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What Will You Do When E-Commerce No Longer Requires A Website? | Ask An Expert · Omni Talk Retail

• 0:00
  Foreign.
• 0:08
  Welcome
• 0:09
  to
• 0:09
  another
• 0:09
  exciting
• 0:09
  and
• 0:10
  elucidating
• 0:10
  episode
• 0:11
  of
• 0:11
  our
• 0:11
  Omnitalk
• 0:12
  Ask
• 0:12
  An
• 0:13
  Expert
• 0:13
  Fireside
• 0:13
  Chat
• 0:14
  series.
• 0:14
  I'm
• 0:15
  your
• 0:15
  host,
• 0:15
  Chris
• 0:15
  Walton.
• 0:16
  And
• 0:16
  I'm
• 0:16
  Anne
• 0:17
  Mazinga.
• 0:18
  And
• 0:18
  we
• 0:18
  are
• 0:18
  the
• 0:18
  founders
• 0:19
  of
• 0:19
  Omnitalk,
• 0:19
  the
• 0:19
  fastest
• 0:20
  growing
• 0:20
  retail
• 0:20
  media
• 0:21
  outlet
• 0:21
  that
• 0:21
  is
• 0:21
  all
• 0:21
  about
• 0:21
  the
• 0:22
  companies,
• 0:22
  the
• 0:22
  people
• 0:22
  and
• 0:22
  the
• 0:23
  technologies
• 0:23
  that
• 0:23
  are
• 0:24
  coming
• 0:24
  together
• 0:24
  to
• 0:24
  shape
• 0:25
  the
• 0:25
  future
• 0:25
  of
• 0:25
  retail.
• 0:26
  Thank
• 0:26
  you
• 0:27
  to
• 0:27
  everyone
• 0:27
  for
• 0:27
  joining
• 0:28
  us
• 0:28
  live
• 0:28
  or
• 0:29
  those
• 0:29
  of
• 0:29
  you
• 0:29
  that
• 0:29
  might
• 0:29
  be
• 0:30
  listening
• 0:30
  in
• 0:30
  later
• 0:31
  because
• 0:31
  today
• 0:31
  we're
• 0:32
  going
• 0:32
  to
• 0:32
  try
• 0:32
  to
• 0:32
  answer
• 0:33
  the
• 0:33
  question,
• 0:34
  what
• 0:34
  should
• 0:34
  you
• 0:35
  do
• 0:35
  to
• 0:35
  prepare
• 0:35
  for
• 0:36
  the
• 0:36
  day
• 0:36
  when
• 0:36
  e
• 0:36
  commerce
• 0:37
  no
• 0:38
  longer
• 0:38
  requires
• 0:38
  a
• 0:39
  website?
• 0:39
  I
• 0:40
  bet
• 0:40
  that
• 0:40
  question
• 0:40
  gets
• 0:41
  your
• 0:41
  attention,
• 0:41
  doesn't
• 0:42
  it,
• 0:42
  Anne?
• 0:42
  Oh,
• 0:43
  yes.
• 0:43
  Oh
• 0:44
  my
• 0:44
  goodness.
• 0:44
  I
• 0:44
  just
• 0:45
  finished
• 0:45
  a
• 0:45
  conversation
• 0:46
  with
• 0:46
  somebody
• 0:46
  where
• 0:46
  we
• 0:47
  were
• 0:47
  going
• 0:47
  on
• 0:47
  and
• 0:48
  on
• 0:48
  about
• 0:48
  this,
• 0:48
  Chris.
• 0:49
  So
• 0:49
  I
• 0:49
  cannot
• 0:49
  wait
• 0:49
  to
• 0:50
  have
• 0:50
  our
• 0:50
  experts
• 0:50
  on
• 0:51
  the
• 0:51
  show
• 0:51
  today
• 0:51
  to
• 0:52
  to
• 0:52
  give
• 0:52
  us
• 0:52
  some
• 0:53
  insight
• 0:53
  into
• 0:53
  how
• 0:53
  we
• 0:53
  should
• 0:54
  be
• 0:54
  thinking
• 0:54
  about
• 0:54
  this.
• 0:55
  Sounds
• 0:56
  great.
• 0:56
  You're
• 0:56
  gonna
• 0:56
  have
• 0:56
  to
• 0:56
  tell
• 0:56
  me
• 0:56
  about
• 0:57
  that
• 0:57
  conversation
• 0:57
  later
• 0:58
  too.
• 0:58
  But
• 0:58
  to
• 0:58
  help
• 0:58
  us
• 0:58
  answer
• 0:59
  that
• 0:59
  question
• 0:59
  in
• 1:00
  the
• 1:00
  here
• 1:00
  and
• 1:00
  now,
• 1:01
  we
• 1:01
  have
• 1:01
  called
• 1:01
  in
• 1:02
  two
• 1:02
  experts,
• 1:02
  both
• 1:02
  of
• 1:03
  whom
• 1:03
  know
• 1:03
  far
• 1:03
  more
• 1:04
  about
• 1:04
  the
• 1:04
  topic
• 1:05
  than
• 1:05
  either
• 1:05
  Ann
• 1:05
  or
• 1:06
  myself
• 1:06
  do.
• 1:06
  So
• 1:07
  please
• 1:07
  join
• 1:07
  us
• 1:07
  in
• 1:07
  welcoming
• 1:08
  John
• 1:08
  Cleaver,
• 1:09
  the
• 1:09
  Chief
• 1:09
  technology
• 1:10
  officer@sportshoes.com
• 1:12
  and
• 1:12
  Mota
• 1:12
  Ubil,
• 1:13
  the
• 1:13
  Chief
• 1:13
  Technology
• 1:14
  Officer
• 1:14
  at
• 1:15
  Vercel.
• 1:15
  John,
• 1:16
  welcome
• 1:16
  to
• 1:16
  omnitalk.
• 1:18
  Thank
• 1:18
  you.
• 1:18
  Delighted
• 1:19
  to
• 1:19
  be
• 1:19
  here.
• 1:20
  It's
• 1:21
  great
• 1:21
  to
• 1:21
  have
• 1:21
  you.
• 1:21
  And
• 1:21
  Malta,
• 1:22
  welcome
• 1:22
  to
• 1:22
  you
• 1:22
  as
• 1:22
  well.
• 1:23
  Thanks
• 1:24
  for
• 1:24
  having
• 1:24
  me.
• 1:24
  Excited
• 1:25
  to
• 1:25
  be
• 1:25
  here.
• 1:26
  Well,
• 1:26
  before
• 1:26
  we
• 1:27
  get
• 1:27
  started
• 1:27
  with
• 1:27
  John
• 1:28
  and
• 1:28
  Malta,
• 1:28
  we
• 1:28
  just
• 1:28
  want
• 1:28
  to
• 1:29
  give
• 1:29
  those
• 1:29
  of
• 1:29
  you
• 1:29
  who
• 1:29
  are
• 1:29
  joining
• 1:30
  us
• 1:30
  live
• 1:30
  today
• 1:30
  for
• 1:31
  this
• 1:31
  Fireside
• 1:31
  chat
• 1:32
  a
• 1:32
  little
• 1:32
  reminder.
• 1:33
  Reminder
• 1:33
  that
• 1:33
  if
• 1:33
  you
• 1:33
  have
• 1:34
  questions
• 1:34
  for
• 1:34
  either
• 1:35
  of
• 1:35
  our
• 1:35
  guests
• 1:35
  today
• 1:36
  or
• 1:36
  their
• 1:36
  teams,
• 1:37
  they
• 1:37
  are
• 1:38
  at
• 1:38
  the
• 1:38
  ready
• 1:38
  in
• 1:39
  the
• 1:39
  text
• 1:39
  chat
• 1:40
  field
• 1:40
  to
• 1:40
  the
• 1:40
  right
• 1:41
  of
• 1:41
  your
• 1:41
  screen.
• 1:41
  And
• 1:42
  you
• 1:42
  can
• 1:42
  pop
• 1:43
  those
• 1:43
  questions
• 1:43
  in
• 1:43
  the
• 1:43
  chat
• 1:44
  at
• 1:44
  any
• 1:44
  time.
• 1:44
  And
• 1:44
  we'll
• 1:45
  do
• 1:45
  our
• 1:45
  best
• 1:45
  to
• 1:45
  get
• 1:46
  to
• 1:46
  those
• 1:47
  as
• 1:47
  we
• 1:47
  continue
• 1:48
  the
• 1:48
  interview.
• 1:48
  But
• 1:49
  let's
• 1:49
  start
• 1:49
  out
• 1:49
  with
• 1:50
  a
• 1:50
  few
• 1:50
  introductions
• 1:51
  and
• 1:51
  backgrounds.
• 1:52
  You
• 1:52
  both
• 1:52
  are
• 1:52
  experts
• 1:53
  here
• 1:53
  today,
• 1:53
  so
• 1:54
  why
• 1:54
  don't
• 1:54
  you
• 1:54
  tell
• 1:54
  us
• 1:54
  a
• 1:55
  little
• 1:55
  bit
• 1:55
  about
• 1:55
  yourselves
• 1:56
  and
• 1:56
  what
• 1:56
  each
• 1:57
  of
• 1:57
  your
• 1:57
  companies
• 1:58
  do.
• 1:58
  John,
• 1:59
  let's
• 1:59
  start
• 1:59
  with
• 1:59
  you
• 1:59
  first.
• 2:01
  Yeah,
• 2:01
  sure.
• 2:02
  I
• 2:02
  work
• 2:03
  for
• 2:03
  sportshoes.com
• 2:04
  in
• 2:04
  the
• 2:04
  capacity
• 2:05
  of
• 2:05
  Chief
• 2:05
  Technology
• 2:05
  Officer
• 2:06
  to
• 2:07
  give
• 2:07
  you
• 2:07
  a
• 2:07
  bit
• 2:07
  of
• 2:07
  background.
• 2:08
  Sports
• 2:08
  shoes
• 2:10
  Our
• 2:10
  mission
• 2:10
  is
• 2:10
  to
• 2:10
  power
• 2:11
  every
• 2:11
  runner
• 2:11
  adventurer
• 2:12
  to
• 2:12
  run
• 2:12
  faster,
• 2:13
  go
• 2:13
  further
• 2:13
  and
• 2:14
  climb
• 2:14
  higher.
• 2:15
  We
• 2:15
  are
• 2:15
  the
• 2:15
  UK's
• 2:16
  number
• 2:16
  one
• 2:16
  destination
• 2:17
  for
• 2:18
  run,
• 2:18
  hike
• 2:19
  and
• 2:19
  gym
• 2:19
  gym
• 2:20
  equipment.
• 2:21
  We
• 2:22
  ship
• 2:23
  to
• 2:23
  over
• 2:23
  1.2
• 2:24
  million
• 2:24
  customers
• 2:25
  annually
• 2:27
  and
• 2:27
  predominantly
• 2:27
  it's
• 2:29
  pure
• 2:29
  play,
• 2:30
  e.
• 2:30
  Commerce
• 2:31
  and
• 2:32
  it
• 2:32
  sounds
• 2:32
  like
• 2:32
  a
• 2:33
  terrible
• 2:33
  job
• 2:33
  for
• 2:34
  someone
• 2:34
  like
• 2:34
  you,
• 2:34
  John,
• 2:35
  based
• 2:35
  on
• 2:35
  what
• 2:35
  I
• 2:36
  can
• 2:36
  see
• 2:36
  in
• 2:36
  your
• 2:36
  background,
• 2:37
  I
• 2:37
  don't
• 2:37
  think
• 2:37
  you
• 2:37
  have
• 2:38
  any
• 2:38
  expertise
• 2:38
  in
• 2:39
  that
• 2:39
  area.
• 2:40
  By
• 2:40
  the
• 2:40
  thousands
• 2:41
  of
• 2:41
  metals
• 2:41
  that
• 2:42
  I
• 2:42
  think
• 2:42
  I
• 2:42
  can
• 2:43
  count
• 2:43
  hanging
• 2:44
  behind
• 2:44
  you.
• 2:45
  I
• 2:46
  definitely
• 2:46
  have
• 2:46
  a
• 2:47
  problem.
• 2:50
  But
• 2:52
  you're
• 2:52
  in
• 2:52
  the
• 2:52
  right
• 2:52
  business,
• 2:52
  it
• 2:53
  sounds
• 2:53
  like.
• 2:54
  Yeah,
• 2:54
  yeah,
• 2:54
  definitely.
• 2:55
  No,
• 2:55
  I
• 2:55
  am
• 2:56
  an
• 2:56
  absolute
• 2:56
  running
• 2:57
  obsessive
• 2:58
  and
• 2:59
  I
• 2:59
  think
• 3:00
  I
• 3:00
  really
• 3:00
  landed
• 3:01
  on
• 3:02
  my
• 3:02
  feet,
• 3:02
  so
• 3:02
  to
• 3:03
  speak.
• 3:04
  Excuse
• 3:04
  the
• 3:04
  pun,
• 3:05
  when
• 3:05
  I
• 3:05
  came
• 3:05
  to
• 3:05
  sportshoes.com
• 3:06
  because,
• 3:06
  yeah,
• 3:07
  if
• 3:08
  I'm
• 3:08
  not
• 3:09
  working,
• 3:10
  I
• 3:10
  have
• 3:10
  to
• 3:10
  say
• 3:11
  that
• 3:11
  first,
• 3:12
  I'm
• 3:12
  definitely
• 3:13
  running
• 3:14
  second
• 3:15
  for
• 3:15
  sure.
• 3:16
  So,
• 3:16
  yeah,
• 3:16
  it's.
• 3:16
  It's
• 3:17
  been
• 3:17
  very
• 3:17
  fortuitous
• 3:18
  that
• 3:18
  I've
• 3:18
  ended
• 3:18
  up@sportshoes.com
• 3:19
  and
• 3:20
  I
• 3:20
  love
• 3:20
  working
• 3:20
  for
• 3:21
  the
• 3:21
  organization
• 3:21
  and
• 3:22
  in
• 3:22
  the
• 3:22
  industry.
• 3:23
  Well,
• 3:23
  I'll
• 3:23
  say.
• 3:24
  Well,
• 3:25
  Malte,
• 3:25
  let's
• 3:26
  go
• 3:26
  to
• 3:26
  you
• 3:26
  next.
• 3:26
  Tell
• 3:27
  us
• 3:27
  a
• 3:27
  little
• 3:27
  bit
• 3:27
  about
• 3:27
  you
• 3:28
  and
• 3:28
  your
• 3:28
  background
• 3:29
  and
• 3:29
  what
• 3:29
  your
• 3:29
  company
• 3:29
  does.
• 3:31
  Absolutely.
• 3:31
  So
• 3:32
  again,
• 3:32
  my
• 3:32
  name
• 3:32
  is
• 3:32
  Malte.
• 3:33
  I'm
• 3:33
  the
• 3:34
  cto.
• 3:34
  It's
• 3:35
  the
• 3:35
  same
• 3:35
  role
• 3:35
  as
• 3:35
  John,
• 3:36
  but
• 3:36
  at
• 3:37
  Vercel.
• 3:37
  I've
• 3:38
  been
• 3:38
  with
• 3:38
  the
• 3:38
  company
• 3:39
  for
• 3:39
  three
• 3:39
  and
• 3:40
  a
• 3:40
  half
• 3:40
  years.
• 3:40
  I
• 3:40
  think
• 3:40
  roughly
• 3:41
  like
• 3:41
  that.
• 3:42
  Before
• 3:42
  that,
• 3:42
  I
• 3:42
  was
• 3:43
  at
• 3:43
  Google
• 3:43
  for
• 3:43
  12
• 3:44
  years.
• 3:45
  They,
• 3:46
  for
• 3:47
  reasons
• 3:47
  I
• 3:47
  still
• 3:47
  don't
• 3:47
  understand,
• 3:48
  let
• 3:48
  me
• 3:48
  run
• 3:48
  the
• 3:48
  search
• 3:49
  engine
• 3:49
  for
• 3:49
  a
• 3:49
  while.
• 3:50
  So
• 3:50
  I
• 3:50
  know
• 3:50
  a
• 3:50
  little
• 3:51
  bit
• 3:51
  how,
• 3:51
  you
• 3:51
  know,
• 3:52
  that
• 3:52
  tile
• 3:52
  stuff
• 3:53
  works.
• 3:53
  If
• 3:54
  you
• 3:54
  guys
• 3:54
  have
• 3:54
  heard
• 3:54
  of
• 3:54
  Cobra
• 3:55
  Vitals,
• 3:56
  two
• 3:57
  of
• 3:57
  the
• 3:57
  three,
• 3:57
  the
• 3:57
  older
• 3:58
  ones
• 3:59
  were
• 3:59
  kind
• 4:00
  of
• 4:00
  made
• 4:00
  in
• 4:00
  my
• 4:01
  brain
• 4:01
  and
• 4:01
  you
• 4:01
  know,
• 4:01
  obviously
• 4:02
  together
• 4:02
  with
• 4:02
  the
• 4:02
  team
• 4:03
  and.
• 4:05
  Yeah,
• 4:05
  but
• 4:05
  nowadays
• 4:05
  I'm
• 4:06
  at
• 4:06
  Vercel.
• 4:06
  It's.
• 4:07
  It's
• 4:07
  very
• 4:07
  connected
• 4:07
  to
• 4:08
  what
• 4:08
  I
• 4:08
  always
• 4:08
  used
• 4:08
  to
• 4:08
  do,
• 4:08
  which
• 4:08
  is
• 4:09
  front
• 4:09
  end
• 4:09
  infrastructure.
• 4:10
  We
• 4:10
  make
• 4:10
  a
• 4:11
  very
• 4:11
  popular
• 4:11
  framework
• 4:12
  called
• 4:12
  Next
• 4:12
  js.
• 4:13
  I
• 4:13
  think
• 4:13
  the
• 4:13
  easiest
• 4:14
  way
• 4:14
  to
• 4:14
  understand
• 4:14
  what
• 4:14
  we
• 4:15
  do
• 4:15
  in
• 4:15
  this,
• 4:15
  like,
• 4:15
  composable
• 4:16
  space
• 4:16
  is
• 4:16
  that
• 4:16
  like,
• 4:17
  if
• 4:17
  you
• 4:17
  have
• 4:17
  a
• 4:17
  headless
• 4:18
  infrastructure,
• 4:19
  you
• 4:19
  need
• 4:19
  some
• 4:19
  place
• 4:19
  to
• 4:20
  actually
• 4:20
  run
• 4:20
  the
• 4:20
  head.
• 4:20
  Right.
• 4:21
  And
• 4:21
  that's
• 4:21
  on
• 4:21
  Vercel.
• 4:22
  So
• 4:23
  that's,
• 4:23
  that's
• 4:23
  where
• 4:23
  we
• 4:24
  stand
• 4:24
  in
• 4:24
  this,
• 4:24
  like,
• 4:25
  more
• 4:25
  traditional,
• 4:25
  composable
• 4:26
  world.
• 4:26
  I
• 4:27
  think
• 4:27
  we
• 4:27
  have
• 4:27
  made
• 4:28
  a
• 4:28
  relatively
• 4:29
  successful
• 4:29
  kind
• 4:30
  of
• 4:30
  extension
• 4:30
  of
• 4:31
  what
• 4:31
  we
• 4:31
  do
• 4:31
  over
• 4:31
  to
• 4:32
  the,
• 4:32
  you
• 4:33
  know,
• 4:33
  modern
• 4:33
  AI
• 4:34
  world.
• 4:34
  We
• 4:35
  make
• 4:35
  a
• 4:35
  very
• 4:35
  popular,
• 4:36
  I
• 4:37
  don't
• 4:37
  love
• 4:37
  the
• 4:37
  word
• 4:37
  vibe
• 4:38
  coding
• 4:38
  tool
• 4:38
  called
• 4:38
  V0
• 4:39
  that
• 4:39
  gets
• 4:39
  you
• 4:40
  from
• 4:40
  prompt
• 4:40
  to
• 4:40
  application
• 4:41
  in
• 4:41
  seconds.
• 4:42
  And
• 4:42
  we're
• 4:43
  building
• 4:43
  the
• 4:43
  AI
• 4:43
  SDK,
• 4:44
  which
• 4:44
  is
• 4:44
  the
• 4:45
  most
• 4:45
  popular
• 4:45
  way
• 4:45
  for
• 4:46
  building
• 4:46
  AI
• 4:46
  applications.
• 4:48
  That's
• 4:49
  great.
• 4:49
  That's
• 4:49
  great.
• 4:49
  Malta
• 4:50
  and
• 4:50
  I
• 4:50
  want
• 4:50
  to
• 4:50
  dig
• 4:50
  into
• 4:51
  that
• 4:51
  a
• 4:51
  little
• 4:51
  bit
• 4:51
  because,
• 4:51
  you
• 4:52
  know,
• 4:52
  the
• 4:52
  reason
• 4:52
  we
• 4:52
  asked
• 4:53
  you
• 4:53
  both
• 4:53
  to
• 4:53
  join
• 4:53
  us
• 4:53
  today
• 4:54
  is
• 4:54
  because
• 4:54
  You've
• 4:55
  both,
• 4:55
  you
• 4:55
  basically
• 4:56
  both
• 4:56
  have
• 4:56
  lived
• 4:57
  through
• 4:57
  a
• 4:57
  website
• 4:57
  transformation
• 4:59
  together,
• 4:59
  which
• 4:59
  is
• 5:00
  no
• 5:00
  small
• 5:00
  feat.
• 5:00
  And
• 5:00
  getting
• 5:01
  two
• 5:01
  people
• 5:01
  on
• 5:01
  a
• 5:01
  fireside
• 5:02
  chat
• 5:02
  to
• 5:02
  discuss
• 5:03
  that
• 5:03
  is
• 5:03
  kind
• 5:04
  of
• 5:04
  unique.
• 5:04
  So.
• 5:04
  And
• 5:05
  much
• 5:05
  of
• 5:05
  what
• 5:05
  you've
• 5:05
  learned
• 5:06
  and
• 5:06
  I
• 5:06
  imagine
• 5:07
  that
• 5:07
  you
• 5:07
  can
• 5:07
  share
• 5:07
  with
• 5:08
  us
• 5:08
  around
• 5:08
  that
• 5:08
  experience
• 5:09
  is
• 5:09
  likely
• 5:09
  applicable
• 5:10
  to
• 5:10
  the
• 5:10
  future
• 5:10
  as
• 5:11
  well,
• 5:11
  to
• 5:11
  the
• 5:11
  question
• 5:11
  we
• 5:12
  posed
• 5:12
  at
• 5:12
  the
• 5:12
  beginning,
• 5:12
  at
• 5:12
  the
• 5:13
  outset
• 5:13
  here.
• 5:13
  So
• 5:14
  Malta,
• 5:14
  before
• 5:14
  we
• 5:15
  get
• 5:15
  into
• 5:15
  that
• 5:15
  question
• 5:16
  though,
• 5:16
  can
• 5:16
  you
• 5:16
  give
• 5:16
  our
• 5:17
  audience
• 5:17
  an
• 5:17
  overview
• 5:18
  of
• 5:18
  what
• 5:18
  Composable
• 5:19
  Commerce
• 5:20
  actually
• 5:20
  is
• 5:21
  and
• 5:21
  why
• 5:21
  is
• 5:21
  it
• 5:22
  such
• 5:22
  an
• 5:22
  important
• 5:22
  piece
• 5:23
  of
• 5:23
  the
• 5:23
  conversation
• 5:24
  and
• 5:25
  who
• 5:25
  are
• 5:25
  all
• 5:25
  the
• 5:25
  players
• 5:25
  in
• 5:26
  the
• 5:26
  stack
• 5:26
  as
• 5:26
  well?
