• 2:50
  I
• 2:50
  think
• 2:50
  this
• 2:50
  was
• 2:50
  really
• 2:50
  felt
• 2:51
  last
• 2:51
  week
• 2:51
  in
• 2:51
  Las
• 2:51
  Vegas,
• 2:52
  which
• 2:52
  is
• 2:52
  that
• 2:53
  everyone's
• 2:54
  open
• 2:54
  to
• 2:54
  sharing
• 2:55
  more
• 2:55
  than
• 2:55
  they've
• 2:55
  ever
• 2:55
  been
• 2:56
  willing
• 2:56
  to
• 2:56
  share.
• 2:56
  I
• 2:56
  think
• 2:57
  in
• 2:57
  a
• 2:57
  way
• 2:57
  that's
• 2:57
  kind
• 2:58
  of,
• 2:58
  here's
• 2:58
  what
• 2:58
  we're
• 2:58
  trying
• 2:59
  when
• 2:59
  it
• 2:59
  comes
• 2:59
  to
• 2:59
  AI
• 3:00
  or
• 3:00
  otherwise.
• 3:02
  Here's
• 3:02
  what's
• 3:02
  worked,
• 3:03
  here's
• 3:03
  what
• 3:03
  hasn't.
• 3:04
  And
• 3:04
  we'd
• 3:05
  love
• 3:05
  to
• 3:05
  talk
• 3:05
  about
• 3:05
  the
• 3:05
  future.
• 3:06
  We
• 3:06
  kind
• 3:06
  of
• 3:06
  can't
• 3:06
  because
• 3:06
  we
• 3:07
  don't
• 3:07
  really
• 3:07
  know
• 3:07
  what
• 3:07
  it's
• 3:07
  going
• 3:07
  to
• 3:08
  look
• 3:08
  like.
• 3:08
  So
• 3:08
  I
• 3:08
  think
• 3:08
  it's
• 3:09
  almost
• 3:09
  an
• 3:09
  abstract
• 3:10
  excitement
• 3:10
  for
• 3:10
  me.
• 3:10
  I'm
• 3:11
  intrigued
• 3:11
  to
• 3:11
  see,
• 3:11
  like,
• 3:11
  how
• 3:12
  that
• 3:12
  plays
• 3:12
  out
• 3:12
  in
• 3:12
  Europe,
• 3:13
  especially
• 3:13
  when
• 3:14
  there's
• 3:15
  this
• 3:15
  kind
• 3:15
  of
• 3:16
  undertone
• 3:16
  in
• 3:16
  Europe
• 3:17
  at
• 3:17
  the
• 3:17
  moment.
• 3:17
  And
• 3:17
  it's
• 3:17
  kind
• 3:17
  of
• 3:18
  funny
• 3:18
  for
• 3:18
  me
• 3:18
  as
• 3:18
  a
• 3:18
  Brit
• 3:19
  to
• 3:19
  say
• 3:19
  this
• 3:19
  on
• 3:19
  a
• 3:20
  podcast
• 3:20
  with
• 3:21
  kind
• 3:21
  of
• 3:21
  a
• 3:21
  largely
• 3:21
  American
• 3:21
  audience,
• 3:22
  but
• 3:22
  there
• 3:22
  is
• 3:22
  this
• 3:23
  kind
• 3:23
  of
• 3:23
  united
• 3:23
  European
• 3:25
  sentiment
• 3:25
  at
• 3:25
  the
• 3:25
  moment
• 3:26
  around
• 3:27
  in
• 3:27
  Europe
• 3:28
  for
• 3:28
  growth,
• 3:28
  as
• 3:29
  a
• 3:29
  retailer,
• 3:29
  for
• 3:30
  innovation,
• 3:30
  for
• 3:30
  tech.
• 3:31
  And
• 3:31
  like,
• 3:31
  how
• 3:31
  does
• 3:31
  that
• 3:32
  play
• 3:32
  out?
• 3:32
  And
• 3:32
  we
• 3:33
  hear
• 3:33
  that
• 3:33
  a
• 3:33
  lot
• 3:33
  in
• 3:34
  one
• 3:34
  to
• 3:34
  one
• 3:34
  conversations.
• 3:35
  But
• 3:36
  will
• 3:36
  people
• 3:36
  say
• 3:37
  that
• 3:37
  on
• 3:37
  stage?
• 3:37
  Will
• 3:37
  they
• 3:38
  say
• 3:38
  it
• 3:38
  in
• 3:38
  a
• 3:38
  larger
• 3:38
  group
• 3:39
  setting
• 3:39
  that
• 3:39
  there's
• 3:39
  this
• 3:39
  kind
• 3:40
  of
• 3:41
  European
• 3:41
  sovereignty
• 3:42
  conversation
• 3:42
  taking
• 3:43
  place,
• 3:43
  which
• 3:43
  is,
• 3:44
  which
• 3:44
  is
• 3:44
  really
• 3:45
  quite
• 3:45
  interesting.
