Latest / Omni Talk Retail / How 3 Brands Used AI To Personalize Content At Scale And Won | Ask An Expert

Transcript

How 3 Brands Used AI To Personalize Content At Scale And Won | Ask An Expert · Omni Talk Retail

• 0:00
  Foreign.
• 0:08
  Welcome
• 0:09
  to
• 0:09
  another
• 0:09
  exciting
• 0:10
  and
• 0:10
  elucidating
• 0:11
  episode
• 0:11
  of
• 0:11
  the
• 0:11
  Omnitok
• 0:12
  Ask
• 0:12
  An
• 0:12
  Expert
• 0:13
  series.
• 0:13
  I'm
• 0:13
  one
• 0:14
  of
• 0:14
  your
• 0:14
  co
• 0:14
  hosts
• 0:14
  for
• 0:14
  today's
• 0:15
  interview,
• 0:15
  Anne
• 0:15
  Mazenga.
• 0:16
  And
• 0:17
  I'm
• 0:17
  Chris
• 0:17
  Walton,
• 0:18
  and
• 0:18
  we
• 0:18
  are.
• 0:18
  The
• 0:19
  founders
• 0:19
  of
• 0:19
  omnitalk,
• 0:20
  the
• 0:20
  fast
• 0:20
  growing
• 0:20
  retail
• 0:21
  media
• 0:21
  organization
• 0:21
  that
• 0:22
  is
• 0:22
  all
• 0:22
  about
• 0:22
  the
• 0:22
  companies,
• 0:23
  the
• 0:23
  technologies
• 0:24
  and
• 0:24
  the
• 0:24
  people
• 0:24
  that
• 0:24
  are
• 0:25
  coming
• 0:25
  together
• 0:25
  to
• 0:25
  shape
• 0:26
  the
• 0:26
  future
• 0:26
  of
• 0:27
  retailers.
• 0:28
  Chris,
• 0:29
  we
• 0:29
  have
• 0:30
  heard
• 0:30
  from
• 0:30
  just
• 0:30
  about
• 0:31
  every
• 0:31
  single
• 0:31
  retail
• 0:32
  executive
• 0:32
  we
• 0:32
  talked
• 0:33
  to
• 0:33
  in
• 0:33
  the
• 0:33
  last
• 0:33
  year.
• 0:34
  When
• 0:34
  we're
• 0:34
  talking
• 0:35
  to
• 0:35
  them
• 0:35
  about
• 0:35
  Gen
• 0:36
  AI,
• 0:36
  one
• 0:37
  of
• 0:37
  the
• 0:37
  number
• 0:37
  one
• 0:38
  places
• 0:38
  they're
• 0:39
  applying
• 0:39
  that
• 0:39
  to
• 0:40
  and
• 0:40
  seeing
• 0:40
  rapid
• 0:41
  success
• 0:41
  and
• 0:41
  transformation
• 0:42
  is
• 0:43
  personalization.
• 0:44
  Would
• 0:44
  you
• 0:45
  agree
• 0:45
  with
• 0:45
  that?
• 0:46
  Yes,
• 0:46
  Ann.
• 0:47
  And
• 0:47
  personalization,
• 0:47
  as
• 0:47
  you
• 0:48
  know,
• 0:48
  is
• 0:48
  my
• 0:48
  favorite
• 0:49
  word.
• 0:50
  It
• 0:50
  is.
• 0:51
  You're
• 0:51
  one
• 0:51
  of
• 0:51
  your
• 0:51
  favorite
• 0:52
  words.
• 0:52
  One
• 0:52
  of
• 0:53
  them.
• 0:53
  One
• 0:54
  of
• 0:54
  them.
• 0:54
  I
• 0:54
  have
• 0:55
  many
• 0:55
  favorite
• 0:55
  words.
• 0:56
  You're
• 0:56
  right.
• 0:56
  Yes,
• 0:57
  fair.
• 0:58
  But
• 0:58
  the
• 0:58
  reason
• 0:59
  that
• 0:59
  they
• 0:59
  are
• 1:00
  enjoying
• 1:00
  this
• 1:00
  so
• 1:00
  much
• 1:00
  is
• 1:01
  that
• 1:01
  they're
• 1:01
  able
• 1:01
  to
• 1:02
  create
• 1:02
  such
• 1:03
  special
• 1:04
  personalized
• 1:05
  content
• 1:05
  for
• 1:06
  their
• 1:06
  customers.
• 1:07
  So
• 1:07
  we
• 1:07
  thought
• 1:07
  we'd
• 1:08
  dive
• 1:08
  even
• 1:09
  deeper
• 1:09
  to
• 1:09
  kick
• 1:10
  off
• 1:10
  this
• 1:10
  year
• 1:11
  to
• 1:11
  learn
• 1:12
  how
• 1:12
  retailers
• 1:13
  and
• 1:13
  brands
• 1:13
  are
• 1:14
  doing
• 1:14
  this
• 1:14
  successfully.
• 1:15
  And
• 1:15
  we've
• 1:16
  brought
• 1:16
  in
• 1:16
  Contentful's
• 1:17
  Global
• 1:18
  Vice
• 1:18
  President
• 1:18
  of
• 1:19
  Solution
• 1:19
  engineering,
• 1:20
  Sarah
• 1:21
  Sullivan
• 1:21
  to
• 1:22
  help
• 1:22
  the
• 1:22
  break
• 1:22
  this
• 1:23
  down
• 1:23
  for
• 1:23
  us.
• 1:23
  Chris.
• 1:24
  So,
• 1:24
  Sarah,
• 1:25
  we'd
• 1:25
  like
• 1:25
  to
• 1:25
  give
• 1:26
  you
• 1:26
  a
• 1:26
  big
• 1:26
  warm
• 1:27
  welcome
• 1:27
  to
• 1:27
  omnitech.
• 1:28
  Hello.
• 1:30
  Well,
• 1:30
  well,
• 1:30
  hello
• 1:31
  and
• 1:31
  nice
• 1:32
  to
• 1:32
  meet
• 1:32
  you
• 1:32
  and
• 1:32
  spend
• 1:32
  some
• 1:32
  time
• 1:33
  with
• 1:33
  you.
• 1:33
  Anne
• 1:33
  and
• 1:33
  Chris,
• 1:34
  pleasure
• 1:34
  to
• 1:34
  be
• 1:34
  here.
• 1:35
  Hopefully
• 1:35
  everyone
• 1:36
  that's
• 1:36
  listening
• 1:36
  is
• 1:36
  coming
• 1:37
  off
• 1:37
  some
• 1:37
  really
• 1:37
  strong
• 1:38
  numbers
• 1:39
  of,
• 1:39
  you
• 1:39
  know,
• 1:39
  Black
• 1:40
  Friday
• 1:40
  and
• 1:40
  Cyber
• 1:41
  Monday
• 1:41
  deals
• 1:42
  as
• 1:42
  they
• 1:42
  think
• 1:42
  about
• 1:43
  coming
• 1:43
  into
• 1:43
  the
• 1:43
  new
• 1:43
  year
• 1:44
  here.
• 1:44
  I
• 1:44
  hope
• 1:44
  everyone's
• 1:45
  wondering,
• 1:45
  you
• 1:45
  know,
• 1:46
  proud
• 1:46
  of
• 1:46
  what
• 1:46
  they
• 1:47
  did
• 1:47
  and
• 1:47
  trying
• 1:47
  to
• 1:47
  figure
• 1:48
  out
• 1:48
  how
• 1:48
  they're
• 1:48
  going
• 1:48
  to
• 1:48
  top
• 1:48
  it
• 1:49
  for
• 1:49
  next
• 1:49
  year.
• 1:49
  So
• 1:49
  hopefully
• 1:50
  we
• 1:50
  can
• 1:50
  inspire
• 1:51
  them
• 1:51
  today
• 1:51
  on
• 1:52
  how
• 1:52
  they
• 1:52
  might
• 1:52
  do
• 1:52
  that.
• 1:53
  Yeah,
• 1:53
  right.
• 1:53
  Yeah,
• 1:54
  hopefully.
• 1:54
  Everybody
• 1:54
  had
• 1:54
  a
• 1:55
  great
• 1:55
  close
• 1:55
  to
• 1:55
  the
• 1:55
  holiday
• 1:56
  season
• 1:56
  here
• 1:56
  as
• 1:56
  we
• 1:57
  start
• 1:57
  January,
• 1:58
  so.
• 1:58
  And
• 1:58
  Sarah
• 1:59
  Sullivan.
• 1:59
  I
• 1:59
  gotta,
• 1:59
  I
• 2:00
  gotta,
• 2:00
  I
• 2:00
  gotta
• 2:01
  admit,
• 2:01
  I
• 2:01
  love
• 2:01
  the
• 2:01
  alliteration
• 2:02
  of
• 2:02
  the
• 2:02
  name.
• 2:02
  It's
• 2:03
  fitting
• 2:03
  with
• 2:03
  Omnitalk.
• 2:04
  Sarah
• 2:04
  Sullivan.
• 2:05
  That's
• 2:05
  a,
• 2:05
  that's
• 2:05
  a
• 2:05
  good
• 2:06
  SS
• 2:07
  dynamic
• 2:07
  there.
• 2:07
  So.
• 2:08
  All
• 2:08
  right,
• 2:08
  well,
• 2:08
  before
• 2:08
  we
• 2:09
  get
• 2:09
  started,
• 2:09
  just
• 2:10
  a
• 2:10
  quick
• 2:10
  reminder.
• 2:11
  For
• 2:11
  those
• 2:11
  watching
• 2:11
  live
• 2:12
  on
• 2:12
  LinkedIn,
• 2:12
  feel
• 2:12
  free
• 2:13
  to
• 2:13
  ask
• 2:13
  your
• 2:13
  questions
• 2:14
  of
• 2:14
  Sarah
• 2:14
  and
• 2:14
  the
• 2:15
  Contentful
• 2:15
  team
• 2:15
  at
• 2:15
  any
• 2:16
  time
• 2:16
  via
• 2:16
  the
• 2:17
  chat
• 2:17
  session
• 2:18
  window
• 2:18
  in
• 2:18
  LinkedIn,
• 2:19
  which
• 2:19
  is
• 2:19
  just
• 2:20
  to
• 2:20
  the
• 2:20
  right
• 2:20
  of
• 2:20
  your
• 2:21
  screen
• 2:21
  if
• 2:21
  you're
• 2:21
  on
• 2:22
  your
• 2:22
  desktop
• 2:23
  computer.
• 2:24
  All
• 2:24
  right,
• 2:24
  Sarah,
• 2:24
  let's
• 2:25
  get
• 2:25
  started
• 2:25
  with
• 2:25
  this.
• 2:26
  Let's
• 2:27
  start
• 2:27
  like
• 2:27
  we
• 2:27
  always
• 2:27
  do
• 2:28
  with
• 2:28
  our
• 2:28
  guests,
• 2:28
  like
• 2:28
  give
• 2:29
  us
• 2:29
  a
• 2:29
  little
• 2:29
  bit
• 2:29
  about
• 2:29
  your
• 2:30
  Background
• 2:30
  and
• 2:31
  what
• 2:31
  Contentful
• 2:32
  does?
• 2:33
  You
• 2:33
  bet.
• 2:33
  Well,
• 2:33
  I'll
• 2:34
  start
• 2:34
  with
• 2:34
  Contentful.
• 2:35
  So
• 2:35
  Contentful
• 2:36
  is
• 2:36
  a
• 2:36
  digital
• 2:37
  experience
• 2:38
  platform
• 2:39
  that
• 2:39
  now
• 2:39
  offers
• 2:40
  personalization
• 2:40
  capabilities.
• 2:41
  So
• 2:41
  this
• 2:41
  is
• 2:42
  a
• 2:42
  perfect
• 2:42
  topic
• 2:42
  and
• 2:43
  timing
• 2:43
  for
• 2:43
  for
• 2:43
  all
• 2:44
  of
• 2:44
  us
• 2:44
  to
• 2:44
  be
• 2:44
  speaking
• 2:44
  here
• 2:45
  today.
• 2:46
  Contentful
• 2:46
  is
• 2:47
  really
• 2:47
  about
• 2:47
  empowering
• 2:47
  brands
• 2:48
  to
• 2:48
  deliver
• 2:49
  digital
• 2:49
  experiences
• 2:50
  quickly,
• 2:51
  efficiently,
• 2:51
  at
• 2:51
  scale
• 2:52
  for
• 2:53
  what
• 2:53
  they're
• 2:53
  based
• 2:54
  on
• 2:54
  how
• 2:54
  their
• 2:54
  customers
• 2:54
  expect
• 2:55
  them
• 2:55
  to
• 2:55
  be
• 2:56
  messaged
• 2:56
  and
• 2:57
  tailored
• 2:57
  to
• 2:58
  them
• 2:58
  as
• 2:58
  an
• 2:58
  audience.
• 3:00
  Our
• 3:00
  platform
• 3:01
  helps
• 3:01
  teams
• 3:02
  structure
• 3:02
  and
• 3:03
  manage,
• 3:03
  personalize
• 3:04
  and
• 3:04
  scale
• 3:05
  content
• 3:05
  across
• 3:06
  global
• 3:06
  brands
• 3:07
  and
• 3:07
  regions
• 3:08
  and
• 3:08
  products,
• 3:09
  all
• 3:09
  while
• 3:10
  leveraging
• 3:10
  AI.
• 3:11
  And
• 3:11
  we
• 3:12
  work
• 3:12
  with
• 3:12
  key
• 3:12
  brands
• 3:13
  like
• 3:13
  Ikea,
• 3:14
  Ed,
• 3:14
  Vodafone,
• 3:15
  Ruggable
• 3:16
  Bang
• 3:17
  and
• 3:17
  Olufsen
• 3:18
  and
• 3:18
  a
• 3:18
  whole
• 3:18
  bunch
• 3:18
  more.
• 3:19
  And
• 3:19
  we'll
• 3:19
  share
• 3:19
  some
• 3:20
  of
• 3:20
  those
• 3:20
  stories
• 3:20
  with
• 3:20
  the
• 3:21
  audience
• 3:21
  here
• 3:21
  today.
• 3:22
  Awesome.
• 3:23
  And
• 3:23
  what's
• 3:23
  your
• 3:23
  background?
• 3:24
  Yeah,
• 3:24
  yeah,
• 3:25
  I'm
• 3:26
  based
• 3:26
  here
• 3:26
  in
• 3:26
  Los
• 3:26
  Angeles
• 3:27
  and
• 3:28
  I
• 3:28
  lead,
• 3:28
  as
• 3:28
  you
• 3:28
  mentioned,
• 3:29
  our
• 3:29
  global
• 3:29
  solution
• 3:30
  engineering
• 3:30
  team.
• 3:30
  We're
• 3:31
  all
• 3:31
  about
• 3:31
  focusing
• 3:32
  on
• 3:32
  how
• 3:33
  customers
• 3:33
  can
• 3:33
  leverage
• 3:33
  our
• 3:34
  platform
• 3:34
  to
• 3:34
  really
• 3:35
  drive
• 3:35
  and
• 3:35
  accelerate
• 3:36
  value.
• 3:37
  I've
• 3:37
  been
• 3:37
  with
• 3:37
  Contentful
• 3:38
  four
• 3:39
  years
• 3:39
  now,
• 3:39
  and
• 3:40
  for
• 3:40
  the
• 3:40
  last
• 3:41
  year,
• 3:41
  I've
• 3:41
  really
• 3:41
  spent
• 3:41
  a
• 3:41
  lot
• 3:42
  of
• 3:42
  time
• 3:42
  focusing
• 3:42
  on
• 3:43
  AI
• 3:43
  and
• 3:44
  how
• 3:44
  our
• 3:44
  customers
• 3:44
  can
• 3:45
  leverage
• 3:45
  it
• 3:45
  in
• 3:45
  their
• 3:46
  marketing
• 3:46
  operations
• 3:47
  to
• 3:47
  really
• 3:47
  speed
• 3:47
  things
• 3:47
  up.
• 3:48
  So
• 3:48
  we'll
• 3:49
  try
• 3:49
  to
• 3:49
  share
• 3:49
  some
• 3:50
  ideas
• 3:50
  and
• 3:50
  examples
• 3:51
  today
• 3:51
  on
• 3:51
  how
• 3:51
  some
• 3:52
  of
• 3:52
  our
• 3:52
  customers
• 3:52
  are
• 3:53
  doing
• 3:53
  that
• 3:53
  and
• 3:53
  how
• 3:54
  organizations
• 3:54
  can
• 3:54
  be
• 3:54
  thinking
• 3:55
  about
• 3:55
  doing
• 3:55
  that
• 3:55
  here
• 3:56
  in
• 3:56
  the
• 3:56
  near
• 3:56
  future.
• 3:57
  Sarah,
• 3:57
  that's
• 3:58
  awesome.
• 3:58
  I
• 3:58
  mean,
• 3:58
  I
• 3:58
  think
• 3:59
  I'm
• 4:00
  almost
• 4:00
  curious,
• 4:00
  like,
• 4:01
  you've
• 4:01
  been
• 4:01
  doing
• 4:01
  this
• 4:01
  for
• 4:02
  a
• 4:02
  while
• 4:02
  and
• 4:03
  like
• 4:03
  I
• 4:04
  said
• 4:04
  in
• 4:04
  the
• 4:04
  beginning,
• 4:05
  AI
• 4:05
  is
• 4:05
  really
• 4:05
  something
• 4:06
  that
• 4:06
  we're
• 4:07
  hearing.
• 4:07
  So
• 4:08
  many
• 4:08
  brands,
• 4:08
  so
• 4:09
  many
• 4:09
  retailers
• 4:09
  have
• 4:09
  success
• 4:10
  with,
• 4:10
  but
• 4:11
  maybe
• 4:12
  give
• 4:12
  us
• 4:12
  a
• 4:12
  little
• 4:13
  bit
• 4:13
  of
• 4:13
  kind
• 4:13
  of
• 4:13
  where
• 4:14
  it's
• 4:14
  been,
• 4:14
  where
• 4:14
  it's
• 4:15
  going,
• 4:15
  and
• 4:16
  how
• 4:16
  retailers
• 4:17
  should
• 4:17
  start
• 4:17
  to
• 4:18
  think
• 4:18
  about
• 4:18
  approaching
• 4:19
  leveraging
• 4:20
  something
• 4:21
  like
• 4:22
  AI
• 4:22
  to
• 4:23
  help
• 4:23
  them
• 4:23
  further
• 4:24
  personalize
• 4:24
  content
• 4:25
  for
• 4:26
  their
• 4:26
  customers.
• 4:27
  Yeah,
• 4:28
  I
• 4:29
  think
• 4:29
  before
• 4:29
  any
• 4:29
  organization
• 4:30
  can
• 4:30
  even
• 4:31
  think
• 4:31
  about
• 4:31
  AI
• 4:32
  and
• 4:32
  what
• 4:32
  it
• 4:32
  means
• 4:33
  to
• 4:33
  their
• 4:33
  teams,
• 4:34
  it
• 4:34
  first
• 4:34
  starts
• 4:35
  with
• 4:35
  the
• 4:35
  foundation
• 4:36
  of
• 4:36
  how
• 4:36
  you
• 4:36
  operate
• 4:37
  today.
