Latest / Omni Talk Retail / Amazon Wants To Power Retail AI. Is That A Good Idea? | Fast Five Shorts

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Amazon Wants To Power Retail AI. Is That A Good Idea? | Fast Five Shorts · Omni Talk Retail

• 0:00
  AWS
• 0:00
  announced
• 0:01
  the
• 0:01
  Agentic
• 0:02
  Shopping
• 0:02
  Assistant
• 0:03
  on
• 0:03
  aws,
• 0:04
  a
• 0:04
  new
• 0:04
  solution
• 0:05
  that
• 0:05
  packages
• 0:05
  the
• 0:05
  architecture,
• 0:06
  starter
• 0:07
  code
• 0:07
  and
• 0:07
  expert
• 0:07
  guidance
• 0:08
  behind
• 0:08
  Amazon's
• 0:09
  own
• 0:09
  Alexa
• 0:10
  for
• 0:10
  Shopping
• 0:10
  AI
• 0:10
  Assistant
• 0:11
  and
• 0:11
  makes
• 0:12
  it
• 0:12
  available
• 0:12
  to
• 0:12
  any
• 0:12
  retailer
• 0:13
  to
• 0:13
  deploy
• 0:13
  as
• 0:14
  their
• 0:14
  own
• 0:14
  branded
• 0:15
  conversational
• 0:16
  shopping
• 0:16
  experience.
• 0:17
  According
• 0:18
  to
• 0:18
  an
• 0:18
  About
• 0:18
  Amazon
• 0:19
  blog
• 0:19
  post,
• 0:20
  the
• 0:20
  solution
• 0:20
  was
• 0:21
  built
• 0:21
  together
• 0:21
  with
• 0:21
  the
• 0:22
  AWS
• 0:22
  Generative
• 0:23
  AI
• 0:23
  Innovation
• 0:24
  center
• 0:24
  and
• 0:24
  is
• 0:25
  tailored
• 0:25
  to
• 0:25
  each
• 0:25
  retailer's
• 0:26
  specific
• 0:26
  catalog,
• 0:27
  customer
• 0:27
  base
• 0:28
  and
• 0:28
  brand
• 0:28
  voice,
• 0:29
  allowing
• 0:30
  retailers
• 0:30
  to
• 0:30
  launch
• 0:30
  their
• 0:31
  own
• 0:31
  conversational
• 0:32
  shopping
• 0:32
  experience
• 0:32
  in
• 0:33
  weeks
• 0:33
  rather
• 0:34
  than
• 0:34
  the
• 0:34
  years
• 0:34
  it
• 0:35
  would
• 0:35
  take
• 0:35
  to
• 0:35
  build
• 0:35
  it
• 0:36
  from
• 0:36
  scratch.
• 0:37
  Kate
• 0:37
  Spade
• 0:38
  is
• 0:38
  reportedly
• 0:38
  already
• 0:38
  using
• 0:39
  the
• 0:39
  solution
• 0:39
  to
• 0:39
  build
• 0:40
  its
• 0:40
  own
• 0:40
  AI
• 0:40
  shopping
• 0:41
  experience
• 0:41
  with
• 0:42
  additional
• 0:42
  retailers
• 0:43
  currently
• 0:43
  in
• 0:44
  testing.
• 0:44
  Shelley
• 0:45
  I
• 0:45
  waited
• 0:45
  till
• 0:46
  the
• 0:46
  end
• 0:46
  to
• 0:46
  bring
• 0:47
  this
• 0:47
  headline
• 0:48
  into
• 0:48
  the
• 0:48
  fold
• 0:48
  because
• 0:49
  I
• 0:49
  really
• 0:49
  want
• 0:49
  to
• 0:49
  get
• 0:49
  your
• 0:50
  opinion
• 0:50
  and
• 0:50
  I
• 0:51
  want
• 0:51
  to
• 0:51
  know,
• 0:51
  is
• 0:51
  leveraging
• 0:52
  Amazon's
• 0:52
  tech
• 0:53
  for
• 0:53
  on
• 0:53
  site
• 0:54
  generative
• 0:54
  AI
• 0:54
  search
• 0:55
  something
• 0:55
  you
• 0:55
  would
• 0:56
  have
• 0:56
  considered
• 0:56
  at
• 0:57
  Certa
• 0:57
  Simmons?
• 0:58
  If
• 0:58
  yes,
• 0:58
  why?
• 0:59
  And
• 0:59
  if
• 0:59
  not,
• 1:00
  why
• 1:00
  not?