• 3:46
  Right,
• 3:46
  right.
• 3:47
  So
• 3:47
  I'm
• 3:47
  curious
• 3:47
  that,
• 3:48
  like,
• 3:48
  how
• 3:48
  do
• 3:48
  you,
• 3:48
  I
• 3:49
  mean,
• 3:49
  your
• 3:49
  head
• 3:49
  of
• 3:49
  content
• 3:50
  for
• 3:50
  the,
• 3:50
  for
• 3:51
  the
• 3:51
  conference,
• 3:51
  like,
• 3:52
  how
• 3:52
  do
• 3:52
  you
• 3:52
  take
• 3:53
  all
• 3:53
  of
• 3:53
  that
• 3:53
  and
• 3:54
  then,
• 3:55
  you
• 3:55
  know,
• 3:55
  go
• 3:55
  about
• 3:56
  thinking
• 3:56
  about
• 3:56
  and
• 3:57
  designing
• 3:57
  the
• 3:58
  overall
• 3:58
  content
• 3:59
  plan
• 3:59
  for
• 3:59
  the
• 3:59
  show?
• 4:00
  Like,
• 4:00
  take
• 4:00
  us
• 4:00
  through
• 4:00
  that,
• 4:01
  Adam.
• 4:01
  Yeah,
• 4:02
  absolutely.
• 4:02
  So
• 4:03
  it's
• 4:03
  not
• 4:03
  easy,
• 4:04
  I
• 4:05
  would
• 4:05
  say.
• 4:05
  So
• 4:05
  we,
• 4:05
  the
• 4:06
  moment
• 4:06
  the
• 4:06
  show
• 4:06
  finishes
• 4:07
  in
• 4:07
  25,
• 4:08
  we
• 4:09
  then
• 4:09
  start
• 4:09
  researching
• 4:09
  for
• 4:10
  26.
• 4:11
  We
• 4:11
  spend
• 4:12
  the
• 4:12
  summer
• 4:12
  having
• 4:12
  research
• 4:13
  calls
• 4:13
  with
• 4:13
  people
• 4:14
  who
• 4:14
  are
• 4:14
  at
• 4:14
  the
• 4:14
  show,
• 4:15
  people
• 4:15
  who
• 4:15
  weren't.
• 4:16
  We
• 4:16
  obviously
• 4:17
  do
• 4:17
  our
• 4:17
  own
• 4:17
  desktop
• 4:17
  research
• 4:18
  and
• 4:18
  we
• 4:18
  build
• 4:18
  our
• 4:19
  kind
• 4:19
  of
• 4:19
  editorial
• 4:19
  view
• 4:20
  of
• 4:20
  what's
• 4:20
  important
• 4:20
  for
• 4:21
  the
• 4:21
  industry
• 4:21
  for
• 4:21
  the
• 4:22
  year
• 4:22
  ahead.
• 4:23
  I
• 4:23
  would
• 4:23
  say
• 4:23
  that's
• 4:24
  even
• 4:24
  harder
• 4:24
  than
• 4:24
  ever
• 4:25
  because
• 4:25
  us
• 4:26
  writing
• 4:26
  a
• 4:26
  program
• 4:27
  in
• 4:27
  September
• 4:27
  is
• 4:28
  quite
• 4:28
  funny
• 4:28
  because
• 4:29
  come
• 4:29
  June,
• 4:30
  the
• 4:30
  next
• 4:30
  year,
• 4:30
  you
• 4:30
  know,
• 4:31
  a
• 4:31
  lot's
• 4:31
  changed,
• 4:31
  but
• 4:31
  we
• 4:32
  still
• 4:32
  have
• 4:32
  to
• 4:32
  finesse
• 4:33
  it
• 4:33
  and
• 4:33
  change
• 4:33
  it
• 4:33
  and
• 4:33
  create
• 4:34
  a
• 4:34
  program
• 4:34
  that
• 4:35
  we
• 4:35
  stand
• 4:36
  by
• 4:36
  editorially.