• 4:38
  And
• 4:38
  because
• 4:39
  I'm
• 4:39
  hoping
• 4:39
  there's
• 4:39
  a
• 4:40
  lot
• 4:40
  of
• 4:40
  brand
• 4:40
  and
• 4:40
  creative
• 4:41
  people
• 4:41
  on
• 4:41
  the
• 4:41
  phone
• 4:41
  today,
• 4:42
  I'm
• 4:42
  going
• 4:42
  to
• 4:42
  start
• 4:43
  with.
• 4:43
  It
• 4:44
  starts
• 4:44
  with
• 4:44
  idea
• 4:45
  generation.
• 4:46
  Okay.
• 4:46
  We
• 4:47
  talk
• 4:47
  to
• 4:47
  so
• 4:47
  many
• 4:47
  brand
• 4:48
  and
• 4:48
  creative
• 4:48
  folks
• 4:49
  where,
• 4:49
  you
• 4:50
  know,
• 4:50
  it's.
• 4:50
  They
• 4:50
  come
• 4:50
  up
• 4:51
  with
• 4:51
  all
• 4:51
  of
• 4:51
  these
• 4:51
  amazing
• 4:52
  ideas
• 4:53
  of
• 4:53
  campaigns
• 4:54
  and
• 4:55
  experiences
• 4:55
  that
• 4:55
  they
• 4:56
  want
• 4:56
  to
• 4:56
  create.
• 4:57
  And
• 4:57
  it's
• 4:57
  all
• 4:58
  about
• 4:58
  how
• 4:58
  do
• 4:58
  you
• 4:58
  drive
• 4:59
  engagement
• 4:59
  with
• 4:59
  the
• 5:00
  audiences.
• 5:01
  But
• 5:01
  for
• 5:01
  so
• 5:01
  many
• 5:02
  brands,
• 5:03
  they
• 5:03
  talk
• 5:03
  about
• 5:03
  this
• 5:04
  idea
• 5:04
  of
• 5:04
  like,
• 5:04
  these
• 5:05
  creative
• 5:05
  ideas
• 5:06
  go
• 5:06
  to
• 5:06
  die
• 5:06
  because
• 5:07
  they
• 5:07
  don't
• 5:07
  have
• 5:07
  the
• 5:08
  solutions
• 5:08
  in
• 5:08
  place
• 5:08
  to
• 5:09
  actually
• 5:09
  bring
• 5:09
  Them
• 5:09
  to
• 5:09
  life.
• 5:10
  Life
• 5:10
  quickly.
• 5:11
  One
• 5:11
  of
• 5:11
  our
• 5:11
  customers
• 5:12
  is
• 5:12
  audible.
• 5:13
  Abby
• 5:13
  McInerney
• 5:14
  there.
• 5:14
  She's
• 5:15
  the
• 5:15
  senior
• 5:15
  brand
• 5:15
  creative
• 5:16
  director
• 5:16
  at
• 5:16
  Audible,
• 5:17
  and
• 5:17
  she
• 5:17
  was
• 5:17
  sharing
• 5:18
  with
• 5:18
  us.
• 5:19
  Unfortunately,
• 5:19
  it's
• 5:20
  a
• 5:20
  terrible.
• 5:20
  Not
• 5:20
  a
• 5:20
  terrible
• 5:21
  term.
• 5:21
  I
• 5:21
  love
• 5:21
  the
• 5:21
  term.
• 5:21
  It's
• 5:22
  a.
• 5:22
  It's
• 5:22
  a
• 5:23
  unfortunate
• 5:24
  consequence.
• 5:24
  She
• 5:24
  talks
• 5:25
  about
• 5:25
  the
• 5:25
  creative
• 5:26
  graveyard.
• 5:27
  She's
• 5:27
  like,
• 5:27
  my
• 5:27
  team
• 5:28
  comes
• 5:28
  up
• 5:28
  with
• 5:28
  all
• 5:28
  of
• 5:28
  these
• 5:29
  amazing
• 5:29
  ideas,
• 5:30
  but
• 5:31
  because
• 5:31
  our
• 5:31
  solutions
• 5:32
  don't,
• 5:32
  we
• 5:32
  can't
• 5:32
  work
• 5:33
  fast
• 5:33
  enough.
• 5:33
  We
• 5:33
  can't
• 5:34
  bring
• 5:34
  these
• 5:34
  experiences
• 5:35
  to
• 5:35
  life
• 5:35
  fast
• 5:35
  enough.
• 5:36
  She
• 5:36
  talks
• 5:36
  about
• 5:37
  how
• 5:37
  these
• 5:37
  creative
• 5:37
  ideas
• 5:38
  go
• 5:38
  to
• 5:38
  this
• 5:38
  creative
• 5:39
  graveyard
• 5:39
  to
• 5:39
  die.
• 5:40
  And
• 5:40
  she's
• 5:40
  like,
• 5:40
  it's
• 5:40
  so
• 5:41
  frustrating
• 5:41
  because,
• 5:42
  yeah,
• 5:42
  she's
• 5:42
  like,
• 5:42
  my
• 5:43
  team
• 5:43
  is
• 5:43
  amazing
• 5:44
  at
• 5:44
  what
• 5:44
  they
• 5:44
  do.
• 5:45
  And
• 5:45
  so
• 5:45
  they
• 5:46
  came
• 5:46
  to
• 5:46
  us
• 5:46
  a
• 5:46
  few
• 5:47
  years
• 5:47
  ago,
• 5:47
  and
• 5:47
  this
• 5:48
  was
• 5:48
  the
• 5:48
  problem
• 5:48
  they
• 5:48
  were
• 5:49
  ultimately
• 5:49
  trying
• 5:49
  to
• 5:49
  solve.
• 5:50
  They
• 5:50
  wanted
• 5:50
  to
• 5:50
  have
• 5:51
  a
• 5:51
  platform
• 5:51
  in
• 5:52
  place
• 5:53
  that
• 5:53
  allowed
• 5:53
  them
• 5:54
  to
• 5:54
  move
• 5:54
  faster,
• 5:55
  that
• 5:55
  allowed
• 5:55
  them
• 5:55
  to
• 5:56
  bring
• 5:56
  all
• 5:56
  of
• 5:56
  these
• 5:57
  amazing
• 5:57
  ideas
• 5:58
  live,
• 5:59
  you
• 5:59
  know,
• 5:59
  bring
• 6:00
  them
• 6:00
  to
• 6:00
  their
• 6:00
  consumers
• 6:01
  and
• 6:01
  engage
• 6:01
  with
• 6:01
  their
• 6:02
  customers
• 6:02
  in
• 6:02
  new,
• 6:03
  exciting
• 6:03
  ways.
• 6:04
  And
• 6:04
  that's
• 6:04
  ultimately
• 6:05
  why
• 6:05
  they
• 6:05
  deployed
• 6:05
  contentful,
• 6:06
  and
• 6:06
  they've
• 6:06
  seen
• 6:07
  tremendous
• 6:07
  success
• 6:08
  as
• 6:08
  a
• 6:08
  result.
• 6:09
  Explain
• 6:09
  that
• 6:09
  a
• 6:10
  little
• 6:10
  bit,
• 6:10
  too.
• 6:10
  And,
• 6:10
  like,
• 6:11
  how
• 6:11
  that's
• 6:12
  like,
• 6:13
  in
• 6:13
  the
• 6:13
  day
• 6:13
  to
• 6:13
  day,
• 6:14
  like,
• 6:14
  what
• 6:14
  is
• 6:14
  that
• 6:14
  changing
• 6:15
  for
• 6:15
  the
• 6:15
  creative
• 6:16
  teams
• 6:16
  then
• 6:16
  now
• 6:16
  that
• 6:17
  you're
• 6:17
  saying
• 6:17
  work
• 6:18
  faster,
• 6:18
  but,
• 6:18
  like,
• 6:19
  if
• 6:19
  you
• 6:19
  can
• 6:19
  explain
• 6:20
  even
• 6:20
  more,
• 6:20
  like,
• 6:21
  what's
• 6:21
  the
• 6:21
  team
• 6:21
  at
• 6:21
  Audible
• 6:22
  doing
• 6:22
  now
• 6:22
  that
• 6:23
  they
• 6:23
  couldn't
• 6:23
  do
• 6:23
  before?
• 6:25
  Well,
• 6:25
  I'll
• 6:26
  go
• 6:26
  back
• 6:26
  to
• 6:26
  one
• 6:26
  of
• 6:26
  the
• 6:27
  core
• 6:27
  challenges
• 6:27
  that
• 6:28
  a
• 6:28
  lot
• 6:28
  of
• 6:28
  these,
• 6:28
  most
• 6:29
  organizations
• 6:29
  have
• 6:30
  is
• 6:30
  that
• 6:31
  they
• 6:31
  want
• 6:31
  to
• 6:31
  be
• 6:31
  able
• 6:32
  to
• 6:32
  bring
• 6:32
  an
• 6:32
  experience
• 6:33
  to
• 6:33
  life
• 6:34
  and
• 6:34
  have
• 6:34
  it
• 6:35
  be
• 6:35
  consistent
• 6:36
  across
• 6:36
  all
• 6:37
  of
• 6:37
  their
• 6:37
  digital
• 6:37
  channels,
• 6:38
  right?
• 6:38
  And
• 6:38
  so
• 6:39
  think
• 6:39
  about.
• 6:39
  Think
• 6:39
  about
• 6:39
  a
• 6:40
  consumer's
• 6:40
  journey
• 6:40
  with
• 6:41
  you
• 6:41
  as
• 6:41
  a
• 6:41
  brand.
• 6:42
  They
• 6:42
  might
• 6:43
  start
• 6:43
  on
• 6:43
  social
• 6:43
  media.
• 6:44
  Maybe
• 6:44
  we're.
• 6:44
  We're
• 6:45
  scrolling
• 6:45
  and
• 6:46
  we
• 6:46
  see
• 6:46
  an
• 6:46
  ad
• 6:46
  pop
• 6:47
  up
• 6:47
  that
• 6:47
  piques
• 6:48
  our
• 6:48
  interest
• 6:48
  and
• 6:48
  we
• 6:49
  click
• 6:49
  through
• 6:49
  it,
• 6:49
  right?
• 6:50
  And
• 6:50
  as
• 6:50
  we
• 6:50
  click
• 6:51
  through
• 6:51
  it,
• 6:51
  maybe
• 6:51
  we're
• 6:52
  dropped
• 6:52
  into
• 6:52
  your
• 6:53
  brand's
• 6:53
  website,
• 6:54
  and
• 6:55
  now
• 6:55
  we're
• 6:55
  scrolling
• 6:55
  through
• 6:55
  the
• 6:56
  website,
• 6:56
  and
• 6:56
  maybe
• 6:56
  something
• 6:56
  pops
• 6:57
  up
• 6:57
  at
• 6:57
  the
• 6:57
  top
• 6:57
  that
• 6:58
  says,
• 6:58
  hey,
• 6:58
  would
• 6:59
  you
• 6:59
  like
• 6:59
  to
• 6:59
  download
• 7:00
  our
• 7:00
  mobile
• 7:00
  app?
• 7:00
  Well,
• 7:01
  sure,
• 7:01
  yeah.
• 7:01
  That
• 7:02
  probably
• 7:02
  creates
• 7:02
  for
• 7:02
  a
• 7:02
  better
• 7:03
  shopping
• 7:03
  experience.
• 7:04
  So
• 7:04
  maybe
• 7:04
  I
• 7:04
  download
• 7:04
  that
• 7:05
  mobile
• 7:05
  app
• 7:06
  and
• 7:06
  now
• 7:06
  I'm
• 7:06
  scrolling
• 7:07
  through,
• 7:07
  I
• 7:07
  add
• 7:08
  the
• 7:08
  cart.
• 7:08
  I
• 7:09
  check
• 7:09
  out,
• 7:10
  as
• 7:10
  I
• 7:10
  finish
• 7:10
  that
• 7:11
  checkout
• 7:11
  process,
• 7:12
  I
• 7:12
  get
• 7:12
  an
• 7:12
  email.
• 7:13
  And
• 7:13
  all
• 7:13
  of
• 7:13
  a
• 7:13
  sudden,
• 7:14
  if
• 7:14
  you
• 7:14
  think
• 7:14
  about
• 7:14
  that,
• 7:15
  I've
• 7:15
  just
• 7:15
  gone
• 7:16
  through
• 7:16
  four
• 7:17
  different
• 7:17
  digital
• 7:18
  experiences.
• 7:20
  Social,
• 7:21
  web,
• 7:22
  mobile,
• 7:22
  and
• 7:23
  email.
• 7:23
  And
• 7:24
  for
• 7:24
  most
• 7:24
  organizations,
• 7:25
  those
• 7:25
  are
• 7:26
  four
• 7:26
  separate
• 7:27
  technologies,
• 7:28
  four
• 7:29
  separate
• 7:29
  teams,
• 7:30
  four
• 7:30
  separate
• 7:31
  experiences.
• 7:32
  And
• 7:32
  if
• 7:33
  across
• 7:33
  those
• 7:33
  four
• 7:34
  different
• 7:34
  experiences,
• 7:36
  it's
• 7:36
  very
• 7:36
  easy
• 7:37
  for
• 7:37
  content
• 7:38
  and
• 7:38
  look
• 7:39
  and
• 7:39
  feel
• 7:39
  and
• 7:39
  experience
• 7:40
  to
• 7:40
  get
• 7:40
  out
• 7:41
  of
• 7:41
  sync
• 7:41
  because
• 7:41
  they're
• 7:42
  managed
• 7:42
  by
• 7:42
  different
• 7:43
  teams
• 7:43
  and
• 7:43
  different
• 7:44
  solutions.
• 7:44
  And
• 7:44
  this
• 7:45
  channel
• 7:45
  is
• 7:46
  so
• 7:46
  real.
• 7:47
  And
• 7:47
  so
• 7:47
  what
• 7:48
  I
• 7:48
  look
• 7:48
  at,
• 7:48
  like,
• 7:48
  why
• 7:49
  do
• 7:49
  customers
• 7:50
  come
• 7:50
  to
• 7:50
  Contentful?
• 7:51
  It's
• 7:51
  because
• 7:52
  they
• 7:52
  want
• 7:52
  to
• 7:52
  have
• 7:52
  this
• 7:53
  consistent
• 7:53
  look
• 7:54
  and
• 7:54
  feel
• 7:54
  and
• 7:55
  experience
• 7:55
  across
• 7:56
  all
• 7:56
  of
• 7:56
  their
• 7:56
  digital
• 7:57
  channels
• 7:57
  and
• 7:57
  they
• 7:57
  need
• 7:58
  to
• 7:58
  be
• 7:58
  able
• 7:58
  to
• 7:58
  do
• 7:58
  it
• 7:58
  in
• 7:58
  an
• 7:58
  efficient
• 7:59
  way.
• 7:59
  And
• 7:59
  this
• 8:00
  comes
• 8:00
  back
• 8:00
  to
• 8:00
  this
• 8:00
  very
• 8:01
  simple
• 8:01
  concept
• 8:02
  of
• 8:02
  create
• 8:03
  once,
• 8:04
  reuse
• 8:04
  everywhere.
• 8:05
  Create
• 8:06
  once,
• 8:06
  reuse
• 8:07
  everywhere.
• 8:07
  If
• 8:07
  you
• 8:07
  publish
• 8:08
  an
• 8:08
  experience,
• 8:09
  you
• 8:09
  should
• 8:09
  only
• 8:09
  have
• 8:09
  to
• 8:10
  create
• 8:10
  it
• 8:10
  in
• 8:10
  one
• 8:10
  place
• 8:11
  and
• 8:11
  it
• 8:11
  should
• 8:11
  automatically
• 8:12
  replicate
• 8:12
  out
• 8:12
  to
• 8:13
  all
• 8:13
  of
• 8:13
  those
• 8:13
  different
• 8:14
  channels.
• 8:14
  And
• 8:14
  so
• 8:15
  when
• 8:15
  I
• 8:15
  look
• 8:15
  at
• 8:15
  customers
• 8:16
  like
• 8:16
  Sephora,
• 8:17
  they
• 8:17
  want
• 8:17
  a
• 8:18
  consistent
• 8:18
  experience
• 8:19
  across
• 8:19
  web,
• 8:20
  mobile
• 8:20
  and
• 8:20
  email.
• 8:21
  When
• 8:21
  I
• 8:21
  look
• 8:21
  at
• 8:22
  Ann
• 8:22
  Taylor,
• 8:22
  they
• 8:23
  came
• 8:23
  to
• 8:23
  us
• 8:23
  because
• 8:23
  they
• 8:24
  wanted
• 8:24
  the
• 8:24
  same
• 8:24
  experience
• 8:25
  across
• 8:25
  digital
• 8:26
  as
• 8:26
  well
• 8:26
  as
• 8:26
  in
• 8:27
  store.
• 8:27
  When
• 8:27
  you
• 8:27
  walk
• 8:28
  in
• 8:28
  one
• 8:28
  of
• 8:28
  their
• 8:28
  stores,
• 8:28
  they
• 8:29
  have
• 8:29
  big
• 8:29
  digital
• 8:29
  signs.
• 8:30
  It's
• 8:30
  the
• 8:31
  same
• 8:31
  content
• 8:31
  being
• 8:32
  presented
• 8:32
  in
• 8:32
  both
• 8:33
  places.
• 8:33
  Doordash,
• 8:34
  another
• 8:35
  customer
• 8:35
  of
• 8:35
  ours,
• 8:36
  they
• 8:36
  came
• 8:36
  to
• 8:36
  us
• 8:36
  because
• 8:36
  not
• 8:37
  only
• 8:37
  do
• 8:37
  they
• 8:37
  want
• 8:37
  to
• 8:37
  control
• 8:38
  the
• 8:38
  experience
• 8:39
  on
• 8:39
  the
• 8:39
  mobile
• 8:39
  app,
• 8:40
  but
• 8:40
  when
• 8:40
  they
• 8:40
  integrate
• 8:41
  with
• 8:41
  third
• 8:42
  party
• 8:42
  apps
• 8:43
  like
• 8:43
  restaurants
• 8:43
  and
• 8:44
  other
• 8:44
  ordering
• 8:44
  solutions,
• 8:45
  they
• 8:46
  want
• 8:46
  that
• 8:46
  same
• 8:46
  content
• 8:47
  to
• 8:47
  be
• 8:47
  reused
• 8:48
  across
• 8:48
  all
• 8:48
  of
• 8:48
  those
• 8:49
  different
• 8:49
  platforms.
• 8:50
  That
• 8:51
  is
• 8:51
  a
• 8:51
  challenge
• 8:52
  for
• 8:52
  most
• 8:52
  marketing
• 8:53
  teams.
• 8:54
  The
• 8:54
  ability
• 8:54
  to
• 8:54
  do
• 8:54
  this
• 8:55
  quickly
• 8:55
  and
• 8:55
  have
• 8:55
  it
• 8:56
  consistent
• 8:56
  is
• 8:57
  not
• 8:57
  easy
• 8:57
  for
• 8:58
  most
• 8:58
  organizations
• 8:59
  and
• 8:59
  it's
• 8:59
  because
• 8:59
  they're
• 9:00
  not
• 9:00
  set
• 9:00
  up
• 9:00
  in
• 9:00
  the
• 9:01
  right
• 9:01
  way
• 9:01
  to
• 9:01
  truly
• 9:01
  do
• 9:02
  it.