• 5:27
  The
• 5:27
  way
• 5:27
  I
• 5:27
  think
• 5:28
  about
• 5:28
  Composables
• 5:28
  Commerce
• 5:29
  is
• 5:29
  that
• 5:29
  you
• 5:29
  go
• 5:29
  from
• 5:30
  a
• 5:30
  world
• 5:30
  where
• 5:32
  you
• 5:32
  go
• 5:32
  and
• 5:33
  buy
• 5:33
  a
• 5:33
  piece
• 5:34
  of
• 5:34
  monolithic
• 5:34
  software
• 5:35
  from
• 5:35
  a
• 5:35
  large
• 5:35
  vendor
• 5:37
  towards
• 5:38
  a
• 5:38
  world
• 5:38
  where
• 5:39
  you
• 5:39
  might
• 5:39
  still
• 5:40
  do
• 5:40
  that
• 5:40
  for
• 5:41
  your
• 5:41
  backend.
• 5:41
  But
• 5:42
  you
• 5:42
  say,
• 5:42
  Well,
• 5:43
  I
• 5:43
  am
• 5:43
  sportshoes.com
• 5:45
  I
• 5:45
  know
• 5:45
  how
• 5:45
  to
• 5:46
  sell
• 5:46
  sports
• 5:47
  shoes
• 5:47
  better
• 5:47
  than
• 5:48
  anyone
• 5:48
  else.
• 5:48
  I
• 5:48
  want
• 5:48
  to
• 5:49
  control
• 5:49
  the
• 5:49
  user
• 5:49
  experience.
• 5:49
  And
• 5:50
  so
• 5:50
  I'm
• 5:50
  building
• 5:50
  that
• 5:50
  part
• 5:51
  myself.
• 5:52
  And,
• 5:53
  and
• 5:53
  also
• 5:54
  there's
• 5:54
  other
• 5:54
  aspects
• 5:55
  of
• 5:55
  my
• 5:55
  business
• 5:55
  where
• 5:56
  I
• 5:56
  want
• 5:56
  to
• 5:56
  control
• 5:56
  what
• 5:56
  it
• 5:56
  is
• 5:57
  and
• 5:57
  so
• 5:57
  I
• 5:57
  can
• 5:57
  compose
• 5:57
  them
• 5:58
  in.
• 5:59
  And
• 5:59
  that's
• 6:00
  kind
• 6:00
  of
• 6:00
  a
• 6:00
  big
• 6:00
  transition
• 6:01
  from
• 6:01
  again,
• 6:01
  this
• 6:01
  world
• 6:02
  where
• 6:02
  things
• 6:03
  just
• 6:03
  used
• 6:03
  to
• 6:03
  be
• 6:04
  done
• 6:04
  in
• 6:04
  a
• 6:04
  different
• 6:04
  way.
• 6:05
  I've
• 6:05
  been
• 6:05
  in
• 6:05
  this
• 6:05
  business
• 6:06
  for
• 6:06
  a
• 6:06
  long
• 6:06
  time
• 6:08
  and
• 6:08
  I'm
• 6:09
  originally
• 6:09
  from
• 6:09
  Germany.
• 6:10
  Somehow
• 6:11
  much
• 6:11
  of
• 6:12
  E
• 6:12
  commerce
• 6:12
  software
• 6:13
  is
• 6:13
  from
• 6:13
  that
• 6:13
  country.
• 6:15
  I
• 6:16
  remember
• 6:16
  working
• 6:17
  with
• 6:17
  the
• 6:17
  mapware
• 6:17
  a
• 6:17
  lot.
• 6:18
  Obviously
• 6:18
  that's
• 6:18
  not
• 6:19
  by
• 6:19
  Salesforce,
• 6:20
  but
• 6:21
  it
• 6:21
  was
• 6:21
  a
• 6:21
  different
• 6:22
  time
• 6:22
  where
• 6:22
  you
• 6:22
  were
• 6:22
  kind
• 6:23
  of
• 6:23
  massaging
• 6:24
  these
• 6:24
  software
• 6:25
  packages
• 6:25
  into
• 6:26
  somehow
• 6:27
  doing
• 6:27
  what
• 6:27
  you
• 6:27
  want
• 6:28
  and
• 6:28
  turning
• 6:29
  it
• 6:29
  into
• 6:30
  fine.
• 6:32
  But
• 6:32
  you
• 6:32
  never
• 6:33
  really
• 6:33
  were
• 6:33
  quite
• 6:33
  happy
• 6:34
  towards
• 6:34
  being
• 6:34
  able
• 6:35
  to
• 6:36
  control
• 6:36
  your
• 6:36
  own
• 6:37
  destiny.
• 6:37
  And
• 6:38
  I
• 6:38
  think,
• 6:38
  I
• 6:38
  mean
• 6:38
  the,
• 6:38
  the
• 6:39
  players
• 6:39
  in
• 6:39
  the,
• 6:39
  in
• 6:39
  the
• 6:39
  market,
• 6:40
  right,
• 6:40
  like
• 6:40
  you,
• 6:41
  you,
• 6:41
  you
• 6:41
  essentially
• 6:42
  have,
• 6:43
  you
• 6:43
  need
• 6:44
  a
• 6:44
  place
• 6:44
  to
• 6:44
  put
• 6:45
  your,
• 6:45
  your
• 6:45
  front
• 6:45
  end
• 6:46
  now,
• 6:46
  right?
• 6:46
  Because
• 6:47
  most
• 6:47
  likely
• 6:47
  that
• 6:47
  is
• 6:48
  the
• 6:48
  part
• 6:48
  that
• 6:48
  you
• 6:48
  as
• 6:48
  a
• 6:48
  company
• 6:49
  decide
• 6:49
  to
• 6:49
  build
• 6:49
  yourself
• 6:50
  because
• 6:50
  that's
• 6:50
  the
• 6:50
  touch
• 6:51
  point
• 6:51
  to
• 6:51
  the
• 6:51
  customer
• 6:52
  and
• 6:52
  where
• 6:52
  you,
• 6:53
  you're
• 6:53
  just
• 6:53
  the
• 6:53
  most
• 6:54
  capable
• 6:54
  person
• 6:54
  of
• 6:55
  designing
• 6:55
  that,
• 6:55
  right?
• 6:57
  You'll
• 6:57
  then
• 6:57
  have
• 6:57
  some
• 6:58
  form
• 6:58
  of
• 6:58
  vend
• 7:01
  provides
• 7:01
  the
• 7:02
  primary
• 7:02
  business
• 7:02
  logic
• 7:03
  and
• 7:03
  storage
• 7:03
  for
• 7:04
  your,
• 7:04
  for
• 7:04
  your,
• 7:05
  for
• 7:05
  the
• 7:05
  online
• 7:05
  store.
• 7:06
  And
• 7:06
  then
• 7:06
  it
• 7:07
  might
• 7:07
  actually
• 7:07
  go
• 7:08
  quite
• 7:09
  wide
• 7:09
  like
• 7:09
  it's
• 7:10
  up
• 7:10
  to
• 7:10
  you,
• 7:10
  right?
• 7:10
  You
• 7:10
  might
• 7:10
  have
• 7:10
  a
• 7:11
  dedicated
• 7:11
  cms,
• 7:12
  you
• 7:12
  might
• 7:12
  have
• 7:12
  a
• 7:12
  dedicated
• 7:13
  place
• 7:13
  to
• 7:13
  manage
• 7:14
  your
• 7:14
  assets.
• 7:15
  You
• 7:15
  might
• 7:15
  have
• 7:16
  all
• 7:16
  kinds
• 7:17
  of
• 7:17
  different
• 7:17
  marketing
• 7:17
  vendors
• 7:18
  that,
• 7:18
  that
• 7:19
  help
• 7:19
  improve
• 7:19
  conversion
• 7:20
  rates,
• 7:20
  right?
• 7:20
  But
• 7:21
  the
• 7:21
  magic
• 7:22
  is
• 7:22
  that
• 7:22
  you
• 7:23
  can
• 7:23
  just
• 7:24
  do
• 7:24
  that,
• 7:24
  right?
• 7:24
  Whereas
• 7:25
  in
• 7:25
  the
• 7:25
  old
• 7:25
  world
• 7:25
  where
• 7:26
  you
• 7:26
  were
• 7:26
  like
• 7:26
  up
• 7:26
  to
• 7:26
  the
• 7:27
  roadmap
• 7:28
  of
• 7:28
  whoever
• 7:28
  vendor
• 7:28
  you
• 7:29
  maybe
• 7:29
  chose
• 7:29
  five
• 7:29
  years
• 7:30
  ago,
• 7:30
  maybe
• 7:30
  a
• 7:31
  person
• 7:31
  before
• 7:32
  you
• 7:32
  at
• 7:32
  the
• 7:32
  company.
• 7:33
  Yeah.
• 7:33
  So
• 7:34
  just
• 7:34
  leaning
• 7:35
  into
• 7:35
  that,
• 7:36
  we
• 7:36
  spend
• 7:36
  more
• 7:37
  time
• 7:37
  with
• 7:37
  our
• 7:37
  engineering
• 7:38
  teams
• 7:38
  now,
• 7:39
  thinking
• 7:39
  more
• 7:39
  about
• 7:39
  how
• 7:40
  we
• 7:40
  bring
• 7:40
  these
• 7:40
  components
• 7:41
  together
• 7:41
  and
• 7:41
  integrating
• 7:42
  them
• 7:43
  and
• 7:44
  spending
• 7:45
  time
• 7:45
  in
• 7:46
  that
• 7:46
  area
• 7:46
  with
• 7:46
  our
• 7:46
  backend
• 7:47
  engineering
• 7:47
  teams
• 7:47
  as
• 7:48
  opposed
• 7:48
  to
• 7:48
  actually
• 7:48
  creating
• 7:48
  those
• 7:49
  proprietary
• 7:52
  capabilities.
• 7:53
  So,
• 7:53
  for
• 7:53
  instance,
• 7:53
  we
• 7:54
  use
• 7:54
  bluereach
• 7:54
  as
• 7:54
  our
• 7:55
  search
• 7:55
  platform.
• 7:58
  We
• 7:58
  could
• 7:58
  never
• 7:58
  possibly
• 7:59
  even
• 8:00
  attempt
• 8:00
  to
• 8:00
  be
• 8:00
  as
• 8:00
  good
• 8:01
  as
• 8:01
  bloomreach
• 8:01
  at
• 8:01
  building
• 8:02
  our
• 8:02
  own
• 8:02
  native
• 8:02
  search
• 8:03
  platform.
• 8:03
  So
• 8:04
  we
• 8:04
  invest
• 8:04
  in
• 8:05
  their
• 8:05
  continual
• 8:06
  development
• 8:07
  in
• 8:07
  that
• 8:07
  one
• 8:08
  vertical
• 8:08
  because
• 8:08
  that's
• 8:08
  what
• 8:09
  they're
• 8:09
  expert
• 8:09
  at.
• 8:09
  Similarly
• 8:10
  with
• 8:10
  Prismic,
• 8:11
  we
• 8:11
  use
• 8:11
  for
• 8:11
  CMS,
• 8:12
  similar
• 8:12
  with
• 8:12
  Stripe,
• 8:13
  and
• 8:14
  similarly
• 8:14
  with
• 8:14
  BigCommerce.
• 8:15
  So
• 8:15
  you're
• 8:16
  leveraging
• 8:17
  hundreds
• 8:18
  of
• 8:18
  engineers
• 8:18
  across
• 8:18
  multiple
• 8:19
  engineering
• 8:19
  teams,
• 8:20
  all
• 8:20
  bringing
• 8:20
  up
• 8:20
  your
• 8:21
  stack
• 8:21
  continually,
• 8:21
  which
• 8:22
  is
• 8:22
  the
• 8:22
  great
• 8:22
  power
• 8:22
  of
• 8:23
  that
• 8:23
  composable,
• 8:24
  composable
• 8:24
  stack.
• 8:25
  And
• 8:26
  if
• 8:26
  you
• 8:26
  design
• 8:26
  it
• 8:26
  in
• 8:26
  the
• 8:26
  right
• 8:26
  way,
• 8:27
  thinking
• 8:27
  about
• 8:27
  these
• 8:27
  integration
• 8:28
  patterns,
• 8:29
  you
• 8:29
  then
• 8:29
  get
• 8:30
  the
• 8:30
  flexibility
• 8:30
  in
• 8:30
  the
• 8:30
  future
• 8:31
  that
• 8:31
  if
• 8:31
  there
• 8:31
  are
• 8:32
  newcomers
• 8:32
  to
• 8:32
  the
• 8:32
  market
• 8:33
  or
• 8:33
  there
• 8:33
  are
• 8:34
  other
• 8:34
  opportunities
• 8:34
  to
• 8:35
  leverage,
• 8:35
  then
• 8:36
  you
• 8:36
  can
• 8:36
  also
• 8:37
  swap
• 8:37
  out
• 8:37
  those
• 8:38
  components
• 8:40
  much
• 8:40
  easier
• 8:40
  than
• 8:41
  what
• 8:41
  you
• 8:41
  could
• 8:42
  have
• 8:42
  done
• 8:42
  traditionally.
• 8:43
  That
• 8:43
  makes
• 8:44
  sense.
• 8:44
  And
• 8:44
  I
• 8:44
  think
• 8:45
  with
• 8:45
  that
• 8:46
  kind
• 8:46
  of
• 8:46
  as
• 8:46
  a
• 8:46
  backdrop,
• 8:47
  John,
• 8:48
  maybe
• 8:48
  take
• 8:48
  us
• 8:49
  back
• 8:49
  to
• 8:50
  three
• 8:50
  years
• 8:50
  ago
• 8:51
  when
• 8:51
  you
• 8:51
  started
• 8:52
  your
• 8:52
  site
• 8:53
  transformation.
• 8:54
  What
• 8:54
  were
• 8:54
  some
• 8:55
  of
• 8:55
  those
• 8:55
  things
• 8:55
  that
• 8:55
  you
• 8:55
  were.
• 8:56
  You
• 8:56
  were
• 8:56
  challenged
• 8:57
  with
• 8:58
  or
• 8:58
  kind
• 8:58
  of
• 8:58
  what
• 8:58
  were
• 8:59
  your
• 8:59
  priorities
• 8:59
  as
• 8:59
  you
• 9:00
  set
• 9:00
  out
• 9:00
  on
• 9:00
  that
• 9:01
  adventure?
• 9:02
  Yeah,
• 9:03
  so
• 9:03
  I
• 9:04
  joined
• 9:05
  just
• 9:05
  about
• 9:05
  three
• 9:06
  and
• 9:06
  a
• 9:06
  half
• 9:06
  years
• 9:06
  ago
• 9:06
  now.
• 9:07
  And
• 9:07
  quite
• 9:07
  quickly
• 9:08
  after
• 9:08
  joining,
• 9:09
  I
• 9:09
  identified
• 9:10
  a
• 9:10
  need
• 9:10
  that
• 9:10
  we
• 9:11
  really
• 9:11
  needed
• 9:12
  to
• 9:12
  move
• 9:12
  forward
• 9:12
  with
• 9:12
  our
• 9:13
  web
• 9:14
  stack.
• 9:14
  We
• 9:14
  had
• 9:14
  a
• 9:14
  monolithic
• 9:15
  website.
• 9:16
  One
• 9:17
  driver
• 9:17
  was
• 9:17
  the
• 9:17
  fact
• 9:18
  that
• 9:18
  we
• 9:18
  wanted
• 9:18
  to
• 9:18
  bring
• 9:19
  in
• 9:19
  a
• 9:20
  mobile
• 9:20
  application.
• 9:21
  Okay.
• 9:22
  And
• 9:22
  that
• 9:23
  that
• 9:23
  was
• 9:23
  never
• 9:23
  going
• 9:23
  to
• 9:24
  really
• 9:24
  play
• 9:25
  nice
• 9:25
  with
• 9:26
  our
• 9:26
  technology
• 9:26
  being
• 9:27
  so
• 9:27
  monolithic
• 9:27
  in
• 9:27
  nature.
• 9:29
  So
• 9:29
  that,
• 9:29
  that
• 9:29
  was
• 9:29
  one
• 9:30
  need
• 9:30
  which
• 9:30
  was.
• 9:31
  Which
• 9:31
  was
• 9:32
  important
• 9:32
  to
• 9:32
  us
• 9:32
  because
• 9:33
  we
• 9:33
  wanted
• 9:33
  that
• 9:33
  to
• 9:33
  drive
• 9:33
  our
• 9:34
  sort
• 9:34
  of
• 9:34
  membership
• 9:35
  type
• 9:36
  offering
• 9:37
  to
• 9:37
  our
• 9:37
  customers.
• 9:39
  Next.
• 9:39
  Our
• 9:39
  market
• 9:39
  scene
• 9:40
  was
• 9:40
  challenging
• 9:40
  me
• 9:41
  in
• 9:41
  terms
• 9:41
  of,
• 9:41
  well,
• 9:42
  I've
• 9:42
  not
• 9:42
  been
• 9:42
  able
• 9:43
  to
• 9:43
  really
• 9:43
  change
• 9:43
  this
• 9:44
  PDP
• 9:45
  for
• 9:45
  years
• 9:46
  now.
• 9:47
  This
• 9:47
  checkout
• 9:47
  sucks
• 9:51
  the
• 9:51
  carts.
• 9:53
  Yeah,
• 9:53
  I
• 9:53
  can
• 9:53
  see
• 9:53
  that
• 9:54
  on
• 9:54
  the
• 9:54
  whiteboard.
• 9:54
  Checkout
• 9:55
  sucks.
• 9:56
  Moving
• 9:56
  on
• 9:56
  to
• 9:56
  the
• 9:57
  next
• 9:57
  one.
• 9:58
  There's
• 9:59
  a
• 9:59
  lot
• 9:59
  of
• 9:59
  frustrations,
• 9:59
  which
• 10:00
  basically
• 10:00
  meant
• 10:00
  that
• 10:00
  you
• 10:01
  were
• 10:01
  saying
• 10:01
  to
• 10:01
  me,
• 10:02
  Dan,
• 10:02
  my
• 10:03
  marketing
• 10:04
  head
• 10:05
  of
• 10:05
  marketing,
• 10:05
  he.
• 10:06
  He
• 10:06
  just
• 10:06
  basically
• 10:06
  saying
• 10:06
  to
• 10:07
  me,
• 10:07
  what
• 10:07
  I
• 10:07
  need,
• 10:07
  John,
• 10:07
  is.
• 10:08
  Is
• 10:08
  a
• 10:08
  new
• 10:08
  website.
• 10:09
  But
• 10:09
  mainly
• 10:10
  the
• 10:10
  team
• 10:10
  at
• 10:10
  that
• 10:11
  point
• 10:11
  was
• 10:12
  just
• 10:12
  really
• 10:12
  churning
• 10:13
  out
• 10:14
  content.
• 10:14
  Everything
• 10:15
  had
• 10:15
  to
• 10:15
  be
• 10:16
  done
• 10:16
  by
• 10:16
  hand
• 10:16
  by
• 10:17
  our
• 10:17
  engineers.
• 10:18
  So
• 10:18
  everything
• 10:18
  was
• 10:18
  a
• 10:19
  ticket.
• 10:19
  There
• 10:19
  was
• 10:19
  a
• 10:19
  weekly
• 10:20
  release
• 10:20
  cycle.
• 10:21
  It
• 10:21
  was
• 10:21
  Incredibly
• 10:21
  painful
• 10:22
  and
• 10:22
  frustrating.
• 10:24
  A
• 10:25
  lot
• 10:25
  of
• 10:25
  marketing
• 10:25
  folks
• 10:27
  work
• 10:27
  to
• 10:28
  the
• 10:28
  last
• 10:28
  minute
• 10:29
  as
• 10:29
  well
• 10:30
  with
• 10:31
  brand
• 10:31
  assets
• 10:31
  and
• 10:32
  those
• 10:32
  sorts
• 10:32
  of
• 10:32
  things
• 10:32
  coming
• 10:33
  through
• 10:33
  for
• 10:33
  launches
• 10:33
  which
• 10:34
  happened
• 10:34
  with
• 10:34
  our
• 10:34
  business.
• 10:34
  We've
• 10:35
  got
• 10:35
  150
• 10:35
  different
• 10:36
  brands,
• 10:36
  multiple
• 10:37
  products
• 10:37
  getting
• 10:37
  launched
• 10:37
  simultaneously.
• 10:39
  So
• 10:39
  to
• 10:39
  be
• 10:39
  fleet
• 10:39
  of
• 10:39
  foot
• 10:40
  around
• 10:40
  that
• 10:40
  it
• 10:40
  was
• 10:40
  really,
• 10:41
  really
• 10:41
  difficult,
• 10:41
  really
• 10:42
  stressful
• 10:42
  and
• 10:42
  no
• 10:42
  one
• 10:43
  was
• 10:43
  really
• 10:43
  enjoying.
• 10:44
  So
• 10:44
  we
• 10:45
  dipped
• 10:45
  our
• 10:45
  toes
• 10:46
  into
• 10:46
  the
• 10:46
  composable
• 10:47
  world
• 10:47
  by
• 10:47
  first
• 10:47
  of
• 10:48
  all
• 10:48
  building
• 10:48
  in
• 10:48
  some
• 10:49
  lightweight
• 10:49
  CMS
• 10:49
  capability
• 10:50
  into
• 10:50
  the
• 10:50
  current
• 10:51
  site.
• 10:52
  We
• 10:52
  proved
• 10:53
  the
• 10:53
  concept
• 10:53
  that
• 10:54
  we
• 10:54
  could
• 10:54
  enable
• 10:54
  the
• 10:55
  marketing
• 10:55
  teams
• 10:55
  and
• 10:56
  engineers
• 10:56
  get
• 10:57
  out
• 10:57
  of
• 10:57
  the
• 10:57
  way.
• 10:58
  That
• 10:58
  went
• 10:58
  down
• 10:59
  really,
• 10:59
  really
• 10:59
  well
• 11:01
  and
• 11:01
  very,
• 11:01
  very
• 11:01
  quickly.
• 11:02
  I
• 11:02
  think
• 11:02
  that
• 11:02
  was
• 11:02
  within
• 11:02
  like
• 11:03
  two
• 11:03
  months.
• 11:04
  We
• 11:04
  started
• 11:04
  looking
• 11:05
  then
• 11:05
  at
• 11:05
  e
• 11:06
  commerce
• 11:06
  engines
• 11:06
  and
• 11:07
  so
• 11:07
  on.
• 11:07
  So
• 11:07
  we
• 11:07
  start
• 11:08
  to
• 11:08
  build
• 11:08
  out
• 11:08
  the
• 11:09
  best
• 11:09
  capability
• 11:10
  that
• 11:10
  we,
• 11:10
  that
• 11:10
  we
• 11:10
  could
• 11:11
  bring
• 11:11
  together.
• 11:11
  So
• 11:11
  that's
• 11:12
  kind
• 11:12
  of
• 11:12
  how
• 11:12
  the
• 11:12
  journey
• 11:13
  began
• 11:13
  anyway.