• 4:37
  And
• 4:37
  I
• 4:37
  think
• 4:39
  what's
• 4:39
  interesting
• 4:40
  is
• 4:40
  that
• 4:40
  what
• 4:40
  we
• 4:41
  build
• 4:41
  in
• 4:41
  some
• 4:41
  form
• 4:42
  in
• 4:42
  the
• 4:42
  summer
• 4:43
  into
• 4:43
  September
• 4:43
  the
• 4:43
  year
• 4:44
  before
• 4:44
  is
• 4:44
  still
• 4:45
  resembled
• 4:45
  by
• 4:46
  the
• 4:46
  time
• 4:46
  we
• 4:46
  get
• 4:46
  to
• 4:46
  June
• 4:47
  the
• 4:47
  following
• 4:47
  year,
• 4:47
  because
• 4:48
  we
• 4:48
  don't
• 4:48
  have
• 4:49
  that
• 4:50
  pressure
• 4:50
  of,
• 4:50
  you
• 4:50
  know,
• 4:51
  pay
• 4:51
  to
• 4:51
  play
• 4:51
  content
• 4:51
  and
• 4:52
  other
• 4:52
  things
• 4:52
  that
• 4:52
  play
• 4:52
  at
• 4:53
  Shop
• 4:53
  Talk.
• 4:53
  But
• 4:53
  I
• 4:54
  think
• 4:54
  it
• 4:54
  has
• 4:55
  forced
• 4:55
  us
• 4:55
  to
• 4:55
  do
• 4:55
  a
• 4:55
  few
• 4:55
  different
• 4:56
  things
• 4:56
  this
• 4:56
  year.
• 4:57
  So
• 4:57
  Shop
• 4:57
  Talk
• 4:57
  Europe,
• 4:58
  for
• 4:58
  the
• 4:58
  first
• 4:58
  time
• 4:59
  we
• 4:59
  have
• 4:59
  a
• 4:59
  track
• 4:59
  dedicated
• 5:00
  to
• 5:00
  AI,
• 5:02
  which
• 5:02
  is
• 5:02
  kind
• 5:03
  of,
• 5:03
  you
• 5:03
  know,
• 5:03
  I
• 5:03
  think
• 5:03
  expected
• 5:04
  in
• 5:04
  the
• 5:04
  current
• 5:05
  era.
• 5:05
  But
• 5:05
  we,
• 5:05
  we
• 5:06
  felt
• 5:06
  that
• 5:06
  was
• 5:06
  necessary.
• 5:07
  And
• 5:07
  we
• 5:07
  also
• 5:08
  have
• 5:08
  a
• 5:08
  track,
• 5:09
  a
• 5:09
  stage
• 5:09
  dedicated
• 5:10
  to
• 5:10
  media
• 5:10
  and
• 5:10
  marketing,
• 5:11
  so
• 5:11
  retail
• 5:12
  media,
• 5:12
  social
• 5:13
  commerce
• 5:13
  disruptions,
• 5:14
  discovery,
• 5:15
  you
• 5:15
  know,
• 5:16
  AI
• 5:16
  driven
• 5:16
  content
• 5:17
  and
• 5:17
  creative
• 5:17
  and
• 5:18
  things
• 5:18
  like
• 5:18
  that.
• 5:18
  And
• 5:18
  so
• 5:19
  we
• 5:19
  had
• 5:20
  to
• 5:20
  kind
• 5:20
  of
• 5:20
  get
• 5:21
  those
• 5:21
  pillars
• 5:21
  right
• 5:22
  because
• 5:22
  I
• 5:22
  think
• 5:23
  that's
• 5:23
  what
• 5:23
  the
• 5:23
  audience
• 5:23
  are
• 5:24
  really,
• 5:24
  really
• 5:24
  looking
• 5:24
  for.
• 5:25
  But
• 5:25
  then
• 5:26
  we've
• 5:26
  had
• 5:26
  to
• 5:26
  be
• 5:27
  really
• 5:27
  careful.
• 5:27
  I
• 5:27
  think
• 5:27
  the
• 5:27
  European
• 5:28
  audience
• 5:28
  in
• 5:29
  particular
• 5:29
  have
• 5:29
  been
• 5:29
  really
• 5:30
  keen
• 5:30
  to
• 5:30
  impress
• 5:30
  upon
• 5:31
  us
• 5:31
  that
• 5:32
  they
• 5:32
  don't
• 5:32
  want
• 5:33
  to
• 5:33
  hear
• 5:33
  just
• 5:34
  AI.
• 5:34
  They
• 5:34
  want
• 5:34
  to
• 5:34
  hear
• 5:35
  AI
• 5:35
  in
• 5:35
  the
• 5:35
  right
• 5:36
  way,
• 5:36
  but
• 5:36
  also
• 5:36
  not
• 5:37
  at
• 5:37
  the
• 5:37
  cost
• 5:37
  of
• 5:38
  in
• 5:38
  store
• 5:39
  content
• 5:39
  and
• 5:39
  kind
• 5:40
  of
• 5:40
  that
• 5:40
  emotional
• 5:40
  connection
• 5:41
  to
• 5:41
  consumers
• 5:42
  type
• 5:42
  of
• 5:42
  conversation.
