Latest / Omni Talk Retail / Justin Honaman of AWS on the Data Challenge Behind AI Scale | CGF 2026

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Justin Honaman of AWS on the Data Challenge Behind AI Scale | CGF 2026 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:00
  This
• 0:00
  is
• 0:01
  omnitalk
• 0:01
  Retail.
• 0:02
  I
• 0:02
  am
• 0:02
  Chris
• 0:02
  Walton,
• 0:03
  and
• 0:03
  we
• 0:03
  are
• 0:03
  coming
• 0:03
  to
• 0:04
  you
• 0:04
  live
• 0:04
  from
• 0:05
  the
• 0:05
  Consumer
• 0:05
  Goods
• 0:06
  Forums
• 0:06
  Global
• 0:06
  Summit
• 0:07
  in
• 0:07
  Vienna,
• 0:08
  Austria.
• 0:09
  Right,
• 0:09
  Justin?
• 0:09
  Amazing.
• 0:10
  So
• 0:10
  great
• 0:10
  to
• 0:10
  be
• 0:10
  here.
• 0:11
  Justin
• 0:11
  is
• 0:11
  so
• 0:11
  excited.
• 0:12
  He's
• 0:12
  so
• 0:12
  excited.
• 0:13
  But
• 0:13
  before
• 0:13
  we
• 0:13
  get
• 0:13
  to
• 0:14
  our
• 0:14
  interview
• 0:14
  with
• 0:14
  Justin,
• 0:14
  I
• 0:15
  just
• 0:15
  want
• 0:15
  to
• 0:15
  tell
• 0:15
  you
• 0:15
  that
• 0:16
  we
• 0:16
  are
• 0:16
  recording
• 0:17
  this
• 0:17
  podcast
• 0:17
  from
• 0:17
  the
• 0:17
  CGF
• 0:18
  Leadership
• 0:19
  Studio,
• 0:19
  which
• 0:19
  is
• 0:20
  sponsored
• 0:20
  by
• 0:20
  Vuzion.
• 0:21
  All
• 0:21
  right,
• 0:21
  Justin,
• 0:22
  so
• 0:22
  we've
• 0:22
  had
• 0:23
  you
• 0:23
  on
• 0:23
  the
• 0:23
  show
• 0:23
  before.
• 0:23
  We
• 0:24
  have.
• 0:24
  It's
• 0:24
  great
• 0:24
  to
• 0:24
  be
• 0:25
  back.
• 0:25
  We're
• 0:25
  excited
• 0:25
  to
• 0:25
  have
• 0:25
  you
• 0:26
  back.
• 0:26
  So
• 0:26
  for
• 0:26
  those
• 0:26
  that
• 0:27
  are
• 0:27
  new
• 0:27
  to
• 0:27
  Justin,
• 0:28
  Justin
• 0:29
  is
• 0:29
  the
• 0:29
  AWS
• 0:30
  Global
• 0:30
  head
• 0:31
  of
• 0:31
  worldwide
• 0:32
  retail
• 0:32
  restaurants
• 0:33
  and
• 0:33
  consumer
• 0:33
  goods
• 0:33
  Business
• 0:34
  development.
• 0:34
  And
• 0:34
  by
• 0:35
  Justin,
• 0:35
  I
• 0:35
  mean
• 0:35
  Justin
• 0:36
  Hahnemann.
• 0:36
  Justin,
• 0:36
  welcome
• 0:37
  back.
• 0:37
  Great
• 0:37
  to
• 0:37
  be
• 0:37
  here.
• 0:38
  Great
• 0:38
  to
• 0:38
  be
• 0:38
  back.
• 0:38
  Great
• 0:38
  to
• 0:39
  be
• 0:39
  here
• 0:39
  at
• 0:39
  Consumer
• 0:39
  Goods
• 0:40
  Forum.
• 0:40
  I
• 0:40
  mean,
• 0:41
  amazing
• 0:41
  energy
• 0:41
  and
• 0:42
  just
• 0:42
  an
• 0:42
  incredible
• 0:42
  environment.
• 0:43
  Yeah,
• 0:43
  it
• 0:43
  is.
• 0:43
  It
• 0:43
  is.
• 0:43
  It's
• 0:44
  really
• 0:44
  fun.
• 0:44
  All
• 0:44
  right.
• 0:45
  Last
• 0:45
  time
• 0:45
  we
• 0:45
  spoke,
• 0:45
  I've
• 0:46
  been
• 0:46
  pumped.
• 0:46
  I
• 0:46
  mean,
• 0:46
  you
• 0:47
  and
• 0:47
  I've
• 0:47
  been
• 0:47
  talking
• 0:47
  about
• 0:47
  getting
• 0:47
  you
• 0:47
  back
• 0:48
  on
• 0:48
  the
• 0:48
  show
• 0:48
  for
• 0:48
  a
• 0:48
  while
• 0:49
  over
• 0:49
  LinkedIn.
• 0:50
  So
• 0:50
  when
• 0:50
  we
• 0:51
  last
• 0:51
  spoke,
• 0:51
  you
• 0:51
  laid
• 0:52
  out
• 0:52
  three
• 0:52
  themes
• 0:53
  for
• 0:53
  me,
• 0:53
  and
• 0:53
  I
• 0:53
  wrote
• 0:54
  them
• 0:54
  down,
• 0:54
  so
• 0:54
  I
• 0:54
  want
• 0:54
  to
• 0:54
  make
• 0:54
  sure
• 0:54
  I
• 0:54
  get
• 0:55
  them.
• 0:55
  So
• 0:55
  one
• 0:55
  was,
• 0:55
  of
• 0:55
  course,
• 0:56
  AI.
• 0:57
  The
• 0:57
  second
• 0:57
  one
• 0:58
  was
• 0:58
  Amazon's
• 0:59
  ads
• 0:59
  and
• 0:59
  its
• 1:00
  new
• 1:00
  ad
• 1:00
  service,
• 1:01
  and
• 1:01
  the
• 1:01
  third
• 1:01
  one
• 1:02
  was
• 1:02
  Unified
• 1:02
  Commerce.
• 1:03
  So
• 1:03
  my
• 1:03
  question
• 1:03
  for
• 1:04
  you
• 1:04
  is,
• 1:04
  we're
• 1:05
  almost
• 1:05
  a
• 1:05
  year
• 1:05
  since
• 1:06
  we
• 1:06
  had
• 1:06
  that
• 1:06
  conversation.
• 1:06
  I
• 1:07
  went
• 1:07
  back
• 1:07
  and
• 1:07
  looked
• 1:07
  at
• 1:07
  the
• 1:08
  date.
• 1:08
  We're
• 1:08
  almost
• 1:09
  a
• 1:09
  year
• 1:09
  out.
• 1:10
  So
• 1:10
  looking
• 1:10
  back
• 1:10
  at
• 1:10
  those
• 1:10
  three,
• 1:11
  which
• 1:11
  played
• 1:11
  out
• 1:12
  more
• 1:12
  or
• 1:12
  less
• 1:12
  like
• 1:13
  you
• 1:13
  expected,
• 1:14
  and
• 1:14
  which
• 1:14
  one
• 1:14
  has
• 1:15
  surprised
• 1:15
  you
• 1:15
  the
• 1:15
  most?
• 1:16
  Interesting.
• 1:16
  Okay,
• 1:16
  so
• 1:17
  AI
• 1:17
  certainly
• 1:18
  has
• 1:18
  continued
• 1:19
  to
• 1:19
  grow
• 1:19
  and
• 1:19
  expand
• 1:20
  over
• 1:20
  the
• 1:20
  last
• 1:20
  year
• 1:20
  since
• 1:21
  we
• 1:21
  last
• 1:21
  were
• 1:21
  talking.
• 1:22
  I
• 1:22
  mean,
• 1:22
  it's.
• 1:22
  But
• 1:23
  what's
• 1:23
  interesting
• 1:23
  is
• 1:23
  the
• 1:23
  conversation
• 1:24
  has
• 1:24
  shifted
• 1:25
  from.
• 1:25
  From
• 1:25
  when
• 1:26
  we
• 1:26
  first
• 1:26
  met
• 1:26
  early
• 1:27
  last
• 1:27
  year.
• 1:27
  We're
• 1:27
  talking
• 1:27
  generative
• 1:28
  AI
• 1:28
  still,
• 1:29
  and
• 1:29
  kind
• 1:29
  of
• 1:29
  the
• 1:29
  advancements
• 1:29
  there
• 1:30
  in
• 1:30
  use
• 1:30
  cases
• 1:30
  right
• 1:31
  now,
• 1:31
  we've
• 1:31
  really
• 1:31
  moved
• 1:32
  into
• 1:32
  this
• 1:32
  whole
• 1:32
  space
• 1:32
  of
• 1:32
  agentic
• 1:33
  commerce
• 1:33
  and
• 1:33
  agentic
• 1:34
  AI.
• 1:34
  I
• 1:34
  think
• 1:35
  that
• 1:35
  was
• 1:35
  my
• 1:35
  presentation
• 1:36
  today
• 1:36
  was
• 1:36
  kind
• 1:36
  of
• 1:36
  on
• 1:37
  the
• 1:37
  progression
• 1:37
  of
• 1:38
  AI
• 1:38
  in
• 1:38
  that
• 1:39
  space.