• 11:14
  And
• 11:14
  I
• 11:14
  love,
• 11:14
  I
• 11:15
  love
• 11:15
  how
• 11:15
  you're
• 11:15
  being
• 11:15
  real
• 11:15
  about
• 11:16
  like
• 11:16
  I
• 11:16
  love
• 11:17
  when
• 11:17
  you
• 11:17
  said
• 11:17
  the
• 11:17
  marketing
• 11:18
  folks
• 11:18
  they're
• 11:18
  always
• 11:18
  a
• 11:18
  little,
• 11:18
  they,
• 11:19
  they
• 11:19
  take
• 11:19
  their
• 11:19
  time
• 11:20
  with
• 11:20
  delivering
• 11:20
  what
• 11:20
  they
• 11:21
  need
• 11:21
  to
• 11:21
  deliver
• 11:21
  and,
• 11:22
  and
• 11:22
  also
• 11:22
  your
• 11:23
  use
• 11:23
  of
• 11:23
  running
• 11:23
  puns
• 11:24
  there
• 11:24
  with
• 11:24
  fleet
• 11:24
  of
• 11:24
  foot.
• 11:26
  But
• 11:26
  so
• 11:26
  you
• 11:26
  talked
• 11:27
  about
• 11:27
  what
• 11:27
  it
• 11:27
  took
• 11:27
  to
• 11:27
  get
• 11:28
  started
• 11:28
  but
• 11:28
  like
• 11:28
  how
• 11:29
  did
• 11:29
  you
• 11:29
  actually
• 11:29
  go
• 11:29
  about
• 11:29
  doing
• 11:30
  the
• 11:30
  work
• 11:30
  too?
• 11:31
  Because
• 11:31
  I
• 11:31
  think
• 11:31
  that's
• 11:31
  a
• 11:31
  key
• 11:31
  component
• 11:32
  of
• 11:32
  this
• 11:32
  to
• 11:32
  make
• 11:32
  it
• 11:33
  a
• 11:33
  website
• 11:33
  transformation
• 11:35
  successful.
• 11:36
  Your
• 11:36
  E
• 11:36
  commerce
• 11:36
  engine
• 11:36
  is
• 11:37
  probably
• 11:37
  the
• 11:37
  most
• 11:37
  important
• 11:37
  thing
• 11:38
  that
• 11:38
  you
• 11:38
  can,
• 11:38
  you
• 11:38
  can
• 11:38
  choose,
• 11:39
  right?
• 11:39
  So
• 11:40
  that
• 11:40
  would,
• 11:40
  that,
• 11:40
  that
• 11:41
  was
• 11:41
  the
• 11:41
  start
• 11:41
  point
• 11:42
  and
• 11:42
  we
• 11:42
  looked
• 11:43
  at
• 11:43
  the
• 11:43
  various
• 11:44
  players,
• 11:44
  players
• 11:45
  in
• 11:45
  the
• 11:45
  marketplace
• 11:46
  and
• 11:46
  we're,
• 11:47
  we're
• 11:47
  not
• 11:47
  a
• 11:48
  small
• 11:48
  business,
• 11:48
  we're
• 11:48
  not
• 11:49
  a
• 11:49
  large
• 11:49
  business.
• 11:49
  We're
• 11:50
  in
• 11:50
  that
• 11:50
  middle
• 11:51
  between
• 11:51
  small
• 11:52
  medium
• 11:52
  type
• 11:53
  organization
• 11:54
  turning
• 11:54
  over
• 11:55
  sort
• 11:55
  of
• 11:55
  90,
• 11:56
  100
• 11:56
  million
• 11:56
  but
• 11:57
  growing
• 11:57
  each
• 11:57
  year.
• 11:57
  But
• 11:58
  not
• 11:58
  massive
• 11:59
  growth.
• 11:59
  We
• 11:59
  don't
• 11:59
  expect
• 11:59
  leaps,
• 12:00
  it's
• 12:00
  more
• 12:00
  organic
• 12:01
  growth.
• 12:02
  So
• 12:03
  there
• 12:03
  was
• 12:03
  some
• 12:03
  really
• 12:04
  highly
• 12:04
  composable
• 12:05
  high
• 12:05
  tech,
• 12:05
  high
• 12:05
  end
• 12:06
  solutions
• 12:06
  which
• 12:07
  we,
• 12:07
  which
• 12:07
  we
• 12:07
  could
• 12:08
  have
• 12:08
  gone
• 12:08
  for
• 12:08
  which
• 12:08
  would
• 12:08
  have
• 12:08
  been
• 12:09
  the
• 12:09
  more
• 12:09
  the
• 12:09
  engineers
• 12:09
  delight.
• 12:10
  Whereas
• 12:11
  we
• 12:11
  felt
• 12:11
  like
• 12:12
  BigCommerce
• 12:13
  was
• 12:14
  a
• 12:14
  bridge
• 12:15
  in
• 12:15
  between
• 12:15
  those
• 12:16
  two
• 12:16
  worlds
• 12:16
  between
• 12:16
  something
• 12:17
  which
• 12:17
  is
• 12:17
  very
• 12:17
  highly
• 12:18
  composable
• 12:18
  but
• 12:18
  comes
• 12:19
  with
• 12:19
  next
• 12:19
  to
• 12:19
  nothing
• 12:20
  in
• 12:20
  terms
• 12:20
  of
• 12:21
  UI
• 12:21
  capability.
• 12:22
  You'd
• 12:22
  have
• 12:22
  to
• 12:22
  build
• 12:22
  everything
• 12:23
  which
• 12:23
  obviously
• 12:24
  comes
• 12:24
  at,
• 12:26
  takes
• 12:26
  you
• 12:26
  longer,
• 12:27
  higher
• 12:27
  cost
• 12:28
  certainly
• 12:29
  to
• 12:29
  get
• 12:29
  to
• 12:30
  market.
• 12:31
  BigCommerce
• 12:32
  felt
• 12:32
  like
• 12:32
  it
• 12:32
  was
• 12:32
  right
• 12:33
  for
• 12:33
  our
• 12:33
  size
• 12:33
  of
• 12:33
  business.
• 12:35
  So
• 12:36
  that
• 12:36
  was
• 12:36
  the
• 12:36
  start
• 12:37
  point.
• 12:37
  We
• 12:37
  went
• 12:37
  through
• 12:37
  an
• 12:37
  RFP
• 12:38
  process
• 12:39
  that's
• 12:39
  all
• 12:40
  rather
• 12:40
  dull
• 12:40
  but
• 12:41
  we
• 12:41
  did
• 12:42
  that.
• 12:42
  We
• 12:42
  selected
• 12:42
  BigCommerce
• 12:43
  as
• 12:43
  our
• 12:43
  first
• 12:44
  anchor
• 12:45
  point
• 12:46
  and
• 12:46
  then
• 12:46
  we
• 12:46
  looked
• 12:47
  into,
• 12:47
  and
• 12:47
  then
• 12:47
  we
• 12:48
  started
• 12:48
  on
• 12:48
  searching
• 12:49
  merchandising
• 12:49
  as
• 12:50
  the
• 12:50
  Second
• 12:50
  most
• 12:50
  probably
• 12:51
  important
• 12:51
  part
• 12:51
  of
• 12:51
  that
• 12:52
  stack,
• 12:53
  making
• 12:53
  sure
• 12:53
  that
• 12:53
  our
• 12:53
  customers
• 12:54
  can
• 12:54
  find
• 12:54
  products.
• 12:56
  And
• 12:56
  it
• 12:56
  had
• 12:56
  the
• 12:57
  right
• 12:57
  personalization
• 12:58
  in
• 12:58
  there,
• 12:59
  it
• 12:59
  had
• 12:59
  the
• 12:59
  right
• 12:59
  roadmap
• 13:00
  for
• 13:00
  the,
• 13:00
  for
• 13:00
  the
• 13:00
  future.
• 13:01
  So
• 13:01
  that's
• 13:01
  where
• 13:01
  we
• 13:02
  landed
• 13:02
  on,
• 13:02
  on
• 13:02
  Bloom
• 13:03
  Reach
• 13:03
  again,
• 13:04
  fit
• 13:04
  well
• 13:04
  with
• 13:04
  our
• 13:04
  sort
• 13:05
  of
• 13:05
  mid
• 13:05
  market
• 13:05
  space.
• 13:06
  And
• 13:07
  then
• 13:07
  we
• 13:07
  looked
• 13:08
  at
• 13:08
  payment
• 13:09
  being
• 13:10
  Stripe,
• 13:10
  one
• 13:11
  of
• 13:11
  the
• 13:11
  leaders
• 13:11
  in
• 13:11
  that
• 13:11
  area
• 13:12
  and
• 13:12
  they're
• 13:12
  continually
• 13:13
  investing,
• 13:13
  move
• 13:13
  things
• 13:14
  forward.
• 13:15
  Great
• 13:15
  features
• 13:16
  actually
• 13:16
  for
• 13:17
  composable
• 13:17
  as
• 13:18
  well.
• 13:18
  Things
• 13:18
  like
• 13:19
  Stripe
• 13:19
  Link
• 13:20
  and
• 13:20
  Link
• 13:20
  payments
• 13:21
  are
• 13:21
  fantastic
• 13:21
  and
• 13:22
  they'll
• 13:22
  lead
• 13:22
  into
• 13:22
  the
• 13:22
  conversation
• 13:23
  later
• 13:23
  on
• 13:23
  I
• 13:23
  think
• 13:24
  for
• 13:24
  how
• 13:24
  agentic
• 13:25
  AI
• 13:25
  might
• 13:26
  use
• 13:26
  those
• 13:27
  tools
• 13:27
  in
• 13:27
  the
• 13:27
  future.
• 13:28
  And
• 13:29
  then
• 13:29
  we're
• 13:29
  already
• 13:29
  using
• 13:30
  Prismic
• 13:31
  cms
• 13:31
  so
• 13:32
  that
• 13:32
  was
• 13:32
  already
• 13:33
  sort
• 13:33
  of
• 13:33
  in,
• 13:33
  in
• 13:33
  the,
• 13:34
  in
• 13:34
  the
• 13:34
  bag
• 13:34
  really.
• 13:36
  And
• 13:36
  then
• 13:36
  progressively
• 13:37
  over
• 13:38
  about
• 13:38
  12
• 13:39
  months
• 13:40
  we
• 13:42
  replaced
• 13:43
  all
• 13:43
  our
• 13:43
  current
• 13:44
  web
• 13:44
  web
• 13:44
  stack
• 13:46
  which
• 13:46
  is
• 13:46
  pretty
• 13:47
  aggressive.
• 13:47
  Went
• 13:47
  live
• 13:48
  seven
• 13:49
  months
• 13:49
  afterwards
• 13:49
  with
• 13:49
  our
• 13:50
  first
• 13:50
  site.
• 13:50
  So
• 13:51
  it's
• 13:51
  pretty
• 13:51
  good
• 13:52
  from,
• 13:52
  from
• 13:52
  a
• 13:52
  standing
• 13:53
  start.
• 13:54
  Better
• 13:54
  you
• 13:55
  than
• 13:55
  me.
• 13:55
  Better
• 13:55
  you
• 13:56
  than
• 13:56
  me.
• 13:56
  And
• 13:56
  you
• 13:56
  still
• 13:56
  got
• 13:56
  a
• 13:57
  job
• 13:57
  too.
• 13:57
  So
• 13:57
  that
• 13:57
  means,
• 13:57
  it
• 13:58
  means
• 13:58
  it
• 13:58
  went
• 13:58
  pretty
• 13:58
  well.
• 13:58
  I
• 13:59
  always
• 13:59
  say
• 13:59
  that.
• 13:59
  Yeah,
• 13:59
  it's
• 13:59
  a
• 13:59
  relief
• 14:00
  I
• 14:00
  haven't
• 14:00
  got
• 14:00
  fired.
• 14:01
  Yeah,
• 14:02
  yeah.
• 14:02
  I
• 14:02
  mean
• 14:02
  it's
• 14:03
  not
• 14:03
  an
• 14:03
  easy
• 14:03
  thing
• 14:03
  to
• 14:03
  do.
• 14:04
  That's
• 14:04
  why
• 14:04
  we're
• 14:04
  talking
• 14:04
  about
• 14:05
  it.
• 14:05
  So,
• 14:05
  so
• 14:05
  Malta,
• 14:06
  I'm
• 14:06
  curious,
• 14:06
  when
• 14:06
  you
• 14:06
  hear
• 14:06
  about
• 14:07
  what
• 14:07
  John
• 14:07
  just
• 14:07
  relayed
• 14:08
  in
• 14:08
  terms
• 14:08
  of
• 14:08
  his
• 14:08
  experience,
• 14:09
  what
• 14:09
  comes
• 14:09
  to
• 14:09
  mind
• 14:10
  for
• 14:10
  you?
• 14:10
  Like
• 14:10
  what
• 14:11
  do
• 14:11
  you
• 14:11
  think
• 14:11
  are
• 14:11
  some
• 14:11
  of
• 14:12
  the
• 14:12
  key
• 14:12
  ingredients
• 14:12
  that,
• 14:13
  that
• 14:13
  made
• 14:13
  you
• 14:13
  both
• 14:14
  successful
• 14:14
  in
• 14:15
  this
• 14:15
  effort?
• 14:17
  So
• 14:17
  I
• 14:17
  think
• 14:17
  the,
• 14:18
  the,
• 14:18
  the,
• 14:19
  the
• 14:19
  thing
• 14:19
  we
• 14:19
  haven't
• 14:19
  talked
• 14:20
  about
• 14:20
  yet
• 14:20
  that
• 14:20
  is
• 14:21
  really
• 14:21
  key
• 14:21
  is
• 14:21
  that
• 14:22
  obviously
• 14:23
  when
• 14:23
  you
• 14:24
  build
• 14:24
  your
• 14:24
  own
• 14:25
  front
• 14:25
  end,
• 14:25
  you
• 14:26
  do
• 14:26
  take
• 14:26
  on
• 14:26
  additional
• 14:27
  responsibility,
• 14:28
  right?
• 14:28
  You
• 14:28
  don't
• 14:28
  just
• 14:28
  customize
• 14:29
  it.
• 14:29
  You
• 14:29
  are
• 14:30
  making,
• 14:31
  you
• 14:31
  know,
• 14:31
  substantial
• 14:32
  engineering
• 14:32
  efforts.
• 14:33
  And
• 14:33
  so
• 14:33
  the,
• 14:33
  the,
• 14:34
  the
• 14:34
  big
• 14:34
  part
• 14:34
  here
• 14:35
  is,
• 14:35
  is
• 14:35
  how
• 14:35
  efficient
• 14:36
  are
• 14:36
  you
• 14:36
  doing
• 14:36
  that?
• 14:37
  Right?
• 14:37
  And
• 14:38
  so
• 14:38
  I
• 14:38
  think
• 14:38
  we,
• 14:39
  for
• 14:39
  folks
• 14:40
  who
• 14:40
  have
• 14:40
  been
• 14:40
  maybe
• 14:41
  in
• 14:41
  the
• 14:41
  software
• 14:41
  business,
• 14:42
  maybe
• 14:42
  even
• 14:42
  only
• 14:43
  adjacent
• 14:43
  for,
• 14:44
  for
• 14:44
  a
• 14:44
  long
• 14:44
  time,
• 14:45
  things
• 14:45
  have
• 14:45
  changed.
• 14:46
  And
• 14:46
  I
• 14:46
  think
• 14:46
  Vercel
• 14:47
  has
• 14:47
  been
• 14:47
  a
• 14:47
  big
• 14:47
  part
• 14:48
  of
• 14:48
  that
• 14:48
  change.
• 14:49
  Right?
• 14:49
  So
• 14:49
  like
• 14:49
  the,
• 14:50
  it's
• 14:50
  not
• 14:51
  the
• 14:51
  case
• 14:51
  anymore
• 14:52
  like
• 14:52
  John
• 14:52
  was
• 14:52
  saying,
• 14:53
  like
• 14:53
  they
• 14:53
  were
• 14:53
  having
• 14:53
  weekly
• 14:54
  releases,
• 14:54
  right?
• 14:55
  So
• 14:56
  with
• 14:56
  Vercel
• 14:57
  you
• 14:58
  can
• 14:58
  choose
• 14:58
  how
• 14:58
  you
• 14:59
  do
• 14:59
  it,
• 14:59
  but
• 15:00
  the
• 15:00
  default
• 15:00
  would
• 15:00
  be
• 15:00
  that
• 15:01
  you
• 15:01
  ship
• 15:01
  every
• 15:02
  single
• 15:02
  time
• 15:02
  you
• 15:03
  make
• 15:03
  any
• 15:03
  change.
• 15:03
  Right?
• 15:04
  And
• 15:04
  every
• 15:04
  single
• 15:05
  time
• 15:05
  an
• 15:05
  engineer
• 15:05
  makes
• 15:06
  a
• 15:06
  change,
• 15:06
  they
• 15:07
  get
• 15:07
  what
• 15:07
  we
• 15:07
  call
• 15:07
  a
• 15:07
  preview
• 15:08
  URL.
• 15:09
  So
• 15:09
  they
• 15:09
  get
• 15:09
  a
• 15:09
  URL
• 15:10
  that
• 15:10
  is
• 15:10
  not
• 15:10
  public,
• 15:11
  that,
• 15:11
  you
• 15:11
  know,
• 15:11
  your
• 15:12
  end
• 15:12
  users
• 15:12
  can't
• 15:12
  see
• 15:13
  whether
• 15:13
  you
• 15:13
  can
• 15:13
  send
• 15:13
  to
• 15:13
  your
• 15:14
  PM
• 15:14
  and
• 15:14
  that
• 15:14
  you
• 15:14
  can
• 15:15
  send
• 15:15
  to
• 15:15
  your
• 15:16
  CEO.
• 15:16
  And
• 15:17
  you
• 15:17
  can
• 15:17
  send
• 15:17
  that
• 15:17
  to
• 15:17
  your
• 15:18
  maybe
• 15:19
  trusted
• 15:19
  testers,
• 15:20
  customers
• 15:20
  to
• 15:21
  give
• 15:21
  them,
• 15:21
  to
• 15:21
  give
• 15:21
  you
• 15:21
  feedback,
• 15:22
  whatever
• 15:22
  you
• 15:23
  want.
• 15:23
  Right.
• 15:24
  And
• 15:24
  that
• 15:24
  gives
• 15:24
  you
• 15:25
  a
• 15:25
  preview
• 15:25
  of
• 15:26
  what
• 15:26
  the
• 15:26
  feature
• 15:26
  would
• 15:27
  be
• 15:27
  like.
• 15:27
  It
• 15:28
  gives
• 15:28
  you
• 15:28
  a
• 15:28
  commenting
• 15:29
  UI
• 15:29
  very
• 15:29
  similar
• 15:29
  to
• 15:30
  Figma,
• 15:30
  for
• 15:30
  example.
• 15:30
  We
• 15:31
  can
• 15:31
  say,
• 15:31
  well
• 15:31
  this
• 15:32
  feature
• 15:32
  actually
• 15:32
  is
• 15:32
  cool,
• 15:33
  but
• 15:33
  like
• 15:33
  maybe
• 15:33
  make
• 15:34
  a
• 15:34
  little
• 15:34
  bit
• 15:34
  of
• 15:34
  a
• 15:35
  change
• 15:35
  like
• 15:35
  this.
• 15:35
  So
• 15:36
  it
• 15:36
  brings
• 15:36
  you
• 15:36
  into
• 15:37
  this
• 15:37
  workflow
• 15:37
  that's
• 15:37
  way
• 15:38
  more
• 15:38
  collaborative
• 15:39
  and
• 15:39
  that
• 15:39
  is
• 15:39
  like
• 15:40
  overall
• 15:40
  just
• 15:40
  way
• 15:41
  more
• 15:41
  efficient
• 15:41
  than
• 15:42
  software
• 15:42
  engineering
• 15:43
  used
• 15:43
  to
• 15:43
  be.
• 15:43
  Where
• 15:43
  you
• 15:44
  were
• 15:44
  like
• 15:44
  it
• 15:45
  felt
• 15:45
  like
• 15:45
  throwing
• 15:45
  it
• 15:45
  over
• 15:46
  a
• 15:46
  fence
• 15:46
  and
• 15:46
  someone
• 15:46
  was
• 15:47
  like
• 15:47
  doing
• 15:47
  something
• 15:47
  in
• 15:48
  a
• 15:48
  black
• 15:48
  box.
• 15:48
  And
• 15:49
  then
• 15:49
  you
• 15:50
  come
• 15:50
  back
• 15:50
  and
• 15:50
  it's
• 15:50
  like,
• 15:51
  oh,
• 15:51
  this
• 15:51
  is
• 15:51
  actually
• 15:51
  not
• 15:51
  what
• 15:52
  I
• 15:52
  wanted.
• 15:52
  Right.
• 15:53
  And
• 15:53
  that
• 15:53
  was
• 15:53
  even
• 15:53
  before
• 15:54
  you
• 15:54
  put
• 15:54
  AI
• 15:55
  into
• 15:55
  the
• 15:55
  equation.
• 15:56
  But
• 15:57
  we're
• 15:57
  all
• 15:57
  about
• 15:58
  kind
• 15:58
  of
• 15:59
  reducing
• 16:00
  the
• 16:01
  duration
• 16:01
  of
• 16:01
  these
• 16:01
  feedback
• 16:02
  cycles
• 16:03
  from
• 16:03
  what
• 16:03
  maybe
• 16:03
  used
• 16:04
  to
• 16:04
  be
• 16:04
  days
• 16:05
  to
• 16:05
  weeks
• 16:05
  to
• 16:05
  months,
• 16:06
  to
• 16:06
  something
• 16:06
  that
• 16:06
  you
• 16:07
  can
• 16:07
  have
• 16:07
  multiple
• 16:07
  times
• 16:07
  a
• 16:08
  day.
• 16:08
  Exactly
• 16:08
  what
• 16:08
  Malta
• 16:09
  said
• 16:09
  there.
• 16:09
  We,
• 16:09
  we
• 16:10
  leverage
• 16:10
  that
• 16:10
  a
• 16:10
  lot.
• 16:11
  I
• 16:11
  mean
• 16:11
  our
• 16:11
  release
• 16:11
  cycles
• 16:12
  now,
• 16:12
  they
• 16:13
  must
• 16:13
  be
• 16:13
  10,
• 16:14
  10,
• 16:14
  15,
• 16:15
  20,
• 16:15
  20x
• 16:16
  what
• 16:16
  they
• 16:16
  were
• 16:17
  before
• 16:18
  and,
• 16:18
  and
• 16:18
  the
• 16:18
  ability
• 16:18
  to
• 16:19
  be
• 16:19
  able
• 16:19
  to
• 16:19
  fail
• 16:19
  fast
• 16:20
  as
• 16:20
  well.
• 16:20
  You
• 16:20
  know,
• 16:20
  we,
• 16:21
  we
• 16:21
  don't,
• 16:21
  we
• 16:21
  don't
• 16:22
  get
• 16:22
  too
• 16:23
  overly
• 16:23
  caught
• 16:24
  up
• 16:24
  in
• 16:26
  qaing
• 16:26
  things
• 16:27
  to
• 16:27
  death
• 16:27
  anymore
• 16:28
  in
• 16:28
  that
• 16:29
  we
• 16:29
  can
• 16:29
  put
• 16:29
  things
• 16:29
  out.
• 16:30
  We
• 16:30
  haven't,
• 16:30
  we
• 16:30
  have
• 16:30
  monitors,
• 16:31
  we,
• 16:31
  we
• 16:31
  have,
• 16:33
  we
• 16:33
  have
• 16:33
  the
• 16:33
  KPIs,
• 16:34
  we've
• 16:34
  got
• 16:34
  the
• 16:34
  boards.
• 16:35
  We
• 16:35
  know
• 16:35
  if
• 16:36
  anything's
• 16:36
  gone
• 16:36
  awry
• 16:37
  as
• 16:37
  soon
• 16:37
  as
• 16:37
  we
• 16:37
  deploy
• 16:38
  anything.
