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How AI & Cloud Technology Are Shaping The Future Of Fashion Retail With Doug Tiffan Of AWS | 5IM · Omni Talk Retail

• 0:09
  Joining
• 0:10
  us
• 0:10
  now
• 0:10
  for
• 0:10
  five
• 0:10
  insightful
• 0:11
  minutes
• 0:11
  is
• 0:11
  Doug
• 0:12
  Tiffin.
• 0:12
  Doug
• 0:13
  is
• 0:13
  the
• 0:13
  head
• 0:13
  of
• 0:13
  solutions
• 0:14
  strategy
• 0:14
  for
• 0:15
  fashion
• 0:15
  and
• 0:15
  apparel
• 0:16
  at
• 0:16
  Amazon
• 0:16
  Web
• 0:17
  Services.
• 0:18
  Doug,
• 0:18
  first
• 0:18
  question,
• 0:19
  what
• 0:19
  is
• 0:20
  taking
• 0:20
  place
• 0:20
  in
• 0:20
  the
• 0:21
  fashion
• 0:21
  and
• 0:21
  apparel
• 0:22
  space
• 0:22
  right
• 0:22
  now?
• 0:23
  And
• 0:23
  how
• 0:23
  are
• 0:23
  you
• 0:24
  seeing
• 0:24
  retailers
• 0:24
  invest
• 0:25
  in
• 0:25
  cloud
• 0:25
  technologies?
• 0:27
  So
• 0:28
  the
• 0:28
  rapid
• 0:29
  growth
• 0:29
  of
• 0:29
  E
• 0:29
  commerce
• 0:30
  that
• 0:30
  was
• 0:30
  spurred
• 0:30
  by
• 0:30
  the
• 0:31
  pandemic
• 0:31
  is
• 0:31
  mostly
• 0:32
  stabilized
• 0:32
  right
• 0:33
  now.
• 0:33
  But
• 0:33
  what
• 0:34
  has
• 0:34
  changed
• 0:35
  is
• 0:35
  consumer
• 0:36
  behavior
• 0:36
  and
• 0:36
  I
• 0:37
  believe
• 0:37
  it's
• 0:37
  going
• 0:37
  to
• 0:37
  continue
• 0:38
  to
• 0:38
  change.
• 0:38
  And
• 0:39
  the
• 0:39
  expectations
• 0:40
  now
• 0:41
  are
• 0:41
  kind
• 0:41
  of
• 0:41
  higher
• 0:42
  than
• 0:42
  level
• 0:43
  for
• 0:44
  the
• 0:44
  retailers
• 0:45
  and
• 0:45
  brands.
• 0:46
  So
• 0:47
  customers
• 0:48
  today,
• 0:48
  they're
• 0:48
  less
• 0:49
  loyal
• 0:49
  to
• 0:49
  brands
• 0:50
  and
• 0:50
  they're
• 0:50
  expecting
• 0:51
  great
• 0:51
  shopping
• 0:52
  experiences
• 0:52
  that
• 0:52
  are
• 0:53
  connected
• 0:54
  no
• 0:54
  matter
• 0:54
  where
• 0:55
  they
• 0:55
  interact
• 0:55
  with
• 0:55
  the
• 0:55
  retailer,
• 0:56
  whether
• 0:56
  it
• 0:56
  be
• 0:57
  online
• 0:57
  or
• 0:58
  in
• 0:58
  an
• 0:58
  app,
• 0:59
  in
• 0:59
  the
• 0:59
  store
• 0:59
  or
• 1:00
  in
• 1:00
  social
• 1:00
  media.
• 1:02
  So
• 1:02
  retailers
• 1:03
  must
• 1:04
  rapidly
• 1:04
  adapt
• 1:04
  and
• 1:05
  change
• 1:05
  investing
• 1:06
  in
• 1:06
  technology
• 1:06
  to
• 1:07
  meet
• 1:07
  their
• 1:07
  customers
• 1:08
  changing
• 1:09
  expectations.