• 9:03
  So,
• 9:03
  Sarah,
• 9:03
  the
• 9:03
  consistency
• 9:04
  part
• 9:04
  makes
• 9:05
  sense
• 9:05
  100%.
• 9:06
  Like,
• 9:06
  I'm
• 9:06
  totally
• 9:07
  bought
• 9:07
  in
• 9:07
  on
• 9:07
  that.
• 9:07
  The
• 9:08
  other
• 9:08
  part
• 9:08
  of
• 9:08
  this
• 9:08
  too
• 9:08
  though,
• 9:09
  that
• 9:09
  I
• 9:09
  want
• 9:09
  to
• 9:09
  make
• 9:09
  sure
• 9:09
  that
• 9:10
  if
• 9:10
  it's
• 9:10
  happening,
• 9:10
  I
• 9:11
  want
• 9:11
  to
• 9:11
  make
• 9:11
  sure
• 9:11
  we're
• 9:11
  calling
• 9:11
  it
• 9:11
  out
• 9:12
  too.
• 9:12
  So
• 9:12
  there's
• 9:12
  making
• 9:13
  it
• 9:13
  consistent
• 9:13
  across
• 9:14
  all
• 9:14
  the
• 9:14
  different
• 9:14
  touch
• 9:15
  points,
• 9:15
  but
• 9:15
  then
• 9:15
  there's
• 9:16
  also
• 9:16
  doing
• 9:16
  more
• 9:17
  of
• 9:17
  it
• 9:17
  as
• 9:17
  well.
• 9:18
  Is
• 9:18
  that
• 9:18
  a
• 9:18
  piece
• 9:19
  of
• 9:19
  the
• 9:19
  contentful
• 9:20
  platform
• 9:20
  as
• 9:20
  well
• 9:20
  that
• 9:20
  you
• 9:21
  can
• 9:21
  help
• 9:21
  the
• 9:21
  retailers
• 9:22
  and
• 9:22
  brands
• 9:23
  actually
• 9:23
  get
• 9:23
  to
• 9:23
  those
• 9:24
  ideas,
• 9:24
  those
• 9:24
  creative
• 9:24
  ideas
• 9:25
  that
• 9:25
  end
• 9:25
  up
• 9:25
  in
• 9:26
  the
• 9:26
  graveyard,
• 9:26
  so
• 9:26
  to
• 9:27
  speak,
• 9:27
  that
• 9:27
  you
• 9:27
  can
• 9:27
  actually
• 9:28
  do
• 9:28
  more
• 9:28
  of
• 9:28
  them
• 9:28
  and
• 9:29
  then
• 9:29
  also
• 9:29
  make
• 9:30
  all
• 9:30
  of
• 9:30
  those
• 9:30
  additions
• 9:31
  more
• 9:31
  consistent
• 9:31
  throughout
• 9:32
  the
• 9:32
  entire
• 9:33
  user
• 9:33
  experience
• 9:33
  as
• 9:34
  well.
• 9:34
  Is
• 9:34
  that
• 9:34
  right?
• 9:35
  Absolutely.
• 9:36
  And
• 9:36
  I
• 9:36
  think
• 9:37
  the
• 9:37
  biggest
• 9:38
  challenge
• 9:38
  to
• 9:38
  more
• 9:39
  is
• 9:40
  not
• 9:40
  only
• 9:40
  the
• 9:41
  creative
• 9:41
  idea
• 9:42
  part
• 9:42
  and
• 9:42
  we
• 9:42
  can
• 9:42
  talk
• 9:42
  a
• 9:42
  little
• 9:43
  bit
• 9:43
  later
• 9:43
  about,
• 9:43
  like,
• 9:43
  how
• 9:43
  does
• 9:44
  AI
• 9:44
  come
• 9:44
  into
• 9:45
  play
• 9:45
  and
• 9:45
  help
• 9:45
  help
• 9:46
  stimulate
• 9:46
  that
• 9:47
  process.
• 9:48
  Yeah,
• 9:48
  but
• 9:48
  I
• 9:49
  actually
• 9:49
  think
• 9:49
  it
• 9:49
  comes
• 9:49
  down
• 9:49
  to
• 9:50
  scale
• 9:51
  for
• 9:51
  most
• 9:52
  organizations.
• 9:52
  They're
• 9:53
  trying
• 9:53
  to
• 9:53
  operate
• 9:54
  across
• 9:54
  multiple
• 9:55
  brands,
• 9:56
  multiple
• 9:56
  locations,
• 9:57
  and
• 9:57
  in
• 9:58
  many
• 9:58
  cases
• 9:59
  across
• 9:59
  multiple
• 10:00
  products.
• 10:00
  And
• 10:01
  for
• 10:01
  most
• 10:01
  organizations,
• 10:02
  organizations,
• 10:02
  there's
• 10:03
  this
• 10:03
  Kind
• 10:03
  of
• 10:03
  push
• 10:03
  and
• 10:04
  pull.
• 10:04
  There's
• 10:05
  the
• 10:05
  corporate
• 10:06
  side
• 10:06
  of
• 10:06
  it
• 10:06
  that's
• 10:06
  saying,
• 10:07
  well,
• 10:07
  hey,
• 10:07
  we
• 10:07
  want
• 10:07
  to
• 10:07
  have
• 10:08
  a
• 10:08
  consistent
• 10:08
  brand
• 10:09
  and
• 10:09
  experience
• 10:09
  across
• 10:10
  all
• 10:10
  of
• 10:10
  our
• 10:10
  different
• 10:11
  regions
• 10:11
  and
• 10:11
  locations.
• 10:12
  And
• 10:12
  they
• 10:13
  want
• 10:13
  a
• 10:13
  certain
• 10:14
  amount
• 10:14
  of
• 10:14
  control
• 10:15
  and
• 10:15
  governance.
• 10:16
  But
• 10:17
  when
• 10:17
  you
• 10:17
  talk
• 10:17
  to
• 10:17
  the
• 10:18
  people
• 10:18
  in
• 10:18
  the
• 10:18
  fields
• 10:18
  that
• 10:18
  are
• 10:19
  operating
• 10:19
  in
• 10:19
  those
• 10:19
  regions
• 10:20
  and
• 10:20
  locations
• 10:20
  and
• 10:21
  products,
• 10:21
  you
• 10:22
  know,
• 10:22
  they
• 10:22
  also
• 10:22
  want
• 10:23
  to
• 10:23
  have
• 10:23
  some
• 10:23
  control.
• 10:24
  Right?
• 10:24
  They
• 10:24
  want
• 10:24
  to
• 10:24
  be
• 10:24
  able
• 10:24
  to
• 10:25
  take
• 10:25
  the
• 10:25
  corporate
• 10:25
  elements
• 10:26
  and
• 10:26
  then
• 10:26
  tweak
• 10:26
  them,
• 10:27
  modify
• 10:27
  them
• 10:27
  for
• 10:27
  their
• 10:28
  specific
• 10:28
  needs
• 10:29
  for
• 10:29
  the
• 10:29
  audiences
• 10:30
  that
• 10:30
  they're
• 10:30
  trying
• 10:30
  to
• 10:31
  serve.
• 10:31
  And
• 10:31
  so
• 10:31
  you
• 10:31
  get
• 10:32
  this,
• 10:32
  this
• 10:32
  push
• 10:33
  and
• 10:33
  pull
• 10:34
  between
• 10:35
  large
• 10:35
  organizations
• 10:36
  that
• 10:36
  if
• 10:36
  you
• 10:37
  don't
• 10:37
  have
• 10:37
  the
• 10:37
  right
• 10:37
  solution
• 10:38
  in
• 10:38
  place,
• 10:38
  it's
• 10:38
  very
• 10:39
  hard
• 10:39
  to
• 10:39
  manage
• 10:40
  that
• 10:40
  consistency
• 10:41
  at
• 10:41
  scale.
• 10:42
  A
• 10:43
  great
• 10:43
  example
• 10:43
  of
• 10:43
  this
• 10:44
  is
• 10:44
  one
• 10:44
  of
• 10:44
  our
• 10:44
  customers,
• 10:45
  UiPath.
• 10:45
  They
• 10:46
  came
• 10:46
  to
• 10:46
  us
• 10:46
  a
• 10:46
  few
• 10:46
  years
• 10:46
  ago
• 10:47
  and
• 10:48
  at
• 10:48
  the
• 10:48
  time
• 10:48
  they
• 10:48
  were
• 10:48
  operating
• 10:49
  across
• 10:50
  20
• 10:50
  different
• 10:51
  product
• 10:51
  lines.
• 10:52
  And
• 10:52
  the
• 10:52
  way
• 10:53
  they
• 10:53
  described
• 10:53
  how
• 10:53
  they
• 10:54
  internally
• 10:54
  worked
• 10:54
  is
• 10:55
  every
• 10:55
  product
• 10:55
  line
• 10:56
  operated
• 10:57
  independently.
• 10:58
  And
• 10:59
  so
• 10:59
  if
• 10:59
  they
• 10:59
  wanted
• 11:00
  to
• 11:00
  make
• 11:00
  a
• 11:00
  change
• 11:00
  at
• 11:00
  the
• 11:01
  corporate
• 11:01
  level,
• 11:01
  maybe
• 11:02
  there
• 11:02
  was
• 11:02
  some
• 11:02
  kind
• 11:02
  of
• 11:02
  change
• 11:03
  in
• 11:03
  the
• 11:03
  way
• 11:03
  that
• 11:03
  their
• 11:03
  brand
• 11:04
  was
• 11:04
  going
• 11:04
  to
• 11:04
  be
• 11:04
  brought
• 11:04
  to
• 11:05
  life.
• 11:05
  They
• 11:06
  had
• 11:06
  to
• 11:06
  basically
• 11:07
  set
• 11:07
  up
• 11:07
  20
• 11:08
  work
• 11:08
  streams,
• 11:09
  one
• 11:09
  with
• 11:09
  each
• 11:10
  product
• 11:10
  line,
• 11:11
  to
• 11:11
  go
• 11:11
  get
• 11:11
  those
• 11:11
  up
• 11:12
  sites,
• 11:12
  even
• 11:12
  just
• 11:12
  to
• 11:13
  their
• 11:13
  website.
• 11:14
  It
• 11:14
  was
• 11:14
  a
• 11:15
  huge
• 11:15
  maintenance
• 11:16
  issue.
• 11:16
  It
• 11:16
  was
• 11:17
  a
• 11:17
  big
• 11:17
  program
• 11:18
  management
• 11:18
  problem.
• 11:19
  And
• 11:19
  they
• 11:20
  came
• 11:20
  to
• 11:20
  us
• 11:20
  and
• 11:20
  they
• 11:20
  said,
• 11:21
  oh
• 11:21
  my
• 11:21
  gosh,
• 11:22
  there
• 11:22
  has
• 11:22
  to
• 11:22
  be
• 11:23
  a
• 11:23
  better
• 11:23
  way
• 11:24
  to
• 11:24
  make
• 11:25
  these
• 11:25
  kind
• 11:25
  of
• 11:25
  corporate
• 11:26
  changes
• 11:26
  and,
• 11:27
  but
• 11:27
  still
• 11:27
  allow
• 11:28
  the
• 11:28
  product
• 11:28
  lines
• 11:28
  to
• 11:29
  operate
• 11:29
  in
• 11:29
  the
• 11:30
  manner
• 11:30
  that
• 11:30
  they
• 11:30
  want
• 11:30
  to
• 11:31
  operate.
• 11:31
  Right.
• 11:31
  They
• 11:31
  should
• 11:31
  be
• 11:31
  able
• 11:31
  to
• 11:32
  make
• 11:32
  changes
• 11:32
  to
• 11:32
  a
• 11:32
  product
• 11:33
  page
• 11:33
  without
• 11:34
  having
• 11:34
  to
• 11:34
  get
• 11:34
  developers
• 11:35
  involved.
• 11:35
  They
• 11:35
  should
• 11:35
  be
• 11:36
  able
• 11:36
  to
• 11:36
  make
• 11:36
  a
• 11:36
  change
• 11:37
  on
• 11:37
  a
• 11:37
  product
• 11:37
  page
• 11:38
  that
• 11:38
  reflects
• 11:38
  a
• 11:38
  new
• 11:39
  feature
• 11:39
  or
• 11:39
  function
• 11:39
  or
• 11:40
  capability
• 11:40
  or
• 11:40
  value
• 11:41
  statement
• 11:41
  that's
• 11:42
  coming
• 11:42
  out.
• 11:42
  And
• 11:43
  so
• 11:43
  they're
• 11:43
  like,
• 11:43
  we
• 11:43
  need
• 11:44
  to
• 11:44
  be
• 11:44
  able
• 11:44
  to
• 11:45
  have
• 11:45
  a
• 11:45
  solution
• 11:46
  that
• 11:46
  allows
• 11:46
  us
• 11:47
  to
• 11:47
  manage
• 11:48
  this
• 11:48
  push
• 11:48
  and
• 11:49
  pull
• 11:49
  between
• 11:49
  corporate
• 11:50
  and
• 11:50
  then,
• 11:51
  you
• 11:51
  know,
• 11:51
  the
• 11:51
  regional
• 11:51
  or
• 11:52
  the,
• 11:52
  or
• 11:52
  the
• 11:52
  product
• 11:52
  line
• 11:53
  aspects.
• 11:54
  That's
• 11:54
  ultimately
• 11:55
  what
• 11:55
  Contentful
• 11:56
  allowed
• 11:56
  them
• 11:56
  to
• 11:56
  do,
• 11:57
  to
• 11:57
  create
• 11:57
  these
• 11:58
  things
• 11:58
  once
• 11:59
  automatically
• 12:00
  have
• 12:00
  them
• 12:00
  filter
• 12:01
  down
• 12:01
  across
• 12:01
  all
• 12:01
  of
• 12:01
  the
• 12:02
  regions,
• 12:02
  the
• 12:03
  locations,
• 12:04
  the
• 12:04
  product
• 12:04
  lines,
• 12:05
  but
• 12:05
  yet
• 12:05
  allow
• 12:06
  those,
• 12:06
  those
• 12:07
  separate
• 12:07
  entities
• 12:08
  to
• 12:08
  also
• 12:08
  have
• 12:08
  the
• 12:08
  flexibility
• 12:09
  that
• 12:09
  they
• 12:09
  need.
• 12:11
  So,
• 12:11
  Sarah,
• 12:11
  that
• 12:11
  all
• 12:12
  seems
• 12:12
  pretty
• 12:12
  straightforward,
• 12:12
  you
• 12:13
  know,
• 12:13
  when
• 12:13
  you,
• 12:13
  when
• 12:13
  you
• 12:13
  explain
• 12:13
  it
• 12:14
  that
• 12:14
  way.
• 12:14
  But
• 12:14
  is
• 12:14
  there
• 12:15
  anything
• 12:15
  else
• 12:15
  that
• 12:16
  keeps
• 12:16
  brands
• 12:16
  from,
• 12:17
  you
• 12:17
  know,
• 12:17
  taking
• 12:17
  action
• 12:18
  to
• 12:18
  the
• 12:18
  degree
• 12:18
  that
• 12:18
  you're
• 12:18
  describing?
• 12:20
  I
• 12:21
  think
• 12:21
  the
• 12:21
  other
• 12:21
  challenge.
• 12:22
  So
• 12:22
  there's
• 12:22
  obviously
• 12:22
  a
• 12:23
  technology
• 12:23
  aspect
• 12:24
  to
• 12:24
  it.
• 12:25
  I
• 12:25
  think
• 12:25
  there's
• 12:26
  also
• 12:26
  a
• 12:26
  solution
• 12:28
  and
• 12:28
  the
• 12:28
  way
• 12:28
  that
• 12:28
  teams
• 12:29
  are
• 12:29
  structured,
• 12:30
  if
• 12:31
  you
• 12:31
  separate
• 12:32
  your
• 12:32
  teams
• 12:32
  into
• 12:33
  Web
• 12:33
  versus
• 12:34
  mobile
• 12:35
  versus
• 12:36
  email
• 12:37
  versus
• 12:38
  social.
• 12:39
  They're
• 12:39
  going
• 12:39
  to
• 12:39
  all
• 12:39
  look
• 12:40
  at
• 12:40
  this
• 12:40
  problem
• 12:40
  differently
• 12:41
  and
• 12:41
  want
• 12:41
  to
• 12:42
  solve
• 12:42
  it
• 12:42
  in
• 12:42
  different
• 12:42
  ways.
• 12:43
  And
• 12:43
  so
• 12:43
  when
• 12:43
  I
• 12:43
  think
• 12:43
  about
• 12:44
  themselves.
• 12:44
  And
• 12:44
  their
• 12:45
  old
• 12:45
  medium.
• 12:45
  Yeah,
• 12:46
  yeah.
• 12:46
  They're
• 12:47
  not
• 12:47
  concerned
• 12:47
  about
• 12:47
  the
• 12:48
  omnichannel
• 12:49
  approach
• 12:49
  to
• 12:50
  getting
• 12:50
  to
• 12:50
  the
• 12:50
  customers.
• 12:51
  Yeah,
• 12:52
  yeah.
• 12:52
  And
• 12:52
  so
• 12:52
  it's
• 12:54
  like
• 12:54
  a
• 12:54
  good
• 12:55
  organizational
• 12:55
  leader
• 12:56
  will
• 12:56
  look
• 12:56
  at
• 12:56
  this
• 12:56
  and
• 12:57
  say,
• 12:57
  like,
• 12:57
  do
• 12:58
  we
• 12:58
  need
• 12:58
  to
• 12:58
  rethink
• 12:59
  how
• 12:59
  we're
• 12:59
  structured
• 13:00
  and
• 13:00
  how
• 13:00
  we
• 13:00
  operate?
• 13:01
  And
• 13:01
  so,
• 13:02
  yes,
• 13:02
  there's
• 13:02
  a
• 13:03
  technology
• 13:03
  aspect
• 13:04
  to
• 13:04
  it,
• 13:04
  but
• 13:04
  there's
• 13:04
  also
• 13:05
  this
• 13:05
  change
• 13:05
  management
• 13:06
  aspect
• 13:07
  to
• 13:07
  it
• 13:07
  that
• 13:07
  comes
• 13:08
  into
• 13:08
  play.
• 13:09
  The
• 13:10
  other
• 13:10
  thing
• 13:10
  that
• 13:10
  oftentimes
• 13:11
  comes
• 13:11
  to
• 13:11
  mind
• 13:11
  for
• 13:12
  me
• 13:12
  is
• 13:12
  cpg.
• 13:13
  I
• 13:13
  think
• 13:13
  CPG
• 13:14
  oftentimes
• 13:14
  looks
• 13:14
  a
• 13:14
  little
• 13:15
  bit
• 13:15
  different
• 13:15
  than
• 13:15
  retail.
• 13:16
  Oh,
• 13:16
  100%.
• 13:17
  Yeah.
• 13:18
  So
• 13:18
  CPG
• 13:19
  is
• 13:19
  oftentimes
• 13:19
  this,
• 13:20
  you
• 13:20
  know,
• 13:21
  they're,
• 13:21
  they're
• 13:22
  operating
• 13:22
  in
• 13:22
  this
• 13:22
  mode
• 13:23
  of
• 13:23
  like
• 13:23
  B2B2C.