• 16:38
  And
• 16:38
  we
• 16:39
  can
• 16:39
  so
• 16:39
  quickly
• 16:39
  roll
• 16:40
  back
• 16:40
  and
• 16:40
  get
• 16:40
  to
• 16:40
  where
• 16:40
  we
• 16:40
  were
• 16:41
  with
• 16:41
  Vercel.
• 16:41
  It's
• 16:41
  a
• 16:42
  real
• 16:42
  enabler
• 16:42
  to
• 16:43
  move
• 16:43
  you
• 16:43
  forward,
• 16:43
  but
• 16:43
  also
• 16:44
  move
• 16:44
  you
• 16:44
  backwards
• 16:45
  if
• 16:45
  you
• 16:45
  needed
• 16:45
  to
• 16:46
  do
• 16:46
  so.
• 16:47
  So
• 16:47
  our
• 16:47
  engineers
• 16:48
  now
• 16:49
  can
• 16:49
  move
• 16:49
  so
• 16:50
  much
• 16:50
  faster
• 16:50
  and
• 16:50
  they're
• 16:50
  delighted
• 16:51
  with
• 16:51
  that
• 16:51
  environment
• 16:51
  as
• 16:51
  well.
• 16:53
  That's
• 16:53
  a
• 16:53
  great
• 16:54
  point.
• 16:54
  I
• 16:54
  mean
• 16:54
  that's
• 16:55
  actually
• 16:55
  one
• 16:55
  of
• 16:55
  the
• 16:55
  reasons
• 16:55
  I
• 16:55
  love
• 16:56
  retail
• 16:56
  is
• 16:56
  that
• 16:57
  retail
• 16:57
  is
• 16:57
  a
• 16:58
  great
• 16:58
  place
• 16:58
  to
• 16:58
  do
• 16:58
  a
• 16:59
  lot
• 16:59
  of
• 16:59
  experimentation
• 17:00
  really
• 17:00
  quickly
• 17:00
  and,
• 17:01
  and
• 17:01
  so
• 17:01
  this
• 17:01
  affords
• 17:01
  you
• 17:02
  that
• 17:02
  ability.
• 17:02
  The
• 17:02
  iteration
• 17:03
  velocity
• 17:03
  concept
• 17:04
  is
• 17:04
  really,
• 17:04
  you
• 17:04
  know,
• 17:05
  that's
• 17:05
  what
• 17:05
  this
• 17:05
  is
• 17:05
  all
• 17:05
  about.
• 17:06
  So
• 17:06
  I'm
• 17:06
  curious
• 17:06
  too
• 17:07
  Malta,
• 17:07
  like
• 17:07
  on
• 17:07
  the
• 17:07
  scalability
• 17:08
  side,
• 17:09
  like
• 17:09
  what,
• 17:09
  what,
• 17:11
  what
• 17:11
  is
• 17:12
  different
• 17:12
  about
• 17:12
  the
• 17:13
  new
• 17:13
  world
• 17:13
  versus.
• 17:13
  The
• 17:14
  old
• 17:14
  world
• 17:14
  there
• 17:15
  we
• 17:15
  attempt
• 17:16
  to
• 17:16
  get
• 17:17
  everyone
• 17:17
  to
• 17:17
  is
• 17:18
  to.
• 17:18
  Have
• 17:18
  I
• 17:19
  mentioned
• 17:19
  I
• 17:19
  worked
• 17:19
  in
• 17:19
  co
• 17:19
  finance
• 17:20
  like
• 17:21
  it's,
• 17:21
  it's
• 17:21
  a
• 17:22
  matter
• 17:22
  of
• 17:22
  honor
• 17:22
  to
• 17:22
  have
• 17:23
  our
• 17:23
  customers
• 17:23
  be
• 17:23
  in
• 17:24
  a
• 17:24
  good
• 17:24
  state,
• 17:24
  but
• 17:24
  also
• 17:25
  to
• 17:25
  really
• 17:26
  have
• 17:26
  a
• 17:26
  good
• 17:26
  experience.
• 17:26
  So
• 17:27
  they
• 17:27
  have
• 17:28
  like
• 17:30
  initial
• 17:31
  fast
• 17:31
  download,
• 17:32
  then
• 17:32
  instant
• 17:33
  navigation
• 17:33
  as
• 17:33
  you
• 17:33
  get
• 17:33
  through
• 17:34
  the
• 17:34
  website
• 17:34
  that
• 17:35
  you're
• 17:35
  like
• 17:35
  in
• 17:35
  this
• 17:35
  Flow
• 17:36
  where
• 17:36
  you
• 17:36
  kind
• 17:36
  of,
• 17:36
  oh,
• 17:37
  I
• 17:37
  like
• 17:37
  this
• 17:37
  shoe.
• 17:37
  I
• 17:37
  like
• 17:37
  this
• 17:38
  shoe.
• 17:38
  And
• 17:39
  it
• 17:39
  doesn't
• 17:39
  feel
• 17:40
  like
• 17:41
  the
• 17:41
  website's
• 17:41
  working.
• 17:42
  It
• 17:42
  needs
• 17:42
  to
• 17:42
  feel
• 17:43
  really
• 17:43
  quickly.
• 17:44
  Right.
• 17:45
  And
• 17:46
  so
• 17:46
  the
• 17:46
  way
• 17:46
  our
• 17:46
  system
• 17:47
  is
• 17:47
  architected
• 17:47
  is
• 17:47
  that
• 17:48
  it
• 17:48
  has
• 17:49
  both
• 17:49
  very,
• 17:50
  very
• 17:50
  fast
• 17:51
  default
• 17:51
  performance,
• 17:52
  but
• 17:52
  then
• 17:52
  scales
• 17:53
  very
• 17:53
  well.
• 17:55
  We
• 17:55
  are
• 17:56
  like,
• 17:58
  designed
• 17:59
  in
• 17:59
  a
• 17:59
  way
• 17:59
  where
• 18:00
  it's
• 18:00
  both
• 18:01
  very
• 18:01
  efficient
• 18:01
  at
• 18:01
  the
• 18:01
  low
• 18:02
  end.
• 18:02
  That's
• 18:02
  why
• 18:02
  we
• 18:03
  can
• 18:03
  give
• 18:03
  you
• 18:03
  a
• 18:03
  preview
• 18:03
  deployment
• 18:04
  for
• 18:04
  every
• 18:04
  single
• 18:05
  commit
• 18:05
  any
• 18:05
  engineer
• 18:06
  ever
• 18:06
  made,
• 18:07
  essentially
• 18:07
  for
• 18:08
  free.
• 18:08
  Right.
• 18:08
  And
• 18:09
  now
• 18:09
  we
• 18:09
  can
• 18:09
  scale
• 18:09
  your
• 18:09
  production
• 18:10
  environment
• 18:11
  without
• 18:11
  any
• 18:11
  interaction.
• 18:12
  So
• 18:13
  rough
• 18:14
  figures
• 18:14
  are
• 18:15
  on
• 18:15
  Vercel.
• 18:16
  You
• 18:16
  get
• 18:16
  up
• 18:16
  to
• 18:16
  100,000
• 18:17
  compute
• 18:18
  instances
• 18:19
  without
• 18:19
  even
• 18:20
  talking
• 18:20
  to
• 18:20
  us.
• 18:21
  There's
• 18:21
  some
• 18:21
  crazy
• 18:22
  number.
• 18:22
  Like,
• 18:22
  I
• 18:23
  was
• 18:23
  just
• 18:23
  looking,
• 18:23
  I
• 18:23
  was
• 18:24
  randomly
• 18:24
  looking
• 18:24
  at
• 18:24
  our
• 18:24
  compute
• 18:25
  statistics
• 18:25
  and
• 18:25
  we
• 18:25
  had
• 18:26
  this
• 18:26
  like
• 18:26
  startup
• 18:26
  customer
• 18:27
  who
• 18:27
  went
• 18:27
  ultra
• 18:27
  viral
• 18:28
  last
• 18:28
  Thursday.
• 18:29
  And
• 18:29
  so
• 18:30
  I
• 18:30
  did
• 18:30
  not
• 18:30
  know
• 18:30
  about
• 18:30
  this,
• 18:30
  right.
• 18:31
  I
• 18:31
  just
• 18:31
  only
• 18:31
  randomly
• 18:32
  saw
• 18:32
  it
• 18:32
  in
• 18:32
  the
• 18:32
  stats.
• 18:34
  They
• 18:34
  used
• 18:35
  1000
• 18:37
  compute
• 18:38
  hours
• 18:39
  in
• 18:39
  10
• 18:39
  minutes.
• 18:40
  Oh
• 18:41
  my
• 18:41
  gosh.
• 18:42
  And
• 18:42
  so
• 18:43
  they
• 18:43
  had
• 18:43
  like
• 18:44
  basically
• 18:44
  tens
• 18:44
  of
• 18:44
  thousands
• 18:45
  of
• 18:45
  machines
• 18:46
  for
• 18:46
  a
• 18:46
  very
• 18:46
  short
• 18:47
  amount
• 18:47
  of
• 18:47
  time.
• 18:47
  And
• 18:47
  then,
• 18:48
  you
• 18:48
  know,
• 18:48
  they
• 18:48
  went
• 18:48
  back
• 18:49
  down
• 18:49
  and
• 18:50
  you
• 18:50
  only
• 18:50
  pay
• 18:50
  for,
• 18:51
  for
• 18:51
  that
• 18:52
  amount.
• 18:52
  Right.
• 18:52
  Like
• 18:52
  in,
• 18:53
  in
• 18:53
  the
• 18:53
  traditional
• 18:53
  model,
• 18:54
  you
• 18:54
  would
• 18:54
  have
• 18:54
  had
• 18:54
  to
• 18:55
  like
• 18:55
  get
• 18:55
  some
• 18:55
  kind
• 18:55
  of
• 18:56
  scaling
• 18:56
  meeting
• 18:56
  and
• 18:56
  say,
• 18:57
  maybe
• 18:57
  even
• 18:57
  talk
• 18:58
  to
• 18:58
  Amazon
• 18:58
  saying
• 18:59
  like,
• 18:59
  hey,
• 18:59
  we
• 18:59
  need
• 19:00
  to
• 19:00
  have
• 19:00
  this
• 19:00
  amount
• 19:00
  of
• 19:01
  machines,
• 19:01
  right?
• 19:02
  Like,
• 19:02
  and,
• 19:02
  and
• 19:03
  then,
• 19:03
  but
• 19:03
  then
• 19:03
  you
• 19:03
  pay
• 19:03
  for
• 19:03
  them
• 19:04
  even
• 19:04
  though
• 19:04
  you,
• 19:04
  you
• 19:04
  know,
• 19:04
  maybe
• 19:05
  it
• 19:05
  doesn't
• 19:05
  come.
• 19:05
  And,
• 19:06
  and,
• 19:06
  and
• 19:06
  I
• 19:07
  think
• 19:07
  especially
• 19:07
  in
• 19:07
  retail,
• 19:08
  this
• 19:08
  is
• 19:08
  not
• 19:08
  a
• 19:08
  theoretical
• 19:09
  thing,
• 19:09
  right?
• 19:09
  Like,
• 19:10
  it's
• 19:10
  extremely
• 19:10
  common
• 19:11
  actually
• 19:11
  with
• 19:11
  our
• 19:11
  customers
• 19:12
  that
• 19:12
  you
• 19:12
  sent
• 19:12
  a
• 19:12
  newsletter
• 19:14
  and
• 19:14
  everyone
• 19:14
  clicks
• 19:15
  and,
• 19:16
  and
• 19:16
  then
• 19:16
  you're
• 19:16
  down
• 19:16
  and
• 19:17
  that's
• 19:17
  not
• 19:17
  good.
• 19:17
  Right?
• 19:18
  Same
• 19:19
  same
• 19:19
  idea
• 19:19
  with,
• 19:20
  with
• 19:21
  Black
• 19:21
  Friday,
• 19:21
  right.
• 19:23
  I.
• 19:23
  I
• 19:23
  like
• 19:23
  to
• 19:24
  go
• 19:24
  visit
• 19:24
  my
• 19:25
  friends
• 19:25
  in
• 19:25
  Hawaii.
• 19:25
  It's
• 19:26
  not
• 19:26
  my
• 19:26
  most
• 19:26
  chill
• 19:26
  vacation
• 19:27
  because
• 19:27
  while
• 19:28
  we
• 19:28
  are
• 19:28
  in.
• 19:29
  In
• 19:30
  code
• 19:30
  freeze.
• 19:31
  Obviously
• 19:31
  I
• 19:31
  am
• 19:31
  very
• 19:32
  closely
• 19:32
  monitoring
• 19:32
  all
• 19:32
  our
• 19:33
  retail
• 19:33
  customers.
• 19:33
  But
• 19:33
  that's
• 19:34
  like
• 19:34
  one
• 19:34
  of
• 19:34
  our
• 19:34
  main
• 19:35
  thing
• 19:35
  that
• 19:35
  we
• 19:35
  like
• 19:36
  are
• 19:36
  absolutely
• 19:37
  100
• 19:37
  availability
• 19:38
  during
• 19:38
  these
• 19:38
  moments
• 19:38
  where
• 19:39
  it
• 19:39
  really,
• 19:39
  really
• 19:39
  matters.
• 19:40
  Yeah.
• 19:41
  I
• 19:41
  mean,
• 19:42
  you
• 19:42
  made
• 19:42
  me
• 19:42
  think
• 19:42
  of
• 19:43
  another
• 19:43
  thing
• 19:43
  too.
• 19:43
  Malta
• 19:44
  is
• 19:44
  like,
• 19:44
  there's
• 19:45
  so
• 19:45
  much.
• 19:45
  It's
• 19:45
  not
• 19:45
  just
• 19:46
  about
• 19:46
  Black
• 19:46
  Friday
• 19:47
  and
• 19:47
  these
• 19:47
  holidays.
• 19:48
  It
• 19:48
  really
• 19:48
  is
• 19:49
  the
• 19:49
  virality
• 19:50
  of
• 19:50
  products
• 19:50
  that
• 19:51
  can
• 19:51
  spark
• 19:52
  something
• 19:52
  like
• 19:52
  this.
• 19:52
  Where,
• 19:53
  you
• 19:53
  know,
• 19:53
  if
• 19:53
  you
• 19:53
  don't,
• 19:54
  if
• 19:54
  your
• 19:54
  website
• 19:54
  shuts
• 19:55
  down,
• 19:55
  that
• 19:55
  could
• 19:55
  be
• 19:56
  the
• 19:56
  end
• 19:56
  of
• 19:56
  people
• 19:57
  coming
• 19:57
  to
• 19:57
  you
• 19:57
  as
• 19:58
  a
• 19:58
  retailer
• 19:58
  too.
• 19:58
  If
• 19:59
  you
• 19:59
  aren't
• 19:59
  able
• 20:00
  to
• 20:00
  have
• 20:00
  the
• 20:01
  compute
• 20:01
  power
• 20:01
  to
• 20:02
  support
• 20:02
  this
• 20:03
  kind
• 20:03
  of
• 20:03
  traffic,
• 20:03
  this
• 20:04
  kind
• 20:04
  of
• 20:04
  intensity
• 20:04
  coming
• 20:05
  at
• 20:05
  you.
• 20:05
  And
• 20:05
  really
• 20:06
  that
• 20:06
  kits.
• 20:06
  There's
• 20:07
  no.
• 20:07
  There's
• 20:07
  no
• 20:07
  magic
• 20:08
  date
• 20:08
  for
• 20:08
  that
• 20:08
  anymore.
• 20:10
  I
• 20:10
  one
• 20:10
  thing
• 20:11
  I
• 20:11
  want
• 20:11
  to
• 20:11
  kind
• 20:11
  of
• 20:12
  veer
• 20:12
  into
• 20:13
  now
• 20:13
  is
• 20:14
  thinking
• 20:14
  about
• 20:14
  the
• 20:15
  future
• 20:15
  of
• 20:16
  agentic
• 20:16
  AI.
• 20:17
  And
• 20:17
  you
• 20:18
  know,
• 20:18
  what
• 20:18
  you
• 20:18
  were
• 20:18
  both
• 20:19
  just
• 20:19
  talking
• 20:19
  about.
• 20:20
  I
• 20:21
  imagine
• 20:21
  some
• 20:21
  things
• 20:22
  are
• 20:22
  going
• 20:22
  to
• 20:22
  stay
• 20:22
  the
• 20:22
  same,
• 20:23
  but
• 20:23
  I
• 20:23
  think
• 20:23
  there's
• 20:24
  going
• 20:24
  to
• 20:24
  be
• 20:24
  a
• 20:24
  lot
• 20:24
  that's
• 20:24
  changing.
• 20:25
  Right,
• 20:25
  because
• 20:25
  the,
• 20:26
  the
• 20:26
  manners
• 20:27
  in
• 20:27
  which
• 20:27
  people
• 20:27
  are
• 20:28
  coming
• 20:28
  to
• 20:28
  your
• 20:29
  platform
• 20:29
  now
• 20:30
  are
• 20:30
  changing
• 20:30
  through
• 20:31
  tools
• 20:31
  like
• 20:31
  large
• 20:32
  language
• 20:32
  based
• 20:33
  search
• 20:33
  or
• 20:34
  tools
• 20:34
  like,
• 20:35
  you
• 20:35
  know,
• 20:35
  social
• 20:35
  commerce.
• 20:36
  So
• 20:36
  I,
• 20:37
  I'd
• 20:37
  love
• 20:37
  to
• 20:37
  get
• 20:37
  both
• 20:37
  your
• 20:38
  perspectives
• 20:38
  and
• 20:38
  Malte,
• 20:39
  we'll
• 20:39
  start
• 20:39
  with
• 20:39
  you
• 20:39
  here
• 20:40
  first.
• 20:40
  But
• 20:40
  what
• 20:41
  do
• 20:41
  you
• 20:41
  think
• 20:41
  is
• 20:41
  going
• 20:42
  to
• 20:42
  really
• 20:42
  start
• 20:43
  to
• 20:43
  change?
• 20:43
  What
• 20:43
  should
• 20:44
  the
• 20:44
  listeners
• 20:44
  be
• 20:45
  thinking
• 20:45
  about
• 20:45
  and,
• 20:45
  and
• 20:46
  what
• 20:46
  might
• 20:46
  stay
• 20:46
  the
• 20:47
  same
• 20:47
  but
• 20:48
  still
• 20:48
  something
• 20:48
  important
• 20:49
  to
• 20:49
  keep
• 20:49
  top
• 20:49
  of
• 20:50
  mind
• 20:50
  for
• 20:50
  our
• 20:50
  listeners.
• 20:51
  The
• 20:51
  one
• 20:51
  thing
• 20:51
  that's
• 20:52
  absolutely
• 20:52
  here
• 20:52
  today
• 20:53
  is
• 20:53
  that
• 20:54
  your,
• 20:55
  your
• 20:55
  developers
• 20:56
  can
• 20:56
  use
• 20:57
  AI.
• 20:58
  They
• 20:59
  can
• 20:59
  use
• 20:59
  tools
• 20:59
  like
• 21:00
  what
• 21:00
  we
• 21:01
  make.
• 21:01
  V0
• 21:02
  it's
• 21:02
  transformational
• 21:03
  for
• 21:03
  new
• 21:04
  projects
• 21:04
  where
• 21:04
  you
• 21:04
  don't
• 21:05
  come
• 21:05
  to
• 21:05
  the
• 21:05
  meeting
• 21:05
  anymore
• 21:06
  with
• 21:06
  a
• 21:06
  document,
• 21:07
  you
• 21:07
  come
• 21:08
  with
• 21:08
  a
• 21:08
  working
• 21:08
  app
• 21:09
  and
• 21:09
  then
• 21:09
  no
• 21:10
  one
• 21:10
  can
• 21:10
  say,
• 21:10
  well
• 21:10
  I
• 21:11
  didn't
• 21:11
  understand
• 21:11
  what
• 21:11
  you
• 21:12
  meant
• 21:12
  three
• 21:12
  months
• 21:12
  later
• 21:13
  because
• 21:13
  everyone
• 21:14
  saw
• 21:14
  the
• 21:14
  document
• 21:15
  and
• 21:15
  we
• 21:15
  see
• 21:16
  incredible
• 21:16
  adoption
• 21:17
  in
• 21:18
  the
• 21:18
  very
• 21:18
  largest
• 21:18
  enterprise
• 21:19
  of
• 21:19
  this.
• 21:20
  Then
• 21:20
  on
• 21:20
  the
• 21:20
  actual
• 21:21
  development
• 21:21
  process,
• 21:22
  there
• 21:22
  are
• 21:23
  now
• 21:23
  tools
• 21:23
  like
• 21:24
  cursor
• 21:24
  cloud
• 21:25
  code
• 21:25
  that
• 21:25
  help
• 21:25
  you
• 21:26
  build
• 21:26
  and
• 21:27
  they're
• 21:27
  particularly
• 21:28
  good
• 21:28
  at
• 21:28
  Next
• 21:28
  js,
• 21:28
  which
• 21:29
  is
• 21:29
  the
• 21:29
  framework
• 21:29
  we
• 21:29
  make.
• 21:29
  And
• 21:30
  that's,
• 21:30
  which
• 21:30
  is
• 21:31
  one
• 21:31
  of
• 21:31
  the
• 21:31
  reasons
• 21:31
  why
• 21:31
  it's
• 21:31
  the
• 21:31
  most
• 21:32
  popular.
• 21:32
  So
• 21:33
  it
• 21:33
  makes
• 21:33
  you
• 21:33
  faster
• 21:34
  to
• 21:34
  developer.
• 21:34
  And
• 21:34
  so
• 21:35
  I,
• 21:35
  as
• 21:35
  a
• 21:35
  customer,
• 21:36
  as
• 21:36
  a,
• 21:36
  as
• 21:36
  a,
• 21:37
  as
• 21:37
  a,
• 21:38
  as
• 21:38
  a
• 21:39
  purchaser
• 21:39
  of
• 21:39
  development
• 21:40
  services,
• 21:40
  I
• 21:41
  will
• 21:41
  now
• 21:41
  expect
• 21:42
  things
• 21:42
  to
• 21:43
  be
• 21:43
  lower
• 21:43
  cost.
• 21:44
  Okay.
• 21:45
  Or
• 21:45
  if
• 21:45
  I
• 21:45
  have
• 21:45
  employees,
• 21:46
  I
• 21:46
  do
• 21:46
  expect
• 21:47
  them
• 21:47
  to
• 21:47
  get
• 21:47
  more
• 21:48
  done.
• 21:48
  And
• 21:49
  so
• 21:49
  it
• 21:49
  does
• 21:49
  change
• 21:49
  the
• 21:50
  equation
• 21:50
  of
• 21:50
  maybe
• 21:51
  what
• 21:51
  I
• 21:52
  in
• 21:53
  my
• 21:53
  make
• 21:53
  or
• 21:53
  buy
• 21:53
  decision,
• 21:54
  what
• 21:54
  I'm
• 21:55
  willing
• 21:55
  to
• 21:55
  say,
• 21:55
  okay,
• 21:55
  because
• 21:56
  I,
• 21:58
  I
• 21:58
  might
• 21:58
  want
• 21:58
  to
• 21:58
  build
• 21:59
  something,
• 21:59
  but
• 21:59
  maybe
• 21:59
  it
• 21:59
  was
• 22:00
  too
• 22:00
  expensive
• 22:00
  in
• 22:00
  the
• 22:00
  past.