• 1:10
  So
• 1:10
  this
• 1:10
  includes
• 1:11
  investing
• 1:11
  in
• 1:11
  AI
• 1:12
  and
• 1:12
  cloud
• 1:12
  technologies
• 1:13
  that
• 1:13
  power
• 1:13
  better
• 1:14
  shopping
• 1:14
  experiences
• 1:15
  like
• 1:16
  personalization,
• 1:17
  or
• 1:18
  improving
• 1:18
  business
• 1:19
  processes
• 1:19
  like
• 1:20
  leveraging
• 1:20
  AI
• 1:21
  to
• 1:21
  create
• 1:21
  product
• 1:22
  images
• 1:22
  or
• 1:23
  product
• 1:23
  descriptions
• 1:25
  and
• 1:25
  then
• 1:26
  using
• 1:26
  AI
• 1:27
  to
• 1:27
  create
• 1:27
  the
• 1:27
  next
• 1:28
  level
• 1:28
  of
• 1:28
  customer
• 1:29
  services
• 1:29
  that
• 1:30
  involve
• 1:30
  all
• 1:30
  these
• 1:31
  things
• 1:31
  before
• 1:31
  personalization,
• 1:32
  product
• 1:32
  data
• 1:33
  all
• 1:33
  into
• 1:33
  one
• 1:34
  great
• 1:34
  customer
• 1:35
  experience.
• 1:36
  Doug,
• 1:37
  inflation
• 1:37
  has
• 1:37
  eased.
• 1:38
  Certainly
• 1:38
  the
• 1:39
  industry
• 1:39
  has
• 1:39
  not
• 1:40
  yet
• 1:40
  recovered
• 1:41
  though
• 1:41
  to
• 1:41
  pre
• 1:42
  pandemic
• 1:42
  levels.
• 1:42
  For
• 1:42
  example,
• 1:43
  we're
• 1:43
  seeing
• 1:43
  supply
• 1:44
  chain
• 1:44
  disruptions,
• 1:45
  high
• 1:45
  interest
• 1:46
  rates,
• 1:46
  geopolitical
• 1:47
  uncertainties,
• 1:47
  and
• 1:48
  all
• 1:48
  this
• 1:48
  may
• 1:48
  lead
• 1:49
  executives
• 1:49
  to
• 1:49
  be
• 1:49
  a
• 1:49
  little
• 1:49
  bit
• 1:50
  more
• 1:50
  cautious
• 1:50
  about
• 1:50
  their
• 1:51
  technology
• 1:51
  investment.
• 1:52
  So
• 1:52
  I'm
• 1:52
  curious,
• 1:53
  what
• 1:53
  AI
• 1:53
  investments
• 1:54
  you
• 1:54
  think
• 1:54
  are
• 1:54
  going
• 1:54
  to
• 1:55
  have
• 1:55
  the
• 1:55
  biggest
• 1:55
  impact
• 1:56
  on
• 1:56
  profitability
• 1:56
  and
• 1:57
  customer
• 1:57
  loyalty
• 1:58
  within
• 1:58
  the
• 1:58
  fashion
• 1:59
  and
• 1:59
  apparel
• 1:59
  space?
• 2:00
  Yeah,
• 2:01
  fashion
• 2:01
  brands
• 2:02
  and
• 2:02
  retailers
• 2:02
  are
• 2:03
  concerned
• 2:03
  about
• 2:04
  customer
• 2:04
  acquisition,
• 2:05
  but
• 2:05
  mostly
• 2:05
  about
• 2:06
  customer
• 2:06
  retention.