• 1:01
  Well,
• 1:01
  speaking
• 1:01
  for,
• 1:02
  I'll
• 1:02
  just
• 1:02
  speak
• 1:02
  generally
• 1:03
  for
• 1:03
  any
• 1:03
  brand.
• 1:04
  Okay.
• 1:06
  Renting
• 1:07
  technology
• 1:07
  is
• 1:08
  smart.
• 1:08
  Compromising
• 1:09
  your
• 1:09
  customer
• 1:10
  relationship
• 1:11
  is
• 1:11
  very
• 1:11
  dangerous,
• 1:12
  especially
• 1:12
  with
• 1:13
  somebody
• 1:13
  as
• 1:13
  big
• 1:13
  as
• 1:13
  Amazon
• 1:14
  with
• 1:14
  the
• 1:14
  resources
• 1:15
  that
• 1:15
  they
• 1:15
  have.
• 1:16
  So
• 1:16
  I
• 1:16
  would
• 1:17
  probably
• 1:17
  use
• 1:18
  Amazon
• 1:18
  technology
• 1:19
  to
• 1:19
  learn,
• 1:20
  but
• 1:20
  that's
• 1:21
  about
• 1:21
  it.
• 1:21
  So.
• 1:21
  So
• 1:21
  I
• 1:22
  wouldn't
• 1:22
  want
• 1:22
  Amazon
• 1:23
  controlling
• 1:23
  my
• 1:23
  long
• 1:24
  term
• 1:24
  customer
• 1:24
  experience.
• 1:25
  But
• 1:25
  this
• 1:25
  is
• 1:26
  really
• 1:26
  where
• 1:26
  every
• 1:27
  retailer
• 1:27
  has
• 1:27
  to
• 1:28
  kind
• 1:28
  of
• 1:28
  answer
• 1:28
  this
• 1:28
  question.
• 1:29
  And
• 1:29
  I
• 1:29
  think
• 1:29
  this
• 1:29
  is
• 1:30
  the
• 1:30
  biggest
• 1:30
  question
• 1:30
  over
• 1:31
  the
• 1:31
  next
• 1:31
  10
• 1:31
  years
• 1:31
  of
• 1:31
  retail
• 1:32
  is
• 1:33
  who's
• 1:33
  going
• 1:33
  to
• 1:33
  own
• 1:34
  the
• 1:34
  customer
• 1:34
  intelligence
• 1:35
  layer
• 1:35
  for
• 1:36
  your
• 1:36
  company?
• 1:36
  And
• 1:36
  right
• 1:37
  now
• 1:37
  we
• 1:37
  have
• 1:38
  Google,
• 1:39
  Amazon,
• 1:40
  OpenAI,
• 1:41
  or
• 1:41
  is
• 1:42
  it
• 1:42
  going
• 1:42
  to
• 1:42
  be
• 1:42
  yourself?
• 1:43
  And
• 1:44
  each
• 1:44
  retailer
• 1:45
  or
• 1:45
  brand
• 1:45
  is
• 1:45
  going
• 1:45
  to
• 1:46
  have
• 1:46
  to
• 1:46
  assess
• 1:46
  the
• 1:46
  risks
• 1:47
  of
• 1:47
  each
• 1:47
  of
• 1:47
  those
• 1:47
  and
• 1:48
  what's
• 1:48
  going
• 1:48
  to
• 1:48
  be
• 1:48
  most
• 1:49
  beneficial.
• 1:50
  But
• 1:51
  if
• 1:51
  I
• 1:51
  had
• 1:51
  the
• 1:52
  resources
• 1:52
  to
• 1:53
  build
• 1:53
  my
• 1:53
  own
• 1:53
  solution
• 1:54
  or
• 1:55
  take
• 1:55
  a
• 1:55
  smaller
• 1:55
  off
• 1:56
  the
• 1:56
  shelf
• 1:56
  solution
• 1:56
  for
• 1:57
  this,
• 1:57
  I
• 1:57
  would
• 1:57
  use
• 1:57
  it.
• 1:58
  I
• 1:58
  would
• 1:58
  not
• 1:58
  count
• 1:59
  on
• 1:59
  Amazon
• 1:59
  doing
• 1:59
  this
• 2:00
  over
• 2:00
  time
• 2:00
  and
• 2:00
  giving
• 2:01
  them
• 2:01
  that
• 2:01
  much
• 2:01
  data
• 2:01
  about
• 2:02
  my
• 2:02
  customers.