• 1:39
  I
• 1:39
  mean,
• 1:39
  customers
• 1:40
  are
• 1:40
  moving
• 1:40
  quickly
• 1:40
  to
• 1:41
  take
• 1:41
  advantage
• 1:41
  of
• 1:42
  not
• 1:42
  only
• 1:43
  generative
• 1:43
  AI,
• 1:44
  but
• 1:44
  the
• 1:44
  agentic
• 1:45
  commerce
• 1:45
  idea
• 1:45
  and
• 1:46
  using
• 1:46
  agents
• 1:46
  in
• 1:46
  their
• 1:47
  daily
• 1:47
  business.
• 1:48
  That's
• 1:48
  the
• 1:48
  space
• 1:49
  that
• 1:49
  has
• 1:49
  certainly
• 1:49
  just
• 1:50
  moved
• 1:50
  incredibly
• 1:51
  fast
• 1:51
  since
• 1:52
  the
• 1:52
  last
• 1:52
  time
• 1:52
  we
• 1:52
  talked
• 1:52
  about.
• 1:53
  So
• 1:54
  that's
• 1:54
  by
• 1:54
  the
• 1:55
  cut,
• 1:55
  by
• 1:55
  surprise.
• 1:55
  Maybe
• 1:56
  not
• 1:56
  by
• 1:56
  surprise,
• 1:56
  but
• 1:56
  just
• 1:57
  moving
• 1:57
  so
• 1:57
  fast,
• 1:58
  more
• 1:58
  so
• 1:58
  than
• 1:58
  you
• 1:58
  anticipated.
• 1:59
  And
• 1:59
  we
• 1:59
  knew
• 2:00
  it
• 2:00
  was
• 2:00
  moving
• 2:00
  quickly,
• 2:01
  but
• 2:01
  like
• 2:01
  within
• 2:02
  just
• 2:02
  the
• 2:02
  last
• 2:02
  18
• 2:02
  months.
• 2:03
  And
• 2:03
  we
• 2:03
  launched
• 2:04
  our
• 2:04
  own
• 2:04
  agent
• 2:04
  Platform
• 2:05
  called
• 2:05
  Agent
• 2:05
  Core.
• 2:06
  We
• 2:06
  launched
• 2:06
  new
• 2:07
  models
• 2:07
  which
• 2:07
  are
• 2:08
  key
• 2:08
  for
• 2:08
  building
• 2:09
  applications.
• 2:10
  We've
• 2:10
  internally,
• 2:12
  we've
• 2:12
  launched
• 2:12
  capabilities
• 2:13
  for
• 2:13
  shoppers
• 2:14
  on
• 2:14
  Amazon.com,
• 2:15
  like
• 2:15
  buy
• 2:15
  from
• 2:15
  Me,
• 2:16
  Alexa
• 2:17
  for
• 2:17
  Shopping,
• 2:17
  which
• 2:17
  used
• 2:18
  to
• 2:18
  be
• 2:18
  called
• 2:18
  Rufus.
• 2:19
  And
• 2:19
  then
• 2:19
  we've
• 2:19
  taken
• 2:20
  even
• 2:20
  the
• 2:20
  tech
• 2:20
  behind
• 2:20
  that
• 2:21
  and
• 2:21
  monetized
• 2:21
  it,
• 2:22
  created
• 2:22
  a
• 2:22
  solution
• 2:23
  for
• 2:23
  our
• 2:23
  customers
• 2:24
  called
• 2:24
  the
• 2:25
  Shopping
• 2:25
  Assistant
• 2:26
  from
• 2:26
  aws.
• 2:27
  I
• 2:27
  mean,
• 2:27
  it's
• 2:27
  just,
• 2:27
  this
• 2:28
  is
• 2:28
  all
• 2:28
  just
• 2:28
  in
• 2:28
  the
• 2:28
  last
• 2:29
  couple
• 2:29
  of
• 2:29
  months.
• 2:29
  It's
• 2:30
  just
• 2:30
  an
• 2:30
  incredible.
• 2:30
  See
• 2:31
  how
• 2:31
  fast
• 2:31
  it's
• 2:31
  moved.
• 2:32
  Yeah,
• 2:32
  you
• 2:32
  guys
• 2:32
  give
• 2:32
  me
• 2:33
  plenty
• 2:33
  of
• 2:33
  fodder
• 2:33
  for
• 2:33
  my
• 2:34
  weekly
• 2:34
  podcast.
• 2:34
  Like,
• 2:35
  it's
• 2:35
  amazing.
• 2:35
  It
• 2:35
  is,
• 2:36
  it
• 2:36
  is
• 2:36
  great.
• 2:36
  It's
• 2:36
  a
• 2:36
  great.
• 2:36
  It's
• 2:37
  great.
• 2:37
  And
• 2:37
  it's
• 2:38
  great
• 2:38
  to
• 2:38
  talk
• 2:38
  about
• 2:38
  it.
• 2:38
  I
• 2:38
  love
• 2:39
  talking
• 2:39
  about
• 2:39
  it.
• 2:39
  But
• 2:39
  let
• 2:40
  me
• 2:40
  talk
• 2:40
  about
• 2:40
  the
• 2:40
  other
• 2:40
  two
• 2:40
  real
• 2:40
  quick.
• 2:41
  Oh,
• 2:41
  okay.
• 2:41
  All
• 2:42
  right.
• 2:42
  Oh,
• 2:43
  we're
• 2:43
  not
• 2:43
  gonna
• 2:43
  orphan
• 2:43
  the
• 2:44
  other
• 2:44
  two.
• 2:44
  All
• 2:44
  right.
• 2:45
  Okay,
• 2:45
  let's
• 2:45
  do
• 2:45
  this.
• 2:46
  So
• 2:46
  retail
• 2:46
  ad
• 2:46
  service
• 2:47
  is
• 2:47
  still,
• 2:48
  it's
• 2:48
  important
• 2:48
  and
• 2:48
  it's
• 2:49
  actually
• 2:49
  a
• 2:49
  way
• 2:49
  that
• 2:49
  we've
• 2:50
  taken
• 2:50
  the
• 2:50
  engine
• 2:50
  for
• 2:51
  Amazon
• 2:51
  advertising
• 2:52
  and,
• 2:52
  and
• 2:52
  brought
• 2:52
  that
• 2:53
  to
• 2:53
  our
• 2:53
  customers
• 2:53
  so
• 2:53
  that
• 2:54
  they
• 2:54
  can,
• 2:54
  you
• 2:54
  know,
• 2:55
  produce
• 2:55
  ads
• 2:56
  on
• 2:56
  their
• 2:56
  own
• 2:56
  site.
• 2:57
  It's
• 2:57
  a
• 2:57
  win
• 2:57
  for
• 2:58
  them,
• 2:58
  it's
• 2:58
  a
• 2:58
  win
• 2:58
  for
• 2:58
  us,
• 2:58
  a
• 2:59
  win
• 2:59
  for
• 2:59
  our
• 2:59
  platform
• 3:00
  and
• 3:00
  their
• 3:00
  customers
• 3:01
  that
• 3:01
  shop
• 3:01
  it.
• 3:01
  So
• 3:02
  that's
• 3:02
  still
• 3:02
  there
• 3:03
  and
• 3:03
  growing.
• 3:04
  So
• 3:04
  that
• 3:05
  continues.
• 3:05
  I
• 3:05
  would
• 3:06
  just
• 3:06
  say,
• 3:06
  you
• 3:06
  know,
• 3:07
  from
• 3:07
  a
• 3:07
  perspective
• 3:07
  of
• 3:08
  like
• 3:08
  scale
• 3:08
  of
• 3:09
  change
• 3:09
  though,
• 3:09
  I
• 3:09
  mean,
• 3:09
  the
• 3:10
  AI
• 3:10
  space
• 3:10
  has
• 3:10
  just
• 3:11
  been
• 3:11
  incredible.
• 3:12
  The
• 3:12
  nice
• 3:12
  thing
• 3:12
  though
• 3:12
  is
• 3:13
  like
• 3:13
  on
• 3:13
  the
• 3:13
  retail
• 3:13
  ad
• 3:13
  service
• 3:14
  and
• 3:14
  other
• 3:15
  capabilities
• 3:15
  behind
• 3:15
  Amazon
• 3:16
  advertising,
• 3:17
  the
• 3:18
  AI
• 3:18
  is,
• 3:18
  it's
• 3:18
  impacting
• 3:19
  that
• 3:19
  too.
• 3:19
  Right.
• 3:20
  Foundation.
• 3:20
  Right,
• 3:20
  right,
• 3:21
  right.
• 3:21
  Okay.
• 3:22
  Anything
• 3:22
  on
• 3:22
  unified
• 3:23
  commerce
• 3:23
  or
• 3:23
  do
• 3:23
  we
• 3:23
  just
• 3:23
  want
• 3:24
  to
• 3:24
  just
• 3:24
  totally
• 3:24
  disavow
• 3:25
  that
• 3:25
  one?
• 3:25
  No.
• 3:26
  So
• 3:26
  that's
• 3:26
  actually
• 3:26
  interesting.