• 2:07
  They're
• 2:07
  constantly
• 2:08
  things
• 2:09
  like
• 2:09
  personalization
• 2:10
  and
• 2:11
  enhancing,
• 2:12
  enhancing
• 2:13
  digital
• 2:13
  engagement,
• 2:14
  next
• 2:14
  level
• 2:15
  customer
• 2:15
  service,
• 2:16
  all
• 2:16
  with
• 2:16
  the
• 2:17
  intent
• 2:17
  of
• 2:17
  creating
• 2:18
  delightful
• 2:19
  shopping
• 2:19
  experiences.
• 2:20
  So
• 2:21
  the
• 2:21
  AI
• 2:21
  behind
• 2:22
  that
• 2:22
  can
• 2:22
  be
• 2:23
  in
• 2:23
  things
• 2:23
  like
• 2:23
  personalization.
• 2:24
  For
• 2:24
  example,
• 2:25
  AI
• 2:26
  can
• 2:26
  understand
• 2:28
  vast
• 2:28
  amounts
• 2:29
  of
• 2:29
  data
• 2:29
  like
• 2:30
  shopping
• 2:30
  history,
• 2:31
  browsing
• 2:32
  history,
• 2:32
  and
• 2:32
  pull
• 2:33
  all
• 2:33
  that
• 2:33
  together
• 2:33
  to
• 2:34
  give
• 2:34
  relevant
• 2:35
  product
• 2:35
  recommendations
• 2:36
  in
• 2:37
  session
• 2:37
  for
• 2:37
  each
• 2:38
  customer
• 2:38
  as
• 2:38
  they
• 2:38
  shop.
• 2:39
  Personalization
• 2:40
  can
• 2:40
  even
• 2:40
  reach
• 2:41
  into
• 2:41
  marketing.
• 2:42
  And
• 2:42
  instead
• 2:42
  of
• 2:43
  marketing
• 2:43
  to
• 2:44
  giant
• 2:44
  segments
• 2:45
  like
• 2:45
  we've
• 2:45
  done
• 2:45
  in
• 2:45
  the
• 2:45
  past,
• 2:45
  we
• 2:46
  can
• 2:46
  literally
• 2:46
  cater
• 2:47
  marketing
• 2:47
  messaging
• 2:48
  to
• 2:48
  the
• 2:48
  individual.
• 2:49
  Another
• 2:50
  area
• 2:51
  that
• 2:51
  I
• 2:51
  see
• 2:51
  investment
• 2:52
  in
• 2:52
  is
• 2:52
  product
• 2:53
  search
• 2:53
  and
• 2:53
  discovery.
• 2:54
  60%
• 2:54
  of,
• 2:55
  yeah,
• 2:56
  60%
• 2:56
  of
• 2:57
  shoppers
• 2:57
  will
• 2:57
  go
• 2:57
  straight
• 2:58
  to
• 2:58
  the
• 2:58
  search
• 2:58
  bar
• 2:58
  when
• 2:59
  they
• 2:59
  hit
• 2:59
  a
• 2:59
  retailer
• 2:59
  site.
• 3:00
  And
• 3:00
  if
• 3:00
  they
• 3:01
  don't
• 3:01
  find
• 3:01
  what
• 3:01
  they're
• 3:01
  looking
• 3:01
  for
• 3:02
  within
• 3:02
  a
• 3:02
  few
• 3:02
  clicks,
• 3:03
  80%
• 3:03
  of
• 3:03
  the
• 3:03
  time
• 3:03
  they're
• 3:04
  going
• 3:04
  to
• 3:04
  bolt
• 3:04
  for
• 3:04
  another
• 3:04
  website.
• 3:05
  So
• 3:06
  AI
• 3:07
  technologies
• 3:07
  can
• 3:08
  help
• 3:09
  by
• 3:09
  help
• 3:09
  letting
• 3:10
  customers
• 3:11
  search
• 3:11
  by
• 3:11
  using
• 3:12
  product
• 3:12
  images
• 3:13
  and
• 3:13
  statements
• 3:14
  instead
• 3:14
  of
• 3:14
  just
• 3:14
  keywords.