• 13:24
  Right.
• 13:24
  Where
• 13:24
  they're
• 13:25
  selling
• 13:25
  to
• 13:25
  distributors
• 13:26
  who
• 13:26
  are
• 13:26
  then
• 13:27
  selling
• 13:27
  with
• 13:27
  the
• 13:27
  end
• 13:27
  consumers
• 13:28
  on
• 13:28
  their
• 13:28
  behalf.
• 13:29
  And
• 13:29
  we
• 13:29
  hear
• 13:30
  so
• 13:30
  many
• 13:30
  organizations
• 13:31
  come
• 13:31
  to
• 13:31
  us
• 13:32
  with
• 13:32
  this
• 13:33
  challenge
• 13:33
  of
• 13:33
  like,
• 13:34
  hey,
• 13:34
  I
• 13:34
  want
• 13:35
  to
• 13:35
  engage
• 13:35
  with
• 13:35
  my
• 13:36
  end
• 13:36
  consumer.
• 13:37
  I
• 13:37
  want
• 13:37
  to
• 13:37
  own
• 13:38
  that
• 13:38
  first
• 13:38
  party
• 13:39
  data.
• 13:39
  In
• 13:39
  many
• 13:39
  cases,
• 13:40
  they
• 13:40
  have
• 13:40
  no
• 13:40
  first
• 13:41
  party
• 13:41
  data
• 13:41
  at
• 13:41
  all.
• 13:42
  No
• 13:42
  step.
• 13:43
  Step
• 13:43
  one
• 13:43
  is
• 13:44
  get
• 13:44
  some
• 13:44
  first
• 13:44
  party
• 13:45
  data
• 13:45
  and
• 13:45
  then
• 13:45
  step
• 13:45
  two
• 13:45
  is
• 13:46
  figure
• 13:46
  out
• 13:46
  how
• 13:46
  to
• 13:46
  engage
• 13:47
  with
• 13:47
  it
• 13:47
  and
• 13:47
  get
• 13:47
  them
• 13:47
  to
• 13:47
  like,
• 13:48
  interact
• 13:48
  with
• 13:48
  you.
• 13:50
  A
• 13:50
  few
• 13:50
  years
• 13:50
  ago,
• 13:51
  Kraft
• 13:51
  Heinz
• 13:51
  came
• 13:52
  to
• 13:52
  us
• 13:52
  with
• 13:52
  this
• 13:52
  exact
• 13:53
  problem
• 13:53
  of,
• 13:54
  you
• 13:54
  know,
• 13:54
  they
• 13:55
  knew
• 13:55
  they
• 13:55
  needed
• 13:56
  to
• 13:56
  start
• 13:56
  having
• 13:57
  a
• 13:57
  better
• 13:57
  conversation
• 13:58
  with
• 13:58
  that
• 13:59
  end
• 13:59
  consumer,
• 14:00
  but
• 14:01
  they
• 14:01
  knew
• 14:01
  they
• 14:01
  needed
• 14:01
  a
• 14:01
  solution
• 14:02
  to
• 14:02
  be
• 14:02
  able
• 14:02
  to
• 14:02
  solve
• 14:03
  this.
• 14:03
  And
• 14:03
  so
• 14:03
  it
• 14:03
  was
• 14:03
  this
• 14:03
  combination
• 14:04
  of
• 14:04
  like
• 14:04
  cdp,
• 14:05
  like
• 14:05
  some
• 14:05
  way
• 14:06
  to
• 14:06
  actually
• 14:06
  store
• 14:07
  this
• 14:07
  first
• 14:07
  party
• 14:07
  data
• 14:08
  and
• 14:08
  then
• 14:08
  some
• 14:09
  way
• 14:09
  to
• 14:09
  be
• 14:09
  able
• 14:09
  to
• 14:09
  stand
• 14:10
  up
• 14:10
  experiences
• 14:11
  really
• 14:11
  quickly
• 14:11
  and
• 14:12
  be
• 14:12
  able
• 14:12
  to
• 14:12
  do
• 14:12
  that
• 14:13
  across
• 14:13
  all
• 14:13
  of
• 14:13
  their
• 14:13
  digital
• 14:14
  channels.
• 14:14
  But
• 14:14
  most
• 14:15
  importantly,
• 14:15
  being
• 14:16
  able
• 14:16
  to
• 14:16
  do
• 14:16
  it
• 14:16
  in
• 14:17
  a
• 14:17
  way
• 14:17
  that
• 14:17
  they
• 14:17
  can
• 14:17
  actually
• 14:18
  talk
• 14:18
  to
• 14:18
  the
• 14:18
  audience
• 14:19
  and
• 14:20
  actually
• 14:20
  have
• 14:20
  different
• 14:21
  messages
• 14:21
  depending
• 14:22
  on
• 14:22
  who
• 14:22
  the
• 14:22
  audience
• 14:23
  is,
• 14:23
  where
• 14:23
  they're
• 14:23
  at,
• 14:23
  where
• 14:24
  they're
• 14:24
  coming
• 14:24
  from.
• 14:25
  So
• 14:25
  that
• 14:25
  was
• 14:25
  extremely
• 14:26
  important
• 14:26
  for
• 14:26
  them
• 14:26
  when
• 14:27
  they
• 14:27
  came
• 14:27
  to
• 14:27
  Contentful
• 14:28
  to
• 14:28
  help
• 14:28
  them
• 14:28
  solve
• 14:28
  this
• 14:29
  problem.
• 14:29
  And
• 14:29
  they've,
• 14:29
  they've
• 14:29
  had
• 14:30
  tremendous
• 14:30
  success
• 14:30
  doing
• 14:31
  it.
• 14:32
  Well,
• 14:33
  Sarah,
• 14:33
  one
• 14:34
  of
• 14:34
  the
• 14:34
  things
• 14:34
  that,
• 14:34
  you
• 14:35
  know,
• 14:35
  we
• 14:35
  deliberately
• 14:36
  call
• 14:36
  out
• 14:37
  several
• 14:37
  brands
• 14:38
  here
• 14:38
  that
• 14:38
  you've
• 14:39
  helped,
• 14:39
  you've
• 14:39
  mentioned,
• 14:40
  mentioned
• 14:40
  several
• 14:40
  that
• 14:41
  you've
• 14:41
  helped
• 14:41
  with
• 14:41
  this.
• 14:41
  But
• 14:42
  one
• 14:42
  of
• 14:42
  the
• 14:42
  things
• 14:42
  that
• 14:42
  you
• 14:42
  just
• 14:43
  talked
• 14:43
  about
• 14:43
  that
• 14:43
  I
• 14:43
  want
• 14:43
  to
• 14:44
  dive
• 14:44
  a
• 14:44
  little
• 14:44
  bit
• 14:44
  deeper
• 14:44
  into
• 14:45
  is
• 14:45
  the
• 14:46
  ability
• 14:46
  to,
• 14:47
  you
• 14:47
  know,
• 14:47
  at
• 14:48
  scale,
• 14:48
  create
• 14:49
  assets
• 14:50
  that
• 14:50
  then
• 14:50
  the
• 14:51
  individual,
• 14:51
  whether
• 14:52
  it's
• 14:52
  individual
• 14:52
  stores,
• 14:53
  if
• 14:53
  you're
• 14:53
  a
• 14:54
  cpg,
• 14:54
  like
• 14:54
  Kinds
• 14:55
  and
• 14:55
  you're,
• 14:55
  you're
• 14:55
  distributing
• 14:56
  content
• 14:56
  to
• 14:57
  everybody
• 14:57
  around
• 14:57
  the
• 14:58
  entire
• 14:58
  U.S.
• 14:59
  or
• 15:00
  if
• 15:00
  you're
• 15:00
  a
• 15:01
  retailer
• 15:01
  that's
• 15:01
  really
• 15:02
  trying
• 15:02
  to
• 15:02
  personalize,
• 15:03
  you
• 15:03
  know,
• 15:04
  different
• 15:04
  messaging
• 15:05
  for
• 15:05
  your
• 15:06
  customers
• 15:06
  across
• 15:07
  different
• 15:07
  geographies
• 15:08
  across
• 15:08
  the
• 15:08
  country.
• 15:09
  That's,
• 15:10
  that's
• 15:10
  what
• 15:10
  I'm
• 15:10
  hearing
• 15:11
  from
• 15:11
  retailers.
• 15:12
  Like
• 15:12
  core
• 15:13
  examples,
• 15:13
  like
• 15:13
  we
• 15:14
  put
• 15:14
  a
• 15:14
  mason
• 15:14
  jar
• 15:15
  in
• 15:15
  this
• 15:15
  ad
• 15:16
  that
• 15:16
  went
• 15:16
  to
• 15:16
  our
• 15:17
  customers
• 15:17
  in
• 15:17
  the
• 15:17
  south
• 15:18
  and
• 15:18
  put
• 15:18
  the
• 15:18
  lemonade
• 15:19
  in
• 15:19
  that
• 15:19
  versus,
• 15:20
  you
• 15:20
  know,
• 15:20
  a
• 15:20
  lowball
• 15:21
  glass,
• 15:21
  which
• 15:21
  we
• 15:22
  did
• 15:22
  on
• 15:22
  the
• 15:22
  east
• 15:22
  coast,
• 15:23
  like,
• 15:23
  those
• 15:24
  kinds
• 15:24
  of
• 15:24
  messages
• 15:25
  are
• 15:25
  resonating
• 15:26
  better
• 15:26
  with
• 15:27
  some
• 15:27
  of
• 15:27
  their
• 15:27
  consumers.
• 15:28
  So
• 15:28
  maybe
• 15:28
  if
• 15:29
  you
• 15:29
  can
• 15:29
  dive
• 15:29
  into,
• 15:30
  like
• 15:30
  highlight
• 15:31
  a
• 15:31
  couple
• 15:31
  brands
• 15:32
  here
• 15:32
  that
• 15:32
  you've
• 15:33
  really
• 15:33
  seen,
• 15:34
  can
• 15:34
  get
• 15:35
  into
• 15:35
  that
• 15:36
  regional
• 15:36
  messaging
• 15:37
  and
• 15:37
  can
• 15:37
  really,
• 15:38
  you
• 15:38
  know,
• 15:38
  see
• 15:39
  the
• 15:39
  results
• 15:40
  from,
• 15:40
  from
• 15:41
  the
• 15:41
  stuff
• 15:41
  that
• 15:41
  you're
• 15:41
  talking
• 15:41
  about
• 15:42
  here
• 15:42
  when,
• 15:42
  when
• 15:43
  they've
• 15:43
  deployed
• 15:43
  contentful
• 15:44
  craft.
• 15:45
  Heinz.
• 15:45
  I'll
• 15:45
  stay
• 15:46
  on
• 15:46
  that
• 15:46
  story
• 15:46
  here
• 15:46
  for
• 15:46
  a
• 15:46
  little
• 15:47
  bit.
• 15:47
  Yeah,
• 15:47
  let's
• 15:47
  do
• 15:47
  that.
• 15:47
  Yeah,
• 15:48
  that's
• 15:48
  similar
• 15:48
  to
• 15:48
  what
• 15:49
  you
• 15:49
  just
• 15:49
  talked
• 15:49
  about.
• 15:49
  You
• 15:50
  talked
• 15:50
  about
• 15:50
  geo,
• 15:51
  right?
• 15:51
  Kind
• 15:51
  of
• 15:51
  geotagging
• 15:52
  and
• 15:52
  recognizing
• 15:53
  where
• 15:53
  is
• 15:53
  the
• 15:53
  audience
• 15:54
  come
• 15:54
  from.
• 15:55
  They
• 15:55
  had
• 15:55
  a
• 15:56
  very
• 15:56
  similar
• 15:56
  observation.
• 15:58
  So
• 15:58
  when
• 15:58
  they
• 15:58
  came
• 15:58
  to
• 15:59
  us,
• 15:59
  one
• 15:59
  of
• 15:59
  their
• 15:59
  comments
• 16:00
  was,
• 16:00
  hey,
• 16:00
  we
• 16:01
  recognize
• 16:01
  one
• 16:01
  size
• 16:02
  does
• 16:02
  not
• 16:02
  fit
• 16:02
  all.
• 16:02
  Like,
• 16:03
  one
• 16:03
  message
• 16:03
  is
• 16:03
  not
• 16:04
  going
• 16:04
  to
• 16:04
  work
• 16:04
  for
• 16:04
  every
• 16:05
  audience.
• 16:06
  And
• 16:06
  it's
• 16:06
  sort
• 16:07
  of
• 16:07
  this
• 16:07
  kind
• 16:07
  of
• 16:07
  foreshadowing
• 16:08
  of
• 16:08
  where
• 16:08
  AI
• 16:09
  is
• 16:09
  going
• 16:09
  to
• 16:09
  come
• 16:09
  in.
• 16:09
  But
• 16:10
  they
• 16:11
  came
• 16:11
  to
• 16:11
  us
• 16:11
  and
• 16:11
  they
• 16:11
  said,
• 16:12
  okay,
• 16:12
  great.
• 16:12
  How
• 16:13
  do
• 16:13
  we
• 16:13
  set
• 16:13
  up
• 16:13
  different
• 16:14
  landing
• 16:14
  pages,
• 16:15
  different
• 16:16
  engagements,
• 16:17
  different
• 16:17
  experiences
• 16:18
  depending
• 16:18
  on
• 16:19
  these
• 16:19
  different
• 16:20
  segments
• 16:20
  of
• 16:21
  our
• 16:21
  audience.
• 16:21
  And
• 16:21
  they
• 16:22
  specifically
• 16:22
  wanted
• 16:22
  to
• 16:23
  start
• 16:23
  with
• 16:23
  geotagging.
• 16:24
  And
• 16:25
  what
• 16:25
  they
• 16:25
  recognize
• 16:25
  that
• 16:26
  if
• 16:26
  a
• 16:26
  consumer
• 16:26
  is
• 16:26
  coming
• 16:27
  from,
• 16:27
  say,
• 16:28
  Los
• 16:28
  Angeles,
• 16:28
  like
• 16:29
  me,
• 16:29
  maybe
• 16:30
  they
• 16:30
  want
• 16:30
  to
• 16:30
  advertise
• 16:31
  to
• 16:31
  me,
• 16:31
  I
• 16:32
  don't
• 16:32
  know,
• 16:32
  organic
• 16:32
  mayonnaise,
• 16:33
  maybe
• 16:33
  they
• 16:34
  think
• 16:34
  that
• 16:34
  product
• 16:35
  would
• 16:35
  resonate
• 16:37
  great
• 16:37
  with
• 16:37
  me.
• 16:38
  But
• 16:38
  if
• 16:39
  an
• 16:39
  audience
• 16:39
  is
• 16:39
  coming
• 16:40
  from
• 16:40
  the
• 16:40
  east
• 16:41
  coast,
• 16:41
  for
• 16:41
  example,
• 16:42
  maybe
• 16:42
  they
• 16:42
  want
• 16:42
  to
• 16:42
  advertise
• 16:43
  their
• 16:44
  mustard.
• 16:45
  And
• 16:45
  so
• 16:46
  what
• 16:46
  they
• 16:46
  did
• 16:46
  is
• 16:46
  they
• 16:47
  basically
• 16:47
  utilized
• 16:48
  our
• 16:48
  platform
• 16:49
  to
• 16:49
  set
• 16:49
  up
• 16:49
  different
• 16:50
  landing
• 16:50
  experiences
• 16:51
  depending
• 16:52
  on
• 16:52
  the
• 16:52
  geotag.
• 16:53
  And
• 16:53
  then
• 16:53
  they
• 16:54
  utilized
• 16:54
  our
• 16:54
  personalization
• 16:55
  platform
• 16:56
  so
• 16:56
  they
• 16:56
  could
• 16:56
  very
• 16:56
  easily
• 16:57
  capture
• 16:57
  where
• 16:58
  is
• 16:58
  the
• 16:58
  audience
• 16:58
  coming
• 16:59
  from
• 16:59
  and
• 16:59
  serve
• 17:00
  up
• 17:00
  the
• 17:00
  right
• 17:01
  landing
• 17:01
  page,
• 17:01
  the
• 17:02
  right
• 17:02
  tailored
• 17:02
  experience
• 17:03
  based
• 17:03
  on
• 17:04
  the
• 17:04
  location
• 17:04
  of
• 17:05
  that
• 17:05
  consumer.
• 17:07
  Like,
• 17:07
  how
• 17:07
  many
• 17:08
  are
• 17:08
  we
• 17:08
  talking
• 17:08
  about
• 17:09
  here?
• 17:09
  Just.
• 17:09
  Sorry
• 17:10
  to
• 17:10
  interrupt
• 17:10
  you,
• 17:11
  but,
• 17:11
  like,
• 17:11
  just
• 17:11
  how
• 17:12
  are,
• 17:12
  how
• 17:12
  many
• 17:12
  versions
• 17:13
  are
• 17:13
  we
• 17:13
  talking
• 17:13
  about
• 17:14
  people
• 17:14
  being
• 17:14
  able
• 17:15
  to
• 17:15
  do?
• 17:15
  Like,
• 17:15
  I
• 17:15
  think
• 17:16
  East
• 17:16
  Coast,
• 17:16
  West
• 17:17
  Coast?
• 17:17
  Sure.
• 17:17
  But
• 17:17
  I
• 17:18
  think
• 17:18
  that's
• 17:18
  the
• 17:18
  thing
• 17:18
  that,
• 17:19
  you
• 17:19
  know,
• 17:19
  when
• 17:19
  we
• 17:20
  first
• 17:20
  started
• 17:20
  talking
• 17:20
  to
• 17:21
  you
• 17:21
  at
• 17:21
  Contentful,
• 17:22
  like,
• 17:22
  that
• 17:22
  was
• 17:22
  the
• 17:22
  thing
• 17:22
  that
• 17:23
  really
• 17:23
  shocked
• 17:23
  me.
• 17:23
  It's
• 17:23
  like
• 17:24
  it's
• 17:24
  not
• 17:24
  just
• 17:25
  you
• 17:25
  know,
• 17:25
  four
• 17:26
  total,
• 17:26
  it's
• 17:26
  like
• 17:27
  multitudes.
• 17:28
  Like
• 17:28
  there's
• 17:28
  so
• 17:29
  much
• 17:29
  to
• 17:29
  that
• 17:29
  you
• 17:30
  can
• 17:30
  do.
• 17:31
  Well,
• 17:31
  I
• 17:32
  love
• 17:32
  that
• 17:32
  you
• 17:32
  asked
• 17:32
  this
• 17:33
  question
• 17:33
  because
• 17:33
  in
• 17:33
  their
• 17:33
  case
• 17:34
  they've
• 17:34
  done
• 17:34
  this
• 17:34
  for
• 17:34
  over
• 17:35
  100
• 17:35
  different
• 17:36
  GEOs.
• 17:37
  Yeah.
• 17:37
  And
• 17:37
  by
• 17:38
  doing
• 17:38
  so
• 17:38
  they
• 17:38
  saw
• 17:38
  a
• 17:39
  conversion
• 17:39
  rate
• 17:39
  grow
• 17:40
  by
• 17:40
  78%.