• 22:00
  I
• 22:01
  have
• 22:01
  to
• 22:01
  reset
• 22:01
  some
• 22:01
  of
• 22:02
  these
• 22:02
  expectations.
• 22:04
  Maybe
• 22:04
  that's
• 22:04
  not
• 22:05
  what
• 22:05
  you
• 22:05
  call
• 22:05
  agentic
• 22:06
  commerce.
• 22:06
  Right,
• 22:06
  because
• 22:07
  this
• 22:07
  is
• 22:07
  just
• 22:07
  basically
• 22:08
  on
• 22:08
  my
• 22:08
  existing
• 22:08
  business
• 22:09
  when
• 22:09
  I'm
• 22:09
  building
• 22:09
  software,
• 22:10
  it's
• 22:10
  cheaper
• 22:11
  now
• 22:13
  that's
• 22:13
  already
• 22:13
  the
• 22:13
  case.
• 22:14
  So
• 22:14
  what
• 22:15
  you're
• 22:15
  saying,
• 22:15
  Malta,
• 22:16
  if
• 22:16
  I
• 22:16
  capture
• 22:16
  it
• 22:17
  is
• 22:17
  you're
• 22:17
  basically
• 22:17
  saying
• 22:17
  everything
• 22:18
  we've
• 22:18
  talked
• 22:18
  about
• 22:18
  thus
• 22:18
  far
• 22:19
  should
• 22:19
  get
• 22:19
  faster
• 22:19
  and
• 22:20
  cheaper.
• 22:20
  So
• 22:20
  the
• 22:21
  composability
• 22:21
  angle
• 22:22
  that
• 22:22
  we
• 22:22
  started
• 22:22
  with
• 22:22
  should
• 22:22
  be
• 22:23
  happening
• 22:23
  just
• 22:23
  at
• 22:24
  even
• 22:24
  more
• 22:24
  iterative
• 22:25
  scale
• 22:25
  than
• 22:25
  it's
• 22:25
  ever
• 22:25
  happened
• 22:26
  before
• 22:27
  and
• 22:27
  at
• 22:27
  a
• 22:27
  more
• 22:27
  cost
• 22:28
  effective
• 22:28
  price.
• 22:30
  That's
• 22:30
  exactly
• 22:30
  right.
• 22:31
  I
• 22:31
  do
• 22:31
  want
• 22:31
  to
• 22:31
  make
• 22:32
  this
• 22:32
  point
• 22:32
  that
• 22:34
  we
• 22:34
  are
• 22:34
  in
• 22:35
  a
• 22:35
  time
• 22:35
  of
• 22:35
  change
• 22:35
  for
• 22:36
  giant
• 22:36
  E
• 22:36
  commerce
• 22:37
  and
• 22:39
  it
• 22:39
  is
• 22:39
  the
• 22:39
  moment
• 22:40
  for
• 22:40
  composable
• 22:41
  architecture
• 22:42
  to
• 22:42
  shine
• 22:42
  because
• 22:43
  we
• 22:43
  don't
• 22:43
  know
• 22:43
  what
• 22:44
  the
• 22:44
  future
• 22:44
  will
• 22:44
  be
• 22:44
  exactly.
• 22:45
  And
• 22:45
  we
• 22:45
  can
• 22:46
  all
• 22:46
  speculate
• 22:47
  and
• 22:47
  we'll
• 22:47
  do
• 22:48
  in
• 22:48
  the
• 22:48
  next
• 22:48
  15
• 22:48
  minutes
• 22:49
  or
• 22:49
  so,
• 22:49
  but
• 22:50
  the
• 22:50
  point
• 22:50
  is
• 22:50
  that
• 22:51
  we
• 22:51
  don't
• 22:51
  know
• 22:52
  and
• 22:52
  we
• 22:52
  need
• 22:52
  to
• 22:52
  be
• 22:53
  agile
• 22:54
  in
• 22:54
  our,
• 22:54
  in
• 22:54
  our
• 22:55
  ability
• 22:55
  to
• 22:55
  adopt.
• 22:56
  Now
• 22:56
  if
• 22:57
  I,
• 22:58
  if
• 22:58
  I'm
• 22:59
  a
• 22:59
  customer
• 22:59
  of
• 23:00
  like
• 23:00
  a
• 23:01
  30
• 23:01
  year
• 23:01
  old
• 23:02
  monolith
• 23:02
  software
• 23:03
  with
• 23:03
  a
• 23:03
  quarterly
• 23:04
  or
• 23:04
  yearly
• 23:05
  release
• 23:05
  cycle
• 23:06
  that
• 23:06
  I,
• 23:07
  I'm
• 23:07
  not
• 23:07
  even
• 23:07
  able
• 23:08
  to
• 23:08
  upgrade
• 23:08
  to
• 23:09
  because
• 23:09
  I'm
• 23:09
  stuck
• 23:09
  on
• 23:09
  a
• 23:10
  two
• 23:10
  year
• 23:10
  old
• 23:10
  version,
• 23:11
  then
• 23:11
  I'm
• 23:11
  not
• 23:11
  upgrading
• 23:12
  to
• 23:12
  Agent
• 23:12
  E
• 23:13
  Commerce
• 23:13
  when
• 23:13
  it
• 23:13
  comes
• 23:13
  out
• 23:14
  next
• 23:14
  month.
• 23:14
  Right.
• 23:15
  If
• 23:16
  I'm,
• 23:16
  if
• 23:16
  I'm
• 23:16
  on
• 23:17
  a,
• 23:17
  on
• 23:17
  a
• 23:17
  composable
• 23:18
  system
• 23:18
  that
• 23:18
  is
• 23:18
  always
• 23:19
  designed,
• 23:20
  the
• 23:20
  system
• 23:21
  was
• 23:21
  always
• 23:21
  designed
• 23:21
  to
• 23:21
  be
• 23:22
  composable.
• 23:22
  So
• 23:22
  agentic
• 23:23
  is
• 23:23
  just
• 23:23
  another
• 23:23
  thing
• 23:23
  I
• 23:24
  compose.
• 23:24
  Right.
• 23:25
  Right.
• 23:25
  I
• 23:25
  am
• 23:25
  ready.
• 23:26
  I'm
• 23:26
  not,
• 23:26
  I
• 23:26
  don't
• 23:27
  know
• 23:27
  what
• 23:27
  it
• 23:27
  is,
• 23:27
  but
• 23:28
  I,
• 23:28
  I'm
• 23:28
  like
• 23:28
  almost
• 23:29
  certainly
• 23:29
  ready
• 23:30
  from
• 23:30
  an
• 23:30
  architectural
• 23:31
  perspective
• 23:31
  to
• 23:31
  make
• 23:31
  that
• 23:32
  change.
• 23:32
  Right.
• 23:33
  You
• 23:33
  have
• 23:33
  the
• 23:34
  foundation
• 23:34
  and
• 23:34
  your
• 23:35
  teams
• 23:35
  have
• 23:35
  the
• 23:36
  tools
• 23:36
  to
• 23:37
  more
• 23:37
  quickly
• 23:38
  get
• 23:38
  input
• 23:39
  from
• 23:39
  the
• 23:39
  stakeholders
• 23:40
  about
• 23:40
  what
• 23:40
  needs
• 23:41
  to
• 23:41
  change
• 23:41
  too.
• 23:42
  Because
• 23:42
  they're
• 23:42
  using
• 23:42
  AI
• 23:43
  too.
• 23:43
  To
• 23:43
  your
• 23:44
  earlier
• 23:44
  point.
• 23:45
  Exactly.
• 23:46
  Yeah.
• 23:46
  John,
• 23:47
  how
• 23:47
  do
• 23:47
  you
• 23:47
  see
• 23:48
  this
• 23:48
  from
• 23:48
  your
• 23:48
  perspective
• 23:49
  as
• 23:49
  a
• 23:50
  retailer?
• 23:50
  I
• 23:50
  mean
• 23:50
  what,
• 23:51
  what
• 23:51
  things
• 23:51
  are
• 23:51
  changing
• 23:52
  from
• 23:53
  your
• 23:53
  side?
• 23:54
  What
• 23:54
  things
• 23:54
  are
• 23:54
  changing
• 23:55
  the
• 23:55
  same?
• 23:55
  How
• 23:56
  are
• 23:56
  you
• 23:56
  thinking
• 23:56
  about
• 23:57
  how
• 23:57
  agentic
• 23:58
  AI
• 23:58
  is
• 23:58
  really
• 23:58
  going
• 23:58
  to
• 23:59
  impact
• 23:59
  your
• 23:59
  business?
• 24:01
  So
• 24:02
  we're
• 24:02
  in
• 24:02
  a
• 24:02
  space
• 24:03
  where
• 24:03
  we
• 24:03
  have
• 24:04
  technical
• 24:05
  products,
• 24:06
  so
• 24:07
  I
• 24:08
  think
• 24:08
  it
• 24:08
  really
• 24:08
  does
• 24:09
  lean
• 24:09
  into
• 24:10
  what,
• 24:10
  what
• 24:10
  we
• 24:10
  do
• 24:11
  because
• 24:11
  a
• 24:11
  lot
• 24:11
  of
• 24:11
  people
• 24:12
  will
• 24:12
  be
• 24:12
  wanting
• 24:14
  research
• 24:15
  first
• 24:15
  and
• 24:15
  foremost
• 24:16
  and
• 24:16
  that's
• 24:16
  where
• 24:16
  LLMs
• 24:17
  feed
• 24:18
  in
• 24:18
  because
• 24:19
  obviously
• 24:19
  they
• 24:19
  can
• 24:19
  understand
• 24:20
  your,
• 24:20
  your
• 24:20
  intent.
• 24:21
  Right.
• 24:21
  And
• 24:21
  oftentimes
• 24:22
  with
• 24:22
  a
• 24:22
  research
• 24:23
  in
• 24:23
  a
• 24:23
  subject
• 24:24
  which
• 24:24
  is
• 24:24
  new
• 24:24
  to
• 24:24
  you,
• 24:25
  you
• 24:25
  might
• 24:25
  reach
• 24:25
  to
• 24:26
  chat
• 24:27
  GPT
• 24:27
  and
• 24:27
  the
• 24:27
  like
• 24:28
  to
• 24:28
  be
• 24:28
  able
• 24:28
  to
• 24:28
  understand
• 24:29
  further.
• 24:31
  We
• 24:31
  take
• 24:32
  a,
• 24:32
  it's
• 24:32
  only
• 24:32
  a
• 24:33
  small
• 24:33
  leap
• 24:33
  from
• 24:34
  there
• 24:34
  to,
• 24:34
  to
• 24:35
  say,
• 24:35
  okay,
• 24:35
  well
• 24:36
  I'm
• 24:36
  running
• 24:37
  my
• 24:37
  first
• 24:37
  marathon,
• 24:39
  what
• 24:39
  shoe
• 24:40
  might
• 24:40
  I
• 24:40
  need?
• 24:41
  And
• 24:42
  they
• 24:42
  might
• 24:42
  give
• 24:42
  you
• 24:43
  various
• 24:43
  recommendations
• 24:44
  and
• 24:44
  the
• 24:44
  next
• 24:45
  question
• 24:45
  might
• 24:45
  be,
• 24:45
  oh,
• 24:46
  retailers
• 24:46
  going
• 24:47
  to
• 24:47
  get
• 24:47
  these
• 24:47
  from
• 24:47
  in,
• 24:47
  in
• 24:47
  the
• 24:48
  uk
• 24:48
  and
• 24:48
  then
• 24:48
  here's
• 24:49
  the
• 24:49
  retailers
• 24:49
  you
• 24:49
  might
• 24:49
  want
• 24:50
  to
• 24:50
  get
• 24:50
  them
• 24:50
  from.
• 24:50
  And
• 24:50
  here's,
• 24:50
  here's,
• 24:51
  here's
• 24:51
  some
• 24:51
  links
• 24:52
  that
• 24:52
  you
• 24:52
  might
• 24:53
  get
• 24:53
  back
• 24:53
  now.
• 24:53
  So
• 24:53
  then
• 24:53
  obviously
• 24:54
  you're
• 24:54
  gonna
• 24:54
  have
• 24:54
  to,
• 24:54
  you're
• 24:54
  gonna
• 24:55
  leap
• 24:55
  off
• 24:55
  from
• 24:56
  that
• 24:56
  conversation
• 24:57
  with
• 24:57
  that
• 24:58
  particular
• 24:58
  agent,
• 24:59
  leap
• 24:59
  off,
• 25:00
  move
• 25:00
  the
• 25:00
  website
• 25:00
  and
• 25:01
  transact
• 25:02
  on
• 25:02
  someone's
• 25:02
  commerce
• 25:03
  website.
• 25:04
  That
• 25:04
  leap
• 25:05
  won't
• 25:05
  be
• 25:05
  necessary
• 25:07
  in
• 25:07
  that
• 25:07
  you
• 25:07
  will
• 25:08
  want
• 25:08
  to
• 25:08
  most
• 25:09
  likely
• 25:09
  transact
• 25:09
  as
• 25:10
  if
• 25:10
  you
• 25:10
  were
• 25:10
  in
• 25:10
  a
• 25:10
  marketplace.
• 25:12
  So
• 25:13
  we
• 25:13
  need
• 25:14
  to
• 25:14
  think
• 25:14
  about
• 25:14
  how
• 25:15
  we,
• 25:15
  how
• 25:15
  we
• 25:15
  structure
• 25:17
  data
• 25:17
  first
• 25:17
  and
• 25:18
  foremost,
• 25:18
  I
• 25:18
  think
• 25:20
  because
• 25:21
  you're
• 25:21
  losing
• 25:22
  a
• 25:22
  lot
• 25:22
  of
• 25:22
  that
• 25:23
  brand
• 25:23
  connection
• 25:24
  and
• 25:24
  it
• 25:24
  becomes
• 25:25
  much
• 25:25
  more
• 25:25
  of
• 25:25
  a
• 25:25
  commoditized
• 25:27
  purchase,
• 25:27
  which
• 25:27
  is,
• 25:28
  which
• 25:28
  is
• 25:28
  a
• 25:28
  concern
• 25:28
  really.
• 25:30
  We
• 25:30
  deeply
• 25:31
  care
• 25:31
  about
• 25:31
  the
• 25:31
  product
• 25:31
  that
• 25:31
  we,
• 25:32
  that
• 25:32
  our
• 25:32
  customers
• 25:33
  buy
• 25:33
  and
• 25:33
  we
• 25:33
  want
• 25:33
  them
• 25:33
  to
• 25:34
  buy
• 25:34
  the
• 25:34
  right
• 25:34
  product.
• 25:34
  So
• 25:35
  we
• 25:35
  want
• 25:35
  to
• 25:35
  enable
• 25:35
  that
• 25:36
  purchase
• 25:36
  journey.
• 25:38
  So
• 25:39
  I
• 25:39
  think
• 25:39
  that
• 25:39
  structuring
• 25:40
  product
• 25:40
  data
• 25:40
  certainly
• 25:41
  is
• 25:41
  going
• 25:41
  to
• 25:41
  become
• 25:41
  really,
• 25:41
  really,
• 25:42
  really
• 25:42
  important,
• 25:43
  more
• 25:43
  than
• 25:43
  it's
• 25:43
  ever
• 25:44
  done
• 25:44
  before.
• 25:45
  Because
• 25:45
  Google,
• 25:46
  even
• 25:46
  when
• 25:46
  you,
• 25:47
  you're
• 25:47
  embellishing
• 25:48
  your
• 25:48
  data
• 25:48
  for
• 25:48
  Google
• 25:49
  Shopping,
• 25:50
  you're
• 25:50
  going
• 25:50
  to
• 25:50
  click
• 25:50
  from
• 25:50
  Google
• 25:51
  Shop
• 25:51
  and
• 25:51
  go
• 25:51
  through
• 25:51
  to
• 25:51
  your
• 25:52
  website
• 25:52
  and
• 25:52
  then
• 25:52
  you
• 25:52
  get
• 25:52
  the
• 25:52
  enriched
• 25:53
  data.
• 25:53
  I
• 25:53
  think
• 25:53
  the
• 25:53
  enriched
• 25:54
  data
• 25:54
  is
• 25:54
  going
• 25:54
  to
• 25:54
  have
• 25:54
  to
• 25:54
  be
• 25:54
  there
• 25:55
  to
• 25:55
  start
• 25:55
  with
• 25:56
  in
• 25:56
  the,
• 25:57
  in
• 25:57
  these,
• 25:58
  in
• 25:58
  the
• 25:58
  new
• 25:59
  world.
• 25:59
  But
• 25:59
  I
• 26:00
  do
• 26:00
  think
• 26:00
  that
• 26:01
  as
• 26:01
  I
• 26:01
  mentioned
• 26:01
  before,
• 26:01
  our
• 26:02
  backend
• 26:02
  engineers
• 26:02
  have
• 26:03
  been
• 26:03
  building
• 26:04
  bridges
• 26:05
  for
• 26:05
  the
• 26:05
  last
• 26:06
  three
• 26:06
  years,
• 26:06
  not
• 26:07
  things.
• 26:07
  And
• 26:08
  the
• 26:08
  good
• 26:08
  thing
• 26:08
  is
• 26:08
  those,
• 26:09
  those
• 26:09
  bridges
• 26:09
  can
• 26:09
  be
• 26:10
  broken
• 26:11
  down
• 26:11
  if
• 26:11
  they
• 26:11
  need
• 26:11
  to
• 26:11
  be,
• 26:11
  they
• 26:12
  can
• 26:12
  be
• 26:12
  remodeled,
• 26:13
  we
• 26:13
  can
• 26:13
  build
• 26:13
  new
• 26:13
  bridges
• 26:14
  and
• 26:14
  they're
• 26:14
  just
• 26:15
  bridges
• 26:15
  between
• 26:16
  components
• 26:16
  that
• 26:17
  we've
• 26:17
  built.
• 26:17
  So
• 26:18
  the
• 26:18
  API
• 26:19
  layer
• 26:19
  that
• 26:19
  we've
• 26:20
  built
• 26:20
  all
• 26:20
  this
• 26:20
  time
• 26:20
  and
• 26:21
  we've
• 26:21
  invested
• 26:21
  in,
• 26:23
  we
• 26:23
  will
• 26:23
  be
• 26:23
  able
• 26:23
  to
• 26:23
  leverage
• 26:24
  that,
• 26:24
  I
• 26:24
  believe,
• 26:25
  in
• 26:25
  the
• 26:25
  future.
• 26:25
  And
• 26:27
  what
• 26:27
  do
• 26:27
  you
• 26:27
  need?
• 26:28
  You
• 26:28
  need
• 26:28
  to
• 26:28
  be
• 26:28
  able
• 26:28
  to
• 26:29
  search
• 26:29
  and
• 26:30
  find
• 26:30
  products.
• 26:30
  You
• 26:30
  need
• 26:30
  to
• 26:31
  be
• 26:31
  able
• 26:31
  to
• 26:32
  build
• 26:32
  a
• 26:32
  car,
• 26:33
  place
• 26:33
  an
• 26:33
  order,
• 26:33
  create
• 26:34
  a
• 26:34
  customer
• 26:34
  account,
• 26:35
  an
• 26:35
  address,
• 26:36
  send
• 26:36
  them
• 26:37
  a
• 26:37
  payment
• 26:37
  link.
• 26:37
  All
• 26:38
  that
• 26:38
  can
• 26:38
  be
• 26:38
  done
• 26:38
  now
• 26:39
  within
• 26:39
  a,
• 26:40
  a
• 26:40
  chat
• 26:40
  window
• 26:41
  by
• 26:42
  an
• 26:43
  agent,
• 26:43
  agentic
• 26:44
  AI.
• 26:44
  But
• 26:44
  the
• 26:45
  thing
• 26:45
  is,
• 26:45
  I
• 26:45
  suppose
• 26:45
  you
• 26:45
  just
• 26:46
  need
• 26:46
  to
• 26:46
  make
• 26:46
  sure
• 26:46
  there's
• 26:46
  the
• 26:46
  right
• 26:47
  guardrails
• 26:47
  around
• 26:48
  that
• 26:48
  for
• 26:48
  the
• 26:49
  future
• 26:49
  so
• 26:49
  that
• 26:49
  you
• 26:49
  are
• 26:50
  doing
• 26:50
  that
• 26:50
  in
• 26:50
  a
• 26:51
  secure
• 26:51
  and
• 26:52
  ethical
• 26:52
  manner.
• 26:53
  That
• 26:53
  makes
• 26:53
  a
• 26:54
  lot
• 26:54
  of
• 26:54
  sense.
• 26:54
  John
• 26:54
  and
• 26:54
  Malta,
• 26:55
  I'd
• 26:55
  say
• 26:55
  two
• 26:55
  things
• 26:55
  for
• 26:55
  what
• 26:55
  you
• 26:56
  said,
• 26:56
  I
• 26:56
  think
• 26:56
  one,
• 26:57
  John,
• 26:57
  you
• 26:57
  said
• 26:58
  the
• 26:58
  core
• 26:59
  of
• 26:59
  commerce.
• 27:00
  Everything
• 27:00
  you
• 27:00
  need
• 27:00
  to
• 27:01
  do
• 27:01
  to
• 27:01
  operate
• 27:01
  the
• 27:01
  core
• 27:02
  of
• 27:02
  commerce
• 27:03
  well
• 27:03
  and
• 27:04
  correctly
• 27:04
  still
• 27:05
  is
• 27:05
  in
• 27:05
  place.
• 27:05
  Which
• 27:06
  is
• 27:06
  why
• 27:06
  we
• 27:06
  started
• 27:06
  with
• 27:06
  the,
• 27:07
  the
• 27:07
  transformation
• 27:08
  effort
• 27:08
  that
• 27:09
  you
• 27:09
  guys
• 27:09
  did,
• 27:09
  the
• 27:09
  composability
• 27:10
  effort
• 27:10
  you
• 27:11
  guys
• 27:11
  did
• 27:11
  to
• 27:11
  put
• 27:11
  in
• 27:11
  place
• 27:12
  the
• 27:12
  foundation
• 27:13
  to
• 27:13
  make
• 27:13
  that
• 27:13
  happen.
• 27:14
  So
• 27:14
  that's
• 27:14
  still
• 27:15
  there.
• 27:16
  The
• 27:16
  question
• 27:16
  that
• 27:16
  I
• 27:16
  have
• 27:17
  for
• 27:17
  you
• 27:17
  guys
• 27:17
  though,
• 27:17
  that
• 27:17
  I'm
• 27:17
  interested
• 27:18
  in,
• 27:18
  because
• 27:18
  you
• 27:18
  spent
• 27:19
  a
• 27:19
  lot
• 27:19
  of
• 27:19
  time
• 27:19
  talking
• 27:19
  about
• 27:20
  the
• 27:20
  front
• 27:20
  end
• 27:20
  too.
• 27:21
  Like
• 27:21
  we
• 27:21
  talked
• 27:21
  a
• 27:21
  lot
• 27:21
  about
• 27:21
  the
• 27:22
  front
• 27:22
  end
• 27:22
  part
• 27:22
  of
• 27:23
  this
• 27:23
  process
• 27:24
  or
• 27:24
  this
• 27:25
  website
• 27:25
  experience,
• 27:25
  design,
• 27:26
  whatever
• 27:26
  you
• 27:26
  want
• 27:26
  to
• 27:26
  call
• 27:27
  it.
• 27:27
  How
• 27:27
  do
• 27:28
  you
• 27:28
  each
• 27:28
  envision
• 27:29
  the
• 27:29
  front
• 27:29
  End
• 27:30
  consumer
• 27:30
  experience
• 27:31
  changing.