• 5:44
  Not
• 5:44
  with
• 5:45
  skipping
• 5:46
  the
• 5:46
  data
• 5:46
  foundation
• 5:47
  conversation
• 5:48
  without
• 5:49
  neglecting
• 5:49
  the
• 5:49
  human
• 5:50
  conversation,
• 5:51
  the
• 5:51
  balance
• 5:52
  around,
• 5:52
  yes,
• 5:53
  AI,
• 5:53
  but
• 5:53
  how
• 5:54
  does
• 5:54
  that
• 5:54
  happen?
• 5:55
  How
• 5:55
  do
• 5:56
  you
• 5:56
  build
• 5:56
  co
• 5:56
  intelligence
• 5:57
  with
• 5:57
  humans
• 5:57
  internally
• 5:58
  and
• 5:58
  externally?
• 5:59
  So
• 5:59
  this
• 5:59
  year's
• 6:00
  felt
• 6:00
  really
• 6:00
  interesting
• 6:00
  because
• 6:01
  there's
• 6:01
  really
• 6:01
  clear
• 6:02
  themes
• 6:02
  emerging,
• 6:02
  but
• 6:03
  also
• 6:03
  that
• 6:03
  sort
• 6:04
  of
• 6:04
  undertone
• 6:04
  of
• 6:04
  yes,
• 6:05
  but
• 6:05
  we
• 6:06
  want
• 6:06
  that,
• 6:06
  but
• 6:06
  we
• 6:06
  also
• 6:06
  want
• 6:07
  it
• 6:07
  in
• 6:07
  the
• 6:07
  right
• 6:07
  way
• 6:08
  and
• 6:08
  not
• 6:08
  at
• 6:09
  the
• 6:09
  cost
• 6:09
  of
• 6:09
  other
• 6:09
  things.
• 6:10
  So
• 6:10
  that's
• 6:11
  kind
• 6:11
  of
• 6:11
  what
• 6:11
  we've
• 6:11
  set
• 6:11
  out
• 6:12
  to
• 6:12
  achieve
• 6:12
  this
• 6:13
  year.
• 6:13
  And
• 6:13
  you
• 6:13
  know,
• 6:14
  I
• 6:14
  guess
• 6:14
  it's
• 6:14
  not
• 6:15
  for
• 6:15
  me
• 6:15
  to
• 6:15
  decide
• 6:15
  if
• 6:15
  we've
• 6:15
  done
• 6:16
  it
• 6:16
  properly,
• 6:16
  but
• 6:17
  it
• 6:17
  feels
• 6:17
  in
• 6:17
  a
• 6:17
  good
• 6:18
  place
• 6:18
  right
• 6:19
  now,
• 6:19
  especially
• 6:19
  off
• 6:19
  the
• 6:20
  back
• 6:20
  of
• 6:20
  Las
• 6:20
  Vegas
• 6:20
  last
• 6:21
  week
• 6:21
  again,
• 6:21
  where
• 6:21
  I
• 6:22
  guess
• 6:22
  the
• 6:22
  sentiment
• 6:22
  feels
• 6:23
  about
• 6:23
  right
• 6:23
  for
• 6:24
  what
• 6:24
  we're
• 6:24
  aiming
• 6:24
  for
• 6:24
  in
• 6:24
  June.
• 6:25
  So,
• 6:25
  Adam,
• 6:26
  that's.
• 6:26
  Those
• 6:27
  are
• 6:27
  really
• 6:27
  good
• 6:27
  points.
• 6:27
  It
• 6:27
  makes
• 6:28
  me
• 6:28
  really
• 6:28
  excited
• 6:28
  for
• 6:28
  the
• 6:28
  conference.
• 6:29
  So
• 6:29
  I
• 6:29
  want
• 6:29
  to
• 6:29
  get
• 6:29
  you
• 6:29
  out
• 6:29
  here
• 6:29
  on
• 6:29
  this
• 6:30
  because
• 6:30
  you
• 6:30
  mentioned
• 6:30
  it,
• 6:30
  AI,
• 6:31
  you
• 6:31
  know,
• 6:31
  and
• 6:32
  AI
• 6:32
  is,
• 6:32
  I
• 6:32
  think,
• 6:32
  the
• 6:33
  root
• 6:33
  of
• 6:33
  what
• 6:33
  you're,
• 6:34
  what
• 6:34
  you've
• 6:34
  been
• 6:35
  talking
• 6:35
  about,
• 6:35
  right?
• 6:35
  It's
• 6:36
  why,
• 6:36
  it's
• 6:36
  why
• 6:36
  people
• 6:37
  are
• 6:37
  looking
• 6:37
  for
• 6:37
  answers.
• 6:38
  It's
• 6:38
  why,
• 6:38
  you
• 6:38
  know,
• 6:39
  people.
• 6:39
  Why
• 6:39
  things
• 6:39
  are
• 6:40
  changing
• 6:40
  in
• 6:40
  terms
• 6:40
  of
• 6:40
  what
• 6:41
  you're
• 6:41
  excited
• 6:41
  about.