• 3:15
  They
• 3:15
  can
• 3:15
  ask
• 3:16
  a
• 3:16
  question
• 3:16
  and
• 3:17
  I
• 3:17
  can
• 3:17
  identify
• 3:18
  items
• 3:19
  in
• 3:19
  that
• 3:19
  retailer's
• 3:20
  assortment
• 3:20
  that
• 3:21
  meet
• 3:21
  the
• 3:21
  need
• 3:21
  of
• 3:21
  that
• 3:21
  consumer
• 3:22
  and
• 3:23
  then
• 3:24
  give
• 3:24
  them
• 3:24
  that
• 3:24
  offering.
• 3:25
  You
• 3:25
  know,
• 3:25
  shoppers
• 3:26
  can
• 3:26
  find
• 3:26
  exactly
• 3:26
  what
• 3:27
  they're
• 3:27
  looking
• 3:27
  for
• 3:28
  and
• 3:28
  then
• 3:29
  walk
• 3:29
  away
• 3:29
  with
• 3:29
  a
• 3:29
  great
• 3:30
  customer
• 3:30
  experience.
• 3:31
  And
• 3:31
  then
• 3:32
  finally,
• 3:32
  the
• 3:32
  last
• 3:32
  place
• 3:33
  I
• 3:33
  see
• 3:33
  investments
• 3:34
  are
• 3:34
  really
• 3:34
  in
• 3:34
  the
• 3:35
  customer
• 3:35
  service
• 3:35
  space.
• 3:36
  So
• 3:36
  AI
• 3:37
  powered
• 3:37
  chatbots
• 3:38
  can
• 3:38
  offer
• 3:38
  24
• 3:39
  hours,
• 3:39
  you
• 3:39
  know,
• 3:40
  customer
• 3:41
  help
• 3:42
  and
• 3:43
  customers
• 3:43
  can
• 3:44
  come
• 3:44
  in
• 3:44
  and
• 3:45
  the
• 3:45
  AI
• 3:45
  can
• 3:46
  understand
• 3:46
  their
• 3:46
  intent
• 3:47
  and
• 3:47
  give
• 3:48
  them
• 3:48
  the
• 3:48
  answers
• 3:48
  they
• 3:48
  need
• 3:49
  to
• 3:49
  get
• 3:49
  to
• 3:49
  what
• 3:49
  they're
• 3:49
  looking
• 3:50
  for.
• 3:50
  That
• 3:50
  would
• 3:50
  be
• 3:50
  help
• 3:50
  with
• 3:51
  a
• 3:51
  problem
• 3:51
  or
• 3:52
  finding
• 3:52
  a
• 3:52
  product.
• 3:53
  And
• 3:53
  another
• 3:53
  version
• 3:54
  of
• 3:54
  a
• 3:55
  chatbot
• 3:56
  is
• 3:56
  personal
• 3:57
  stylists
• 3:57
  that
• 3:57
  I
• 3:57
  see
• 3:58
  happening
• 3:58
  a
• 3:58
  lot
• 3:58
  where
• 3:59
  either
• 4:00
  in
• 4:00
  an
• 4:00
  app
• 4:00
  or
• 4:00
  in
• 4:00
  a
• 4:01
  website,
• 4:01
  a
• 4:01
  customer
• 4:01
  can
• 4:01
  go
• 4:02
  in
• 4:02
  and
• 4:02
  ask
• 4:02
  questions
• 4:03
  on
• 4:03
  what
• 4:03
  to
• 4:04
  wear.