• 27:32
  Like,
• 27:32
  you
• 27:32
  know,
• 27:33
  we're
• 27:33
  kind
• 27:33
  of
• 27:33
  tongue
• 27:33
  in
• 27:33
  cheek
• 27:34
  in
• 27:34
  the
• 27:34
  title
• 27:35
  of
• 27:35
  this
• 27:35
  saying,
• 27:35
  what
• 27:35
  do
• 27:35
  you
• 27:36
  do
• 27:36
  when
• 27:36
  a
• 27:36
  website
• 27:36
  goes
• 27:37
  away?
• 27:38
  Do
• 27:38
  you
• 27:38
  guys
• 27:38
  think
• 27:39
  we're
• 27:39
  heading
• 27:39
  in
• 27:39
  that
• 27:39
  direction
• 27:40
  or
• 27:40
  how
• 27:40
  can,
• 27:41
  how
• 27:41
  can
• 27:41
  you
• 27:41
  help
• 27:41
  our
• 27:42
  audience
• 27:42
  and
• 27:42
  particularly
• 27:43
  me
• 27:43
  and
• 27:43
  possibly
• 27:44
  and
• 27:44
  to
• 27:45
  envision
• 27:45
  what
• 27:45
  this
• 27:45
  world
• 27:46
  looks
• 27:46
  like?
• 27:46
  Malte,
• 27:46
  you're
• 27:47
  smiling.
• 27:47
  Let's
• 27:47
  go
• 27:47
  to
• 27:47
  you
• 27:47
  first.
• 27:49
  Yeah.
• 27:50
  I'll
• 27:50
  try
• 27:50
  to
• 27:50
  give
• 27:50
  you
• 27:51
  the
• 27:51
  picture.
• 27:52
  I'll
• 27:52
  give
• 27:52
  you
• 27:52
  a
• 27:52
  positive
• 27:53
  picture.
• 27:53
  I
• 27:54
  think
• 27:54
  there's
• 27:54
  a
• 27:54
  lot
• 27:54
  of
• 27:55
  people
• 27:55
  like,
• 27:56
  there's,
• 27:57
  there's
• 27:57
  this
• 27:57
  dynamic
• 27:58
  going
• 27:58
  on
• 27:58
  where
• 27:59
  there's
• 27:59
  negativity
• 27:59
  about
• 28:00
  AI,
• 28:01
  there's
• 28:02
  other
• 28:02
  large
• 28:02
  vendors
• 28:03
  in
• 28:03
  our
• 28:03
  space
• 28:04
  who
• 28:04
  are
• 28:04
  putting
• 28:04
  out
• 28:05
  very
• 28:05
  negative
• 28:05
  messaging
• 28:07
  and
• 28:08
  there's
• 28:08
  media
• 28:08
  that's,
• 28:09
  that's
• 28:09
  multiplying
• 28:10
  them
• 28:10
  because
• 28:10
  if
• 28:10
  you're
• 28:10
  in
• 28:11
  the
• 28:11
  media
• 28:11
  space
• 28:12
  and
• 28:12
  you
• 28:12
  have
• 28:12
  a
• 28:13
  non
• 28:13
  unique
• 28:13
  content,
• 28:14
  you're,
• 28:14
  you
• 28:15
  are
• 28:15
  in
• 28:15
  trouble.
• 28:15
  Right?
• 28:16
  Like,
• 28:16
  I,
• 28:16
  I
• 28:16
  don't,
• 28:17
  I
• 28:17
  don't
• 28:17
  want
• 28:17
  to
• 28:17
  like
• 28:17
  sugarcoat
• 28:18
  this.
• 28:18
  There's
• 28:18
  at
• 28:19
  least,
• 28:19
  you're
• 28:19
  at
• 28:19
  least
• 28:19
  being
• 28:20
  disrupted,
• 28:20
  right.
• 28:21
  People
• 28:21
  have
• 28:22
  to
• 28:22
  listen
• 28:22
  to,
• 28:22
  to
• 28:23
  podcasts
• 28:23
  and,
• 28:24
  and,
• 28:24
  and
• 28:24
  videos
• 28:24
  like
• 28:24
  this.
• 28:25
  Right?
• 28:25
  Because
• 28:25
  that's
• 28:26
  not
• 28:26
  generic.
• 28:27
  Right.
• 28:27
  But
• 28:27
  if
• 28:28
  you're,
• 28:28
  right,
• 28:28
  if
• 28:28
  you're,
• 28:29
  if
• 28:29
  you
• 28:29
  just
• 28:29
  have
• 28:29
  some
• 28:29
  text
• 28:30
  somewhere,
• 28:31
  is
• 28:32
  that
• 28:32
  that
• 28:33
  need
• 28:33
  might
• 28:33
  be
• 28:33
  satisfied
• 28:34
  by
• 28:35
  a
• 28:35
  general
• 28:36
  AI
• 28:36
  chatbot
• 28:37
  in
• 28:37
  the
• 28:37
  future.
• 28:37
  Right?
• 28:38
  But
• 28:38
  if
• 28:39
  you're
• 28:39
  selling
• 28:39
  stuff,
• 28:39
  and
• 28:39
  I
• 28:40
  think
• 28:40
  that's
• 28:40
  the
• 28:40
  topic
• 28:40
  today,
• 28:41
  you
• 28:42
  still
• 28:42
  need
• 28:42
  to
• 28:42
  buy
• 28:42
  that
• 28:43
  stuff
• 28:43
  somewhere,
• 28:43
  right?
• 28:44
  And
• 28:44
  I
• 28:44
  think
• 28:45
  the
• 28:46
  biggest
• 28:46
  opportunity
• 28:47
  is
• 28:47
  if
• 28:47
  you
• 28:47
  are
• 28:48
  in
• 28:48
  some
• 28:48
  kind
• 28:48
  of
• 28:48
  technical
• 28:49
  space
• 28:49
  where
• 28:50
  the
• 28:50
  product
• 28:50
  you're
• 28:50
  selling
• 28:51
  isn't
• 28:52
  just
• 28:52
  something
• 28:53
  you
• 28:53
  just
• 28:53
  buy,
• 28:54
  right?
• 28:54
  Like
• 28:56
  it's
• 28:56
  something
• 28:56
  where
• 28:57
  you
• 28:57
  do
• 28:57
  research
• 28:57
  and
• 28:57
  then
• 28:58
  you're
• 28:58
  really
• 28:58
  convinced
• 28:58
  that
• 28:58
  you're
• 28:59
  buying
• 28:59
  the
• 28:59
  right
• 28:59
  product.
• 29:01
  With
• 29:01
  sports.com
• 29:02
  I
• 29:02
  think
• 29:02
  it's
• 29:02
  a
• 29:02
  great
• 29:03
  example,
• 29:03
  right?
• 29:03
  Because
• 29:03
  these
• 29:03
  are,
• 29:04
  you
• 29:04
  know,
• 29:04
  you
• 29:04
  really,
• 29:05
  you
• 29:05
  know,
• 29:05
  care
• 29:06
  about
• 29:06
  buying
• 29:07
  the
• 29:07
  right
• 29:07
  shoe.
• 29:08
  And,
• 29:08
  and
• 29:09
  actually
• 29:09
  similarly,
• 29:10
  like,
• 29:10
  I
• 29:10
  mean,
• 29:10
  we
• 29:11
  ourselves
• 29:11
  for
• 29:11
  Sal
• 29:11
  are
• 29:12
  in
• 29:12
  a
• 29:12
  similar
• 29:12
  boat.
• 29:12
  We're
• 29:13
  selling
• 29:13
  a
• 29:13
  very
• 29:13
  technical
• 29:14
  product
• 29:15
  and,
• 29:16
  and
• 29:16
  we're
• 29:16
  benefiting
• 29:17
  a
• 29:17
  lot
• 29:17
  from
• 29:17
  free
• 29:18
  support
• 29:19
  right
• 29:19
  now.
• 29:19
  The
• 29:20
  que
• 29:20
  from,
• 29:20
  from
• 29:20
  ChatGPT.
• 29:21
  Right.
• 29:22
  Essentially.
• 29:22
  Right.
• 29:23
  And,
• 29:23
  and
• 29:23
  so
• 29:23
  the
• 29:23
  question
• 29:24
  is,
• 29:24
  like,
• 29:25
  how
• 29:25
  can
• 29:25
  I
• 29:25
  just
• 29:26
  make
• 29:26
  that
• 29:28
  development
• 29:28
  something
• 29:29
  that's
• 29:29
  positive
• 29:29
  for
• 29:30
  my
• 29:30
  company?
• 29:32
  And
• 29:32
  so
• 29:32
  like
• 29:32
  the,
• 29:33
  the,
• 29:33
  the,
• 29:33
  the
• 29:33
  thing
• 29:34
  that
• 29:34
  we
• 29:34
  know
• 29:34
  today
• 29:35
  works
• 29:36
  is
• 29:36
  that
• 29:36
  you
• 29:37
  really
• 29:37
  need
• 29:37
  to
• 29:37
  be,
• 29:37
  if
• 29:38
  you
• 29:38
  have
• 29:38
  a
• 29:38
  technical
• 29:38
  product,
• 29:39
  you
• 29:39
  need
• 29:39
  to
• 29:39
  be
• 29:39
  a
• 29:39
  thought
• 29:39
  leader
• 29:40
  in
• 29:40
  your
• 29:40
  space
• 29:41
  so
• 29:41
  that
• 29:42
  people
• 29:43
  discover
• 29:43
  you
• 29:44
  in
• 29:44
  their,
• 29:44
  in
• 29:45
  their
• 29:45
  knowledge
• 29:45
  journey
• 29:46
  as
• 29:46
  they
• 29:46
  research
• 29:47
  your
• 29:47
  product.
• 29:48
  And
• 29:48
  then,
• 29:49
  you
• 29:49
  know,
• 29:49
  because
• 29:49
  at
• 29:50
  some
• 29:50
  point
• 29:50
  they
• 29:50
  have
• 29:50
  to
• 29:50
  make
• 29:50
  a
• 29:51
  decision
• 29:51
  where
• 29:51
  they're
• 29:51
  going,
• 29:52
  right?
• 29:52
  Because
• 29:52
  you
• 29:52
  ultimately
• 29:53
  need
• 29:53
  to,
• 29:54
  you
• 29:54
  were
• 29:54
  always
• 29:55
  going
• 29:55
  to
• 29:55
  buy
• 29:55
  that
• 29:56
  shoe,
• 29:56
  right?
• 29:57
  And
• 29:57
  so
• 29:58
  if
• 29:58
  you
• 29:58
  have
• 29:59
  content
• 30:00
  that
• 30:00
  the
• 30:01
  AI
• 30:02
  can
• 30:02
  ingest
• 30:04
  and
• 30:05
  display
• 30:05
  and
• 30:06
  then
• 30:06
  eventually
• 30:06
  tell
• 30:07
  people
• 30:07
  where
• 30:07
  it
• 30:07
  came
• 30:07
  from,
• 30:08
  you're
• 30:08
  actually
• 30:08
  in
• 30:08
  a
• 30:08
  really
• 30:09
  good
• 30:09
  position
• 30:09
  to
• 30:09
  convert
• 30:11
  that
• 30:11
  into
• 30:11
  a
• 30:11
  sale.
• 30:12
  That's
• 30:12
  the
• 30:12
  thing
• 30:12
  that
• 30:12
  works.
• 30:13
  Does
• 30:13
  the
• 30:13
  transaction
• 30:14
  ultimately
• 30:14
  happen
• 30:16
  inside
• 30:16
  of
• 30:16
  the
• 30:16
  AI
• 30:17
  or
• 30:17
  do
• 30:17
  they
• 30:17
  come
• 30:17
  to
• 30:18
  your
• 30:18
  website?
• 30:18
  It
• 30:19
  will
• 30:19
  depend
• 30:19
  on
• 30:19
  a
• 30:19
  lot
• 30:20
  of
• 30:20
  factors,
• 30:20
  right.
• 30:22
  It's
• 30:23
  honestly,
• 30:23
  even
• 30:24
  on
• 30:24
  the
• 30:24
  technical
• 30:24
  side,
• 30:25
  not
• 30:25
  going
• 30:25
  to
• 30:25
  be
• 30:25
  all
• 30:25
  that
• 30:26
  different
• 30:26
  from
• 30:26
  a
• 30:26
  past
• 30:27
  marketplace
• 30:28
  kind
• 30:28
  of
• 30:28
  stuff.
• 30:29
  Right.
• 30:29
  Do
• 30:29
  I
• 30:29
  dump
• 30:30
  my
• 30:30
  data
• 30:30
  to
• 30:30
  Google
• 30:30
  and
• 30:31
  to
• 30:31
  Amazon
• 30:31
  and
• 30:31
  have
• 30:31
  them
• 30:32
  sell
• 30:32
  it
• 30:32
  and
• 30:33
  I
• 30:33
  just
• 30:33
  like
• 30:33
  take
• 30:33
  the
• 30:34
  money
• 30:34
  and
• 30:34
  I'm
• 30:35
  a
• 30:35
  fulfillment
• 30:35
  vendor
• 30:36
  or
• 30:36
  do
• 30:36
  I
• 30:36
  have
• 30:36
  my
• 30:37
  own
• 30:37
  place?
• 30:37
  Right.
• 30:39
  One
• 30:39
  thing
• 30:40
  that
• 30:40
  I
• 30:40
  can
• 30:40
  do,
• 30:40
  especially
• 30:41
  if
• 30:41
  I
• 30:41
  have
• 30:41
  a
• 30:41
  very
• 30:41
  technical
• 30:42
  product
• 30:42
  and
• 30:43
  I
• 30:43
  have
• 30:43
  special
• 30:43
  proprietary
• 30:44
  knowledge,
• 30:44
  which
• 30:45
  is
• 30:45
  also
• 30:45
  not
• 30:45
  that
• 30:45
  unusual,
• 30:46
  that
• 30:46
  I
• 30:46
  know
• 30:47
  more
• 30:47
  about
• 30:47
  something
• 30:47
  than
• 30:48
  and
• 30:48
  is
• 30:48
  publicly
• 30:49
  published,
• 30:50
  I
• 30:50
  can
• 30:50
  build
• 30:50
  my
• 30:51
  own
• 30:51
  AI
• 30:51
  tool
• 30:51
  on
• 30:52
  my
• 30:52
  website,
• 30:52
  right?
• 30:53
  So
• 30:54
  that's
• 30:54
  what
• 30:54
  our
• 30:54
  AI
• 30:54
  SDK
• 30:55
  does.
• 30:57
  We
• 30:58
  publish
• 30:59
  a
• 30:59
  software
• 31:00
  package
• 31:00
  called
• 31:00
  AI
• 31:00
  Elements
• 31:01
  where
• 31:01
  it's
• 31:01
  just
• 31:01
  so
• 31:01
  easy
• 31:02
  to
• 31:02
  make
• 31:02
  something
• 31:02
  that
• 31:03
  is
• 31:03
  competitive
• 31:04
  with
• 31:04
  ChatGPT
• 31:05
  from
• 31:05
  an
• 31:05
  experience
• 31:05
  point
• 31:06
  of
• 31:06
  view
• 31:06
  on
• 31:06
  your
• 31:06
  own
• 31:06
  side,
• 31:07
  but
• 31:07
  that
• 31:08
  you
• 31:08
  can
• 31:08
  fit
• 31:08
  with
• 31:08
  your
• 31:08
  proprietary
• 31:09
  knowledge.
• 31:12
  Maybe
• 31:12
  even
• 31:13
  it
• 31:13
  could
• 31:13
  be
• 31:14
  the
• 31:14
  amount
• 31:15
  of,
• 31:15
  of
• 31:15
  returns
• 31:16
  or
• 31:16
  return
• 31:16
  reasons
• 31:17
  or
• 31:17
  like
• 31:17
  stuff
• 31:17
  like
• 31:17
  that.
• 31:18
  You
• 31:18
  can,
• 31:18
  you
• 31:18
  can
• 31:18
  feed
• 31:19
  and
• 31:19
  people
• 31:19
  can
• 31:19
  have
• 31:19
  really
• 31:19
  like
• 31:20
  in
• 31:20
  depth
• 31:20
  conversations
• 31:21
  and
• 31:21
  these
• 31:22
  things
• 31:22
  are
• 31:22
  not
• 31:23
  hard
• 31:23
  to
• 31:23
  build.
• 31:24
  That's
• 31:25
  another
• 31:25
  thing
• 31:25
  that
• 31:25
  people
• 31:26
  can
• 31:26
  keep
• 31:26
  in
• 31:26
  mind.
• 31:26
  I
• 31:26
  already
• 31:27
  mentioned,
• 31:27
  maybe
• 31:27
  I'm
• 31:27
  too
• 31:27
  optimistic,
• 31:28
  but
• 31:28
  like
• 31:28
  soft
• 31:29
  engineering
• 31:29
  is
• 31:29
  easier,
• 31:29
  but
• 31:29
  also
• 31:30
  building
• 31:30
  AI
• 31:30
  apps,
• 31:30
  not
• 31:31
  that
• 31:31
  hard.
• 31:33
  It's
• 31:33
  different,
• 31:33
  right?
• 31:34
  So
• 31:34
  people
• 31:34
  have
• 31:34
  to
• 31:34
  do
• 31:34
  it
• 31:34
  for
• 31:35
  the
• 31:35
  first
• 31:35
  time
• 31:35
  and
• 31:35
  like,
• 31:36
  you
• 31:36
  know,
• 31:36
  get
• 31:36
  over
• 31:36
  the
• 31:36
  hump.
• 31:37
  But
• 31:39
  it's
• 31:39
  programming
• 31:40
  that
• 31:40
  the
• 31:41
  AI
• 31:41
  is
• 31:41
  like
• 31:41
  program
• 31:42
  you
• 31:43
  already
• 31:43
  know
• 31:43
  how
• 31:43
  to
• 31:43
  use
• 31:44
  ChatGPT,
• 31:44
  it's
• 31:44
  not
• 31:45
  very
• 31:45
  different.
• 31:45
  So
• 31:46
  it's
• 31:46
  very
• 31:46
  easy
• 31:46
  to
• 31:46
  actually
• 31:47
  build
• 31:47
  chat
• 31:47
  bots
• 31:47
  that
• 31:47
  are
• 31:47
  specialized
• 31:48
  on
• 31:48
  your
• 31:48
  own
• 31:48
  website
• 31:49
  that
• 31:50
  can
• 31:50
  sell
• 31:50
  your
• 31:50
  stuff.
• 31:51
  Yeah,
• 31:52
  not
• 31:52
  that
• 31:52
  hard.
• 31:52
  Not
• 31:52
  that
• 31:53
  hard
• 31:53
  for
• 31:53
  you,
• 31:53
  baby.
• 31:53
  But
• 31:54
  yeah,
• 31:54
  but
• 31:55
  I,
• 31:55
  but
• 31:55
  getting
• 31:56
  back
• 31:56
  to
• 31:56
  what
• 31:56
  you
• 31:56
  said,
• 31:56
  I
• 31:56
  think
• 31:56
  the
• 31:57
  point
• 31:57
  that
• 31:57
  I
• 31:57
  took
• 31:57
  away
• 31:58
  from
• 31:58
  that
• 31:58
  is
• 31:58
  like
• 31:58
  the
• 31:58
  role
• 31:59
  of
• 31:59
  the
• 31:59
  retailer
• 31:59
  as
• 32:00
  the
• 32:00
  content
• 32:00
  creator
• 32:01
  still
• 32:01
  is
• 32:01
  going
• 32:02
  to
• 32:02
  become
• 32:02
  that
• 32:02
  much
• 32:02
  more
• 32:03
  important.
• 32:03
  So
• 32:04
  John,
• 32:04
  I'm
• 32:04
  curious
• 32:05
  before
• 32:06
  we
• 32:06
  ask
• 32:06
  you
• 32:06
  one
• 32:06
  final
• 32:07
  question
• 32:07
  as
• 32:07
  well.
• 32:09
  How
• 32:10
  do
• 32:10
  you
• 32:10
  think
• 32:10
  about
• 32:10
  that?
• 32:11
  How
• 32:11
  do
• 32:11
  you
• 32:11
  think
• 32:11
  about
• 32:12
  the
• 32:12
  front
• 32:12
  end
• 32:13
  design
• 32:13
  or
• 32:14
  your
• 32:14
  workload
• 32:14
  in
• 32:15
  your
• 32:15
  role,
• 32:16
  you
• 32:16
  know,
• 32:16
  in
• 32:16
  terms
• 32:17
  of
• 32:17
  where
• 32:17
  agentic
• 32:18
  AI
• 32:18
  is
• 32:18
  taking
• 32:19
  the
• 32:19
  industry?
• 32:21
  I
• 32:21
  do
• 32:22
  think
• 32:22
  you
• 32:22
  have
• 32:22
  to
• 32:23
  prepare
• 32:23
  yourself
• 32:24
  for
• 32:26
  People
• 32:27
  buying
• 32:28
  via
• 32:28
  prompt.
• 32:29
  Now,
• 32:29
  whether
• 32:29
  that's
• 32:29
  your
• 32:29
  own
• 32:30
  prompt
• 32:30
  in
• 32:31
  the
• 32:31
  scenario
• 32:32
  Monty
• 32:32
  just
• 32:33
  talked
• 32:33
  about
• 32:33
  now
• 32:33
  where
• 32:33
  you
• 32:34
  have
• 32:34
  your
• 32:34
  own
• 32:34
  AI
• 32:34
  agent
• 32:35
  on,
• 32:35
  on
• 32:35
  your
• 32:36
  site,
• 32:36
  that's
• 32:36
  probably
• 32:36
  a
• 32:37
  good
• 32:37
  place
• 32:37
  to
• 32:37
  start,
• 32:37
  right?
• 32:37
  Because
• 32:38
  you're
• 32:38
  in
• 32:38
  total
• 32:38
  control
• 32:38
  of
• 32:39
  that
• 32:39
  environment.
• 32:42
  I
• 32:42
  could
• 32:42
  say
• 32:43
  you
• 32:43
  could,
• 32:43
  you
• 32:43
  could
• 32:43
  do
• 32:44
  an
• 32:44
  experiment
• 32:44
  where
• 32:44
  you
• 32:45
  start
• 32:45
  with
• 32:47
  only
• 32:47
  logged
• 32:48
  in
• 32:48
  users,
• 32:49
  select
• 32:49
  SKUs
• 32:50
  that
• 32:50
  you
• 32:50
  could,
• 32:50
  you
• 32:51
  could
• 32:51
  work
• 32:51
  with
• 32:53
  and
• 32:53
  enable
• 32:54
  that
• 32:54
  on
• 32:54
  certain
• 32:54
  PDPs,
• 32:55
  maybe
• 32:56
  single
• 32:56
  item
• 32:56
  purchases,
• 32:58
  use
• 32:58
  a
• 32:58
  tool
• 32:59
  like
• 32:59
  as
• 32:59
  I
• 32:59
  mentioned
• 33:00
  before,
• 33:00
  Stripe.
• 33:00
  You
• 33:01
  can
• 33:01
  even
• 33:01
  just
• 33:01
  hop
• 33:01
  off
• 33:02
  to
• 33:02
  the
• 33:02
  final
• 33:02
  step,
• 33:03
  which
• 33:03
  is
• 33:03
  the
• 33:03
  checkout,
• 33:03
  I
• 33:04
  suppose,
• 33:04
  just
• 33:05
  to
• 33:05
  try
• 33:05
  and
• 33:05
  experiment
• 33:05
  with
• 33:06
  some
• 33:06
  of
• 33:06
  that
• 33:07
  and
• 33:07
  how
• 33:07
  it
• 33:07
  might
• 33:08
  work.