• 3:27
  So
• 3:27
  that
• 3:27
  we
• 3:28
  find
• 3:28
  that
• 3:29
  primarily
• 3:29
  in
• 3:29
  retail
• 3:30
  where
• 3:30
  retailers
• 3:31
  were
• 3:31
  on
• 3:31
  very,
• 3:32
  I'll
• 3:32
  say,
• 3:32
  difficult
• 3:33
  to
• 3:33
  manage
• 3:34
  systems
• 3:34
  where
• 3:35
  like
• 3:35
  if
• 3:35
  you
• 3:35
  wanted
• 3:35
  to
• 3:35
  make
• 3:35
  a
• 3:36
  change
• 3:36
  to
• 3:36
  a
• 3:36
  back
• 3:37
  office
• 3:37
  marketplace
• 3:38
  platform,
• 3:38
  you
• 3:39
  have
• 3:39
  to
• 3:39
  change
• 3:39
  the
• 3:39
  entire
• 3:40
  or
• 3:40
  upgrade
• 3:41
  the
• 3:41
  entire
• 3:41
  platform
• 3:41
  if
• 3:42
  you
• 3:42
  made
• 3:42
  a
• 3:42
  change
• 3:42
  to
• 3:42
  it.
• 3:43
  Now
• 3:43
  most
• 3:43
  retailers
• 3:44
  have
• 3:44
  moved
• 3:44
  to
• 3:44
  a
• 3:44
  more
• 3:45
  composable
• 3:46
  API
• 3:47
  driven.
• 3:48
  Headless
• 3:49
  is
• 3:49
  some
• 3:49
  of
• 3:49
  the
• 3:49
  other
• 3:49
  words
• 3:50
  or
• 3:50
  phrases
• 3:50
  you
• 3:50
  might
• 3:50
  have
• 3:51
  heard
• 3:51
  around
• 3:51
  this
• 3:52
  composable
• 3:53
  platform
• 3:53
  where
• 3:54
  you
• 3:54
  can
• 3:54
  choose
• 3:54
  best
• 3:55
  of
• 3:55
  breed
• 3:55
  capabilities
• 3:56
  and
• 3:56
  when
• 3:56
  you
• 3:56
  make
• 3:57
  a
• 3:57
  change
• 3:57
  to
• 3:57
  one
• 3:57
  area,
• 3:57
  you
• 3:58
  do
• 3:58
  not
• 3:58
  have
• 3:58
  to
• 3:59
  upgrade
• 3:59
  the
• 3:59
  entire
• 4:00
  platform.
• 4:00
  So
• 4:00
  there's
• 4:01
  certainly
• 4:01
  been
• 4:01
  a
• 4:01
  big
• 4:01
  focus
• 4:02
  on
• 4:02
  that
• 4:02
  in
• 4:02
  the
• 4:02
  retail
• 4:02
  space
• 4:03
  and.
• 4:03
  That's
• 4:03
  more
• 4:03
  just
• 4:03
  a
• 4:04
  gradual
• 4:04
  move
• 4:05
  towards
• 4:05
  that
• 4:05
  versus
• 4:05
  like
• 4:05
  an
• 4:06
  asymptotic
• 4:06
  shift
• 4:07
  like
• 4:07
  we
• 4:07
  talked
• 4:07
  about
• 4:07
  with
• 4:07
  AI.
• 4:08
  But
• 4:08
  you
• 4:08
  have
• 4:08
  many
• 4:08
  consumer
• 4:09
  goods
• 4:09
  brands
• 4:09
  here.
• 4:11
  They're
• 4:11
  all
• 4:11
  now
• 4:12
  thinking
• 4:12
  about
• 4:12
  their
• 4:13
  ERP
• 4:14
  systems
• 4:14
  and
• 4:14
  how
• 4:14
  they
• 4:14
  make
• 4:15
  those
• 4:15
  more
• 4:15
  flexible.
• 4:16
  Some
• 4:16
  of
• 4:16
  them
• 4:16
  are
• 4:16
  building
• 4:17
  their
• 4:17
  own
• 4:17
  ERP
• 4:18
  with
• 4:18
  agentic
• 4:19
  capabilities
• 4:19
  and
• 4:20
  coding.
• 4:20
  I
• 4:20
  mean,
• 4:20
  it's
• 4:21
  incredible
• 4:21
  the
• 4:22
  shift
• 4:22
  that's
• 4:22
  happening
• 4:23
  in
• 4:23
  the
• 4:23
  consumer
• 4:23
  goods
• 4:23
  industry.
• 4:24
  Yeah.
• 4:24
  I've
• 4:24
  had
• 4:24
  some
• 4:25
  people
• 4:25
  tell
• 4:25
  me
• 4:25
  they're
• 4:25
  rethinking
• 4:26
  their
• 4:26
  ERP
• 4:26
  investments
• 4:27
  given
• 4:27
  everything
• 4:27
  that's
• 4:28
  going
• 4:28
  on
• 4:28
  right
• 4:28
  now.
• 4:28
  So
• 4:29
  there's
• 4:29
  just
• 4:29
  new
• 4:29
  capability
• 4:30
  that's
• 4:30
  more
• 4:30
  accessible
• 4:30
  than
• 4:31
  ever.
• 4:31
  Yeah.
• 4:31
  Right.
• 4:32
  All
• 4:32
  right,
• 4:32
  so
• 4:32
  to
• 4:32
  that
• 4:33
  point,
• 4:33
  what
• 4:33
  brings
• 4:34
  you
• 4:34
  to
• 4:34
  CGF
• 4:35
  in
• 4:35
  Vienna?
• 4:35
  You
• 4:36
  know,
• 4:36
  what
• 4:36
  do
• 4:36
  you
• 4:36
  hope
• 4:36
  to
• 4:37
  accomplish?
• 4:37
  Like,
• 4:37
  why
• 4:38
  is
• 4:38
  AWS
• 4:38
  here?
• 4:38
  Justin?
• 4:39
  Yeah,
• 4:39
  so
• 4:40
  AWS
• 4:40
  and
• 4:40
  Amazon
• 4:41
  that
• 4:41
  are
• 4:41
  here.
• 4:42
  So
• 4:43
  if
• 4:43
  you've
• 4:43
  not,
• 4:43
  if
• 4:44
  you're
• 4:44
  not
• 4:44
  familiar
• 4:44
  with
• 4:44
  Consumer
• 4:45
  Goods
• 4:45
  Forum
• 4:45
  and
• 4:46
  this
• 4:46
  Executive
• 4:46
  summit
• 4:47
  is
• 4:47
  the
• 4:48
  best
• 4:48
  consumer
• 4:49
  goods
• 4:49
  environment
• 4:49
  to
• 4:50
  connect
• 4:50
  with
• 4:50
  other
• 4:50
  leaders
• 4:51
  in
• 4:51
  the
• 4:51
  industry
• 4:52
  by
• 4:52
  far.
• 4:53
  I'd
• 4:54
  say
• 4:54
  the
• 4:54
  primary
• 4:55
  reason
• 4:55
  to
• 4:55
  be
• 4:55
  here
• 4:55
  is
• 4:56
  that
• 4:56
  our
• 4:56
  customers
• 4:57
  are
• 4:57
  here.
• 4:57
  Like,
• 4:58
  you
• 4:58
  know,
• 4:59
  I'm
• 4:59
  looking
• 5:00
  out
• 5:00
  here
• 5:00
  and
• 5:00
  I
• 5:00
  can
• 5:01
  see
• 5:02
  brands
• 5:02
  that
• 5:03
  we
• 5:03
  work
• 5:03
  with
• 5:03
  every
• 5:03
  day
• 5:04
  and
• 5:04
  not
• 5:04
  just,
• 5:04
  you
• 5:05
  know,
• 5:05
  individuals
• 5:06
  from
• 5:06
  the
• 5:06
  brand,
• 5:06
  but
• 5:06
  their
• 5:06
  CEOs
• 5:07
  are
• 5:07
  here
• 5:07
  and
• 5:08
  their,
• 5:08
  their
• 5:08
  leadership
• 5:09
  is
• 5:09
  here.
• 5:09
  And
• 5:09
  so
• 5:10
  it
• 5:10
  gives
• 5:10
  us
• 5:10
  a
• 5:10
  chance
• 5:10
  to
• 5:11
  engage
• 5:11
  with
• 5:12
  in
• 5:12
  a
• 5:13
  one
• 5:13
  to
• 5:13
  one
• 5:13
  format
• 5:14
  in
• 5:14
  a
• 5:14
  fashion
• 5:15
  that's
• 5:15
  unique.
• 5:15
  Second
• 5:16
  would
• 5:16
  be
• 5:16
  the
• 5:16
  content.
• 5:16
  I
• 5:17
  mean,
• 5:17
  you
• 5:17
  know,
• 5:17
  Consumer
• 5:18
  Goods
• 5:18
  Forum
• 5:18
  does
• 5:18
  a
• 5:18
  nice
• 5:19
  job
• 5:19
  of
• 5:19
  keeping
• 5:19
  it
• 5:19
  fresh,
• 5:20
  bringing
• 5:20
  kind
• 5:21
  of
• 5:21
  what's
• 5:21
  new,
• 5:21
  latest
• 5:21
  and
• 5:22
  greatest
• 5:22
  to
• 5:22
  this
• 5:22
  event
• 5:23
  each
• 5:23
  year.