• 6:42
  You
• 6:42
  know,
• 6:42
  when
• 6:42
  you,
• 6:42
  if
• 6:42
  I
• 6:42
  ask
• 6:43
  you
• 6:43
  today
• 6:43
  versus
• 6:43
  last
• 6:44
  month
• 6:44
  and
• 6:44
  so,
• 6:45
  so
• 6:45
  dig
• 6:46
  into
• 6:46
  that
• 6:46
  for
• 6:46
  me
• 6:46
  before
• 6:47
  I
• 6:47
  Let
• 6:47
  you
• 6:47
  go.
• 6:47
  Like
• 6:48
  when
• 6:49
  you,
• 6:49
  when
• 6:49
  we
• 6:49
  say
• 6:49
  AI,
• 6:50
  what
• 6:50
  will
• 6:51
  we
• 6:51
  and
• 6:51
  won't
• 6:51
  we
• 6:52
  be
• 6:52
  discussing
• 6:52
  at
• 6:52
  Shop
• 6:53
  Talk
• 6:53
  Europe
• 6:53
  around
• 6:54
  AI?
• 6:55
  Yeah,
• 6:55
  it's
• 6:55
  really
• 6:56
  interesting.
• 6:56
  I
• 6:56
  think
• 6:56
  what
• 6:57
  won't
• 6:57
  we
• 6:57
  be
• 6:57
  discussing
• 6:58
  is,
• 6:58
  is
• 6:58
  a
• 6:59
  really
• 6:59
  interesting
• 6:59
  point.
• 6:59
  I
• 6:59
  think
• 7:00
  just
• 7:00
  to
• 7:00
  step
• 7:00
  back
• 7:01
  briefly.
• 7:01
  Our
• 7:01
  overall
• 7:02
  event
• 7:02
  theme
• 7:02
  for
• 7:02
  this
• 7:03
  year
• 7:03
  in
• 7:03
  Barcelona
• 7:04
  is,
• 7:04
  is
• 7:04
  actually
• 7:05
  where
• 7:05
  AI
• 7:05
  and
• 7:06
  human
• 7:06
  ingenuity
• 7:07
  meet
• 7:07
  or
• 7:08
  stage
• 7:08
  is
• 7:08
  kind
• 7:09
  of
• 7:09
  how
• 7:09
  we're
• 7:09
  framing
• 7:09
  it.
• 7:10
  And
• 7:11
  the
• 7:11
  reason
• 7:11
  for
• 7:12
  that
• 7:12
  again
• 7:12
  is
• 7:12
  through
• 7:12
  that
• 7:13
  research
• 7:13
  last
• 7:13
  summer
• 7:14
  where
• 7:15
  the,
• 7:15
  you
• 7:15
  know,
• 7:15
  our
• 7:16
  community
• 7:16
  have
• 7:16
  told
• 7:16
  us,
• 7:16
  yes,
• 7:16
  AI,
• 7:17
  we,
• 7:17
  we
• 7:17
  need
• 7:17
  to
• 7:18
  be
• 7:18
  hearing
• 7:18
  about
• 7:18
  it.
• 7:18
  In
• 7:19
  some
• 7:19
  cases
• 7:19
  we,
• 7:19
  we
• 7:19
  need
• 7:20
  to
• 7:20
  be
• 7:20
  hearing
• 7:20
  about
• 7:20
  it
• 7:21
  to
• 7:21
  even
• 7:21
  justify
• 7:21
  coming
• 7:22
  to
• 7:22
  an
• 7:22
  event
• 7:22
  right
• 7:22
  now,
• 7:23
  but
• 7:23
  not
• 7:23
  at
• 7:24
  the
• 7:24
  cost
• 7:24
  of
• 7:24
  all
• 7:25
  of
• 7:25
  the
• 7:25
  other
• 7:25
  stuff.
• 7:25
  And
• 7:26
  so
• 7:26
  what
• 7:27
  that
• 7:27
  means
• 7:27
  for
• 7:27
  us
• 7:27
  is
• 7:27
  that
• 7:28
  we're,
• 7:29
  we're
• 7:29
  keeping
• 7:29
  it
• 7:29
  sort
• 7:30
  of
• 7:30
  confined
• 7:30
  to
• 7:30
  that,
• 7:31
  that
• 7:31
  one
• 7:31
  stage,
• 7:31
  that
• 7:32
  one
• 7:32
  track
• 7:32
  and
• 7:32
  we're,
• 7:33
  we're
• 7:33
  approaching
• 7:33
  it
• 7:33
  in
• 7:33
  a
• 7:34
  few
• 7:34
  different
• 7:34
  ways.