• 17:41
  Like
• 17:42
  that's
• 17:42
  a
• 17:42
  meaningful
• 17:43
  amount.
• 17:44
  But
• 17:44
  this
• 17:45
  goes
• 17:45
  back
• 17:45
  to
• 17:46
  old
• 17:46
  school
• 17:46
  versus
• 17:47
  new
• 17:47
  school.
• 17:47
  Old
• 17:48
  school.
• 17:48
  Oftentimes
• 17:49
  these
• 17:49
  solutions
• 17:50
  sat
• 17:50
  into
• 17:50
  different
• 17:51
  teams.
• 17:51
  You
• 17:52
  had
• 17:52
  to
• 17:52
  have
• 17:52
  developers
• 17:53
  involved
• 17:53
  in
• 17:53
  order
• 17:53
  to
• 17:54
  set
• 17:54
  up
• 17:54
  an
• 17:54
  experience.
• 17:55
  You
• 17:55
  had
• 17:55
  to
• 17:56
  have
• 17:56
  marketing
• 17:57
  people
• 17:57
  creating
• 17:58
  100
• 17:58
  different
• 17:58
  experiences.
• 17:59
  Yes.
• 18:00
  Really,
• 18:00
  really
• 18:01
  time
• 18:01
  consuming
• 18:02
  and
• 18:02
  a
• 18:02
  lot
• 18:02
  of
• 18:02
  labor
• 18:03
  in
• 18:03
  order
• 18:03
  to
• 18:04
  do
• 18:04
  that.
• 18:04
  And
• 18:05
  so
• 18:05
  organizations
• 18:06
  need
• 18:06
  a
• 18:07
  faster,
• 18:07
  more
• 18:07
  efficient,
• 18:08
  easier
• 18:08
  way
• 18:09
  to
• 18:09
  be
• 18:09
  able
• 18:09
  to
• 18:10
  set
• 18:10
  up
• 18:10
  that
• 18:11
  customized
• 18:12
  content
• 18:12
  or
• 18:12
  tailored
• 18:13
  content
• 18:13
  and
• 18:14
  be
• 18:14
  able
• 18:14
  to
• 18:14
  automatically
• 18:15
  generate
• 18:15
  those
• 18:15
  audiences
• 18:16
  on
• 18:16
  the
• 18:16
  fly.
• 18:17
  That's
• 18:17
  where
• 18:18
  we
• 18:18
  leverage
• 18:18
  AI
• 18:19
  because
• 18:20
  our
• 18:20
  AI
• 18:20
  can
• 18:21
  actually
• 18:21
  start
• 18:22
  suggesting
• 18:23
  to
• 18:23
  a
• 18:23
  marketer
• 18:24
  hey
• 18:24
  you
• 18:25
  have
• 18:25
  a
• 18:25
  series
• 18:26
  of
• 18:26
  of
• 18:26
  your
• 18:27
  audience
• 18:27
  over
• 18:27
  here
• 18:27
  that
• 18:28
  looks
• 18:28
  like
• 18:28
  this,
• 18:29
  that
• 18:29
  has
• 18:29
  this
• 18:29
  kind
• 18:29
  of
• 18:30
  personality
• 18:30
  or
• 18:31
  this
• 18:31
  kind
• 18:31
  of
• 18:31
  of
• 18:32
  of
• 18:32
  of
• 18:33
  tagging
• 18:34
  elements
• 18:34
  to
• 18:34
  it
• 18:35
  you
• 18:35
  and
• 18:36
  then
• 18:36
  we
• 18:36
  can
• 18:36
  suggest,
• 18:37
  we
• 18:37
  think
• 18:37
  they
• 18:37
  would
• 18:38
  respond
• 18:38
  to
• 18:38
  this
• 18:39
  kind
• 18:39
  of
• 18:39
  content.
• 18:40
  And
• 18:40
  so
• 18:40
  it
• 18:41
  starts
• 18:41
  to
• 18:41
  give
• 18:42
  the,
• 18:42
  the
• 18:43
  marketer
• 18:43
  almost
• 18:43
  like
• 18:44
  this
• 18:44
  sidekick,
• 18:44
  like
• 18:45
  a
• 18:45
  coach
• 18:45
  like
• 18:46
  hey,
• 18:46
  try
• 18:47
  this
• 18:47
  experiment
• 18:48
  with
• 18:48
  this,
• 18:49
  see
• 18:49
  if
• 18:49
  it
• 18:49
  works
• 18:50
  and
• 18:50
  if
• 18:50
  it
• 18:50
  works
• 18:51
  then
• 18:51
  deploy
• 18:52
  it
• 18:52
  at.
• 18:52
  Scale
• 18:53
  and
• 18:53
  be
• 18:53
  able
• 18:54
  to
• 18:54
  do
• 18:54
  it.
• 18:54
  I
• 18:54
  mean
• 18:54
  I
• 18:54
  think
• 18:55
  that's
• 18:55
  the
• 18:55
  thing.
• 18:55
  You
• 18:55
  get
• 18:56
  a
• 18:56
  lot
• 18:56
  of
• 18:56
  teams
• 18:56
  like
• 18:56
  well
• 18:57
  like
• 18:57
  you
• 18:57
  said,
• 18:58
  ideas
• 18:58
  that
• 18:58
  go
• 18:59
  in
• 18:59
  the
• 18:59
  graveyard.
• 18:59
  But
• 19:00
  it's
• 19:00
  like
• 19:00
  this
• 19:00
  could
• 19:00
  work
• 19:01
  or
• 19:01
  this
• 19:01
  could
• 19:01
  work
• 19:01
  and
• 19:02
  there's
• 19:02
  just,
• 19:02
  there's
• 19:02
  not.
• 19:03
  You
• 19:03
  don't
• 19:03
  have
• 19:03
  the
• 19:03
  bandwidth
• 19:03
  to
• 19:04
  do
• 19:04
  it.
• 19:05
  Yep.
• 19:06
  Another
• 19:06
  great
• 19:06
  example
• 19:07
  I
• 19:07
  think
• 19:07
  you
• 19:07
  talk
• 19:07
  about
• 19:07
  team
• 19:08
  size
• 19:08
  is
• 19:08
  kind
• 19:08
  of
• 19:08
  where
• 19:09
  your
• 19:09
  mind
• 19:09
  is
• 19:09
  going.
• 19:11
  Another
• 19:11
  one
• 19:11
  of
• 19:11
  our
• 19:12
  customers
• 19:12
  is
• 19:12
  ruggable
• 19:14
  and
• 19:14
  they
• 19:14
  looked
• 19:14
  at
• 19:15
  this
• 19:15
  for
• 19:15
  them
• 19:15
  it
• 19:15
  was
• 19:16
  a
• 19:16
  less
• 19:16
  about
• 19:17
  geo
• 19:18
  but
• 19:18
  it
• 19:18
  was
• 19:18
  more
• 19:19
  about
• 19:19
  paid
• 19:20
  ad,
• 19:21
  paid
• 19:22
  keyword
• 19:22
  searches.
• 19:23
  A
• 19:23
  lot
• 19:23
  of
• 19:23
  organizations
• 19:24
  do
• 19:24
  this,
• 19:24
  right.
• 19:25
  We
• 19:25
  buy
• 19:26
  Google
• 19:26
  Ads
• 19:26
  based
• 19:27
  on
• 19:27
  keywords
• 19:28
  and
• 19:28
  what
• 19:29
  they
• 19:29
  recognized.
• 19:29
  Oh
• 19:30
  for
• 19:30
  those
• 19:30
  folks
• 19:30
  that
• 19:30
  don't
• 19:31
  know
• 19:31
  what
• 19:31
  ruggable
• 19:32
  is,
• 19:32
  it's
• 19:32
  a
• 19:32
  fantastic
• 19:33
  solution.
• 19:33
  It's
• 19:34
  washable
• 19:34
  rugs.
• 19:35
  I
• 19:35
  have
• 19:35
  a
• 19:35
  couple
• 19:35
  in
• 19:36
  my
• 19:36
  house.
• 19:36
  I
• 19:36
  have
• 19:36
  cats.
• 19:37
  Fantastic.
• 19:38
  We're
• 19:38
  just
• 19:38
  picking
• 19:39
  the
• 19:39
  top
• 19:39
  up,
• 19:39
  throwing
• 19:39
  in
• 19:39
  the
• 19:40
  washing
• 19:40
  machine.
• 19:40
  They
• 19:41
  wash
• 19:41
  up
• 19:41
  beautifully.
• 19:42
  If
• 19:42
  you
• 19:42
  don't
• 19:42
  have
• 19:42
  one,
• 19:43
  I
• 19:43
  highly
• 19:43
  recommend
• 19:44
  checking
• 19:44
  it
• 19:44
  out.
• 19:45
  And,
• 19:46
  and
• 19:47
  in
• 19:47
  their
• 19:47
  case
• 19:47
  they
• 19:48
  wanted
• 19:48
  to.
• 19:48
  They
• 19:49
  first
• 19:49
  experimented
• 19:50
  with
• 19:50
  keyword
• 19:51
  buys
• 19:52
  on
• 19:52
  rugs
• 19:53
  for
• 19:53
  cat
• 19:53
  owners
• 19:54
  and
• 19:54
  rugs
• 19:54
  for
• 19:54
  dog
• 19:55
  owners.
• 19:56
  Right.
• 19:56
  If
• 19:56
  you
• 19:56
  think
• 19:56
  about
• 19:56
  it,
• 19:57
  right.
• 19:57
  Different
• 19:57
  needs
• 19:58
  you
• 19:58
  know,
• 19:59
  right.
• 19:59
  To
• 19:59
  different
• 20:00
  things.
• 20:01
  And
• 20:01
  so
• 20:01
  they
• 20:02
  would
• 20:02
  buy
• 20:02
  those
• 20:02
  keywords
• 20:03
  and
• 20:03
  then
• 20:03
  drop
• 20:03
  the
• 20:04
  experience,
• 20:04
  the
• 20:04
  individuals
• 20:05
  or
• 20:05
  the
• 20:05
  consumers
• 20:06
  into
• 20:07
  landing
• 20:07
  pages
• 20:08
  tailored
• 20:08
  with
• 20:08
  content
• 20:09
  for
• 20:09
  either
• 20:09
  dog
• 20:10
  owners.
• 20:10
  So
• 20:10
  maybe
• 20:10
  it's
• 20:10
  a
• 20:11
  picture
• 20:11
  of
• 20:11
  a
• 20:12
  beautiful
• 20:12
  rug
• 20:12
  with
• 20:12
  a
• 20:13
  dog
• 20:13
  sitting
• 20:13
  on
• 20:13
  it,
• 20:14
  or
• 20:14
  maybe
• 20:14
  it's
• 20:15
  a
• 20:15
  picture
• 20:15
  of
• 20:15
  a
• 20:16
  rug
• 20:16
  with
• 20:16
  a
• 20:16
  cat
• 20:17
  sitting
• 20:17
  on
• 20:17
  it,
• 20:18
  depending
• 20:18
  on
• 20:18
  which
• 20:18
  keyword
• 20:19
  you
• 20:19
  came
• 20:19
  in
• 20:19
  by.
• 20:20
  And
• 20:21
  with
• 20:21
  that
• 20:21
  particular
• 20:22
  campaign
• 20:22
  set,
• 20:22
  they
• 20:23
  were,
• 20:23
  they
• 20:23
  saw
• 20:24
  conversion
• 20:24
  rates
• 20:25
  increase
• 20:25
  by
• 20:26
  25%
• 20:27
  just
• 20:27
  by
• 20:28
  being
• 20:28
  able
• 20:28
  to
• 20:29
  leverage
• 20:30
  the
• 20:30
  keyword
• 20:30
  ads
• 20:31
  that
• 20:31
  they
• 20:31
  were
• 20:31
  buying
• 20:31
  and
• 20:32
  dropping
• 20:32
  people
• 20:32
  into
• 20:32
  customized
• 20:33
  and
• 20:33
  tailored
• 20:34
  experiences.
• 20:35
  They
• 20:35
  do
• 20:35
  that
• 20:36
  with
• 20:36
  a
• 20:36
  team
• 20:36
  of
• 20:36
  less
• 20:37
  than
• 20:37
  two
• 20:37
  people.
• 20:38
  And
• 20:38
  so
• 20:38
  it's
• 20:39
  just,
• 20:39
  you
• 20:39
  don't
• 20:39
  need
• 20:40
  huge
• 20:40
  teams
• 20:40
  in
• 20:40
  order
• 20:41
  to
• 20:41
  set
• 20:41
  these
• 20:41
  things
• 20:41
  up.
• 20:42
  They
• 20:42
  can
• 20:42
  set
• 20:42
  up
• 20:42
  a
• 20:42
  new
• 20:43
  landing
• 20:43
  page
• 20:43
  in
• 20:43
  under
• 20:44
  an
• 20:44
  hour
• 20:45
  and
• 20:45
  they
• 20:45
  can
• 20:45
  then,
• 20:46
  you
• 20:46
  know,
• 20:46
  set
• 20:46
  up
• 20:46
  the,
• 20:47
  the
• 20:47
  marketing
• 20:47
  campaign
• 20:48
  or
• 20:48
  the,
• 20:48
  the
• 20:48
  personalization
• 20:49
  campaign
• 20:49
  in
• 20:49
  a
• 20:49
  couple
• 20:50
  of
• 20:50
  minutes
• 20:50
  because
• 20:51
  marketers
• 20:52
  can
• 20:52
  do
• 20:52
  it.
• 20:52
  They
• 20:52
  don't
• 20:52
  have
• 20:53
  to
• 20:53
  get
• 20:53
  developers
• 20:54
  involved.
• 20:54
  They
• 20:55
  can
• 20:55
  actually
• 20:55
  do
• 20:55
  it
• 20:55
  themselves
• 20:56
  right
• 20:57
  in
• 20:57
  the
• 20:57
  platform.
• 20:58
  So
• 20:58
  where
• 20:58
  you
• 20:58
  create
• 20:58
  the
• 20:59
  content
• 20:59
  is
• 20:59
  where
• 21:00
  you
• 21:00
  also
• 21:00
  set
• 21:00
  up
• 21:00
  the
• 21:01
  experiment
• 21:01
  and
• 21:01
  the
• 21:01
  personalization
• 21:02
  campaign.
• 21:03
  It's
• 21:03
  very
• 21:03
  simple,
• 21:04
  super
• 21:05
  easy,
• 21:05
  and
• 21:05
  it
• 21:06
  allows
• 21:06
  teams
• 21:07
  to
• 21:07
  really
• 21:07
  try
• 21:07
  things
• 21:08
  out
• 21:08
  very
• 21:08
  quickly
• 21:09
  to
• 21:09
  see
• 21:09
  what's
• 21:09
  going
• 21:09
  to
• 21:09
  work.
• 21:10
  Yeah,
• 21:11
  that's,
• 21:11
  yeah,
• 21:11
  that,
• 21:12
  that,
• 21:12
  that
• 21:12
  is
• 21:12
  the
• 21:12
  power
• 21:12
  of
• 21:13
  AI.
• 21:13
  So
• 21:13
  I
• 21:13
  want
• 21:13
  to,
• 21:14
  I
• 21:14
  want
• 21:14
  to
• 21:14
  get
• 21:14
  the
• 21:14
  brass
• 21:15
  tacks
• 21:15
  on
• 21:15
  that
• 21:15
  then.
• 21:15
  Sarah.
• 21:16
  So,
• 21:16
  like,
• 21:16
  you
• 21:16
  know,
• 21:16
  we
• 21:17
  always
• 21:17
  talk
• 21:17
  about
• 21:18
  people,
• 21:18
  technology
• 21:19
  and
• 21:19
  process
• 21:19
  on
• 21:20
  this
• 21:20
  show.
• 21:20
  Right.
• 21:21
  And
• 21:21
  in
• 21:21
  order
• 21:21
  to
• 21:21
  make
• 21:22
  this
• 21:22
  type
• 21:22
  of
• 21:22
  thing
• 21:23
  happen.
• 21:23
  So,
• 21:24
  you
• 21:24
  know,
• 21:24
  you've,
• 21:24
  you've
• 21:24
  alluded
• 21:25
  to
• 21:25
  companies
• 21:26
  restructuring
• 21:26
  their
• 21:27
  teams
• 21:27
  to
• 21:27
  kind
• 21:27
  of
• 21:28
  go
• 21:28
  after
• 21:28
  this
• 21:28
  idea.
• 21:29
  But,
• 21:29
  you
• 21:29
  know,
• 21:29
  what
• 21:30
  have
• 21:30
  you
• 21:30
  seen
• 21:30
  work
• 21:30
  in
• 21:31
  terms
• 21:31
  of
• 21:31
  the
• 21:31
  restructuring
• 21:32
  and
• 21:32
  also,
• 21:32
  like,
• 21:32
  what
• 21:32
  are
• 21:33
  the
• 21:33
  metrics
• 21:33
  that
• 21:34
  different
• 21:34
  organizations
• 21:35
  are
• 21:35
  starting
• 21:35
  to
• 21:36
  use
• 21:36
  to
• 21:37
  understand
• 21:37
  their
• 21:38
  progress
• 21:38
  in
• 21:39
  this
• 21:39
  arena?
• 21:41
  Yeah,
• 21:43
  of
• 21:43
  course,
• 21:43
  I'm
• 21:43
  going
• 21:43
  to
• 21:44
  come
• 21:44
  back
• 21:44
  to.
• 21:44
  It
• 21:44
  starts
• 21:44
  with
• 21:45
  the
• 21:45
  solution,
• 21:45
  right?
• 21:46
  Like,
• 21:46
  do
• 21:46
  you
• 21:46
  have
• 21:46
  the
• 21:47
  technology
• 21:47
  in
• 21:47
  place
• 21:47
  to
• 21:48
  actually
• 21:48
  solve
• 21:48
  this?
• 21:49
  And
• 21:50
  you
• 21:50
  know,
• 21:50
  to
• 21:51
  me,
• 21:51
  it's
• 21:51
  a
• 21:51
  modern
• 21:52
  technology
• 21:52
  platform
• 21:53
  that
• 21:53
  actually
• 21:53
  allows
• 21:53
  you
• 21:53
  to
• 21:54
  move
• 21:54
  quickly.
• 21:54
  We
• 21:55
  hear
• 21:55
  so
• 21:55
  many
• 21:55
  organizations,
• 21:56
  organizations
• 21:57
  say
• 21:58
  they
• 21:58
  have
• 21:58
  these
• 21:59
  legacy
• 21:59
  solutions
• 22:00
  or
• 22:01
  these
• 22:02
  web
• 22:03
  page
• 22:03
  builder
• 22:03
  solutions.
• 22:04
  Web
• 22:05
  pagers,
• 22:06
  just
• 22:07
  the
• 22:07
  name
• 22:07
  is
• 22:08
  antiquated.
• 22:09
  Yeah.
• 22:11
  And
• 22:11
  they
• 22:11
  have
• 22:11
  two
• 22:11
  challenges.
• 22:12
  Guess
• 22:12
  what
• 22:12
  the
• 22:12
  first
• 22:13
  one
• 22:13
  is
• 22:13
  they're
• 22:13
  built
• 22:14
  for
• 22:14
  the
• 22:14
  web
• 22:15
  and
• 22:15
  they're
• 22:15
  not.