• 4:04
  For
• 4:04
  example,
• 4:05
  if
• 4:05
  you
• 4:05
  want
• 4:06
  to
• 4:06
  find
• 4:06
  a
• 4:06
  dress
• 4:06
  for
• 4:06
  New
• 4:06
  Year's
• 4:07
  Eve
• 4:07
  in
• 4:07
  Manhattan,
• 4:07
  which
• 4:08
  I
• 4:08
  buy,
• 4:08
  an
• 4:08
  AI
• 4:09
  can
• 4:10
  not
• 4:10
  only
• 4:10
  give
• 4:10
  you
• 4:10
  the
• 4:10
  dress,
• 4:11
  but
• 4:11
  also
• 4:11
  rounded
• 4:11
  out
• 4:12
  with
• 4:12
  the
• 4:12
  handbag
• 4:13
  and
• 4:13
  the
• 4:13
  shoes
• 4:13
  to
• 4:13
  go
• 4:14
  with
• 4:14
  it.
• 4:14
  So
• 4:14
  let's
• 4:14
  get
• 4:14
  you
• 4:15
  out
• 4:15
  of
• 4:15
  here
• 4:15
  on
• 4:15
  this.
• 4:16
  If
• 4:16
  we
• 4:16
  consider
• 4:16
  a
• 4:16
  long
• 4:17
  term
• 4:17
  or
• 4:17
  take
• 4:17
  a
• 4:17
  longer
• 4:18
  term
• 4:18
  view,
• 4:19
  what
• 4:19
  do
• 4:19
  retailers
• 4:19
  need
• 4:20
  to
• 4:20
  take
• 4:20
  action
• 4:20
  on
• 4:21
  now
• 4:21
  to
• 4:21
  drive
• 4:22
  more
• 4:22
  value
• 4:23
  in
• 4:23
  the
• 4:23
  future?
• 4:23
  Right
• 4:24
  now,
• 4:24
  right
• 4:24
  this
• 4:24
  second.
• 4:25
  Doug,
• 4:25
  what
• 4:25
  would
• 4:25
  you
• 4:25
  tell
• 4:26
  retailers?
• 4:27
  Top
• 4:27
  of
• 4:27
  my
• 4:27
  mind
• 4:28
  is
• 4:28
  develop
• 4:29
  and
• 4:29
  enforce
• 4:29
  a
• 4:30
  complete
• 4:30
  data
• 4:31
  strategy.
• 4:31
  All
• 4:31
  the
• 4:32
  cool
• 4:32
  AI
• 4:32
  in
• 4:32
  the
• 4:33
  world
• 4:33
  won't
• 4:34
  help
• 4:34
  you
• 4:34
  if
• 4:34
  the
• 4:34
  foundational
• 4:35
  data
• 4:35
  is
• 4:35
  not
• 4:36
  in
• 4:36
  good
• 4:36
  shape.
• 4:37
  The
• 4:37
  second
• 4:37
  thing
• 4:37
  would
• 4:38
  be
• 4:38
  take
• 4:39
  your
• 4:39
  vision
• 4:39
  for
• 4:40
  a
• 4:40
  differentiated
• 4:41
  customer
• 4:41
  experience
• 4:41
  and
• 4:41
  invest
• 4:42
  in
• 4:42
  the
• 4:42
  technology
• 4:43
  that
• 4:43
  you
• 4:44
  need
• 4:44
  to
• 4:44
  support
• 4:44
  that
• 4:45
  vision.
• 4:46
  Anticipate
• 4:46
  that
• 4:47
  your
• 4:47
  customers
• 4:48
  demands
• 4:48
  and
• 4:49
  expectations
• 4:49
  are
• 4:50
  going
• 4:50
  to
• 4:50
  continue
• 4:51
  to
• 4:51
  change.
• 4:52
  And
• 4:52
  so
• 4:52
  you
• 4:53
  want
• 4:53
  to
• 4:53
  make
• 4:53
  sure
• 4:53
  that
• 4:53
  you're
• 4:54
  positioned
• 4:54
  to
• 4:54
  be
• 4:54
  able
• 4:54
  to
• 4:55
  meet
• 4:55
  those
• 4:55
  changes.