• 5:23
  And
• 5:24
  third
• 5:24
  would
• 5:24
  be,
• 5:24
  you
• 5:25
  know,
• 5:25
  for
• 5:25
  us
• 5:25
  with
• 5:26
  Amazon
• 5:26
  and
• 5:26
  with
• 5:27
  our
• 5:27
  broader
• 5:27
  Amazon
• 5:28
  partnerships,
• 5:28
  it's
• 5:29
  like
• 5:29
  bringing
• 5:29
  knowledge
• 5:30
  of
• 5:30
  what
• 5:30
  we
• 5:30
  do
• 5:31
  in
• 5:31
  the
• 5:31
  industry
• 5:31
  and
• 5:32
  why
• 5:32
  it
• 5:32
  matters
• 5:32
  to
• 5:33
  be
• 5:33
  a
• 5:33
  partner
• 5:33
  with
• 5:33
  AWS
• 5:34
  and
• 5:34
  the
• 5:34
  broader
• 5:34
  Amazon.
• 5:35
  All
• 5:35
  right,
• 5:35
  so
• 5:35
  I'm
• 5:36
  gonna
• 5:36
  put
• 5:36
  you
• 5:36
  on
• 5:36
  the
• 5:36
  spot
• 5:36
  a
• 5:36
  little
• 5:37
  bit.
• 5:37
  Joseph.
• 5:37
  No,
• 5:37
  don't
• 5:37
  do
• 5:38
  that.
• 5:38
  I'm
• 5:38
  gonna
• 5:38
  put
• 5:38
  you
• 5:38
  on
• 5:38
  the
• 5:38
  spot.
• 5:39
  Okay,
• 5:39
  you
• 5:39
  already,
• 5:40
  you
• 5:40
  already
• 5:40
  kind
• 5:40
  of
• 5:40
  gave
• 5:40
  a
• 5:40
  good
• 5:41
  list
• 5:41
  of
• 5:41
  all
• 5:41
  the
• 5:41
  new
• 5:42
  AI
• 5:42
  capabilities
• 5:43
  that
• 5:43
  you
• 5:43
  have
• 5:43
  and
• 5:43
  all
• 5:44
  the
• 5:44
  capabilities
• 5:44
  you
• 5:44
  have
• 5:44
  under
• 5:45
  Amazon
• 5:45
  and
• 5:45
  aws.
• 5:46
  But
• 5:46
  I'm
• 5:47
  curious,
• 5:47
  I
• 5:47
  want
• 5:47
  to
• 5:47
  know
• 5:48
  what
• 5:48
  is
• 5:48
  your
• 5:49
  honest
• 5:49
  assessment
• 5:50
  of
• 5:50
  what
• 5:51
  is
• 5:51
  actually
• 5:51
  transferable
• 5:53
  from
• 5:53
  Amazon's
• 5:54
  AI
• 5:54
  playbook
• 5:54
  to
• 5:54
  other
• 5:55
  retailers
• 5:55
  and
• 5:55
  to
• 5:56
  the
• 5:56
  brands?
• 5:56
  Well,
• 5:56
  I'm
• 5:57
  always
• 5:57
  honest.
• 5:57
  So,
• 6:00
  so
• 6:00
  it's,
• 6:01
  I
• 6:01
  would
• 6:01
  say
• 6:01
  this.
• 6:02
  There's,
• 6:02
  there's
• 6:03
  capabilities
• 6:04
  we
• 6:04
  provide
• 6:04
  to
• 6:05
  customers
• 6:05
  that
• 6:05
  are
• 6:05
  foundational.
• 6:06
  For
• 6:06
  example,
• 6:07
  bedrock.
• 6:07
  It's
• 6:08
  our
• 6:08
  AI
• 6:08
  platform
• 6:09
  that,
• 6:09
  where
• 6:10
  you
• 6:10
  can
• 6:10
  access,
• 6:10
  model,
• 6:11
  gives
• 6:11
  you
• 6:11
  model
• 6:11
  choice
• 6:11
  so
• 6:12
  you
• 6:12
  can
• 6:12
  access
• 6:12
  all
• 6:12
  kinds
• 6:12
  of
• 6:13
  different
• 6:13
  large
• 6:13
  language
• 6:13
  models
• 6:13
  there.
• 6:14
  That's
• 6:14
  not
• 6:14
  just
• 6:14
  transferable
• 6:15
  like
• 6:15
  it's
• 6:15
  customers
• 6:16
  are
• 6:16
  using
• 6:16
  it
• 6:16
  every
• 6:16
  day.
• 6:17
  Right.
• 6:17
  Our
• 6:17
  agent
• 6:18
  core
• 6:18
  platform.
• 6:18
  It's
• 6:19
  our
• 6:19
  agent
• 6:19
  Platform
• 6:19
  for
• 6:20
  driving
• 6:20
  agentic
• 6:21
  commerce.
• 6:21
  Like,
• 6:21
  customers
• 6:21
  are
• 6:21
  using
• 6:22
  that
• 6:22
  every
• 6:22
  day.
• 6:23
  This
• 6:23
  is,
• 6:23
  it's
• 6:23
  not
• 6:24
  questioning.
• 6:24
  We're.
• 6:25
  We're
• 6:25
  investing
• 6:25
  in
• 6:25
  chips.
• 6:26
  Customers
• 6:27
  are
• 6:27
  benefiting
• 6:27
  from
• 6:27
  our
• 6:28
  investment
• 6:28
  in
• 6:28
  chips.
• 6:29
  That's
• 6:29
  right.
• 6:29
  I
• 6:29
  forgot
• 6:29
  about
• 6:29
  that.
• 6:30
  I
• 6:30
  forgot
• 6:30
  about
• 6:30
  that
• 6:30
  angle.
• 6:31
  Yeah.
• 6:32
  So
• 6:32
  I
• 6:32
  mean,
• 6:32
  it's
• 6:32
  not
• 6:33
  a
• 6:33
  matter
• 6:33
  of
• 6:33
  like,
• 6:34
  I
• 6:34
  mean
• 6:35
  each
• 6:35
  of
• 6:35
  these
• 6:35
  things
• 6:35
  is
• 6:35
  foundational
• 6:36
  and
• 6:36
  we
• 6:36
  start
• 6:36
  with
• 6:36
  the
• 6:37
  customer
• 6:37
  in
• 6:37
  mind
• 6:37
  and
• 6:37
  end
• 6:37
  with
• 6:38
  like,
• 6:38
  how
• 6:38
  are
• 6:38
  we
• 6:38
  going
• 6:38
  to
• 6:39
  help
• 6:39
  the
• 6:39
  customer
• 6:39
  create
• 6:40
  an
• 6:40
  incredible
• 6:40
  customer
• 6:40
  experience
• 6:41
  for
• 6:41
  their
• 6:41
  customer?
• 6:42
  Right.
• 6:42
  So
• 6:42
  all
• 6:42
  these
• 6:43
  capabilities
• 6:43
  we
• 6:44
  talk
• 6:44
  about
• 6:44
  on
• 6:44
  the
• 6:44
  tech
• 6:45
  side
• 6:45
  of
• 6:45
  AWS
• 6:45
  are
• 6:46
  really
• 6:46
  foundational
• 6:46
  for
• 6:47
  enabling
• 6:47
  a
• 6:47
  better
• 6:47
  customer
• 6:48
  experience
• 6:48
  and
• 6:48
  engagement
• 6:49
  with
• 6:49
  our
• 6:49
  brands
• 6:50
  and
• 6:50
  the
• 6:50
  customers
• 6:50
  we
• 6:50
  work
• 6:51
  with
• 6:51
  here.
• 6:51
  So
• 6:51
  one
• 6:52
  of
• 6:52
  the
• 6:52
  core
• 6:52
  themes
• 6:52
  of
• 6:52
  this
• 6:53
  conference
• 6:53
  at
• 6:53
  CGF
• 6:53
  in
• 6:54
  Vienna
• 6:54
  is
• 6:55
  helping
• 6:56
  those
• 6:56
  in
• 6:56
  attendance
• 6:56
  figure
• 6:57
  out
• 6:57
  how
• 6:57
  to
• 6:57
  move
• 6:57
  from
• 6:58
  pilot
• 6:58
  stage
• 6:59
  into
• 6:59
  like
• 6:59
  actual
• 7:00
  scalable
• 7:00
  applications
• 7:01
  of
• 7:01
  AI.
• 7:02
  So
• 7:03
  from
• 7:03
  your
• 7:03
  vantage
• 7:03
  point,.
• 7:06
  What
• 7:06
  is.
• 7:06
  The
• 7:06
  most
• 7:06
  pressing
• 7:07
  reason
• 7:07
  why
• 7:08
  AI
• 7:08
  pilots
• 7:08
  don't
• 7:09
  reach
• 7:09
  scale?
• 7:10
  So
• 7:10
  we
• 7:10
  saw
• 7:10
  a
• 7:11
  lot
• 7:11
  of
• 7:11
  this
• 7:11
  with
• 7:11
  generative
• 7:11
  AI.
• 7:12
  The
• 7:12
  challenge
• 7:12
  is
• 7:13
  often
• 7:13
  the
• 7:13
  data.
• 7:14
  So
• 7:14
  in
• 7:14
  consumer
• 7:14
  data,
• 7:15
  consumer
• 7:16
  goods
• 7:16
  space,
• 7:18
  okay,
• 7:18
  the
• 7:18
  consumer
• 7:18
  goods
• 7:19
  space,
• 7:19
  many
• 7:19
  of
• 7:19
  these
• 7:19
  companies
• 7:20
  that
• 7:20
  are
• 7:20
  here
• 7:20
  grew
• 7:21
  through
• 7:21
  acquisition.
• 7:22
  Many
• 7:22
  of
• 7:22
  them
• 7:22
  have
• 7:22
  the
• 7:23
  place
• 7:23
  I
• 7:23
  used
• 7:23
  to
• 7:23
  work
• 7:23
  for.