• 22:15
  Built
• 22:16
  for
• 22:16
  alternative
• 22:16
  web
• 22:16
  builders.
• 22:17
  Yeah,
• 22:17
  right.
• 22:17
  Yeah,
• 22:17
  right,
• 22:18
  yeah.
• 22:18
  And
• 22:19
  then
• 22:19
  the
• 22:19
  other
• 22:19
  one
• 22:19
  is
• 22:19
  they
• 22:20
  force
• 22:20
  teams
• 22:20
  to
• 22:20
  work
• 22:21
  in
• 22:21
  a
• 22:21
  siloed
• 22:22
  manner.
• 22:22
  And
• 22:23
  you
• 22:23
  can
• 22:23
  start
• 22:23
  to
• 22:24
  hear
• 22:24
  this
• 22:24
  kind
• 22:24
  of
• 22:25
  recurring
• 22:25
  theme
• 22:25
  that
• 22:26
  we've
• 22:26
  been
• 22:26
  chatting
• 22:26
  about
• 22:27
  is
• 22:27
  like
• 22:27
  Teams
• 22:28
  can't
• 22:28
  work
• 22:29
  in
• 22:29
  silos
• 22:30
  anymore.
• 22:30
  They
• 22:30
  have
• 22:31
  to,
• 22:31
  yes,
• 22:31
  they
• 22:31
  have
• 22:31
  to
• 22:32
  have
• 22:32
  control
• 22:32
  and
• 22:32
  governance,
• 22:33
  but
• 22:33
  they
• 22:33
  have
• 22:33
  to
• 22:34
  be
• 22:34
  able
• 22:34
  to
• 22:34
  operate
• 22:35
  as
• 22:35
  one.
• 22:36
  And
• 22:36
  when
• 22:36
  you
• 22:36
  think
• 22:36
  about
• 22:37
  like
• 22:37
  some
• 22:38
  of
• 22:38
  these
• 22:38
  legacy
• 22:38
  solutions,
• 22:39
  there's
• 22:39
  a
• 22:39
  team
• 22:40
  that
• 22:40
  manages
• 22:40
  the
• 22:40
  web
• 22:41
  and
• 22:41
  then
• 22:41
  there's
• 22:41
  a
• 22:41
  team
• 22:42
  that
• 22:42
  sets
• 22:42
  up
• 22:42
  personalization
• 22:43
  and
• 22:43
  experimentations.
• 22:44
  There's
• 22:44
  another
• 22:45
  team
• 22:45
  that
• 22:46
  does
• 22:46
  all
• 22:46
  the
• 22:46
  analytics
• 22:47
  and
• 22:47
  the
• 22:47
  analysis
• 22:48
  of
• 22:48
  the
• 22:48
  data.
• 22:48
  And
• 22:49
  it's
• 22:49
  like
• 22:50
  that
• 22:50
  should
• 22:50
  be
• 22:51
  available
• 22:51
  to
• 22:51
  everybody
• 22:52
  or
• 22:52
  definitely
• 22:52
  available
• 22:53
  to
• 22:53
  the
• 22:53
  marketer.
• 22:54
  They're
• 22:54
  the
• 22:55
  ones
• 22:55
  who
• 22:55
  are
• 22:55
  like,
• 22:56
  empower
• 22:56
  them
• 22:56
  to
• 22:56
  make
• 22:57
  decisions
• 22:57
  with
• 22:57
  good
• 22:58
  information
• 22:58
  and
• 22:58
  tools
• 22:58
  that
• 22:59
  allow
• 22:59
  them
• 22:59
  to
• 22:59
  move
• 22:59
  quickly.
• 23:00
  And
• 23:01
  so
• 23:01
  this,
• 23:01
  this
• 23:01
  legacy
• 23:02
  mindset
• 23:03
  seems
• 23:03
  to
• 23:03
  be
• 23:03
  falling
• 23:04
  short
• 23:04
  and
• 23:04
  folding
• 23:05
  organizations
• 23:06
  back
• 23:06
  in
• 23:06
  terms
• 23:07
  of
• 23:07
  being
• 23:07
  able
• 23:07
  to
• 23:07
  do
• 23:08
  more
• 23:08
  and
• 23:08
  speak
• 23:09
  to
• 23:09
  those
• 23:09
  audiences
• 23:09
  in
• 23:10
  a
• 23:10
  tailored
• 23:10
  kind
• 23:11
  of
• 23:11
  personalized
• 23:11
  way
• 23:12
  like
• 23:12
  organizations
• 23:12
  want
• 23:13
  to.
• 23:14
  So
• 23:14
  that's
• 23:14
  number
• 23:14
  one.
• 23:15
  So
• 23:15
  start
• 23:15
  with
• 23:16
  the
• 23:16
  right
• 23:16
  foundation.
• 23:17
  And
• 23:17
  then
• 23:17
  number
• 23:18
  two,
• 23:18
  I
• 23:19
  think
• 23:19
  it
• 23:19
  comes
• 23:19
  down
• 23:19
  to,
• 23:20
  is
• 23:20
  scaling
• 23:21
  how
• 23:22
  your
• 23:22
  team
• 23:22
  works.
• 23:23
  And
• 23:23
  this,
• 23:23
  to
• 23:23
  me
• 23:24
  the
• 23:25
  answer
• 23:25
  is
• 23:25
  AI.
• 23:26
  You
• 23:27
  know,
• 23:27
  you
• 23:27
  need
• 23:27
  a
• 23:28
  solution
• 23:28
  that
• 23:28
  actually
• 23:28
  has
• 23:29
  AI
• 23:29
  built
• 23:30
  into
• 23:30
  the
• 23:30
  platform
• 23:31
  that
• 23:32
  actually
• 23:32
  allows
• 23:32
  you
• 23:32
  to
• 23:33
  move
• 23:33
  quickly.
• 23:33
  And
• 23:33
  I'll,
• 23:33
  I'll
• 23:34
  give
• 23:34
  you
• 23:34
  an
• 23:34
  example.
• 23:35
  One
• 23:35
  of
• 23:35
  our
• 23:36
  customers
• 23:36
  is
• 23:37
  Klarna.
• 23:37
  And
• 23:38
  so
• 23:38
  if
• 23:38
  you're
• 23:38
  not
• 23:38
  familiar
• 23:38
  with
• 23:39
  Klarna,
• 23:39
  it's
• 23:40
  a
• 23:40
  payment
• 23:40
  option,
• 23:40
  kind
• 23:41
  of
• 23:41
  like
• 23:41
  a
• 23:41
  pay
• 23:42
  over
• 23:42
  time
• 23:42
  option.
• 23:43
  It's
• 23:43
  very
• 23:43
  common
• 23:44
  in
• 23:44
  retail
• 23:45
  websites
• 23:45
  as
• 23:46
  a,
• 23:46
  as
• 23:46
  a
• 23:46
  payment
• 23:46
  option
• 23:47
  when
• 23:47
  you're
• 23:47
  checking
• 23:47
  out.
• 23:49
  Klarna
• 23:49
  came
• 23:49
  to
• 23:50
  us
• 23:50
  a
• 23:50
  couple
• 23:50
  years
• 23:50
  ago
• 23:51
  and
• 23:51
  they
• 23:52
  actually
• 23:52
  started
• 23:53
  with
• 23:53
  kind
• 23:53
  of
• 23:54
  an
• 23:55
  unnormal
• 23:56
  use
• 23:56
  case
• 23:56
  for
• 23:56
  us
• 23:57
  that
• 23:57
  like
• 23:57
  we
• 23:57
  want
• 23:57
  to
• 23:57
  stand
• 23:57
  up
• 23:58
  a
• 23:58
  knowledge
• 23:58
  base.
• 23:59
  And
• 23:59
  a
• 23:59
  knowledge
• 23:59
  base
• 24:00
  for
• 24:00
  them
• 24:00
  was
• 24:00
  basically
• 24:01
  kind
• 24:01
  of
• 24:01
  an
• 24:01
  FAQ
• 24:02
  blog
• 24:03
  site,
• 24:03
  a
• 24:04
  place
• 24:04
  for
• 24:04
  consumers
• 24:05
  and
• 24:06
  customers
• 24:07
  to
• 24:07
  go
• 24:07
  and
• 24:07
  get
• 24:08
  answers
• 24:08
  to
• 24:08
  questions.
• 24:09
  Great
• 24:09
  use
• 24:09
  case
• 24:10
  to
• 24:10
  start
• 24:10
  with.
• 24:11
  So
• 24:11
  they
• 24:11
  started
• 24:11
  there
• 24:12
  and
• 24:12
  then
• 24:12
  when
• 24:12
  AI
• 24:13
  came
• 24:13
  onto
• 24:13
  the
• 24:14
  scene,
• 24:14
  they
• 24:14
  recognized
• 24:15
  that
• 24:15
  they
• 24:15
  were
• 24:15
  sitting
• 24:16
  on
• 24:16
  a
• 24:16
  ton
• 24:16
  of
• 24:17
  content
• 24:18
  that
• 24:18
  had
• 24:19
  structure
• 24:19
  and
• 24:19
  meaning
• 24:20
  that
• 24:21
  they
• 24:21
  could
• 24:21
  use
• 24:22
  to
• 24:22
  go
• 24:23
  tune
• 24:23
  an
• 24:24
  LLM.
• 24:24
  They
• 24:25
  chose
• 24:25
  to
• 24:25
  tune
• 24:26
  a
• 24:26
  version
• 24:26
  of
• 24:26
  OpenAI
• 24:27
  so
• 24:27
  their
• 24:27
  own
• 24:28
  private
• 24:28
  LLM
• 24:29
  that's
• 24:29
  been
• 24:29
  tuned
• 24:30
  with
• 24:30
  their
• 24:30
  own
• 24:30
  content.
• 24:31
  And
• 24:32
  as
• 24:32
  a
• 24:32
  result
• 24:32
  of
• 24:33
  tuning
• 24:33
  that
• 24:33
  LLM
• 24:34
  with
• 24:34
  their
• 24:34
  own
• 24:34
  information,
• 24:35
  what
• 24:35
  they
• 24:35
  saw
• 24:36
  is
• 24:36
  that
• 24:36
  the
• 24:36
  results
• 24:37
  that
• 24:37
  came
• 24:37
  back
• 24:37
  out
• 24:38
  were
• 24:39
  of
• 24:39
  high
• 24:39
  quality
• 24:40
  on
• 24:41
  brand.
• 24:42
  They
• 24:42
  could
• 24:42
  tailor
• 24:43
  them
• 24:43
  with
• 24:43
  their
• 24:43
  voice
• 24:44
  and
• 24:44
  they
• 24:44
  could
• 24:45
  make
• 24:45
  sure
• 24:45
  that
• 24:45
  they
• 24:45
  were
• 24:45
  accurate
• 24:46
  and
• 24:46
  consistent.
• 24:47
  And
• 24:48
  so
• 24:48
  because
• 24:48
  they
• 24:48
  had
• 24:48
  started
• 24:49
  with
• 24:49
  this
• 24:49
  one
• 24:49
  use
• 24:50
  case
• 24:50
  of
• 24:50
  just
• 24:50
  putting
• 24:50
  content
• 24:51
  in
• 24:51
  contentful,
• 24:52
  they
• 24:52
  now
• 24:52
  could
• 24:53
  tune
• 24:53
  an
• 24:53
  LLM
• 24:54
  very
• 24:54
  quickly.
• 24:54
  Why?
• 24:55
  Because
• 24:55
  we're
• 24:55
  API
• 24:56
  first.
• 24:56
  It's
• 24:56
  very
• 24:56
  easy
• 24:57
  to
• 24:58
  extract
• 24:58
  that
• 24:59
  content
• 24:59
  out
• 24:59
  to
• 25:00
  tune
• 25:00
  an
• 25:00
  LLM.
• 25:01
  And
• 25:01
  now
• 25:01
  they
• 25:02
  have
• 25:02
  high
• 25:02
  fidelity
• 25:03
  results
• 25:03
  coming
• 25:03
  back
• 25:03
  out
• 25:04
  of
• 25:04
  their
• 25:04
  AI
• 25:04
  engine.
• 25:05
  And
• 25:05
  they've
• 25:05
  now
• 25:05
  used
• 25:06
  this
• 25:06
  AI
• 25:06
  engine
• 25:07
  in
• 25:07
  a
• 25:07
  variety
• 25:08
  of
• 25:08
  ways
• 25:08
  across
• 25:09
  their
• 25:09
  company.
• 25:09
  The
• 25:10
  first
• 25:10
  use
• 25:10
  case
• 25:10
  they
• 25:11
  used
• 25:11
  it
• 25:11
  in
• 25:11
  was
• 25:12
  in
• 25:12
  a
• 25:12
  customer
• 25:12
  support
• 25:13
  option.
• 25:14
  So
• 25:14
  what
• 25:14
  they
• 25:15
  found
• 25:15
  by
• 25:15
  putting
• 25:15
  it
• 25:16
  into
• 25:16
  their
• 25:16
  customer
• 25:16
  support
• 25:17
  operations,
• 25:18
  the
• 25:18
  first
• 25:18
  year
• 25:19
  alone,
• 25:19
  they
• 25:20
  are
• 25:20
  estimated
• 25:21
  to
• 25:21
  save
• 25:22
  over
• 25:22
  $40
• 25:23
  million
• 25:25
  in
• 25:26
  support
• 25:26
  costs.
• 25:28
  And
• 25:28
  how,
• 25:28
  like,
• 25:29
  what
• 25:29
  are
• 25:29
  they
• 25:29
  doing
• 25:29
  differently?
• 25:29
  Like,
• 25:30
  yeah,
• 25:30
  what
• 25:30
  are
• 25:30
  they
• 25:30
  doing
• 25:31
  differently
• 25:31
  in
• 25:31
  their
• 25:31
  customer
• 25:31
  support
• 25:32
  function?
• 25:32
  Now,
• 25:33
  as
• 25:33
  questions
• 25:34
  come
• 25:34
  into
• 25:34
  the
• 25:34
  customer
• 25:35
  support
• 25:35
  operations,
• 25:36
  this
• 25:36
  engine
• 25:36
  is
• 25:36
  answering
• 25:37
  75%
• 25:38
  of
• 25:38
  them
• 25:38
  with
• 25:38
  100%
• 25:39
  accuracy.
• 25:40
  Got
• 25:40
  it.
• 25:40
  So
• 25:40
  it's
• 25:41
  just,
• 25:41
  it's
• 25:41
  just
• 25:41
  cutting
• 25:42
  down
• 25:42
  the
• 25:42
  need
• 25:42
  for
• 25:42
  labor
• 25:43
  to
• 25:43
  be
• 25:43
  able
• 25:43
  to
• 25:43
  support
• 25:43
  that
• 25:44
  part
• 25:44
  of
• 25:44
  the
• 25:44
  organization.
• 25:45
  But
• 25:45
  they
• 25:45
  haven't
• 25:45
  stopped
• 25:46
  there.
• 25:47
  They've
• 25:47
  taken
• 25:47
  the
• 25:48
  same
• 25:48
  tuned
• 25:49
  LLM.
• 25:49
  They
• 25:49
  use
• 25:50
  it
• 25:50
  as
• 25:50
  part
• 25:50
  of
• 25:50
  an
• 25:50
  employee
• 25:51
  bot
• 25:51
  to
• 25:51
  answer
• 25:52
  questions
• 25:52
  internally.
• 25:53
  Their
• 25:53
  legal
• 25:54
  team
• 25:55
  is
• 25:55
  using
• 25:55
  it
• 25:55
  to
• 25:56
  write
• 25:56
  contracts.
• 25:57
  Their
• 25:58
  marketing
• 25:59
  team
• 25:59
  is
• 25:59
  using
• 25:59
  it
• 25:59
  to
• 25:59
  do
• 26:00
  sentiment
• 26:00
  analysis.
• 26:01
  Their
• 26:02
  marketing
• 26:02
  team
• 26:02
  is
• 26:02
  now
• 26:03
  actually
• 26:03
  leveraging
• 26:03
  it
• 26:03
  back
• 26:04
  in
• 26:04
  contentful
• 26:05
  to
• 26:05
  generate
• 26:05
  copy.
• 26:06
  So
• 26:06
  when
• 26:06
  we
• 26:06
  talk
• 26:07
  about
• 26:07
  creating
• 26:08
  messages
• 26:08
  tailored
• 26:09
  to
• 26:09
  the
• 26:09
  audience,
• 26:10
  they're
• 26:10
  doing
• 26:10
  that
• 26:11
  why?
• 26:12
  Because
• 26:12
  the
• 26:12
  AI
• 26:12
  engine
• 26:13
  can
• 26:13
  suggest
• 26:14
  recommendations
• 26:15
  to
• 26:15
  a
• 26:16
  marketer.
• 26:16
  Hey,
• 26:16
  for
• 26:16
  this
• 26:17
  audience,
• 26:17
  this
• 26:18
  is
• 26:18
  what
• 26:18
  the
• 26:18
  content
• 26:19
  should
• 26:19
  look
• 26:19
  like,
• 26:19
  or
• 26:19
  here's
• 26:20
  what,
• 26:20
  the
• 26:20
  message
• 26:20
  should
• 26:20
  be
• 26:21
  tailored
• 26:21
  for
• 26:22
  that
• 26:22
  audience.
• 26:23
  Now,
• 26:23
  their
• 26:23
  marketers
• 26:24
  are
• 26:24
  still
• 26:24
  in
• 26:24
  control,
• 26:25
  because
• 26:25
  I
• 26:25
  oftentimes
• 26:26
  get
• 26:26
  this,
• 26:26
  oh
• 26:27
  my
• 26:27
  God,
• 26:27
  is
• 26:27
  it
• 26:27
  running
• 26:27
  autonomously?
• 26:28
  And
• 26:28
  the
• 26:28
  answer
• 26:29
  is
• 26:29
  no.
• 26:29
  Their
• 26:30
  marketers
• 26:30
  are
• 26:30
  still
• 26:30
  in
• 26:31
  control,
• 26:31
  but
• 26:32
  they're
• 26:32
  leveraging
• 26:33
  AI,
• 26:34
  generative
• 26:34
  AI,
• 26:35
  to
• 26:35
  do
• 26:35
  80%
• 26:36
  of
• 26:36
  the
• 26:36
  labor,
• 26:37
  the
• 26:37
  work
• 26:37
  for
• 26:37
  them
• 26:38
  so
• 26:38
  that
• 26:38
  they
• 26:38
  can
• 26:38
  look
• 26:38
  at
• 26:39
  it,
• 26:39
  review
• 26:39
  it,
• 26:39
  tweak
• 26:40
  it,
• 26:40
  modify
• 26:41
  it,
• 26:41
  and
• 26:41
  then
• 26:42
  publish.
• 26:43
  They're
• 26:43
  using
• 26:44
  it
• 26:44
  also
• 26:44
  to
• 26:44
  translate
• 26:46
  content
• 26:46
  on
• 26:46
  their
• 26:47
  websites.
• 26:47
  And
• 26:48
  I
• 26:48
  think
• 26:48
  if
• 26:48
  I
• 26:48
  was
• 26:48
  a
• 26:49
  marketer
• 26:49
  sitting
• 26:49
  out
• 26:49
  there
• 26:50
  going,
• 26:50
  where
• 26:51
  do
• 26:51
  I
• 26:51
  get
• 26:51
  started?