• 7:34
  First
• 7:34
  of
• 7:34
  all,
• 7:35
  we're
• 7:35
  gentic,
• 7:36
  you
• 7:36
  know,
• 7:36
  that's
• 7:36
  top
• 7:36
  of
• 7:36
  the
• 7:37
  list
• 7:37
  for
• 7:37
  everybody.
• 7:37
  So
• 7:39
  in
• 7:39
  particular
• 7:39
  agentic
• 7:40
  commerce.
• 7:40
  I
• 7:40
  would
• 7:40
  say
• 7:41
  agentic
• 7:41
  AI
• 7:41
  is
• 7:41
  definitely
• 7:42
  relevant
• 7:42
  and
• 7:42
  coming
• 7:43
  up
• 7:43
  and
• 7:43
  we'll
• 7:43
  cover
• 7:43
  that.
• 7:44
  But
• 7:44
  agentic
• 7:44
  commerce
• 7:45
  is
• 7:45
  front
• 7:45
  of
• 7:45
  mind
• 7:45
  for
• 7:45
  everybody.
• 7:46
  And
• 7:46
  so
• 7:46
  yeah,
• 7:47
  we've
• 7:47
  got
• 7:47
  a
• 7:47
  couple
• 7:47
  of
• 7:47
  sessions
• 7:48
  dedicated
• 7:48
  to
• 7:48
  that
• 7:48
  from
• 7:49
  a
• 7:50
  what's
• 7:50
  here,
• 7:50
  what's
• 7:51
  real,
• 7:51
  what's
• 7:52
  happening
• 7:52
  now
• 7:53
  conversation
• 7:53
  with
• 7:54
  maybe
• 7:54
  a
• 7:54
  nod
• 7:54
  to
• 7:54
  the
• 7:55
  future,
• 7:55
  but
• 7:55
  really
• 7:56
  what
• 7:57
  is
• 7:57
  this
• 7:57
  world
• 7:57
  looking
• 7:58
  like?
• 7:58
  And
• 7:58
  that's
• 7:58
  from
• 7:58
  a
• 7:58
  retailer
• 7:59
  and
• 7:59
  brand
• 7:59
  perspective,
• 8:00
  but
• 8:00
  also
• 8:00
  a
• 8:00
  platform
• 8:01
  perspective.
• 8:02
  And
• 8:02
  then
• 8:02
  I
• 8:02
  guess
• 8:02
  building
• 8:03
  on
• 8:03
  that
• 8:03
  there's
• 8:03
  another
• 8:03
  session
• 8:04
  which
• 8:04
  is
• 8:04
  focused
• 8:05
  on
• 8:05
  how
• 8:06
  retailers
• 8:06
  and
• 8:06
  brands
• 8:07
  show
• 8:07
  up
• 8:07
  in
• 8:07
  the
• 8:07
  sort
• 8:08
  of
• 8:08
  era
• 8:08
  of
• 8:08
  let's
• 8:09
  call
• 8:09
  it
• 8:09
  AI
• 8:09
  search
• 8:10
  in
• 8:10
  anticipation
• 8:11
  of
• 8:11
  AI
• 8:12
  commerce.
• 8:12
  So
• 8:13
  you
• 8:13
  know,
• 8:13
  a
• 8:13
  lot
• 8:13
  of
• 8:13
  retailers
• 8:14
  and
• 8:14
  brands
• 8:14
  are
• 8:14
  talking
• 8:15
  to
• 8:15
  us
• 8:15
  about
• 8:15
  how
• 8:15
  they
• 8:16
  focus
• 8:17
  on
• 8:17
  their
• 8:17
  product
• 8:17
  data
• 8:17
  or
• 8:18
  how
• 8:18
  they're
• 8:18
  focusing
• 8:18
  on
• 8:19
  increased
• 8:19
  PR
• 8:19
  and
• 8:20
  communications
• 8:20
  or
• 8:21
  more
• 8:21
  influencer
• 8:22
  campaigns,
• 8:22
  anything
• 8:23
  really,
• 8:23
  to
• 8:24
  make
• 8:24
  sure
• 8:24
  that
• 8:24
  they
• 8:25
  appear
• 8:26
  regularly
• 8:26
  and
• 8:27
  highly
• 8:27
  on
• 8:27
  LLM
• 8:28
  based
• 8:28
  searches.
• 8:29
  So
• 8:29
  we're,
• 8:29
  we're
• 8:30
  really
• 8:30
  digging
• 8:30
  into
• 8:31
  that.
• 8:31
  And
• 8:31
  then
• 8:31
  I
• 8:32
  think,
• 8:32
  you
• 8:32
  know,
• 8:33
  beyond
• 8:33
  that,
• 8:33
  the,
• 8:34
  the
• 8:34
  overarching
• 8:35
  thing
• 8:35
  for
• 8:35
  us
• 8:35
  is,
• 8:35
  is
• 8:36
  use
• 8:36
  cases.