• 7:24
  Before
• 7:24
  I
• 7:24
  came
• 7:24
  here,
• 7:24
  Georgia
• 7:25
  Pacific
• 7:25
  had
• 7:25
  14
• 7:26
  different
• 7:26
  ERPs.
• 7:26
  Not
• 7:27
  all
• 7:27
  of
• 7:27
  them
• 7:27
  were
• 7:27
  in
• 7:27
  the
• 7:27
  cloud.
• 7:28
  Just
• 7:29
  to
• 7:29
  get
• 7:29
  a
• 7:29
  good
• 7:29
  view
• 7:29
  of
• 7:30
  operations
• 7:30
  is
• 7:30
  challenging.
• 7:31
  Right.
• 7:31
  Then
• 7:31
  you
• 7:32
  start
• 7:32
  overlaying
• 7:32
  that
• 7:32
  with
• 7:33
  point
• 7:33
  of
• 7:33
  sale
• 7:33
  data
• 7:33
  from
• 7:33
  what,
• 7:34
  15,
• 7:34
  20,
• 7:34
  30
• 7:35
  retailers
• 7:35
  and
• 7:36
  then
• 7:36
  integrating
• 7:36
  like
• 7:37
  syndicated
• 7:38
  data
• 7:38
  from
• 7:38
  Nielsen
• 7:38
  IQ
• 7:39
  or
• 7:39
  Circana.
• 7:41
  Most
• 7:41
  brands
• 7:42
  are
• 7:42
  still
• 7:42
  doing
• 7:42
  that
• 7:43
  in
• 7:43
  spreadsheets
• 7:45
  and
• 7:45
  not
• 7:45
  in
• 7:45
  the
• 7:45
  cloud.
• 7:46
  So
• 7:46
  you
• 7:46
  have
• 7:47
  a
• 7:47
  really
• 7:47
  big
• 7:47
  trend
• 7:48
  right
• 7:48
  now,
• 7:48
  an
• 7:48
  acceleration
• 7:49
  of
• 7:49
  movement
• 7:49
  to
• 7:50
  cloud
• 7:50
  so
• 7:50
  you
• 7:50
  have
• 7:50
  better
• 7:51
  access
• 7:51
  to
• 7:51
  data,
• 7:52
  but
• 7:52
  also
• 7:52
  a
• 7:52
  big
• 7:53
  investment
• 7:53
  in
• 7:53
  data
• 7:53
  to.
• 7:54
  To
• 7:54
  clean
• 7:54
  that
• 7:55
  data,
• 7:55
  make
• 7:55
  it
• 7:55
  available
• 7:55
  for
• 7:56
  AI
• 7:56
  models
• 7:56
  to
• 7:56
  even
• 7:57
  access
• 7:57
  it.
• 7:57
  So
• 7:58
  that's
• 7:58
  what's
• 7:58
  holding
• 7:58
  people
• 7:59
  back,
• 7:59
  I
• 7:59
  would
• 7:59
  say,
• 7:59
  versus
• 8:00
  these
• 8:00
  point,
• 8:01
  you
• 8:01
  know,
• 8:01
  use
• 8:01
  cases
• 8:02
  and
• 8:02
  try
• 8:02
  some
• 8:02
  things
• 8:03
  out
• 8:03
  here
• 8:03
  and
• 8:03
  they're
• 8:03
  like,
• 8:04
  at
• 8:04
  the
• 8:04
  end
• 8:04
  of
• 8:04
  the
• 8:04
  day,
• 8:04
  there's
• 8:05
  a
• 8:05
  foundational
• 8:05
  data
• 8:06
  challenge
• 8:06
  for
• 8:06
  many
• 8:06
  of
• 8:06
  the
• 8:07
  companies
• 8:07
  here.
• 8:07
  And
• 8:08
  then
• 8:08
  also
• 8:08
  just
• 8:08
  kind
• 8:09
  of
• 8:09
  the
• 8:09
  alignment
• 8:10
  around
• 8:10
  governance
• 8:10
  and
• 8:11
  security
• 8:11
  and
• 8:12
  like
• 8:12
  that
• 8:12
  AI
• 8:13
  is
• 8:13
  a
• 8:13
  priority.
• 8:14
  We're
• 8:14
  going
• 8:14
  to
• 8:14
  make
• 8:14
  it
• 8:14
  something
• 8:15
  we
• 8:15
  really
• 8:15
  focus
• 8:15
  on
• 8:16
  as
• 8:16
  a
• 8:16
  brand.
• 8:16
  I'm
• 8:16
  really
• 8:16
  glad
• 8:17
  you
• 8:17
  brought
• 8:17
  that
• 8:17
  up
• 8:17
  because
• 8:17
  I've
• 8:18
  been
• 8:18
  wanting
• 8:18
  to
• 8:18
  ask
• 8:18
  somebody
• 8:19
  this
• 8:19
  and
• 8:19
  because
• 8:19
  I've
• 8:20
  been
• 8:20
  hearing
• 8:20
  from
• 8:20
  a
• 8:20
  lot
• 8:20
  of
• 8:21
  folks
• 8:21
  that
• 8:22
  the
• 8:22
  great
• 8:22
  thing
• 8:22
  about
• 8:22
  AI
• 8:23
  is
• 8:23
  it
• 8:23
  doesn't
• 8:23
  require
• 8:24
  great
• 8:24
  data.
• 8:25
  But
• 8:25
  yet
• 8:26
  you
• 8:26
  kind
• 8:26
  of
• 8:26
  just
• 8:26
  said
• 8:27
  something
• 8:27
  different.
• 8:27
  And
• 8:27
  my
• 8:28
  question
• 8:28
  is
• 8:28
  like,
• 8:28
  that
• 8:29
  may
• 8:29
  be
• 8:29
  the
• 8:29
  case,
• 8:29
  but
• 8:30
  you
• 8:30
  still
• 8:30
  have
• 8:30
  to
• 8:30
  train
• 8:31
  the
• 8:31
  agent
• 8:31
  on
• 8:32
  something.
• 8:32
  Right?
• 8:33
  And
• 8:33
  so,
• 8:33
  so
• 8:34
  like,
• 8:34
  so
• 8:34
  those
• 8:35
  people
• 8:35
  that
• 8:35
  are
• 8:35
  telling
• 8:35
  me
• 8:35
  that
• 8:36
  what
• 8:36
  would
• 8:36
  you
• 8:36
  tell
• 8:36
  them?
• 8:37
  I
• 8:37
  don't
• 8:38
  know
• 8:38
  the
• 8:38
  context
• 8:38
  of
• 8:39
  like
• 8:39
  what,
• 8:39
  where
• 8:39
  they're
• 8:40
  coming
• 8:40
  from.
• 8:40
  But
• 8:40
  if
• 8:41
  you're
• 8:41
  using
• 8:41
  bad
• 8:42
  data,
• 8:42
  you're
• 8:42
  going
• 8:42
  to
• 8:42
  get
• 8:43
  bad
• 8:43
  results.
• 8:43
  I
• 8:43
  mean
• 8:44
  that's,
• 8:44
  it's
• 8:44
  like
• 8:45
  putting
• 8:45
  a
• 8:45
  reporting
• 8:46
  tool
• 8:46
  on
• 8:46
  top
• 8:46
  of
• 8:47
  data
• 8:47
  that's
• 8:47
  not
• 8:48
  cleanse,
• 8:49
  it's
• 8:49
  not
• 8:49
  available
• 8:50
  in
• 8:50
  a
• 8:50
  good
• 8:50
  format
• 8:51
  or
• 8:51
  data
• 8:51
  that's
• 8:52
  not
• 8:52
  aligned.
• 8:52
  I
• 8:52
  mean
• 8:52
  we
• 8:53
  haven't
• 8:53
  really
• 8:53
  seen
• 8:53
  yet.
• 8:54
  I
• 8:54
  think
• 8:54
  there's
• 8:54
  an
• 8:54
  opportunity
• 8:55
  for
• 8:55
  this
• 8:55
  but
• 8:55
  like
• 8:55
  where
• 8:56
  AI
• 8:57
  could
• 8:57
  align
• 8:57
  data
• 8:58
  and
• 8:58
  kind
• 8:58
  of
• 8:58
  fix
• 8:58
  some
• 8:59
  of
• 8:59
  the
• 9:00
  machinations
• 9:00
  that
• 9:01
  we
• 9:01
  all
• 9:01
  go
• 9:01
  through
• 9:01
  in
• 9:01
  the
• 9:01
  consumer
• 9:02
  goods
• 9:02
  industry
• 9:02
  around
• 9:03
  bringing
• 9:03
  those
• 9:03
  different
• 9:03
  types
• 9:03
  of
• 9:04
  data
• 9:04
  together.
• 9:05
  I
• 9:05
  think
• 9:05
  that's
• 9:05
  an
• 9:05
  opportunity
• 9:06
  for
• 9:06
  AI,
• 9:06
  but
• 9:06
  that's
• 9:06
  a
• 9:06
  real
• 9:07
  struggle
• 9:07
  still
• 9:07
  for
• 9:08
  many
• 9:08
  in
• 9:09
  this
• 9:09
  space.