• 26:52
  To
• 26:52
  me,
• 26:53
  translation
• 26:53
  feels
• 26:54
  like
• 26:54
  the
• 26:54
  obvious
• 26:55
  place
• 26:55
  to
• 26:55
  start.
• 26:56
  These
• 26:56
  LLMs
• 26:57
  do
• 26:57
  translation
• 26:58
  extremely
• 26:59
  well.
• 27:00
  And
• 27:00
  many
• 27:01
  organizations
• 27:02
  have
• 27:02
  multimillion
• 27:03
  dollar
• 27:04
  budgets
• 27:04
  in
• 27:04
  place
• 27:04
  with
• 27:05
  third
• 27:05
  party
• 27:06
  service
• 27:06
  providers
• 27:07
  that
• 27:07
  they're
• 27:07
  using
• 27:08
  to
• 27:08
  translate
• 27:08
  content.
• 27:09
  This
• 27:10
  is
• 27:10
  a
• 27:10
  prime
• 27:11
  spot
• 27:11
  for
• 27:12
  where
• 27:12
  you
• 27:12
  could
• 27:12
  begin
• 27:13
  to
• 27:14
  leverage
• 27:14
  generative
• 27:14
  AI
• 27:15
  and
• 27:15
  save
• 27:16
  your
• 27:16
  organization
• 27:17
  a
• 27:17
  whole
• 27:18
  lot
• 27:18
  of
• 27:18
  money.
• 27:19
  So
• 27:20
  Sarah,
• 27:21
  the
• 27:21
  former
• 27:22
  producer,
• 27:23
  project
• 27:23
  manager
• 27:24
  at
• 27:24
  a
• 27:24
  retailer
• 27:25
  and
• 27:25
  me
• 27:25
  is
• 27:25
  like
• 27:25
  thinking
• 27:26
  through
• 27:26
  the
• 27:26
  process
• 27:27
  of
• 27:27
  how
• 27:27
  this
• 27:27
  all
• 27:27
  happens.
• 27:28
  I
• 27:28
  mean,
• 27:29
  is
• 27:29
  this,
• 27:30
  is
• 27:30
  this
• 27:30
  like
• 27:30
  a
• 27:31
  dashboard
• 27:32
  then?
• 27:32
  So
• 27:32
  like,
• 27:32
  how
• 27:33
  is
• 27:33
  this
• 27:33
  changing?
• 27:33
  I
• 27:34
  guess
• 27:34
  the
• 27:34
  workflows?
• 27:35
  Because
• 27:35
  in
• 27:35
  my
• 27:35
  mind,
• 27:35
  with,
• 27:36
  you
• 27:36
  know,
• 27:36
  legal
• 27:37
  being
• 27:37
  a
• 27:37
  part
• 27:37
  of
• 27:37
  this
• 27:38
  and
• 27:38
  the
• 27:38
  brand
• 27:39
  teams
• 27:39
  and
• 27:39
  the
• 27:39
  marketing
• 27:40
  teams
• 27:40
  and
• 27:40
  all
• 27:40
  these
• 27:41
  things
• 27:41
  like
• 27:41
  putting
• 27:41
  all
• 27:41
  this
• 27:42
  data
• 27:42
  in
• 27:42
  Here
• 27:42
  and
• 27:43
  being,
• 27:43
  having
• 27:43
  all
• 27:43
  the
• 27:44
  use
• 27:44
  cases
• 27:44
  that
• 27:44
  you
• 27:44
  just
• 27:44
  outline,
• 27:45
  like
• 27:46
  how
• 27:47
  are,
• 27:47
  what
• 27:47
  does
• 27:47
  this
• 27:48
  look
• 27:48
  like
• 27:48
  for
• 27:48
  me
• 27:49
  in
• 27:49
  that
• 27:50
  producer
• 27:50
  role
• 27:50
  or
• 27:50
  project
• 27:51
  manager
• 27:51
  role?
• 27:51
  Like
• 27:52
  am
• 27:52
  I,
• 27:52
  am
• 27:53
  I
• 27:53
  actually
• 27:53
  having
• 27:54
  people
• 27:54
  like
• 27:54
  go
• 27:54
  in
• 27:55
  here
• 27:55
  to
• 27:55
  kind
• 27:55
  of
• 27:55
  approve
• 27:56
  things
• 27:56
  too?
• 27:56
  Like,
• 27:57
  is
• 27:57
  this,
• 27:58
  how
• 27:58
  is
• 27:58
  it,
• 27:58
  how
• 27:58
  is
• 27:59
  it
• 27:59
  working?
• 28:00
  Well,
• 28:00
  you've
• 28:01
  nailed
• 28:01
  it,
• 28:01
  Ann.
• 28:01
  And
• 28:02
  it's
• 28:02
  exactly
• 28:02
  that.
• 28:03
  And
• 28:03
  so
• 28:03
  this
• 28:03
  idea
• 28:04
  of
• 28:04
  workflows
• 28:05
  becomes
• 28:05
  extremely
• 28:06
  important.
• 28:08
  Organizations
• 28:08
  are
• 28:09
  going
• 28:09
  to
• 28:09
  demand,
• 28:10
  they're
• 28:10
  going
• 28:10
  to
• 28:10
  need
• 28:11
  a
• 28:11
  couple
• 28:11
  of
• 28:11
  things.
• 28:12
  One,
• 28:12
  the
• 28:12
  ability
• 28:13
  for
• 28:14
  workflow
• 28:14
  to
• 28:14
  be
• 28:14
  automated
• 28:15
  to
• 28:15
  automatically
• 28:16
  engage
• 28:16
  all
• 28:16
  of
• 28:17
  these
• 28:17
  constituents
• 28:18
  along
• 28:18
  the
• 28:18
  way
• 28:19
  when
• 28:19
  they're
• 28:20
  needed
• 28:21
  in
• 28:21
  order
• 28:21
  for
• 28:21
  this
• 28:22
  to
• 28:22
  move
• 28:22
  quickly
• 28:22
  and
• 28:22
  efficiently.
• 28:23
  And
• 28:23
  so
• 28:23
  being
• 28:24
  able
• 28:24
  to
• 28:24
  set
• 28:24
  up
• 28:24
  those
• 28:24
  workflows,
• 28:25
  number
• 28:25
  one,
• 28:25
  is
• 28:25
  really
• 28:26
  important.
• 28:26
  But
• 28:27
  it's
• 28:27
  also
• 28:27
  things
• 28:28
  like
• 28:28
  collaboration
• 28:29
  tools
• 28:29
  that
• 28:29
  we've
• 28:30
  all
• 28:30
  become
• 28:30
  accustomed
• 28:31
  to
• 28:31
  using.
• 28:31
  So
• 28:32
  I
• 28:32
  think
• 28:32
  about
• 28:32
  like
• 28:33
  editing
• 28:33
  a
• 28:33
  document
• 28:34
  even
• 28:34
  with
• 28:34
  you
• 28:34
  all.
• 28:34
  As
• 28:34
  we're
• 28:35
  preparing
• 28:35
  for
• 28:35
  today,
• 28:36
  we
• 28:36
  need
• 28:36
  things
• 28:37
  like
• 28:37
  commenting
• 28:38
  right
• 28:38
  on
• 28:38
  the
• 28:38
  page
• 28:39
  that's
• 28:40
  important
• 28:40
  and
• 28:41
  essential
• 28:41
  in
• 28:41
  order
• 28:41
  to
• 28:41
  operate
• 28:42
  quickly.
• 28:43
  That's
• 28:43
  what's
• 28:43
  built
• 28:43
  into
• 28:44
  contentful
• 28:44
  is
• 28:44
  the
• 28:45
  ability
• 28:45
  to
• 28:45
  comment,
• 28:46
  the
• 28:46
  ability
• 28:46
  to
• 28:46
  mention
• 28:47
  like,
• 28:47
  hey
• 28:47
  Chris,
• 28:48
  can
• 28:48
  you
• 28:48
  review
• 28:49
  this
• 28:49
  section
• 28:49
  that
• 28:50
  I
• 28:50
  just
• 28:50
  built
• 28:50
  out?
• 28:50
  Does
• 28:50
  this
• 28:51
  look
• 28:51
  right
• 28:51
  for
• 28:51
  you?
• 28:52
  Or
• 28:52
  hey,
• 28:52
  legal,
• 28:53
  I
• 28:53
  know
• 28:53
  I
• 28:54
  got
• 28:54
  some
• 28:54
  legalese
• 28:54
  terms
• 28:55
  in
• 28:55
  here.
• 28:55
  Will
• 28:55
  you
• 28:55
  take
• 28:55
  a
• 28:56
  look
• 28:56
  at
• 28:56
  this
• 28:56
  to
• 28:56
  make
• 28:56
  sure
• 28:56
  that
• 28:57
  I
• 28:57
  haven't,
• 28:57
  you
• 28:58
  know,
• 28:58
  manipulated
• 28:58
  this
• 28:58
  in
• 28:58
  a
• 28:59
  way
• 28:59
  that's
• 28:59
  not
• 28:59
  effective.
• 29:00
  So
• 29:01
  that's
• 29:01
  extremely
• 29:02
  important
• 29:02
  is
• 29:02
  having
• 29:03
  those
• 29:03
  collaboration
• 29:04
  tools
• 29:04
  built
• 29:04
  in.
• 29:05
  It's
• 29:05
  got
• 29:05
  to
• 29:06
  integrate
• 29:06
  with
• 29:06
  where
• 29:06
  we
• 29:06
  all
• 29:07
  live
• 29:07
  and
• 29:07
  breathe.
• 29:07
  So
• 29:08
  it
• 29:08
  integrates
• 29:08
  with
• 29:09
  slack
• 29:09
  Microsoft
• 29:10
  Teams
• 29:10
  because
• 29:11
  let's
• 29:11
  not
• 29:11
  get
• 29:11
  around,
• 29:12
  that's
• 29:12
  where
• 29:12
  we
• 29:12
  all
• 29:12
  spend
• 29:13
  90%
• 29:13
  of
• 29:13
  our
• 29:13
  time
• 29:13
  most
• 29:14
  days
• 29:14
  anyway.
• 29:15
  So
• 29:15
  like
• 29:15
  it's
• 29:16
  got
• 29:16
  to
• 29:16
  automatically
• 29:16
  alert
• 29:17
  me
• 29:17
  in
• 29:17
  my,
• 29:17
  you
• 29:18
  know,
• 29:18
  my
• 29:18
  day
• 29:18
  to
• 29:18
  day
• 29:19
  tools
• 29:19
  to
• 29:19
  let
• 29:19
  me
• 29:19
  know
• 29:20
  something
• 29:20
  to
• 29:21
  do.
• 29:21
  Right?
• 29:21
  Those
• 29:22
  are
• 29:22
  the
• 29:22
  collaboration
• 29:23
  tools
• 29:23
  that
• 29:23
  we
• 29:24
  know
• 29:24
  and
• 29:24
  expect
• 29:25
  and
• 29:25
  have
• 29:25
  to
• 29:26
  have
• 29:26
  in
• 29:26
  these
• 29:26
  solutions.
• 29:27
  And
• 29:28
  then
• 29:28
  the
• 29:28
  last
• 29:29
  is
• 29:29
  the
• 29:29
  auditability.
• 29:30
  Right?
• 29:31
  Like
• 29:31
  at
• 29:31
  the
• 29:31
  end
• 29:31
  of
• 29:31
  the
• 29:32
  day
• 29:32
  we
• 29:32
  need
• 29:32
  to
• 29:32
  be
• 29:33
  able
• 29:33
  to
• 29:33
  track
• 29:33
  and
• 29:33
  understand
• 29:34
  who
• 29:34
  did
• 29:35
  what
• 29:35
  along
• 29:35
  the
• 29:36
  way.
• 29:36
  And
• 29:37
  a
• 29:37
  lot
• 29:37
  of
• 29:37
  these
• 29:37
  kind
• 29:38
  of
• 29:38
  early
• 29:39
  stage
• 29:39
  solutions
• 29:39
  that
• 29:40
  we
• 29:40
  see
• 29:40
  in
• 29:40
  our
• 29:40
  space,
• 29:41
  they're
• 29:41
  great
• 29:42
  with
• 29:42
  some
• 29:42
  of
• 29:42
  these,
• 29:42
  you
• 29:42
  know,
• 29:43
  basic
• 29:43
  features,
• 29:43
  but
• 29:43
  they
• 29:44
  really
• 29:44
  struggle
• 29:45
  when
• 29:45
  you
• 29:45
  get
• 29:45
  into
• 29:45
  the
• 29:45
  corporate
• 29:46
  governance,
• 29:47
  auditability,
• 29:48
  security
• 29:49
  features.
• 29:50
  And
• 29:50
  so
• 29:50
  this
• 29:50
  is
• 29:50
  where
• 29:50
  I
• 29:50
  encourage
• 29:51
  organizations
• 29:51
  that,
• 29:52
  hey,
• 29:52
  if
• 29:52
  you're
• 29:52
  preparing
• 29:53
  for
• 29:53
  the
• 29:53
  future,
• 29:54
  make
• 29:55
  sure
• 29:55
  you're
• 29:55
  looking
• 29:56
  for
• 29:56
  these
• 29:56
  things
• 29:56
  in
• 29:57
  your
• 29:57
  platforms.
• 29:59
  All
• 30:00
  right,
• 30:00
  Sarah,
• 30:00
  well,
• 30:00
  let's
• 30:01
  close
• 30:01
  out
• 30:01
  with
• 30:01
  this.
• 30:01
  And
• 30:02
  whenever
• 30:02
  we
• 30:02
  get
• 30:02
  a
• 30:02
  guest,
• 30:03
  we
• 30:03
  always
• 30:03
  like
• 30:03
  to
• 30:03
  see
• 30:03
  if
• 30:04
  we
• 30:04
  can
• 30:04
  you
• 30:04
  know,
• 30:04
  we
• 30:04
  like
• 30:05
  to
• 30:05
  tell
• 30:05
  our
• 30:05
  audience
• 30:05
  a
• 30:05
  little
• 30:05
  bit
• 30:05
  about
• 30:06
  what,
• 30:06
  what
• 30:06
  else
• 30:07
  is
• 30:07
  coming.
• 30:07
  Like,
• 30:07
  where's
• 30:07
  this
• 30:08
  going
• 30:08
  next?
• 30:08
  That's
• 30:09
  kind
• 30:09
  of
• 30:09
  a
• 30:09
  hallmark
• 30:09
  of
• 30:09
  how
• 30:09
  we
• 30:10
  try
• 30:10
  to
• 30:10
  end
• 30:10
  our
• 30:10
  shows
• 30:10
  wherever
• 30:11
  possible.
• 30:12
  So,
• 30:12
  you
• 30:12
  know,
• 30:13
  in
• 30:13
  that
• 30:13
  vein,
• 30:13
  like,
• 30:14
  what
• 30:14
  would
• 30:15
  you
• 30:15
  tell
• 30:15
  people
• 30:16
  in
• 30:16
  terms
• 30:16
  of
• 30:16
  how
• 30:17
  they
• 30:17
  should
• 30:17
  prepare
• 30:18
  for
• 30:18
  what
• 30:18
  is
• 30:18
  next
• 30:18
  when
• 30:19
  it
• 30:19
  comes
• 30:19
  to
• 30:19
  the
• 30:19
  further
• 30:20
  evolution
• 30:20
  of
• 30:20
  the
• 30:21
  technology
• 30:21
  as
• 30:21
  you've
• 30:21
  been
• 30:22
  discussing
• 30:22
  it
• 30:22
  here
• 30:22
  for
• 30:22
  the
• 30:23
  last
• 30:23
  20
• 30:23
  or
• 30:23
  30
• 30:24
  minutes?
• 30:25
  Oh,
• 30:26
  let's
• 30:27
  predict
• 30:27
  the
• 30:27
  future.
• 30:28
  Is
• 30:28
  that
• 30:28
  what
• 30:28
  we're
• 30:28
  doing?
• 30:29
  Yeah,
• 30:29
  of
• 30:29
  course.
• 30:30
  100%.
• 30:30
  Okay.
• 30:31
  Yeah,
• 30:31
  easy,
• 30:32
  Nostradamus.
• 30:33
  Yeah.
• 30:34
  Well,
• 30:34
  I
• 30:35
  think
• 30:35
  the
• 30:36
  first
• 30:36
  one
• 30:36
  I'll
• 30:36
  go
• 30:37
  to,
• 30:37
  which
• 30:37
  we
• 30:37
  started
• 30:37
  to
• 30:38
  allude
• 30:38
  to,
• 30:38
  which
• 30:38
  is
• 30:39
  if
• 30:39
  you
• 30:39
  think
• 30:39
  about
• 30:40
  personalization
• 30:40
  at
• 30:41
  scale,
• 30:41
  scale,
• 30:42
  I
• 30:43
  think
• 30:43
  there's
• 30:43
  a
• 30:43
  near
• 30:44
  future
• 30:44
  not
• 30:45
  very
• 30:45
  far
• 30:45
  away.
• 30:46
  I'm
• 30:46
  talking
• 30:46
  months,
• 30:47
  not
• 30:47
  years,
• 30:48
  where
• 30:49
  personalization
• 30:50
  is
• 30:50
  no
• 30:50
  longer
• 30:51
  going
• 30:51
  to
• 30:51
  be
• 30:51
  human
• 30:51
  to
• 30:52
  human
• 30:52
  interaction
• 30:53
  and
• 30:53
  it's
• 30:53
  going
• 30:53
  to
• 30:54
  be
• 30:54
  system
• 30:54
  to
• 30:54
  system.
• 30:55
  And
• 30:55
  we've.
• 30:56
  What
• 30:56
  does
• 30:56
  that
• 30:56
  mean?
• 30:57
  Yeah,
• 30:57
  well,
• 30:57
  we've
• 30:58
  kind
• 30:58
  of
• 30:58
  coined
• 30:58
  this
• 30:59
  term
• 30:59
  of
• 30:59
  your
• 31:00
  solution
• 31:00
  needs
• 31:00
  to
• 31:00
  support
• 31:01
  infinite
• 31:01
  flexibility
• 31:03
  because
• 31:03
  we're
• 31:04
  not
• 31:04
  very
• 31:04
  far
• 31:04
  away
• 31:04
  from
• 31:05
  a
• 31:05
  future
• 31:05
  where
• 31:06
  you're
• 31:06
  going
• 31:06
  to
• 31:06
  put
• 31:06
  in
• 31:07
  a
• 31:07
  core
• 31:07
  content
• 31:08
  message
• 31:09
  and
• 31:09
  the
• 31:09
  solution
• 31:10
  will
• 31:10
  be
• 31:11
  able
• 31:11
  to
• 31:11
  at
• 31:11
  a
• 31:12
  high
• 31:12
  fidelity
• 31:12
  result,
• 31:13
  so
• 31:13
  high
• 31:13
  accurate
• 31:14
  result,
• 31:15
  be
• 31:15
  able
• 31:15
  to
• 31:16
  automatically
• 31:16
  take
• 31:17
  that
• 31:17
  content
• 31:18
  and
• 31:18
  create
• 31:18
  variations
• 31:19
  based
• 31:19
  on
• 31:19
  all
• 31:19
  of
• 31:19
  your
• 31:20
  audiences.