• 33:08
  So
• 33:09
  I
• 33:09
  think
• 33:09
  that
• 33:10
  that's
• 33:10
  kind
• 33:10
  of
• 33:10
  where
• 33:10
  you
• 33:11
  probably
• 33:11
  need
• 33:11
  to
• 33:12
  start
• 33:12
  experimenting
• 33:13
  with
• 33:13
  now
• 33:13
  and
• 33:13
  making
• 33:14
  sure
• 33:14
  that
• 33:15
  you
• 33:15
  are
• 33:15
  ready
• 33:15
  for
• 33:16
  this
• 33:16
  journey
• 33:17
  because
• 33:17
  I
• 33:17
  don't
• 33:17
  think
• 33:17
  it's
• 33:18
  a
• 33:18
  million
• 33:18
  miles
• 33:18
  away.
• 33:18
  I
• 33:18
  mean
• 33:19
  now
• 33:19
  most
• 33:19
  of
• 33:19
  my
• 33:20
  research,
• 33:20
  my
• 33:20
  last
• 33:21
  two
• 33:21
  holidays
• 33:21
  I've
• 33:21
  booked
• 33:22
  has
• 33:22
  all
• 33:22
  been
• 33:22
  done
• 33:23
  using
• 33:23
  chat
• 33:23
  gbt.
• 33:25
  Wow.
• 33:25
  Others
• 33:25
  are
• 33:25
  available,
• 33:27
  but
• 33:29
  the
• 33:29
  next
• 33:29
  step
• 33:29
  is
• 33:29
  just
• 33:30
  saying,
• 33:30
  can
• 33:30
  you
• 33:30
  book
• 33:30
  it
• 33:30
  for
• 33:31
  me?
• 33:32
  Yeah.
• 33:32
  It's
• 33:33
  already
• 33:33
  told
• 33:33
  me
• 33:33
  where
• 33:33
  I
• 33:34
  want
• 33:34
  to
• 33:34
  go.
• 33:34
  It's
• 33:35
  already
• 33:35
  created
• 33:35
  me
• 33:35
  an
• 33:35
  itinerary.
• 33:37
  Somebody
• 33:37
  told
• 33:37
  me
• 33:37
  the,
• 33:38
  the,
• 33:38
  the,
• 33:39
  what
• 33:39
  airport
• 33:40
  I
• 33:40
  should
• 33:41
  fly
• 33:41
  from
• 33:41
  to,
• 33:42
  what
• 33:42
  flights
• 33:43
  are
• 33:43
  available,
• 33:43
  what
• 33:43
  providers
• 33:44
  there
• 33:44
  are.
• 33:45
  Well,
• 33:45
  just
• 33:45
  take
• 33:45
  that
• 33:46
  job
• 33:46
  away.
• 33:46
  I
• 33:46
  don't,
• 33:46
  I
• 33:46
  don't
• 33:46
  need
• 33:47
  that
• 33:47
  job.
• 33:47
  I
• 33:47
  want
• 33:47
  to
• 33:47
  just
• 33:47
  enjoy
• 33:47
  the
• 33:48
  holiday
• 33:48
  and
• 33:48
  move
• 33:48
  on
• 33:48
  with
• 33:48
  my
• 33:48
  life.
• 33:49
  So
• 33:49
  I,
• 33:50
  I
• 33:50
  think
• 33:50
  that
• 33:51
  for
• 33:51
  that
• 33:51
  sort
• 33:51
  of
• 33:51
  thing,
• 33:52
  definitely,
• 33:53
  I
• 33:53
  reckon
• 33:53
  that
• 33:54
  we'll
• 33:54
  be
• 33:54
  closing
• 33:55
  that
• 33:55
  loop
• 33:55
  very,
• 33:55
  very
• 33:56
  soon.
• 33:56
  Well,
• 33:57
  and
• 33:57
  the,
• 33:57
  the
• 33:58
  opportunities,
• 33:59
  not
• 33:59
  only
• 34:00
  from
• 34:01
  ad
• 34:01
  revenue,
• 34:02
  from
• 34:02
  the
• 34:03
  people
• 34:03
  who
• 34:03
  are
• 34:03
  part
• 34:04
  of
• 34:04
  those
• 34:04
  companies
• 34:04
  that,
• 34:05
  you
• 34:05
  know,
• 34:05
  can
• 34:05
  see
• 34:05
  serve
• 34:06
  you
• 34:06
  up
• 34:06
  and
• 34:06
  once
• 34:06
  you've
• 34:07
  come
• 34:07
  up
• 34:07
  with
• 34:07
  book
• 34:08
  this
• 34:08
  ticket
• 34:08
  for
• 34:08
  me,
• 34:08
  I
• 34:09
  mean
• 34:09
  there's
• 34:09
  so
• 34:09
  much
• 34:09
  opportunity
• 34:10
  there.
• 34:10
  I
• 34:10
  think
• 34:10
  as
• 34:11
  we
• 34:11
  think
• 34:11
  of
• 34:12
  the
• 34:12
  future
• 34:12
  of
• 34:12
  how,
• 34:14
  how
• 34:14
  and
• 34:14
  where
• 34:15
  people
• 34:15
  are
• 34:16
  going
• 34:16
  to
• 34:16
  start
• 34:16
  investing
• 34:18
  to
• 34:18
  make
• 34:18
  some
• 34:19
  of
• 34:19
  those
• 34:19
  things
• 34:19
  happen
• 34:20
  that
• 34:20
  will,
• 34:21
  I
• 34:21
  think
• 34:21
  transform
• 34:22
  exactly
• 34:22
  what
• 34:22
  you're
• 34:23
  talking
• 34:23
  about,
• 34:23
  John,
• 34:23
  and
• 34:23
  make
• 34:24
  that,
• 34:24
  that
• 34:24
  click
• 34:25
  to
• 34:25
  buy
• 34:26
  everything
• 34:26
  in
• 34:26
  one
• 34:26
  checkout
• 34:27
  so
• 34:27
  much
• 34:28
  simpler
• 34:28
  and
• 34:28
  so
• 34:28
  much
• 34:28
  more
• 34:29
  valuable
• 34:29
  to
• 34:29
  the
• 34:29
  consumers
• 34:30
  too.
• 34:30
  Who
• 34:31
  doesn't
• 34:31
  want
• 34:31
  to
• 34:31
  save
• 34:32
  money
• 34:32
  on
• 34:32
  some
• 34:32
  of
• 34:32
  those
• 34:32
  opportunities.
• 34:33
  I
• 34:34
  think
• 34:36
  just.
• 34:36
  Yeah,
• 34:36
  fascinating.
• 34:38
  Yeah,
• 34:38
  it
• 34:38
  is.
• 34:38
  And
• 34:39
  the
• 34:39
  point
• 34:39
  I
• 34:39
  want
• 34:39
  to
• 34:39
  bring
• 34:39
  out
• 34:40
  that
• 34:40
  John
• 34:40
  just
• 34:40
  said
• 34:40
  too
• 34:41
  is
• 34:41
  that,
• 34:41
  that
• 34:41
  I
• 34:42
  want
• 34:42
  to
• 34:42
  make
• 34:42
  sure.
• 34:42
  Because
• 34:43
  I
• 34:43
  thought
• 34:43
  it
• 34:43
  was,
• 34:43
  I
• 34:43
  thought
• 34:43
  it
• 34:43
  was
• 34:43
  really
• 34:44
  interesting
• 34:44
  and
• 34:44
  something
• 34:45
  I'd
• 34:45
  never
• 34:45
  thought
• 34:45
  about
• 34:45
  personally
• 34:46
  was
• 34:46
  the
• 34:47
  point
• 34:47
  he
• 34:47
  said
• 34:47
  about
• 34:47
  starting
• 34:48
  on
• 34:48
  your
• 34:48
  own
• 34:48
  website
• 34:49
  with
• 34:49
  what
• 34:49
  this
• 34:49
  looks
• 34:50
  like.
• 34:50
  Because,
• 34:51
  John,
• 34:51
  I'm
• 34:51
  guessing
• 34:52
  the
• 34:52
  reason
• 34:52
  you're
• 34:52
  saying
• 34:52
  that
• 34:53
  right
• 34:53
  is
• 34:53
  because
• 34:54
  you
• 34:54
  have
• 34:54
  your
• 34:55
  customers.
• 34:55
  Those
• 34:55
  are
• 34:55
  your,
• 34:56
  your
• 34:56
  most
• 34:56
  loyal
• 34:56
  customers,
• 34:57
  your
• 34:57
  best
• 34:57
  comers
• 34:58
  or
• 34:58
  customers
• 34:58
  that
• 34:58
  are
• 34:59
  coming
• 34:59
  to
• 34:59
  your
• 34:59
  website
• 35:00
  more
• 35:00
  often
• 35:00
  than
• 35:01
  others.
• 35:01
  And
• 35:01
  if,
• 35:02
  if
• 35:02
  you
• 35:02
  can't
• 35:02
  get
• 35:02
  this
• 35:03
  right
• 35:03
  with
• 35:03
  them,
• 35:03
  you're
• 35:04
  probably
• 35:04
  not
• 35:04
  going
• 35:04
  to
• 35:04
  get
• 35:04
  it
• 35:05
  right
• 35:05
  in
• 35:05
  the
• 35:06
  chat
• 35:06
  GBT
• 35:07
  prop
• 35:07
  space
• 35:07
  either.
• 35:08
  Is
• 35:08
  that
• 35:08
  right?
• 35:09
  Am
• 35:09
  I,
• 35:09
  Am
• 35:09
  I,
• 35:10
  is
• 35:10
  that,
• 35:10
  is
• 35:10
  that
• 35:11
  why
• 35:11
  you're
• 35:11
  thinking
• 35:11
  that,
• 35:12
  yeah,
• 35:13
  100.
• 35:14
  You
• 35:14
  can
• 35:14
  get
• 35:14
  all
• 35:14
  the
• 35:14
  enablement
• 35:15
  done,
• 35:15
  you
• 35:16
  can
• 35:16
  start
• 35:16
  some,
• 35:16
  some
• 35:17
  lightweight
• 35:17
  prototyping,
• 35:18
  get
• 35:18
  to
• 35:18
  market
• 35:19
  probably
• 35:19
  fairly
• 35:20
  quickly
• 35:20
  with
• 35:20
  the
• 35:20
  tools
• 35:20
  that
• 35:20
  are
• 35:20
  available
• 35:21
  now
• 35:22
  and
• 35:22
  just
• 35:22
  get
• 35:22
  going
• 35:23
  because,
• 35:23
  yeah,
• 35:24
  there's
• 35:24
  gonna
• 35:25
  be
• 35:25
  less
• 35:25
  friction
• 35:25
  doing
• 35:25
  that
• 35:25
  than
• 35:26
  doing
• 35:26
  it
• 35:26
  on
• 35:26
  an
• 35:26
  external
• 35:26
  service.
• 35:28
  And
• 35:28
  you've
• 35:28
  got
• 35:28
  willing
• 35:29
  customers
• 35:29
  there
• 35:29
  who
• 35:29
  are
• 35:30
  already
• 35:30
  interacting
• 35:30
  with
• 35:30
  you.
• 35:31
  So
• 35:32
  you've
• 35:32
  already
• 35:33
  got
• 35:33
  a
• 35:33
  customer
• 35:33
  base
• 35:34
  there
• 35:34
  that
• 35:34
  you
• 35:34
  can
• 35:34
  have
• 35:35
  a
• 35:35
  go
• 35:35
  with.
• 35:35
  Is,
• 35:36
  is
• 35:36
  there
• 35:36
  even
• 35:36
  a
• 35:36
  need?
• 35:37
  Is
• 35:37
  that
• 35:37
  what
• 35:37
  they
• 35:37
  want?
• 35:38
  Right,
• 35:39
  right.
• 35:40
  Yeah,
• 35:40
  yeah,
• 35:40
  you're
• 35:41
  going
• 35:41
  to
• 35:41
  learn
• 35:41
  a
• 35:41
  lot
• 35:41
  from
• 35:41
  just
• 35:42
  doing
• 35:42
  that.
• 35:42
  So
• 35:42
  yeah,
• 35:43
  that's
• 35:43
  a
• 35:43
  really
• 35:43
  good
• 35:43
  point.
• 35:43
  But
• 35:43
  you
• 35:44
  got
• 35:44
  to
• 35:44
  start,
• 35:44
  that's
• 35:44
  probably
• 35:45
  the
• 35:45
  best
• 35:45
  place
• 35:45
  to
• 35:45
  start
• 35:46
  to
• 35:46
  then
• 35:47
  go
• 35:47
  into
• 35:47
  the
• 35:47
  bigger,
• 35:47
  wider
• 35:48
  wide
• 35:48
  open
• 35:48
  world
• 35:49
  that
• 35:49
  everyone's
• 35:49
  talking
• 35:50
  about
• 35:50
  or
• 35:50
  everyone's
• 35:51
  like
• 35:51
  Malta
• 35:51
  said,
• 35:52
  even
• 35:52
  fearful
• 35:52
  of.
• 35:53
  So
• 35:53
  all
• 35:53
  right,
• 35:53
  to
• 35:54
  that
• 35:54
  point,
• 35:54
  let's
• 35:54
  get
• 35:54
  you
• 35:54
  out
• 35:55
  of
• 35:55
  here
• 35:55
  on
• 35:55
  this
• 35:55
  then.
• 35:57
  What,
• 35:57
  what
• 35:57
  do
• 35:58
  you
• 35:58
  as
• 35:59
  a
• 35:59
  retailer
• 35:59
  have
• 35:59
  to
• 36:00
  get
• 36:00
  right
• 36:00
  now
• 36:01
  as
• 36:01
  you
• 36:01
  begin
• 36:02
  to,
• 36:03
  you
• 36:03
  know,
• 36:03
  quote
• 36:03
  unquote,
• 36:04
  overhaul
• 36:04
  or
• 36:04
  try
• 36:04
  to
• 36:05
  improve
• 36:05
  upon
• 36:05
  your
• 36:06
  commerce
• 36:06
  operations
• 36:07
  to
• 36:07
  prepare
• 36:07
  for
• 36:08
  this
• 36:08
  future
• 36:08
  world?
• 36:09
  John?
• 36:12
  Yeah,
• 36:12
  so,
• 36:13
  so
• 36:13
  I
• 36:13
  think
• 36:16
  API
• 36:17
  first
• 36:17
  approach,
• 36:18
  compo,
• 36:19
  composable
• 36:19
  approach,
• 36:21
  investing
• 36:21
  in,
• 36:22
  investing
• 36:22
  that
• 36:22
  and
• 36:22
  then
• 36:22
  you'll
• 36:23
  be
• 36:23
  able
• 36:23
  to
• 36:23
  sweat
• 36:23
  those,
• 36:24
  those
• 36:24
  assets.
• 36:25
  I
• 36:25
  think
• 36:25
  you,
• 36:26
  you're
• 36:26
  going
• 36:26
  to
• 36:26
  need
• 36:26
  to
• 36:27
  really
• 36:27
  break
• 36:27
  down
• 36:28
  those
• 36:28
  elements
• 36:28
  of
• 36:28
  your
• 36:29
  E
• 36:29
  commerce
• 36:30
  platform.
• 36:31
  Hopefully
• 36:32
  a
• 36:32
  lot
• 36:33
  of
• 36:33
  people
• 36:33
  already
• 36:34
  done
• 36:34
  that
• 36:34
  work.
• 36:34
  If
• 36:35
  not,
• 36:35
  I'd
• 36:35
  get
• 36:35
  started
• 36:37
  and
• 36:37
  I
• 36:37
  go
• 36:38
  back
• 36:38
  to
• 36:38
  before.
• 36:38
  I
• 36:39
  think
• 36:39
  that
• 36:40
  enriching
• 36:41
  your
• 36:41
  data
• 36:42
  again
• 36:44
  is
• 36:44
  going
• 36:44
  to
• 36:44
  be
• 36:45
  key
• 36:45
  for
• 36:45
  one,
• 36:45
  training
• 36:46
  the
• 36:46
  models
• 36:48
  for
• 36:49
  product
• 36:49
  discovery,
• 36:50
  making
• 36:50
  sure
• 36:51
  your
• 36:51
  branding
• 36:51
  shines
• 36:52
  through
• 36:52
  in
• 36:52
  that
• 36:52
  product
• 36:53
  data
• 36:53
  as
• 36:53
  well,
• 36:54
  to
• 36:54
  make
• 36:54
  sure
• 36:55
  you're
• 36:55
  the
• 36:55
  number
• 36:55
  one
• 36:56
  when
• 36:56
  it
• 36:56
  comes
• 36:56
  to
• 36:57
  being
• 36:57
  discovered.
• 36:59
  So
• 36:59
  I
• 36:59
  think
• 37:00
  data
• 37:00
  readiness,
• 37:01
  an
• 37:02
  API
• 37:02
  first
• 37:06
  and
• 37:06
  also
• 37:06
  be
• 37:07
  hosted
• 37:08
  on
• 37:08
  a
• 37:08
  platform
• 37:08
  which
• 37:08
  is
• 37:08
  going
• 37:09
  to
• 37:09
  support
• 37:09
  all
• 37:09
  this.
• 37:09
  Right.
• 37:10
  So
• 37:10
  that
• 37:10
  you
• 37:10
  don't
• 37:11
  have
• 37:11
  to
• 37:11
  worry
• 37:12
  about
• 37:13
  those
• 37:13
  things
• 37:14
  when
• 37:14
  it
• 37:14
  comes
• 37:14
  to,
• 37:14
  as
• 37:14
  Malte
• 37:15
  mentioned,
• 37:15
  in
• 37:15
  terms
• 37:15
  of
• 37:16
  scale,
• 37:17
  growth
• 37:18
  spikes,
• 37:19
  whatever,
• 37:20
  you
• 37:20
  can
• 37:20
  focus
• 37:20
  on
• 37:20
  this
• 37:21
  really
• 37:21
  neat
• 37:21
  stuff
• 37:22
  which
• 37:22
  takes
• 37:23
  you
• 37:23
  forward
• 37:23
  as
• 37:23
  opposed
• 37:23
  to
• 37:24
  worrying
• 37:24
  about
• 37:24
  all
• 37:24
  that
• 37:24
  stuff
• 37:25
  that
• 37:27
  does.
• 37:29
  John,
• 37:29
  how
• 37:29
  do
• 37:29
  you
• 37:29
  think
• 37:29
  about
• 37:30
  budget
• 37:30
  within
• 37:30
  this
• 37:30
  too
• 37:31
  though?
• 37:31
  We've
• 37:31
  been
• 37:32
  talking
• 37:32
  exogenous
• 37:33
  of
• 37:33
  budget
• 37:33
  how
• 37:33
  important
• 37:34
  is
• 37:34
  fiscal
• 37:34
  responsibility
• 37:35
  inside
• 37:35
  of
• 37:35
  this
• 37:36
  too?
• 37:36
  How
• 37:36
  do
• 37:36
  you
• 37:36
  think
• 37:36
  about
• 37:37
  that?
• 37:41
  Having
• 37:42
  recently
• 37:42
  done
• 37:42
  an
• 37:42
  AWS
• 37:43
  migration
• 37:43
  for
• 37:44
  our
• 37:46
  back
• 37:46
  end,
• 37:47
  I've
• 37:47
  seen
• 37:47
  all
• 37:48
  them
• 37:48
  costs
• 37:48
  can
• 37:48
  quite
• 37:48
  quickly
• 37:49
  get
• 37:49
  out
• 37:49
  of
• 37:49
  control
• 37:49
  if
• 37:50
  you
• 37:50
  don't.
• 37:50
  If
• 37:51
  you
• 37:51
  don't
• 37:51
  keep
• 37:51
  a
• 37:51
  handle
• 37:52
  on
• 37:52
  on
• 37:52
  compute.
• 37:56
  Interesting.
• 37:58
  There
• 37:59
  are
• 37:59
  obviously
• 37:59
  lots
• 37:59
  of
• 37:59
  tools
• 38:00
  available
• 38:00
  in
• 38:00
  which
• 38:00
  you
• 38:00
  can
• 38:01
  make
• 38:01
  sure
• 38:01
  you
• 38:01
  cap
• 38:01
  your
• 38:02
  spend
• 38:02
  limits
• 38:02
  to
• 38:02
  make
• 38:03
  sure
• 38:03
  that
• 38:03
  things
• 38:03
  don't
• 38:03
  go
• 38:04
  absolutely
• 38:04
  crazy.
• 38:05
  But
• 38:05
  I
• 38:05
  think
• 38:06
  it's
• 38:06
  not
• 38:07
  widely
• 38:07
  understood
• 38:08
  is
• 38:08
  why
• 38:08
  I
• 38:08
  hesitate.
• 38:09
  But
• 38:10
  I
• 38:10
  think
• 38:10
  the
• 38:10
  only
• 38:10
  way
• 38:10
  you
• 38:11
  understand
• 38:11
  it
• 38:11
  is
• 38:11
  by
• 38:12
  dipping
• 38:12
  your
• 38:12
  toes
• 38:12
  in
• 38:13
  it.
• 38:14
  My
• 38:16
  basic
• 38:16
  understanding
• 38:17
  is
• 38:17
  that
• 38:18
  this
• 38:18
  whole
• 38:18
  new
• 38:18
  world
• 38:18
  of
• 38:19
  one
• 38:19
  just
• 38:19
  asking
• 38:19
  a
• 38:20
  question,
• 38:21
  getting
• 38:21
  an
• 38:21
  answer
• 38:21
  back
• 38:22
  and
• 38:22
  then
• 38:22
  you
• 38:22
  exploring
• 38:23
  and
• 38:23
  then
• 38:23
  you
• 38:23
  exploring
• 38:23
  and
• 38:24
  then
• 38:24
  you
• 38:24
  exploring
• 38:24
  and
• 38:24
  then
• 38:25
  what
• 38:25
  you
• 38:25
  are
• 38:25
  more
• 38:25
  exploit
• 38:26
  where
• 38:26
  there's
• 38:26
  infinitum
• 38:27
  of
• 38:28
  questions.
• 38:28
  You
• 38:28
  might
• 38:29
  want
• 38:29
  to
• 38:29
  ask
• 38:29
  something
• 38:30
  like
• 38:30
  this.
• 38:30
  There
• 38:30
  is
• 38:31
  a
• 38:31
  cost
• 38:31
  to
• 38:31
  all
• 38:32
  of
• 38:32
  that
• 38:32
  and
• 38:33
  where
• 38:33
  does
• 38:33
  it
• 38:33
  end?
• 38:34
  I
• 38:35
  don't
• 38:35
  know.
• 38:36
  But
• 38:36
  you
• 38:36
  probably
• 38:36
  want
• 38:36
  to
• 38:36
  set
• 38:37
  some
• 38:38
  guardrails
• 38:39
  on
• 38:39
  there.
• 38:41
  That's
• 38:41
  why
• 38:41
  doing
• 38:42
  it
• 38:42
  in
• 38:42
  a
• 38:42
  limited
• 38:42
  test
• 38:42
  is
• 38:43
  probably
• 38:43
  the
• 38:44
  way
• 38:44
  forward
• 38:44
  just
• 38:44
  to
• 38:44
  get
• 38:44
  some
• 38:45
  understanding
• 38:45
  before
• 38:45
  you
• 38:46
  scale
• 38:46
  and
• 38:47
  roll
• 38:47
  it
• 38:47
  out.