• 8:37
  And
• 8:37
  so
• 8:37
  whether
• 8:37
  it's
• 8:37
  traditional
• 8:38
  AI,
• 8:39
  generative
• 8:39
  AI,
• 8:40
  agentic
• 8:40
  AI
• 8:41
  and
• 8:41
  whether
• 8:41
  it's
• 8:42
  at
• 8:42
  the
• 8:42
  point
• 8:43
  of
• 8:43
  cx,
• 8:44
  whether
• 8:44
  it's
• 8:45
  at
• 8:45
  the
• 8:45
  point
• 8:45
  of
• 8:45
  E
• 8:45
  commerce,
• 8:46
  marketing
• 8:46
  operations,
• 8:47
  supply
• 8:48
  chain,
• 8:48
  any
• 8:48
  of
• 8:48
  those
• 8:48
  places,
• 8:49
  anything
• 8:49
  we
• 8:50
  cover
• 8:50
  from
• 8:50
  there
• 8:51
  on
• 8:51
  is
• 8:52
  things
• 8:52
  that
• 8:52
  retailers
• 8:53
  and
• 8:53
  brands
• 8:54
  have
• 8:54
  done
• 8:55
  or
• 8:56
  are
• 8:56
  doing
• 8:56
  and
• 8:57
  what
• 8:57
  the
• 8:57
  results
• 8:58
  have
• 8:58
  been
• 8:58
  from
• 8:58
  that.
• 8:59
  And
• 8:59
  in
• 8:59
  some
• 8:59
  cases
• 8:59
  maybe
• 9:00
  what's
• 9:00
  not
• 9:00
  worked
• 9:00
  as
• 9:00
  well.
• 9:00
  I
• 9:01
  think
• 9:01
  people
• 9:01
  are
• 9:01
  Always
• 9:01
  keen
• 9:01
  to
• 9:02
  hear
• 9:02
  about
• 9:02
  that,
• 9:02
  but
• 9:02
  it's,
• 9:03
  it's
• 9:03
  really,
• 9:04
  and
• 9:04
  use
• 9:04
  case
• 9:05
  driven.
• 9:06
  But
• 9:06
  again,
• 9:07
  back
• 9:07
  to
• 9:07
  my
• 9:07
  other
• 9:07
  point,
• 9:07
  we,
• 9:08
  we're
• 9:08
  also
• 9:08
  making
• 9:08
  sure
• 9:09
  that
• 9:09
  we're
• 9:09
  almost
• 9:09
  not,
• 9:11
  not
• 9:11
  jumping
• 9:12
  the
• 9:12
  gun
• 9:12
  somewhat.
• 9:12
  So
• 9:12
  there's
• 9:13
  a
• 9:13
  session
• 9:13
  on,
• 9:13
  you
• 9:13
  know,
• 9:14
  sort
• 9:14
  of
• 9:14
  data
• 9:14
  readiness
• 9:15
  for
• 9:15
  AI.
• 9:16
  So,
• 9:16
  you
• 9:16
  know,
• 9:16
  for
• 9:17
  some
• 9:17
  that
• 9:17
  in
• 9:17
  the
• 9:17
  audience
• 9:18
  are
• 9:18
  not
• 9:18
  as
• 9:18
  a
• 9:18
  mature
• 9:19
  business,
• 9:19
  you
• 9:20
  know,
• 9:20
  how
• 9:20
  do
• 9:20
  you
• 9:20
  make
• 9:20
  sure
• 9:20
  your
• 9:21
  data
• 9:21
  is
• 9:21
  ready
• 9:22
  to
• 9:22
  deliver
• 9:22
  value
• 9:23
  from,
• 9:23
  from
• 9:23
  AI
• 9:24
  projects?
• 9:24
  You
• 9:24
  know,
• 9:24
  the
• 9:24
  whole
• 9:25
  garbage
• 9:25
  in,
• 9:25
  garbage
• 9:25
  out
• 9:26
  type
• 9:26
  of
• 9:26
  conversation,
• 9:26
  which
• 9:27
  has
• 9:27
  been
• 9:27
  around
• 9:27
  for
• 9:27
  a
• 9:28
  long
• 9:28
  time,
• 9:28
  but
• 9:28
  feels
• 9:29
  even
• 9:29
  more
• 9:29
  pertinent
• 9:30
  right
• 9:30
  now.