• 31:21
  And
• 31:21
  so
• 31:21
  what
• 31:21
  most
• 31:21
  organizations
• 31:22
  today
• 31:22
  struggle
• 31:23
  with
• 31:23
  is
• 31:23
  being
• 31:23
  able
• 31:24
  to
• 31:24
  get
• 31:24
  beyond
• 31:24
  4,
• 31:25
  5,
• 31:25
  10
• 31:25
  audiences
• 31:26
  because
• 31:26
  it
• 31:26
  just
• 31:26
  takes
• 31:26
  too
• 31:27
  much
• 31:27
  labor
• 31:27
  to
• 31:27
  do
• 31:28
  that.
• 31:29
  The
• 31:29
  future
• 31:29
  is
• 31:30
  near
• 31:30
  where
• 31:30
  solutions
• 31:31
  are
• 31:31
  going
• 31:31
  to
• 31:31
  be
• 31:31
  able
• 31:31
  to
• 31:31
  do
• 31:32
  personalization
• 31:33
  on
• 31:33
  a
• 31:33
  one
• 31:33
  to
• 31:33
  one
• 31:34
  basis.
• 31:34
  That
• 31:34
  is
• 31:35
  not
• 31:35
  very
• 31:35
  far
• 31:35
  away.
• 31:37
  The
• 31:38
  second
• 31:38
  one
• 31:39
  I
• 31:39
  is
• 31:40
  you
• 31:40
  got.
• 31:40
  More
• 31:40
  than
• 31:40
  one
• 31:41
  prediction.
• 31:42
  I'm
• 31:42
  still
• 31:42
  processing
• 31:43
  the
• 31:43
  first.
• 31:44
  Yeah,
• 31:45
  yeah.
• 31:46
  The
• 31:47
  second
• 31:47
  one
• 31:47
  is,
• 31:48
  is
• 31:48
  less
• 31:48
  about
• 31:48
  a
• 31:48
  prediction
• 31:49
  and
• 31:49
  more
• 31:49
  of
• 31:50
  the
• 31:51
  aha.
• 31:51
  That
• 31:51
  I
• 31:52
  think
• 31:52
  a
• 31:52
  marketing
• 31:53
  leader
• 31:53
  should
• 31:53
  be
• 31:53
  careful
• 31:54
  of.
• 31:55
  I
• 31:55
  see
• 31:55
  a
• 31:55
  lot
• 31:55
  of
• 31:56
  these
• 31:56
  marketing
• 31:56
  solutions.
• 31:57
  If
• 31:57
  you
• 31:57
  look
• 31:57
  at
• 31:57
  a
• 31:57
  Martech
• 31:58
  stack
• 31:58
  for
• 31:58
  any
• 31:59
  organization,
• 31:59
  they
• 32:00
  probably
• 32:00
  have
• 32:00
  5,
• 32:00
  10,
• 32:01
  15,
• 32:01
  20,
• 32:01
  maybe
• 32:02
  north
• 32:02
  of
• 32:02
  20
• 32:02
  solutions
• 32:03
  in
• 32:03
  their
• 32:03
  marketing
• 32:04
  technology
• 32:05
  stack.
• 32:05
  Every
• 32:06
  single
• 32:06
  one
• 32:07
  of
• 32:07
  these
• 32:07
  solutions
• 32:07
  is
• 32:08
  deploying
• 32:08
  AI.
• 32:09
  But
• 32:10
  what's
• 32:10
  happening
• 32:10
  is
• 32:11
  behind
• 32:11
  the
• 32:11
  scenes
• 32:11
  is
• 32:11
  they're
• 32:12
  all
• 32:12
  using
• 32:12
  their
• 32:12
  own
• 32:13
  AI
• 32:13
  model.
• 32:14
  Remember
• 32:14
  when
• 32:14
  I
• 32:15
  told
• 32:15
  you
• 32:15
  about
• 32:15
  Klarna
• 32:16
  and
• 32:16
  I
• 32:16
  said
• 32:16
  the
• 32:16
  reason
• 32:17
  they
• 32:17
  did
• 32:17
  this,
• 32:18
  they
• 32:18
  were
• 32:18
  so
• 32:18
  successful,
• 32:19
  is
• 32:20
  because
• 32:20
  they
• 32:20
  recognized
• 32:21
  day
• 32:21
  one,
• 32:22
  we
• 32:22
  are
• 32:22
  not
• 32:23
  going
• 32:23
  to
• 32:23
  go
• 32:23
  tune
• 32:24
  20
• 32:24
  different
• 32:24
  AI
• 32:25
  LLMs
• 32:26
  behind
• 32:26
  all
• 32:26
  of
• 32:26
  these
• 32:26
  solutions.
• 32:27
  We're
• 32:27
  going
• 32:27
  to
• 32:27
  tune
• 32:28
  one
• 32:28
  LLM
• 32:29
  because
• 32:29
  you
• 32:29
  don't
• 32:29
  tune
• 32:30
  an
• 32:30
  LLM
• 32:30
  once,
• 32:30
  by
• 32:30
  the
• 32:31
  way.
• 32:31
  You
• 32:31
  have
• 32:31
  to
• 32:31
  continuously
• 32:32
  tune
• 32:32
  it.
• 32:32
  We're
• 32:33
  going
• 32:33
  to
• 32:33
  tune
• 32:33
  one
• 32:33
  LLM
• 32:34
  and
• 32:34
  every
• 32:35
  solution
• 32:35
  in
• 32:35
  our
• 32:35
  tech
• 32:35
  stack
• 32:36
  is
• 32:36
  going
• 32:36
  to
• 32:37
  point
• 32:37
  towards
• 32:37
  that
• 32:37
  LLM.
• 32:38
  That's
• 32:39
  important
• 32:39
  because
• 32:40
  it
• 32:40
  takes
• 32:40
  a
• 32:40
  ton
• 32:41
  of
• 32:41
  time
• 32:41
  and
• 32:41
  energy
• 32:42
  to
• 32:42
  go
• 32:42
  do
• 32:43
  these
• 32:43
  to
• 32:43
  tune
• 32:43
  an
• 32:43
  LLM
• 32:44
  well
• 32:44
  and
• 32:45
  you
• 32:45
  don't
• 32:45
  want
• 32:45
  every
• 32:46
  solution
• 32:46
  to
• 32:46
  have
• 32:46
  to
• 32:47
  A,
• 32:47
  to
• 32:47
  go
• 32:47
  do
• 32:47
  that
• 32:47
  separately
• 32:48
  20
• 32:48
  times
• 32:49
  and
• 32:49
  B,
• 32:49
  they're
• 32:49
  going
• 32:49
  to
• 32:50
  produce
• 32:50
  very
• 32:50
  wildly
• 32:51
  erratic
• 32:52
  results
• 32:52
  if
• 32:52
  you
• 32:52
  tune
• 32:53
  each
• 32:53
  of
• 32:53
  them
• 32:53
  separately.
• 32:54
  So
• 32:54
  I
• 32:55
  think
• 32:55
  good
• 32:55
  marketing
• 32:56
  leaders
• 32:56
  should
• 32:57
  be
• 32:57
  thinking
• 32:57
  about
• 32:58
  and
• 32:58
  asking
• 32:58
  their
• 32:58
  IT
• 32:59
  team,
• 33:00
  how
• 33:00
  are
• 33:01
  we
• 33:01
  going
• 33:01
  to
• 33:01
  tune
• 33:02
  one
• 33:02
  LLM
• 33:03
  and
• 33:03
  use
• 33:03
  that
• 33:04
  across
• 33:04
  our
• 33:04
  marketing
• 33:05
  tech
• 33:05
  stack?
• 33:05
  Which
• 33:06
  also
• 33:06
  means
• 33:07
  when
• 33:07
  you're
• 33:07
  going
• 33:07
  out
• 33:08
  and
• 33:08
  buying
• 33:08
  marketing
• 33:09
  solutions,
• 33:09
  you
• 33:10
  have
• 33:10
  to
• 33:10
  ask,
• 33:11
  can
• 33:11
  we
• 33:11
  bring
• 33:12
  our
• 33:12
  own
• 33:12
  LLM?
• 33:13
  Or
• 33:13
  how
• 33:13
  do
• 33:13
  you
• 33:14
  tap
• 33:14
  into
• 33:14
  and
• 33:15
  integrate
• 33:15
  with
• 33:16
  our
• 33:16
  core
• 33:16
  LLM?
• 33:17
  Because
• 33:17
  I
• 33:17
  want
• 33:17
  to
• 33:18
  own
• 33:18
  that
• 33:18
  as
• 33:18
  a
• 33:18
  marketing
• 33:19
  leader
• 33:19
  and
• 33:19
  do
• 33:20
  that
• 33:20
  once
• 33:20
  so
• 33:20
  that
• 33:21
  I
• 33:21
  can
• 33:21
  control
• 33:21
  the
• 33:21
  consistency
• 33:22
  of
• 33:22
  the
• 33:22
  results.
• 33:23
  So
• 33:23
  my
• 33:24
  last
• 33:24
  kind
• 33:24
  of
• 33:24
  tagline
• 33:25
  or
• 33:25
  prediction
• 33:25
  or
• 33:25
  recommendation
• 33:26
  maybe
• 33:27
  is
• 33:27
  to
• 33:27
  marketing
• 33:28
  leaders
• 33:28
  is
• 33:28
  think
• 33:29
  about
• 33:29
  your
• 33:29
  strategy
• 33:31
  and
• 33:31
  how
• 33:31
  you're
• 33:31
  going
• 33:32
  to
• 33:32
  tune
• 33:32
  one
• 33:32
  LLM
• 33:33
  versus
• 33:33
  a
• 33:33
  whole
• 33:33
  bunch
• 33:34
  of
• 33:34
  these.
• 33:34
  That
• 33:34
  will
• 33:35
  happen.
• 33:36
  Oh,
• 33:36
  go
• 33:36
  ahead
• 33:36
  and.
• 33:37
  But
• 33:37
  that's
• 33:37
  like
• 33:37
  I
• 33:37
  was
• 33:37
  just
• 33:37
  going
• 33:37
  to
• 33:37
  say
• 33:38
  real
• 33:38
  quick,
• 33:38
  that's
• 33:38
  like
• 33:38
  an
• 33:38
  entirely
• 33:39
  new
• 33:39
  muscle
• 33:40
  to
• 33:40
  exercise
• 33:41
  for
• 33:41
  the
• 33:41
  average
• 33:41
  CMO
• 33:42
  too.
• 33:42
  Like
• 33:43
  that's
• 33:43
  got
• 33:43
  to
• 33:43
  be
• 33:43
  a
• 33:44
  difficult
• 33:45
  task
• 33:45
  for
• 33:45
  them.
• 33:45
  But
• 33:45
  go
• 33:45
  ahead.
• 33:46
  Ann.
• 33:46
  I'm
• 33:46
  sorry.
• 33:47
  Oh
• 33:47
  no,
• 33:47
  I
• 33:47
  was
• 33:47
  just
• 33:47
  going
• 33:47
  to
• 33:48
  ask
• 33:48
  a
• 33:48
  simpler
• 33:48
  thing.
• 33:49
  I
• 33:49
  was
• 33:49
  like,
• 33:49
  how
• 33:49
  many
• 33:50
  marketing
• 33:51
  leaders
• 33:51
  have
• 33:52
  even
• 33:52
  that
• 33:52
  in
• 33:53
  their
• 33:53
  vernacular?
• 33:54
  Because
• 33:54
  that's
• 33:55
  the
• 33:55
  thing
• 33:55
  too.
• 33:55
  Like
• 33:56
  I,
• 33:57
  I
• 33:57
  mean
• 33:57
  I
• 33:57
  think
• 33:58
  of
• 33:58
  the
• 33:58
  marketing
• 33:58
  leaders
• 33:59
  now
• 33:59
  and
• 33:59
  it's,
• 33:59
  I'm
• 33:59
  sure
• 33:59
  they're
• 34:00
  more
• 34:00
  well
• 34:00
  versed
• 34:01
  in
• 34:01
  LLMs,
• 34:02
  but
• 34:02
  like,
• 34:03
  are,
• 34:03
  are
• 34:04
  they
• 34:04
  thinking
• 34:04
  about
• 34:05
  it
• 34:05
  this
• 34:05
  way
• 34:05
  in,
• 34:05
  in
• 34:06
  the
• 34:06
  examples
• 34:06
  that
• 34:06
  you
• 34:06
  shared
• 34:07
  today,
• 34:07
  the
• 34:07
  Kraft
• 34:08
  Heinz
• 34:08
  people,
• 34:08
  the
• 34:09
  ruggable
• 34:09
  people,
• 34:09
  like,
• 34:10
  are
• 34:10
  they
• 34:11
  even
• 34:11
  prepared
• 34:11
  at
• 34:11
  that
• 34:12
  point
• 34:12
  yet?
• 34:13
  I
• 34:13
  think
• 34:14
  the
• 34:14
  leading
• 34:14
  edge
• 34:15
  organizations,
• 34:16
  the
• 34:16
  ones
• 34:16
  that
• 34:16
  do
• 34:17
  this
• 34:17
  well
• 34:17
  and
• 34:17
  actually
• 34:18
  see
• 34:18
  the
• 34:18
  results
• 34:18
  coming
• 34:19
  in
• 34:19
  the
• 34:19
  return
• 34:19
  on
• 34:20
  investment.
• 34:20
  This
• 34:21
  is
• 34:21
  how
• 34:21
  they're
• 34:21
  thinking
• 34:22
  and
• 34:23
  this
• 34:23
  is
• 34:23
  how
• 34:23
  operating.
• 34:24
  They're
• 34:24
  going
• 34:24
  through
• 34:25
  the
• 34:25
  hard
• 34:25
  work
• 34:25
  of
• 34:25
  doing
• 34:26
  the
• 34:26
  change
• 34:26
  management
• 34:27
  to
• 34:27
  restructure
• 34:28
  their
• 34:28
  teams
• 34:29
  to
• 34:29
  think
• 34:29
  about
• 34:29
  how
• 34:29
  their
• 34:30
  solution
• 34:30
  works
• 34:30
  across
• 34:31
  all
• 34:31
  digital
• 34:31
  experiences,
• 34:32
  to
• 34:32
  think
• 34:32
  about
• 34:33
  how
• 34:33
  do
• 34:33
  we
• 34:33
  create
• 34:34
  content
• 34:34
  once
• 34:35
  and
• 34:35
  reuse
• 34:35
  it
• 34:35
  across
• 34:36
  all
• 34:36
  of
• 34:36
  these.
• 34:36
  Like
• 34:37
  they're
• 34:37
  doing
• 34:38
  the
• 34:38
  legwork
• 34:39
  now
• 34:39
  to
• 34:40
  prepare
• 34:40
  them
• 34:40
  for
• 34:41
  the
• 34:41
  future.
• 34:42
  Yeah,
• 34:42
  there's
• 34:42
  a
• 34:43
  little
• 34:43
  bit
• 34:43
  of
• 34:43
  go
• 34:43
  slow
• 34:43
  to
• 34:44
  go
• 34:44
  fast
• 34:44
  in
• 34:44
  what
• 34:45
  you're
• 34:45
  saying
• 34:45
  as
• 34:45
  well,
• 34:46
  which
• 34:46
  is
• 34:46
  also
• 34:46
  important.
• 34:46
  So
• 34:47
  that
• 34:47
  was
• 34:47
  a
• 34:47
  great
• 34:47
  nugget
• 34:48
  drop,
• 34:48
  some
• 34:48
  great,
• 34:49
  great
• 34:49
  ending
• 34:49
  predictions
• 34:50
  there,
• 34:50
  Sarah.
• 34:50
  So,
• 34:51
  so
• 34:51
  that
• 34:51
  was
• 34:51
  great.
• 34:52
  So
• 34:52
  if
• 34:53
  people
• 34:53
  want
• 34:53
  to
• 34:53
  get
• 34:53
  in
• 34:53
  touch
• 34:53
  with
• 34:54
  you.
• 34:54
  Pick
• 34:54
  your
• 34:54
  brain,
• 34:55
  learn
• 34:55
  more
• 34:55
  about
• 34:55
  Contentful.
• 34:56
  What's
• 34:56
  the
• 34:56
  best
• 34:56
  way
• 34:56
  for
• 34:56
  them
• 34:57
  to
• 34:57
  do
• 34:57
  that?
• 34:58
  Well,
• 34:58
  a
• 34:58
  couple
• 34:58
  of
• 34:59
  ways.
• 34:59
  Obviously,
• 34:59
  we're
• 34:59
  on
• 34:59
  LinkedIn
• 35:00
  here,
• 35:00
  so
• 35:01
  feel
• 35:01
  free
• 35:01
  to
• 35:01
  connect
• 35:01
  with
• 35:02
  me
• 35:02
  via
• 35:02
  my
• 35:03
  LinkedIn
• 35:03
  profile.
• 35:03
  It's
• 35:04
  Sarah
• 35:04
  S
• 35:04
  A
• 35:04
  R
• 35:05
  A.
• 35:05
  My
• 35:06
  mom
• 35:06
  always
• 35:06
  said
• 35:07
  I
• 35:07
  was
• 35:07
  short,
• 35:07
  so
• 35:07
  I
• 35:08
  had
• 35:08
  a
• 35:08
  short
• 35:08
  name.
• 35:09
  So
• 35:09
  sara.sullivan.
• 35:11
  and
• 35:12
  you
• 35:12
  can
• 35:12
  also
• 35:12
  reach
• 35:13
  me
• 35:13
  via
• 35:14
  email,
• 35:14
  sarah.sullivanontentful.com
• 35:17
  awesome.
• 35:18
  Well,
• 35:18
  that
• 35:18
  wraps
• 35:18
  us
• 35:18
  up.
• 35:19
  Thanks
• 35:19
  to
• 35:19
  Sarah
• 35:19
  Sullivan
• 35:20
  of
• 35:20
  Contentful
• 35:21
  for
• 35:21
  sitting
• 35:21
  down
• 35:21
  with
• 35:21
  us
• 35:22
  today.
• 35:22
  And
• 35:22
  thanks
• 35:22
  to
• 35:22
  all
• 35:22
  of
• 35:23
  you
• 35:23
  who
• 35:23
  joined
• 35:24
  us
• 35:24
  live
• 35:24
  to
• 35:24
  watch
• 35:25
  this
• 35:25
  interview
• 35:25
  on
• 35:26
  LinkedIn.
• 35:26
  And
• 35:26
  thank
• 35:27
  you
• 35:27
  to
• 35:27
  all
• 35:27
  of
• 35:27
  you
• 35:27
  who
• 35:27
  may
• 35:28
  be
• 35:28
  listening
• 35:28
  in
• 35:28
  later
• 35:29
  as
• 35:29
  well.
• 35:29
  And
• 35:30
  on
• 35:30
  behalf
• 35:30
  of
• 35:30
  all
• 35:30
  of
• 35:31
  us
• 35:31
  at
• 35:31
  omnitalk,
• 35:32
  as
• 35:32
  always,
• 35:32
  be
• 35:33
  careful
• 35:33
  out
• 35:33
  there.