• 38:48
  Yeah,
• 38:48
  because
• 38:48
  like
• 38:48
  I
• 38:49
  said,
• 38:49
  I've
• 38:49
  had
• 38:49
  some
• 38:50
  scary,
• 38:51
  scary
• 38:52
  bills
• 38:53
  in
• 38:53
  the
• 38:54
  past.
• 38:54
  Scary
• 38:55
  conversations.
• 38:57
  That's
• 38:58
  what
• 38:58
  I
• 38:58
  love.
• 38:58
  I
• 38:58
  love
• 38:58
  we
• 38:59
  try
• 38:59
  to
• 38:59
  keep
• 38:59
  it
• 38:59
  real
• 38:59
  here
• 38:59
  on
• 38:59
  this
• 39:00
  show.
• 39:00
  All
• 39:00
  right,
• 39:00
  Malta,
• 39:01
  final
• 39:01
  word
• 39:01
  here.
• 39:01
  What
• 39:02
  do
• 39:02
  you
• 39:02
  think
• 39:02
  people
• 39:02
  have
• 39:02
  to
• 39:02
  get
• 39:03
  right
• 39:03
  to
• 39:03
  prepare
• 39:03
  for
• 39:03
  this
• 39:04
  future?
• 39:05
  Yeah,
• 39:06
  I
• 39:06
  think,
• 39:06
  I
• 39:06
  mean
• 39:06
  just
• 39:07
  riffing
• 39:07
  on
• 39:07
  the
• 39:08
  cost
• 39:08
  aspect.
• 39:09
  I
• 39:10
  already
• 39:10
  mentioned
• 39:10
  that
• 39:10
  it's
• 39:11
  relatively
• 39:11
  easy
• 39:12
  to
• 39:12
  build
• 39:12
  AI
• 39:12
  applications.
• 39:13
  And
• 39:14
  one
• 39:14
  of
• 39:14
  the
• 39:14
  things
• 39:15
  that's
• 39:15
  true
• 39:15
  about
• 39:16
  that
• 39:16
  is
• 39:16
  that
• 39:17
  there
• 39:18
  are
• 39:18
  the
• 39:18
  frontier
• 39:18
  model
• 39:19
  which
• 39:19
  is
• 39:19
  the
• 39:19
  currently
• 39:20
  smartest
• 39:21
  thing
• 39:21
  you
• 39:21
  can
• 39:22
  get.
• 39:23
  And
• 39:24
  they
• 39:24
  will
• 39:24
  probably
• 39:25
  just
• 39:25
  do
• 39:25
  what
• 39:25
  you
• 39:25
  tell
• 39:26
  them.
• 39:27
  Now
• 39:27
  they
• 39:28
  do
• 39:28
  that
• 39:28
  at
• 39:28
  a
• 39:28
  cost.
• 39:30
  It's
• 39:30
  not
• 39:30
  like
• 39:30
  this
• 39:31
  is
• 39:31
  not
• 39:31
  prohibitively
• 39:31
  expensive,
• 39:32
  but
• 39:32
  it's
• 39:33
  real
• 39:33
  cost
• 39:33
  that
• 39:34
  yet
• 39:34
  you
• 39:34
  have
• 39:34
  to
• 39:34
  think
• 39:35
  about.
• 39:36
  But
• 39:37
  the
• 39:37
  beauty
• 39:37
  of
• 39:37
  building
• 39:37
  AI
• 39:38
  applications
• 39:38
  is
• 39:38
  that
• 39:39
  you
• 39:39
  start
• 39:39
  with
• 39:39
  a
• 39:39
  really
• 39:39
  smart
• 39:40
  model
• 39:40
  and
• 39:40
  that
• 39:40
  gives
• 39:40
  you
• 39:41
  kind
• 39:41
  of
• 39:42
  a
• 39:42
  way
• 39:42
  to
• 39:42
  evaluate
• 39:43
  in
• 39:43
  a
• 39:43
  day
• 39:43
  or
• 39:43
  two
• 39:44
  if
• 39:44
  there
• 39:44
  is
• 39:44
  actually
• 39:44
  something
• 39:45
  here.
• 39:45
  If
• 39:45
  this
• 39:45
  is
• 39:45
  a
• 39:45
  good
• 39:45
  product
• 39:46
  that
• 39:46
  anyone
• 39:46
  would
• 39:46
  use,
• 39:47
  you
• 39:48
  can
• 39:48
  then
• 39:49
  go
• 39:49
  down
• 39:50
  to
• 39:50
  previous
• 39:50
  generations
• 39:51
  or
• 39:51
  there's
• 39:51
  smaller
• 39:52
  models
• 39:52
  to
• 39:53
  get
• 39:55
  something
• 39:55
  that's
• 39:55
  substantially
• 39:56
  orders
• 39:56
  of
• 39:57
  magnitude
• 39:57
  lower
• 39:58
  cost
• 39:58
  to
• 39:58
  operate
• 39:59
  and
• 39:59
  will
• 39:59
  probably
• 40:00
  still
• 40:00
  do
• 40:00
  what
• 40:00
  you
• 40:00
  need
• 40:01
  with
• 40:01
  a
• 40:01
  little
• 40:01
  bit
• 40:01
  more
• 40:01
  prompting,
• 40:02
  with
• 40:02
  a
• 40:02
  little
• 40:02
  bit
• 40:02
  more
• 40:03
  tuning.
• 40:04
  But
• 40:04
  you
• 40:04
  only
• 40:04
  do
• 40:04
  that
• 40:05
  once
• 40:05
  you
• 40:05
  validate
• 40:05
  with
• 40:05
  a
• 40:05
  frontier
• 40:06
  model
• 40:06
  that
• 40:06
  you
• 40:06
  that
• 40:07
  you
• 40:07
  are
• 40:07
  in
• 40:07
  business,
• 40:07
  that
• 40:07
  this
• 40:08
  is
• 40:08
  going
• 40:08
  to
• 40:08
  work.
• 40:08
  And
• 40:09
  especially
• 40:09
  for
• 40:09
  this
• 40:09
  type
• 40:10
  of
• 40:10
  like
• 40:10
  things
• 40:10
  that
• 40:10
  we're
• 40:10
  discussing
• 40:11
  here
• 40:11
  where
• 40:11
  you
• 40:11
  have
• 40:12
  like
• 40:12
  knowledge
• 40:12
  questions,
• 40:13
  right?
• 40:13
  Where
• 40:14
  like
• 40:14
  you
• 40:14
  want
• 40:14
  to
• 40:14
  know
• 40:15
  something
• 40:15
  about
• 40:15
  the
• 40:15
  product
• 40:16
  and
• 40:16
  you
• 40:16
  actually
• 40:16
  have
• 40:17
  the
• 40:17
  information
• 40:17
  and
• 40:17
  it's
• 40:18
  basically
• 40:18
  the
• 40:18
  model
• 40:18
  kind
• 40:18
  of
• 40:19
  just
• 40:19
  reformatting
• 40:20
  it
• 40:20
  to
• 40:20
  the
• 40:20
  user's
• 40:21
  question.
• 40:22
  The
• 40:22
  AI
• 40:23
  models
• 40:23
  are
• 40:23
  really,
• 40:23
  really
• 40:23
  good
• 40:24
  at
• 40:24
  this.
• 40:24
  So
• 40:24
  you
• 40:25
  don't
• 40:25
  need
• 40:25
  the
• 40:25
  latest
• 40:26
  and
• 40:26
  greatest
• 40:26
  in
• 40:26
  production
• 40:27
  and
• 40:27
  then
• 40:27
  cost
• 40:27
  is
• 40:28
  like
• 40:28
  just,
• 40:28
  just
• 40:29
  not
• 40:29
  a
• 40:29
  big
• 40:29
  deal.
• 40:30
  What,
• 40:30
  yeah,
• 40:30
  what
• 40:31
  I
• 40:31
  want
• 40:31
  to
• 40:31
  say
• 40:31
  is
• 40:31
  like
• 40:32
  the,
• 40:33
  as
• 40:34
  John
• 40:34
  said,
• 40:35
  if
• 40:35
  you
• 40:35
  already
• 40:35
  did
• 40:35
  the
• 40:36
  composable
• 40:37
  transformation,
• 40:37
  you're
• 40:38
  in
• 40:38
  a
• 40:38
  good
• 40:38
  spot.
• 40:39
  It's,
• 40:39
  it's
• 40:39
  not
• 40:40
  too
• 40:40
  late.
• 40:40
  I
• 40:40
  think
• 40:40
  there
• 40:41
  is
• 40:41
  no
• 40:41
  path
• 40:41
  towards
• 40:42
  agent
• 40:43
  E
• 40:43
  commerce
• 40:43
  that
• 40:43
  doesn't
• 40:44
  go
• 40:44
  through
• 40:44
  an
• 40:45
  API
• 40:45
  first
• 40:45
  architecture
• 40:46
  is
• 40:47
  kind
• 40:47
  of
• 40:47
  my
• 40:47
  message,
• 40:48
  right.
• 40:48
  So
• 40:48
  if
• 40:48
  you
• 40:48
  haven't
• 40:48
  done
• 40:48
  the
• 40:49
  transformation,
• 40:51
  now
• 40:51
  is
• 40:51
  the
• 40:51
  time,
• 40:51
  right?
• 40:52
  Like
• 40:52
  there,
• 40:53
  there
• 40:53
  also
• 40:53
  isn't
• 40:54
  anything
• 40:55
  on
• 40:55
  the
• 40:55
  horizon
• 40:56
  where
• 40:57
  you
• 40:57
  might
• 40:57
  get
• 40:57
  into
• 40:58
  a
• 40:58
  situation
• 40:58
  where
• 40:58
  like
• 40:58
  your
• 40:59
  past
• 40:59
  investment
• 40:59
  is
• 40:59
  now
• 41:00
  per
• 41:00
  se.
• 41:00
  Right.
• 41:02
  All
• 41:02
  the
• 41:02
  signs
• 41:03
  are
• 41:03
  pointing
• 41:03
  towards
• 41:04
  a
• 41:04
  place
• 41:04
  where
• 41:06
  that's
• 41:07
  exactly
• 41:07
  what
• 41:07
  you
• 41:07
  needed.
• 41:08
  Right.
• 41:08
  We
• 41:08
  haven't
• 41:08
  even
• 41:09
  used
• 41:09
  passwords
• 41:10
  like
• 41:10
  MCP,
• 41:11
  etc.
• 41:12
  You
• 41:12
  can
• 41:12
  ship
• 41:12
  yours
• 41:13
  on
• 41:13
  top
• 41:13
  of
• 41:14
  your
• 41:14
  API.
• 41:14
  If
• 41:14
  you
• 41:14
  don't
• 41:15
  have
• 41:15
  an
• 41:15
  API,
• 41:15
  you
• 41:16
  cannot
• 41:16
  ship
• 41:16
  it.
• 41:16
  It's
• 41:16
  as
• 41:17
  simple
• 41:17
  as
• 41:17
  that,
• 41:17
  right.
• 41:17
  So
• 41:18
  you
• 41:18
  have
• 41:18
  to
• 41:18
  take
• 41:18
  these
• 41:18
  steps.
• 41:19
  But
• 41:20
  I
• 41:20
  think
• 41:20
  the,
• 41:21
  they're,
• 41:21
  you
• 41:21
  know,
• 41:21
  it's
• 41:22
  2025,
• 41:22
  they're
• 41:22
  pretty
• 41:23
  well
• 41:23
  understood
• 41:24
  and
• 41:25
  you
• 41:25
  can
• 41:25
  do
• 41:26
  an
• 41:26
  RI
• 41:26
  calculation
• 41:27
  based
• 41:27
  on
• 41:28
  the
• 41:28
  pre
• 41:28
  agentic
• 41:29
  world
• 41:29
  and
• 41:29
  that
• 41:29
  was
• 41:29
  already
• 41:30
  probably
• 41:30
  a
• 41:30
  good
• 41:30
  idea,
• 41:31
  but
• 41:31
  in
• 41:31
  the,
• 41:32
  in
• 41:32
  the
• 41:32
  future
• 41:32
  it's
• 41:32
  going
• 41:33
  to
• 41:33
  be
• 41:33
  even
• 41:33
  better
• 41:33
  idea.
• 41:35
  Well,
• 41:35
  Malta
• 41:36
  and
• 41:36
  John,
• 41:36
  I,
• 41:37
  I
• 41:37
  just
• 41:37
  have
• 41:37
  to
• 41:38
  stop
• 41:38
  and
• 41:38
  thank
• 41:38
  you
• 41:38
  so
• 41:39
  much.
• 41:39
  I,
• 41:39
  you've
• 41:39
  given
• 41:40
  me
• 41:40
  so
• 41:40
  much
• 41:40
  to
• 41:41
  think
• 41:41
  about
• 41:41
  throughout
• 41:42
  this
• 41:42
  entire
• 41:43
  conversation
• 41:44
  and
• 41:44
  our
• 41:45
  audience,
• 41:45
  I
• 41:45
  think
• 41:45
  whether
• 41:46
  you're,
• 41:46
  you
• 41:46
  are
• 41:46
  coming
• 41:47
  at
• 41:47
  this,
• 41:48
  this
• 41:48
  Fireside
• 41:48
  chat
• 41:49
  as
• 41:49
  you
• 41:50
  know,
• 41:50
  a
• 41:50
  technical
• 41:51
  person,
• 41:52
  you're
• 41:52
  coming
• 41:52
  as
• 41:53
  an
• 41:53
  engineer,
• 41:53
  you're
• 41:54
  coming
• 41:54
  as
• 41:54
  a
• 41:54
  marketing
• 41:55
  or
• 41:55
  a
• 41:55
  merchant.
• 41:56
  Like
• 41:56
  there's
• 41:56
  something
• 41:57
  for
• 41:57
  everyone
• 41:57
  to
• 41:58
  really
• 41:58
  be
• 41:58
  thinking
• 41:58
  about
• 41:59
  as
• 41:59
  this
• 42:00
  is
• 42:00
  evolving,
• 42:01
  as
• 42:01
  search
• 42:01
  is
• 42:01
  evolving.
• 42:02
  And
• 42:02
  it
• 42:02
  really,
• 42:03
  you
• 42:03
  know,
• 42:03
  starts
• 42:04
  with
• 42:04
  that
• 42:05
  foundation
• 42:05
  that's
• 42:06
  agile,
• 42:06
  that's
• 42:07
  responsive
• 42:08
  and
• 42:08
  teams
• 42:09
  that
• 42:09
  are
• 42:09
  prepared
• 42:10
  to
• 42:10
  kind
• 42:10
  of
• 42:10
  work
• 42:11
  and
• 42:11
  iterate
• 42:12
  using
• 42:13
  some
• 42:13
  of
• 42:13
  the
• 42:13
  AI
• 42:14
  tools
• 42:14
  that
• 42:14
  we
• 42:15
  have
• 42:15
  out
• 42:15
  there
• 42:16
  to
• 42:16
  make
• 42:16
  your,
• 42:17
  yourself
• 42:17
  and
• 42:18
  your
• 42:18
  site
• 42:18
  and
• 42:18
  your
• 42:18
  retail
• 42:19
  organization
• 42:19
  ready
• 42:20
  for
• 42:21
  what's
• 42:21
  ahead.
• 42:22
  I
• 42:22
  am
• 42:23
  certain
• 42:23
  there's
• 42:24
  going
• 42:24
  to
• 42:24
  be
• 42:24
  people
• 42:24
  that
• 42:25
  want
• 42:25
  to
• 42:25
  reach
• 42:25
  out
• 42:25
  to
• 42:25
  both
• 42:26
  of
• 42:26
  you
• 42:26
  to
• 42:26
  get
• 42:26
  your
• 42:27
  perspectives,
• 42:27
  to
• 42:28
  understand
• 42:28
  this
• 42:29
  a
• 42:29
  little
• 42:29
  bit
• 42:29
  more
• 42:29
  deeply.
• 42:30
  If
• 42:31
  people
• 42:31
  want
• 42:31
  to
• 42:32
  do
• 42:32
  that,
• 42:32
  what's
• 42:33
  the
• 42:33
  best
• 42:33
  way
• 42:33
  for
• 42:34
  them
• 42:34
  to,
• 42:35
  to
• 42:35
  reach
• 42:35
  out?
• 42:35
  John,
• 42:36
  I'll
• 42:36
  go
• 42:36
  to
• 42:36
  you
• 42:36
  first.
• 42:38
  By
• 42:38
  all
• 42:38
  means.
• 42:39
  You
• 42:39
  can
• 42:39
  drop
• 42:39
  me
• 42:39
  an
• 42:40
  email.
• 42:40
  John
• 42:40
  cleaver@sports
• 42:42
  shoes.com
• 42:45
  Excellent.
• 42:45
  And
• 42:46
  Malta,
• 42:46
  how
• 42:46
  about
• 42:47
  you?
• 42:48
  A
• 42:48
  slightly
• 42:48
  longer
• 42:49
  version
• 42:49
  because
• 42:49
  I
• 42:49
  actually
• 42:50
  have
• 42:50
  something
• 42:50
  to
• 42:50
  sell,
• 42:51
  but
• 42:51
  here
• 42:51
  we
• 42:51
  go.
• 42:52
  No,
• 42:52
  the,
• 42:52
  the.
• 42:53
  So
• 42:53
  I
• 42:53
  am
• 42:54
  on
• 42:54
  social
• 42:54
  media
• 42:55
  like
• 42:55
  LinkedIn,
• 42:56
  X,
• 42:57
  whatever
• 42:57
  you
• 42:57
  like.
• 42:58
  I'm
• 42:58
  very
• 42:58
  accessible
• 42:59
  there
• 42:59
  and,
• 43:00
  and
• 43:00
  spending
• 43:00
  way
• 43:01
  too
• 43:01
  much
• 43:01
  time.
• 43:02
  What
• 43:03
  I
• 43:03
  would
• 43:03
  encourage
• 43:04
  folks
• 43:04
  to
• 43:04
  try,
• 43:04
  as
• 43:05
  I
• 43:05
  already
• 43:05
  mentioned,
• 43:05
  our
• 43:05
  Viacoding
• 43:06
  tool,
• 43:06
  V0,
• 43:07
  that's
• 43:07
  the
• 43:07
  letter
• 43:08
  V,
• 43:08
  the
• 43:08
  number
• 43:09
  zero
• 43:10
  app.
• 43:11
  Go
• 43:11
  there,
• 43:11
  there's
• 43:12
  a
• 43:12
  free
• 43:12
  tier,
• 43:12
  you
• 43:12
  can
• 43:12
  try
• 43:12
  it
• 43:13
  out.
• 43:13
  There's
• 43:14
  zero
• 43:14
  reasons
• 43:15
  not
• 43:15
  to
• 43:15
  do
• 43:15
  it.
• 43:17
  And
• 43:17
  if
• 43:17
  you
• 43:18
  want
• 43:18
  to
• 43:18
  start
• 43:18
  your
• 43:19
  agentic
• 43:19
  journey
• 43:20
  or
• 43:20
  like
• 43:20
  have
• 43:21
  a
• 43:21
  better
• 43:21
  front
• 43:21
  end
• 43:21
  for
• 43:21
  your
• 43:22
  existing
• 43:22
  composable
• 43:23
  architecture,
• 43:24
  then
• 43:24
  v0.com
• 43:25
  sorry,
• 43:25
  vercel.com
• 43:26
  enterprise
• 43:27
  is
• 43:27
  probably
• 43:28
  the
• 43:28
  place
• 43:29
  to
• 43:29
  start.
• 43:31
  Amazing.
• 43:31
  That's
• 43:32
  awesome.
• 43:32
  Thank
• 43:32
  you.
• 43:33
  Thank
• 43:33
  you
• 43:33
  guys.
• 43:34
  Thank
• 43:34
  you
• 43:34
  both.
• 43:34
  I
• 43:34
  love
• 43:34
  this
• 43:35
  conversation.
• 43:35
  There
• 43:35
  are
• 43:35
  a
• 43:35
  number
• 43:36
  of
• 43:36
  nuggets
• 43:36
  to
• 43:36
  me,
• 43:36
  like
• 43:37
  the
• 43:37
  ones
• 43:37
  that
• 43:37
  stood
• 43:37
  out
• 43:37
  to
• 43:38
  me
• 43:38
  and
• 43:38
  thinking
• 43:38
  back
• 43:38
  were
• 43:39
  like,
• 43:39
  you
• 43:39
  got
• 43:39
  to
• 43:39
  have
• 43:39
  an
• 43:40
  API
• 43:41
  based
• 43:41
  approach
• 43:42
  if
• 43:42
  you're
• 43:42
  going
• 43:42
  to
• 43:42
  be
• 43:42
  successful
• 43:43
  in
• 43:43
  the
• 43:43
  future.
• 43:43
  API
• 43:44
  approaches
• 43:44
  is
• 43:45
  absolutely
• 43:45
  number
• 43:46
  one
• 43:46
  critical.
• 43:46
  The
• 43:47
  thing
• 43:47
  that
• 43:47
  Walt
• 43:48
  is
• 43:48
  number
• 43:48
  two.
• 43:48
  What
• 43:48
  you
• 43:48
  said
• 43:49
  about
• 43:49
  retailers
• 43:50
  as
• 43:50
  content
• 43:50
  creators.
• 43:51
  I've
• 43:51
  been
• 43:51
  thinking
• 43:51
  about
• 43:51
  that
• 43:52
  ever
• 43:52
  since
• 43:52
  you
• 43:52
  said
• 43:53
  it.
• 43:53
  And
• 43:53
  John,
• 43:53
  your
• 43:53
  last
• 43:54
  point
• 43:54
  that
• 43:54
  you
• 43:54
  made
• 43:54
  toward
• 43:55
  the
• 43:55
  end
• 43:55
  about,
• 43:55
  you
• 43:56
  know,
• 43:56
  if
• 43:56
  you're
• 43:56
  going
• 43:56
  to
• 43:56
  start
• 43:56
  experimenting
• 43:57
  with
• 43:57
  this,
• 43:57
  start
• 43:57
  experimenting
• 43:58
  with
• 43:58
  it
• 43:58
  on
• 43:58
  your
• 43:58
  own
• 43:59
  site
• 43:59
  with
• 43:59
  your
• 43:59
  best
• 43:59
  customers
• 44:00
  so
• 44:00
  you
• 44:00
  know
• 44:01
  exactly
• 44:01
  what
• 44:01
  they're
• 44:02
  going
• 44:02
  to
• 44:02
  need
• 44:03
  and
• 44:03
  how
• 44:03
  you
• 44:03
  can
• 44:04
  then
• 44:04
  scale
• 44:04
  that
• 44:04
  to
• 44:04
  the
• 44:04
  future.
• 44:05
  So
• 44:05
  thank
• 44:05
  you
• 44:06
  to
• 44:06
  both
• 44:06
  of
• 44:06
  you
• 44:06
  for
• 44:06
  joining
• 44:07
  us.
• 44:07
  Thanks
• 44:07
  to
• 44:08
  everyone
• 44:08
  watching
• 44:09
  live
• 44:09
  and
• 44:09
  to
• 44:09
  everyone
• 44:10
  listening
• 44:10
  in
• 44:10
  later
• 44:11
  as
• 44:11
  well.
• 44:12
  On
• 44:12
  behalf
• 44:12
  of
• 44:12
  all
• 44:12
  of
• 44:12
  us
• 44:13
  here
• 44:13
  at
• 44:13
  omnitalk,
• 44:14
  be
• 44:14
  careful
• 44:14
  out
• 44:15
  there.