• 9:09
  And
• 9:09
  so,
• 9:09
  you
• 9:10
  know,
• 9:10
  I
• 9:10
  was
• 9:10
  talking
• 9:10
  to
• 9:10
  a
• 9:10
  retailer
• 9:11
  this
• 9:11
  week,
• 9:11
  just
• 9:11
  as
• 9:11
  an
• 9:12
  example,
• 9:12
  a
• 9:12
  major
• 9:12
  brand,
• 9:13
  that
• 9:13
  their
• 9:14
  logo
• 9:14
  is
• 9:14
  behind
• 9:15
  the
• 9:15
  camera
• 9:15
  here.
• 9:17
  The
• 9:18
  head
• 9:18
  of
• 9:18
  data
• 9:18
  analytics
• 9:19
  said
• 9:19
  we
• 9:20
  can't
• 9:20
  even
• 9:20
  do
• 9:21
  AI.
• 9:21
  This
• 9:21
  is
• 9:21
  a
• 9:21
  major.
• 9:22
  Because
• 9:23
  I
• 9:23
  have
• 9:23
  five
• 9:24
  back
• 9:24
  office
• 9:25
  systems
• 9:26
  that
• 9:26
  don't
• 9:26
  talk
• 9:26
  to
• 9:27
  one
• 9:27
  another
• 9:27
  and
• 9:27
  for
• 9:28
  the
• 9:28
  same
• 9:28
  box
• 9:28
  of
• 9:29
  cereal
• 9:29
  I
• 9:29
  have
• 9:29
  5
• 9:30
  different
• 9:30
  item
• 9:31
  numbers
• 9:31
  that
• 9:31
  are
• 9:32
  going
• 9:32
  into
• 9:32
  a
• 9:32
  data
• 9:32
  lake
• 9:33
  and
• 9:33
  then
• 9:33
  I'm
• 9:34
  just
• 9:34
  reporting
• 9:34
  on
• 9:34
  top
• 9:35
  of
• 9:35
  that.
• 9:35
  Okay,
• 9:36
  that's
• 9:36
  not
• 9:36
  easy
• 9:37
  to
• 9:37
  fix.
• 9:38
  You
• 9:38
  got
• 9:38
  to
• 9:38
  fix
• 9:38
  back
• 9:39
  office
• 9:39
  systems.
• 9:40
  You
• 9:40
  got
• 9:40
  to
• 9:40
  find
• 9:40
  some
• 9:41
  sort
• 9:41
  of
• 9:41
  platform
• 9:41
  to
• 9:41
  get
• 9:42
  data
• 9:42
  to
• 9:42
  a
• 9:42
  place
• 9:42
  you
• 9:42
  can
• 9:43
  use
• 9:43
  it
• 9:43
  if
• 9:43
  you
• 9:43
  want
• 9:43
  to
• 9:43
  do
• 9:44
  AI.
• 9:44
  None
• 9:44
  of
• 9:45
  that
• 9:45
  by
• 9:45
  the
• 9:45
  way
• 9:45
  is
• 9:45
  in
• 9:45
  the
• 9:45
  cloud
• 9:46
  yet.
• 9:47
  This
• 9:47
  is
• 9:47
  a
• 9:47
  major
• 9:47
  retailer
• 9:48
  that's
• 9:48
  here
• 9:48
  at
• 9:48
  cgf.
• 9:49
  So
• 9:50
  these
• 9:50
  are
• 9:50
  the
• 9:50
  challenges
• 9:51
  that
• 9:51
  are
• 9:51
  holding
• 9:51
  back
• 9:52
  some
• 9:52
  companies.
• 9:53
  So
• 9:53
  you
• 9:53
  essentially
• 9:54
  my
• 9:54
  big
• 9:55
  takeaway
• 9:55
  there
• 9:55
  is
• 9:55
  you
• 9:55
  still
• 9:55
  have
• 9:56
  to
• 9:56
  have
• 9:56
  a
• 9:56
  very
• 9:57
  cohesive
• 9:57
  data
• 9:58
  strategy.
• 9:58
  AI
• 9:59
  might
• 9:59
  make
• 10:00
  it
• 10:00
  easier
• 10:00
  to
• 10:00
  get
• 10:00
  around
• 10:01
  some
• 10:01
  issues
• 10:01
  with
• 10:02
  data,
• 10:02
  but
• 10:02
  you
• 10:02
  still
• 10:02
  have
• 10:02
  to
• 10:02
  have
• 10:02
  a
• 10:02
  cohesive
• 10:03
  strategy.
• 10:04
  Absolutely.
• 10:04
  And
• 10:04
  there's,
• 10:04
  there's
• 10:05
  a
• 10:05
  lot
• 10:05
  of
• 10:05
  enablers
• 10:05
  for
• 10:06
  that.
• 10:06
  I
• 10:06
  mean
• 10:06
  now
• 10:06
  like
• 10:07
  I
• 10:07
  said
• 10:07
  in
• 10:08
  the
• 10:08
  agentix
• 10:08
  space,
• 10:09
  there's
• 10:09
  an
• 10:09
  opportunity
• 10:09
  now
• 10:09
  to
• 10:10
  put
• 10:10
  agents
• 10:10
  on
• 10:11
  top
• 10:11
  of
• 10:11
  different
• 10:12
  platforms,
• 10:12
  different
• 10:12
  systems
• 10:13
  to
• 10:13
  bring
• 10:13
  that
• 10:13
  data
• 10:14
  together,
• 10:14
  start
• 10:14
  to
• 10:15
  do
• 10:15
  the
• 10:15
  analysis
• 10:15
  for
• 10:15
  you,
• 10:16
  get
• 10:16
  you
• 10:16
  at
• 10:16
  least
• 10:16
  initial
• 10:17
  results.
• 10:17
  I
• 10:17
  mean
• 10:18
  there's
• 10:18
  a
• 10:18
  really
• 10:18
  real
• 10:19
  opportunity
• 10:19
  in
• 10:19
  the
• 10:19
  agentic
• 10:20
  commerce
• 10:20
  space
• 10:21
  for
• 10:21
  agents
• 10:21
  to
• 10:21
  collaborate
• 10:22
  and
• 10:22
  work
• 10:22
  together
• 10:23
  and
• 10:23
  make
• 10:23
  our
• 10:23
  jobs
• 10:24
  easier
• 10:24
  as
• 10:24
  consumer
• 10:25
  marketers,
• 10:25
  as
• 10:26
  shopper,
• 10:26
  marketing
• 10:26
  teams,
• 10:27
  at
• 10:27
  category
• 10:28
  planners,
• 10:28
  people
• 10:28
  developing
• 10:29
  planograms.
• 10:29
  I
• 10:30
  mean
• 10:30
  like
• 10:30
  those
• 10:30
  jobs
• 10:31
  should
• 10:31
  get
• 10:31
  easier
• 10:32
  and
• 10:32
  more
• 10:32
  efficient
• 10:33
  and
• 10:33
  even
• 10:33
  make
• 10:33
  better
• 10:34
  decisions.
• 10:34
  Right.
• 10:34
  With
• 10:35
  AI,
• 10:36
  that's
• 10:36
  the
• 10:36
  key,
• 10:36
  right.
• 10:38
  You
• 10:38
  gotta
• 10:39
  still
• 10:39
  Be
• 10:39
  thoughtful
• 10:39
  about
• 10:39
  the
• 10:40
  approach.
• 10:40
  That's
• 10:40
  a
• 10:40
  big
• 10:40
  takeaway
• 10:41
  for
• 10:41
  me.
• 10:41
  All
• 10:41
  right,
• 10:42
  we
• 10:42
  haven't
• 10:42
  talked
• 10:42
  about
• 10:42
  the
• 10:43
  human
• 10:43
  side
• 10:43
  of
• 10:43
  AI
• 10:44
  yet,
• 10:44
  so
• 10:46
  how
• 10:46
  are
• 10:46
  you
• 10:46
  helping
• 10:46
  at
• 10:47
  aws,
• 10:47
  your
• 10:47
  customers
• 10:48
  think
• 10:48
  through
• 10:48
  the
• 10:48
  human
• 10:49
  side
• 10:49
  of
• 10:49
  AI
• 10:50
  deployment?
• 10:50
  Yeah,
• 10:51
  it's
• 10:51
  very
• 10:51
  easy
• 10:51
  to
• 10:52
  get
• 10:52
  enamored
• 10:52
  with
• 10:52
  the
• 10:52
  technology,
• 10:53
  the
• 10:53
  models,
• 10:54
  the
• 10:54
  platform
• 10:54
  and
• 10:54
  whatnot
• 10:55
  at
• 10:55
  the
• 10:56
  end
• 10:56
  of
• 10:56
  the
• 10:56
  day.
• 10:56
  And
• 10:56
  if
• 10:56
  you
• 10:56
  talk
• 10:56
  to
• 10:56
  some
• 10:57
  of
• 10:57
  the
• 10:57
  consultants
• 10:58
  here,
• 10:58
  they'll
• 10:59
  tell
• 10:59
  you
• 10:59
  that
• 10:59
  there's
• 11:00
  as
• 11:00
  much
• 11:00
  work
• 11:00
  to
• 11:00
  be
• 11:00
  done
• 11:01
  with
• 11:01
  process
• 11:01
  and
• 11:01
  changing
• 11:02
  how
• 11:02
  you
• 11:02
  do
• 11:02
  business
• 11:03
  and
• 11:04
  the
• 11:04
  people
• 11:04
  that
• 11:04
  then
• 11:04
  do
• 11:05
  the
• 11:05
  work
• 11:05
  within
• 11:06
  the
• 11:06
  business.