• 4:57
  And
• 4:57
  then
• 4:58
  also
• 4:58
  think
• 4:58
  of
• 4:58
  AI
• 4:59
  as
• 4:59
  a
• 4:59
  member
• 5:00
  of
• 5:00
  your
• 5:00
  team.
• 5:00
  They're
• 5:00
  a
• 5:01
  highly
• 5:01
  potential
• 5:02
  team
• 5:03
  member
• 5:03
  that
• 5:03
  is
• 5:04
  capable
• 5:04
  of
• 5:04
  great
• 5:04
  things,
• 5:05
  but
• 5:05
  they
• 5:06
  need
• 5:06
  time
• 5:06
  and
• 5:06
  training
• 5:06
  to
• 5:07
  get
• 5:07
  up
• 5:07
  to
• 5:07
  speed.
• 5:07
  So
• 5:08
  start
• 5:08
  now.
• 5:10
  You
• 5:10
  know,
• 5:10
  if
• 5:10
  your
• 5:10
  team
• 5:11
  is
• 5:11
  new
• 5:11
  to
• 5:11
  AI,
• 5:12
  get
• 5:12
  them
• 5:12
  started
• 5:12
  on
• 5:13
  internal
• 5:13
  projects,
• 5:14
  then
• 5:14
  some
• 5:14
  short
• 5:14
  ones
• 5:15
  to
• 5:15
  get
• 5:15
  some
• 5:15
  quick
• 5:15
  wins
• 5:16
  and
• 5:16
  build
• 5:16
  that
• 5:16
  muscle
• 5:17
  memory
• 5:17
  so
• 5:17
  then
• 5:18
  they
• 5:18
  can
• 5:18
  turn
• 5:18
  around
• 5:19
  and
• 5:19
  work
• 5:19
  on
• 5:19
  some
• 5:19
  longer
• 5:20
  term
• 5:20
  strategic
• 5:21
  projects
• 5:21
  that
• 5:21
  could
• 5:21
  really
• 5:22
  deliver
• 5:22
  big
• 5:22
  value.
• 5:23
  And
• 5:23
  then
• 5:23
  finally
• 5:24
  plan
• 5:24
  for
• 5:25
  the
• 5:25
  long
• 5:25
  term.
• 5:26
  Clearly
• 5:27
  define
• 5:27
  and
• 5:28
  communicate
• 5:29
  the
• 5:29
  vision
• 5:30
  for
• 5:30
  your
• 5:30
  organization
• 5:30
  to
• 5:31
  focus
• 5:31
  on.
• 5:31
  So
• 5:31
  as
• 5:32
  AI
• 5:32
  projects
• 5:33
  come
• 5:33
  up,
• 5:34
  you
• 5:34
  can
• 5:34
  make
• 5:35
  everybody
• 5:35
  knows
• 5:35
  they
• 5:35
  need
• 5:36
  to
• 5:36
  be
• 5:36
  aligned
• 5:36
  to
• 5:36
  those
• 5:36
  goals
• 5:37
  and
• 5:37
  help
• 5:37
  drive
• 5:37
  them.
• 5:38
  And
• 5:38
  just
• 5:39
  know
• 5:39
  that
• 5:39
  you're
• 5:39
  not
• 5:39
  alone
• 5:39
  in
• 5:40
  this
• 5:40
  aws
• 5:41
  and
• 5:41
  our
• 5:41
  partners
• 5:41
  are
• 5:42
  here
• 5:42
  to
• 5:42
  help
• 5:43
  to
• 5:44
  give
• 5:44
  you
• 5:44
  the
• 5:45
  technology
• 5:45
  and
• 5:45
  solutions
• 5:46
  that
• 5:46
  you
• 5:46
  need
• 5:46
  to
• 5:46
  power
• 5:47
  your
• 5:47
  success.
• 5:49
  Thanks,
• 5:49
  Doug.
• 5:49
  Great
• 5:49
  stuff,
• 5:50
  Doug.
• 5:50
  Thank
• 5:50
  you.