• 9:30
  And
• 9:30
  then,
• 9:30
  and
• 9:31
  then
• 9:31
  the
• 9:31
  human
• 9:31
  side,
• 9:32
  you
• 9:32
  know,
• 9:33
  we're
• 9:33
  looking
• 9:33
  at
• 9:33
  kind
• 9:33
  of
• 9:33
  the
• 9:33
  workforce
• 9:34
  of
• 9:34
  the
• 9:34
  future,
• 9:34
  if
• 9:35
  you
• 9:35
  like,
• 9:35
  which
• 9:35
  is
• 9:36
  how
• 9:36
  do
• 9:37
  you
• 9:37
  bring
• 9:37
  in
• 9:37
  AI
• 9:38
  capabilities
• 9:38
  internally
• 9:40
  and
• 9:40
  what
• 9:40
  does
• 9:41
  that
• 9:41
  mean
• 9:41
  for
• 9:42
  the
• 9:42
  human
• 9:42
  workforce?
• 9:43
  And
• 9:43
  in
• 9:43
  some
• 9:43
  cases
• 9:44
  that
• 9:44
  may
• 9:44
  mean
• 9:44
  that
• 9:45
  some
• 9:45
  roles
• 9:46
  disappear
• 9:46
  or
• 9:47
  change
• 9:47
  beyond
• 9:47
  recognition.
• 9:48
  It
• 9:48
  may
• 9:48
  mean
• 9:48
  that
• 9:49
  some
• 9:49
  roles
• 9:49
  are
• 9:50
  massively
• 9:50
  disrupted
• 9:50
  or
• 9:51
  some
• 9:51
  roles
• 9:51
  emerge
• 9:52
  that
• 9:52
  didn't
• 9:52
  previously
• 9:52
  exist.
• 9:53
  But
• 9:53
  we're
• 9:53
  really
• 9:53
  trying
• 9:54
  to,
• 9:54
  we're
• 9:55
  trying
• 9:55
  to
• 9:55
  have
• 9:55
  a
• 9:55
  really
• 9:55
  well
• 9:56
  rounded
• 9:56
  conversation
• 9:57
  about
• 9:57
  it
• 9:57
  rather
• 9:57
  than
• 9:58
  just
• 9:59
  what
• 9:59
  might
• 9:59
  the
• 9:59
  future
• 10:00
  of
• 10:00
  AI
• 10:00
  and
• 10:01
  retail
• 10:01
  look
• 10:01
  like?
• 10:01
  Because
• 10:02
  I
• 10:02
  think
• 10:02
  people
• 10:02
  have
• 10:02
  heard
• 10:02
  a
• 10:02
  lot
• 10:03
  of
• 10:03
  that
• 10:03
  and
• 10:04
  that's
• 10:04
  not
• 10:05
  what
• 10:05
  they're
• 10:05
  going
• 10:05
  to
• 10:05
  get
• 10:05
  the
• 10:05
  value
• 10:06
  from
• 10:06
  this
• 10:06
  year,
• 10:06
  in
• 10:07
  my
• 10:07
  opinion.
• 10:08
  Yeah,
• 10:08
  and
• 10:08
  I
• 10:08
  think
• 10:08
  that's
• 10:09
  what
• 10:09
  you
• 10:09
  guys
• 10:09
  do
• 10:09
  best
• 10:09
  too,
• 10:10
  is
• 10:10
  you
• 10:10
  try
• 10:10
  to
• 10:10
  keep
• 10:10
  it
• 10:10
  real
• 10:11
  with
• 10:11
  what
• 10:11
  is,
• 10:12
  what
• 10:12
  is
• 10:12
  real.
• 10:12
  Tangible
• 10:13
  takeaways
• 10:14
  that
• 10:14
  the
• 10:15
  conference
• 10:15
  goers
• 10:16
  can,
• 10:16
  you
• 10:16
  know,
• 10:16
  take
• 10:16
  back
• 10:17
  to
• 10:17
  their
• 10:17
  jobs
• 10:17
  and,
• 10:17
  and
• 10:18
  make
• 10:18
  themselves
• 10:18
  better.
• 10:18
  That's
• 10:19
  what
• 10:19
  you
• 10:19
  guys
• 10:19
  do
• 10:19
  so
• 10:19
  well
• 10:19
  from
• 10:20
  a
• 10:20
  content
• 10:20
  perspective.
• 10:21
  Well,
• 10:21
  thank
• 10:21
  you,
• 10:21
  Adam.
• 10:22
  That
• 10:22
  was
• 10:22
  great
• 10:22
  stuff
• 10:23
  and
• 10:23
  I
• 10:23
  can't
• 10:23
  personally,
• 10:23
  I
• 10:24
  can't
• 10:24
  wait
• 10:24
  to
• 10:24
  see
• 10:24
  you
• 10:24
  in
• 10:24
  Barcelona.
• 10:25
  Likewise.
• 10:26
  Looking
• 10:26
  forward
• 10:26
  to
• 10:26
  it.
• 10:26
  See
• 10:26
  you
• 10:27
  then.
• 10:29
  It.