• 11:06
  And
• 11:07
  that
• 11:07
  can
• 11:07
  be
• 11:08
  the
• 11:08
  most
• 11:08
  challenging
• 11:08
  part
• 11:09
  to
• 11:09
  doing
• 11:09
  any
• 11:10
  sort
• 11:10
  of
• 11:10
  work
• 11:10
  in
• 11:10
  the
• 11:10
  AI
• 11:11
  space.
• 11:11
  So
• 11:12
  it's
• 11:13
  not
• 11:13
  just
• 11:13
  the
• 11:13
  tech.
• 11:14
  You
• 11:14
  then
• 11:14
  have
• 11:14
  to
• 11:14
  be
• 11:14
  thinking
• 11:15
  about
• 11:15
  what's
• 11:15
  going
• 11:15
  to
• 11:16
  change
• 11:16
  in
• 11:16
  our
• 11:16
  business
• 11:16
  process.
• 11:17
  Not
• 11:17
  just
• 11:17
  replacing
• 11:18
  something
• 11:18
  new
• 11:19
  with
• 11:19
  old
• 11:19
  or
• 11:20
  old
• 11:20
  with
• 11:20
  new,
• 11:20
  but
• 11:20
  also
• 11:21
  the
• 11:21
  people
• 11:21
  that
• 11:21
  go
• 11:22
  with
• 11:22
  it.
• 11:22
  I'll
• 11:23
  tell
• 11:23
  you
• 11:23
  also,
• 11:23
  many
• 11:24
  of
• 11:24
  these
• 11:24
  companies
• 11:24
  are
• 11:25
  struggling
• 11:25
  to
• 11:25
  hire
• 11:26
  the
• 11:26
  right
• 11:26
  people
• 11:26
  that
• 11:27
  can
• 11:27
  come
• 11:27
  in
• 11:27
  that
• 11:28
  have
• 11:28
  the
• 11:28
  mindset
• 11:29
  of
• 11:29
  kind
• 11:29
  of
• 11:29
  industry,
• 11:30
  but
• 11:30
  also
• 11:30
  the
• 11:31
  interest
• 11:31
  and
• 11:32
  curiosity
• 11:32
  to
• 11:32
  dive
• 11:32
  into
• 11:33
  tools
• 11:33
  and
• 11:33
  use
• 11:33
  them.
• 11:34
  Right.
• 11:34
  That's
• 11:35
  not
• 11:35
  easy
• 11:35
  to
• 11:35
  find.
• 11:36
  And
• 11:36
  so
• 11:37
  there's
• 11:37
  a
• 11:37
  real
• 11:37
  opportunity
• 11:38
  for
• 11:38
  those
• 11:38
  of
• 11:38
  you
• 11:38
  out
• 11:38
  there
• 11:38
  that
• 11:38
  are
• 11:39
  thinking
• 11:39
  about
• 11:39
  career
• 11:39
  path
• 11:40
  decisions
• 11:40
  and
• 11:40
  whatnot.
• 11:40
  You
• 11:41
  know,
• 11:41
  come
• 11:41
  in
• 11:41
  with
• 11:41
  that
• 11:42
  natural
• 11:42
  curiosity
• 11:43
  to
• 11:43
  dive
• 11:43
  into
• 11:44
  tech,
• 11:44
  but
• 11:44
  also
• 11:45
  be
• 11:45
  able
• 11:45
  to
• 11:45
  dive
• 11:45
  into
• 11:45
  the
• 11:46
  industry
• 11:46
  kind
• 11:46
  of
• 11:46
  that.
• 11:46
  That
• 11:46
  hybrid
• 11:47
  space
• 11:47
  is
• 11:48
  really
• 11:48
  a
• 11:48
  one
• 11:49
  to
• 11:49
  think
• 11:49
  about
• 11:49
  right
• 11:49
  now.
• 11:50
  Are
• 11:50
  there
• 11:50
  any
• 11:50
  do's
• 11:50
  or
• 11:51
  don'ts
• 11:51
  that
• 11:51
  you've
• 11:51
  seen?
• 11:52
  You
• 11:52
  know,
• 11:52
  and
• 11:53
  particularly
• 11:53
  in
• 11:53
  the
• 11:53
  past
• 11:53
  year
• 11:54
  as
• 11:54
  people
• 11:54
  are
• 11:54
  grappling
• 11:55
  with
• 11:55
  the
• 11:55
  human
• 11:56
  side
• 11:56
  of
• 11:56
  this
• 11:57
  equation?
• 11:59
  The
• 11:59
  one
• 11:59
  thing
• 12:00
  I
• 12:00
  might
• 12:00
  coaching
• 12:00
  to
• 12:01
  anyone
• 12:01
  that
• 12:01
  I,
• 12:01
  when
• 12:01
  I'm
• 12:02
  talking
• 12:02
  to
• 12:02
  groups
• 12:03
  on
• 12:03
  the
• 12:03
  business
• 12:03
  side
• 12:04
  is,
• 12:04
  yeah,
• 12:04
  be
• 12:04
  the
• 12:05
  first
• 12:05
  to
• 12:05
  raise
• 12:05
  your
• 12:05
  hand
• 12:06
  and
• 12:06
  like
• 12:06
  step
• 12:07
  in.
• 12:07
  Like
• 12:08
  be
• 12:08
  the
• 12:08
  one
• 12:08
  to
• 12:08
  say,
• 12:09
  you
• 12:09
  know,
• 12:09
  I
• 12:09
  want
• 12:09
  to
• 12:09
  try
• 12:09
  that
• 12:10
  out.
• 12:10
  I'd
• 12:10
  love
• 12:10
  to
• 12:10
  pilot
• 12:11
  that.
• 12:11
  I'd
• 12:11
  like
• 12:12
  to
• 12:12
  test
• 12:12
  out
• 12:12
  that
• 12:12
  tool.
• 12:13
  You'll
• 12:13
  learn
• 12:14
  so
• 12:14
  much.
• 12:14
  You
• 12:15
  don't
• 12:15
  have
• 12:15
  to
• 12:15
  be
• 12:15
  an
• 12:16
  IT
• 12:16
  or
• 12:17
  a
• 12:17
  programmer
• 12:17
  to
• 12:18
  do
• 12:18
  this.
• 12:18
  I
• 12:18
  mean,
• 12:18
  like,
• 12:18
  the
• 12:18
  tool
• 12:19
  sets
• 12:19
  are
• 12:19
  so
• 12:20
  much
• 12:20
  easier
• 12:20
  now
• 12:21
  and
• 12:21
  it's
• 12:21
  only
• 12:21
  going
• 12:21
  to
• 12:21
  help
• 12:21
  your
• 12:22
  career
• 12:22
  long
• 12:22
  term.
• 12:22
  So
• 12:22
  my
• 12:23
  coaching
• 12:23
  to
• 12:23
  anyone
• 12:24
  in
• 12:24
  the
• 12:24
  line
• 12:24
  of
• 12:24
  business,
• 12:24
  like
• 12:24
  that's
• 12:25
  kind
• 12:25
  of
• 12:25
  like,
• 12:25
  I
• 12:25
  don't
• 12:26
  know
• 12:26
  about
• 12:26
  this
• 12:26
  AI
• 12:26
  thing.
• 12:26
  It's
• 12:27
  like,
• 12:27
  yeah,
• 12:27
  put
• 12:28
  your
• 12:28
  hand
• 12:28
  up
• 12:28
  and
• 12:29
  try
• 12:29
  it
• 12:29
  out
• 12:29
  and
• 12:29
  be
• 12:30
  one
• 12:30
  of
• 12:30
  the
• 12:30
  first
• 12:30
  ones
• 12:30
  to
• 12:31
  be
• 12:31
  out
• 12:31
  there
• 12:32
  testing
• 12:32
  out
• 12:32
  new
• 12:32
  capability.
• 12:33
  All
• 12:33
  right,
• 12:33
  all
• 12:34
  right.
• 12:34
  So
• 12:34
  whenever
• 12:34
  I
• 12:34
  have
• 12:35
  you
• 12:35
  on,
• 12:35
  I
• 12:35
  love
• 12:35
  having
• 12:35
  you
• 12:35
  on
• 12:36
  because
• 12:36
  you
• 12:36
  always
• 12:36
  like
• 12:36
  pique
• 12:37
  my
• 12:37
  Interest
• 12:37
  about
• 12:38
  something
• 12:38
  I
• 12:38
  hadn't
• 12:38
  thought
• 12:38
  about
• 12:38
  before.
• 12:39
  So
• 12:39
  I'm
• 12:39
  going
• 12:39
  to
• 12:39
  put
• 12:39
  you
• 12:40
  again
• 12:40
  before
• 12:41
  I
• 12:41
  let
• 12:41
  you
• 12:41
  go.
• 12:41
  I'm
• 12:41
  going
• 12:42
  to
• 12:42
  put
• 12:42
  you
• 12:42
  to
• 12:42
  the
• 12:42
  test
• 12:42
  one
• 12:43
  more
• 12:43
  time,
• 12:43
  one
• 12:43
  last
• 12:44
  time.
• 12:45
  Is
• 12:45
  there
• 12:45
  one
• 12:45
  burgeoning
• 12:46
  use
• 12:47
  case
• 12:47
  in
• 12:47
  retail
• 12:48
  that
• 12:48
  you
• 12:49
  think
• 12:49
  will
• 12:49
  generally
• 12:50
  genuinely
• 12:50
  make
• 12:51
  a
• 12:51
  consumer's
• 12:51
  life
• 12:51
  better
• 12:52
  that
• 12:52
  we
• 12:52
  haven't
• 12:53
  quite
• 12:53
  talked
• 12:53
  about
• 12:53
  as
• 12:54
  an
• 12:54
  industry
• 12:54
  yet?
• 12:55
  One
• 12:56
  that's
• 12:56
  old,
• 12:56
  but
• 12:57
  it
• 12:58
  that's
• 12:58
  new
• 12:58
  is
• 12:59
  personalization.
• 13:00
  Like,
• 13:00
  okay,
• 13:01
  personalization
• 13:01
  has
• 13:02
  been
• 13:02
  around
• 13:02
  for
• 13:02
  more
• 13:02
  than
• 13:03
  20
• 13:03
  years.
• 13:03
  It
• 13:03
  has,
• 13:04
  it's
• 13:04
  only
• 13:04
  gotten
• 13:05
  better
• 13:05
  with,
• 13:06
  with
• 13:06
  generative
• 13:06
  AI
• 13:06
  and
• 13:07
  now
• 13:07
  with
• 13:07
  agentic
• 13:07
  commerce
• 13:08
  and
• 13:08
  the
• 13:08
  kind
• 13:08
  of
• 13:08
  the,
• 13:09
  the
• 13:09
  enablement
• 13:10
  of
• 13:11
  the
• 13:11
  personalized
• 13:11
  experience
• 13:12
  both
• 13:12
  online,
• 13:13
  even
• 13:13
  in
• 13:13
  store
• 13:14
  and
• 13:14
  through
• 13:14
  the
• 13:14
  apps
• 13:14
  and
• 13:14
  whatnot.
• 13:15
  That's
• 13:15
  an
• 13:16
  area,
• 13:16
  like
• 13:16
  I
• 13:16
  talked
• 13:17
  about
• 13:17
  it
• 13:17
  in
• 13:17
  my
• 13:17
  presentation
• 13:18
  earlier
• 13:18
  today,
• 13:19
  it's
• 13:19
  an
• 13:19
  area
• 13:19
  that
• 13:20
  it's
• 13:20
  kind
• 13:20
  of,
• 13:20
  I
• 13:20
  don't
• 13:20
  want
• 13:21
  to
• 13:21
  call
• 13:21
  it
• 13:21
  low
• 13:21
  hanging
• 13:21
  fruit,
• 13:21
  but
• 13:22
  there's
• 13:22
  opportunity
• 13:22
  there
• 13:22
  to
• 13:22
  take
• 13:23
  advantage
• 13:23
  of
• 13:23
  that
• 13:23
  quickly.
• 13:24
  And
• 13:24
  then
• 13:24
  there's
• 13:24
  other
• 13:25
  capabilities
• 13:25
  like
• 13:25
  understanding
• 13:26
  these
• 13:26
  large
• 13:27
  language
• 13:27
  models
• 13:27
  and
• 13:27
  how
• 13:27
  search
• 13:28
  is
• 13:28
  happening
• 13:28
  off
• 13:28
  site
• 13:29
  and
• 13:29
  on
• 13:29
  site.
• 13:30
  That's
• 13:30
  top
• 13:30
  of
• 13:30
  mind
• 13:31
  right
• 13:31
  now
• 13:31
  for
• 13:31
  many
• 13:31
  of
• 13:31
  the
• 13:32
  companies
• 13:32
  that
• 13:32
  are
• 13:32
  here.
• 13:33
  And
• 13:34
  then
• 13:34
  experientially,
• 13:35
  if
• 13:35
  you're
• 13:35
  a
• 13:35
  retailer
• 13:36
  and
• 13:36
  you
• 13:36
  have
• 13:36
  an
• 13:36
  e
• 13:36
  commerce
• 13:37
  platform,
• 13:37
  but
• 13:37
  things
• 13:37
  like
• 13:38
  virtual
• 13:38
  try
• 13:38
  on
• 13:39
  have
• 13:39
  gotten
• 13:40
  so
• 13:40
  much
• 13:40
  easier.
• 13:40
  Image
• 13:41
  search
• 13:41
  where
• 13:41
  you
• 13:42
  take
• 13:42
  a
• 13:42
  picture
• 13:42
  of
• 13:42
  like
• 13:42
  your
• 13:43
  iPad
• 13:43
  that's
• 13:43
  sitting
• 13:43
  right
• 13:44
  here,
• 13:44
  you
• 13:44
  guys
• 13:44
  can't
• 13:44
  see
• 13:45
  it.
• 13:45
  And
• 13:46
  doing
• 13:46
  a
• 13:46
  quick
• 13:46
  search
• 13:46
  and
• 13:47
  finding
• 13:47
  that
• 13:47
  and
• 13:47
  being
• 13:47
  able
• 13:47
  to
• 13:48
  buy,
• 13:48
  like
• 13:48
  creating
• 13:49
  an
• 13:49
  easier
• 13:50
  shopping
• 13:50
  experience,
• 13:50
  taking
• 13:51
  out
• 13:51
  the
• 13:51
  friction
• 13:51
  in
• 13:52
  the
• 13:52
  shopping
• 13:52
  experience,
• 13:52
  like
• 13:53
  these
• 13:53
  are
• 13:53
  the
• 13:53
  types
• 13:53
  of
• 13:53
  things
• 13:53
  that
• 13:54
  AI
• 13:54
  is
• 13:54
  really
• 13:55
  enabling
• 13:55
  gets
• 13:55
  me
• 13:56
  very
• 13:56
  excited
• 13:56
  because
• 13:57
  like
• 13:57
  you
• 13:58
  can
• 13:58
  just
• 13:58
  see
• 13:58
  the
• 13:58
  benefit
• 13:59
  to
• 13:59
  the
• 13:59
  end
• 13:59
  customer
• 14:00
  and
• 14:00
  like
• 14:00
  making
• 14:00
  their
• 14:00
  job
• 14:00
  easier,
• 14:01
  getting
• 14:01
  to
• 14:01
  a
• 14:02
  purchase
• 14:02
  faster
• 14:02
  and
• 14:02
  then
• 14:03
  you
• 14:03
  win
• 14:03
  as
• 14:03
  well
• 14:03
  as
• 14:03
  the
• 14:03
  retailer.
• 14:04
  Got
• 14:04
  it.
• 14:04
  Okay,
• 14:05
  so
• 14:05
  because
• 14:05
  we're
• 14:05
  out
• 14:05
  of
• 14:06
  time,
• 14:06
  I'm
• 14:06
  gonna
• 14:06
  let
• 14:06
  you
• 14:06
  go
• 14:06
  on
• 14:06
  that
• 14:06
  one.
• 14:07
  But
• 14:07
  so
• 14:08
  burgeoning,
• 14:08
  if
• 14:08
  I
• 14:09
  use
• 14:09
  the
• 14:09
  term
• 14:09
  burgeoning,
• 14:10
  you're
• 14:10
  saying
• 14:10
  there's
• 14:10
  burgeoning
• 14:11
  use
• 14:11
  cases
• 14:11
  inside
• 14:12
  of
• 14:12
  the
• 14:12
  idea
• 14:12
  of
• 14:13
  personalization?
• 14:13
  That's
• 14:14
  one.
• 14:14
  Yeah,
• 14:14
  that's
• 14:15
  one
• 14:15
  area
• 14:15
  that
• 14:15
  makes
• 14:15
  sense.
• 14:16
  Yeah,
• 14:16
  it
• 14:16
  makes
• 14:16
  sense.
• 14:17
  All
• 14:17
  right,
• 14:17
  man.
• 14:17
  Well,
• 14:17
  thank
• 14:18
  you.
• 14:18
  Good
• 14:18
  to
• 14:18
  see
• 14:18
  you.
• 14:18
  It
• 14:19
  was
• 14:19
  a
• 14:19
  pleasure.
• 14:19
  Pleasure
• 14:19
  as
• 14:20
  always.
• 14:20
  You're
• 14:21
  welcome
• 14:21
  back
• 14:21
  anytime,
• 14:22
  my
• 14:22
  friend.
• 14:22
  All
• 14:22
  right,
• 14:22
  Justin
• 14:23
  Hahnemann
• 14:23
  of
• 14:23
  aws,
• 14:24
  thank
• 14:25
  you
• 14:25
  to
• 14:26
  cgf.
• 14:27
  That's
• 14:27
  who
• 14:27
  is
• 14:28
  here,
• 14:28
  cgf,
• 14:28
  the
• 14:29
  Consumer
• 14:29
  Goods
• 14:29
  Forum
• 14:30
  and
• 14:30
  their
• 14:30
  Global
• 14:30
  Summit
• 14:31
  and
• 14:31
  Vuzion
• 14:32
  for
• 14:32
  making
• 14:32
  all
• 14:32
  of
• 14:32
  our
• 14:32
  coverage
• 14:33
  from
• 14:33
  this
• 14:33
  conference
• 14:34
  possible.
• 14:34
  And
• 14:34
  as
• 14:35
  always,
• 14:35
  Justin,
• 14:36
  be
• 14:36
  careful
• 14:37
  out
• 14:37
  there.
• 14:37
  See
• 14:38
  you
• 14:38
  again
• 14:38
  soon.