• 2:03
  Yeah,
• 2:03
  I
• 2:03
  think
• 2:04
  I
• 2:04
  100%
• 2:04
  agree.
• 2:05
  My
• 2:05
  question
• 2:05
  I
• 2:05
  have
• 2:05
  for
• 2:06
  you
• 2:06
  that
• 2:07
  you're
• 2:07
  making
• 2:07
  me
• 2:07
  think
• 2:07
  of
• 2:07
  like
• 2:08
  does
• 2:08
  it
• 2:08
  matter
• 2:09
  what
• 2:09
  type
• 2:09
  of
• 2:10
  retailer
• 2:10
  you
• 2:10
  are?
• 2:11
  Like,
• 2:11
  you
• 2:12
  know,
• 2:12
  does
• 2:12
  the
• 2:12
  fact
• 2:12
  that,
• 2:13
  like
• 2:13
  am
• 2:13
  I
• 2:14
  okay
• 2:14
  with
• 2:14
  this,
• 2:14
  that
• 2:14
  Kate
• 2:15
  Spade
• 2:15
  is
• 2:15
  testing
• 2:16
  it?
• 2:16
  Or
• 2:16
  would
• 2:16
  you
• 2:16
  tell
• 2:16
  the
• 2:17
  same
• 2:17
  thing
• 2:17
  to
• 2:17
  Kate
• 2:17
  Spade
• 2:18
  versus
• 2:19
  like
• 2:19
  you
• 2:19
  know,
• 2:20
  Walmart
• 2:20
  would
• 2:20
  never
• 2:20
  do
• 2:21
  it,
• 2:21
  but
• 2:21
  like,
• 2:21
  you
• 2:21
  know,
• 2:22
  a
• 2:22
  Walgreens
• 2:23
  is
• 2:23
  an
• 2:23
  example,
• 2:23
  you
• 2:23
  know,
• 2:24
  a
• 2:24
  top
• 2:24
  10
• 2:24
  US
• 2:24
  retailer,
• 2:25
  would
• 2:25
  you
• 2:25
  ever,
• 2:25
  you
• 2:26
  know,
• 2:27
  advise
• 2:27
  them
• 2:27
  to
• 2:27
  do
• 2:27
  it?
• 2:28
  Or
• 2:28
  would
• 2:28
  you
• 2:28
  take
• 2:28
  the
• 2:28
  same
• 2:28
  approach
• 2:29
  that
• 2:29
  you
• 2:29
  just
• 2:29
  said?
• 2:29
  Like,
• 2:30
  does
• 2:30
  it
• 2:30
  matter
• 2:30
  what
• 2:31
  vertical
• 2:31
  or
• 2:31
  what
• 2:32
  size
• 2:32
  of
• 2:32
  retailer
• 2:32
  you
• 2:32
  are?
• 2:33
  I
• 2:33
  think
• 2:33
  it
• 2:33
  matters
• 2:34
  the
• 2:35
  brands
• 2:35
  that
• 2:35
  you
• 2:36
  have.
• 2:36
  So
• 2:36
  for
• 2:37
  instance,
• 2:37
  Kate
• 2:37
  Spade
• 2:38
  is
• 2:38
  a
• 2:38
  brand.
• 2:39
  So
• 2:39
  if
• 2:40
  people
• 2:40
  are
• 2:40
  shopping
• 2:40
  for
• 2:40
  Kate
• 2:41
  Spade,
• 2:41
  they
• 2:42
  have
• 2:42
  a
• 2:42
  lot
• 2:42
  of
• 2:42
  brand
• 2:43
  equity.
• 2:44
  I
• 2:44
  would
• 2:44
  argue
• 2:44
  in
• 2:44
  a
• 2:45
  Google
• 2:45
  ecosystem
• 2:46
  where
• 2:46
  they
• 2:46
  can
• 2:47
  essentially
• 2:47
  prop
• 2:47
  up
• 2:48
  other
• 2:48
  brands
• 2:48
  or
• 2:48
  if
• 2:49
  they
• 2:49
  eventually
• 2:49
  start
• 2:49
  charging
• 2:50
  for
• 2:50
  search
• 2:50
  results
• 2:51
  and
• 2:51
  those
• 2:51
  sorts
• 2:51
  of
• 2:51
  things,
• 2:52
  that
• 2:52
  could
• 2:52
  become
• 2:52
  margin
• 2:53
  dilutive
• 2:53
  for
• 2:53
  a
• 2:53
  brand
• 2:53
  like
• 2:54
  Kate
• 2:54
  Spade.
• 2:54
  But
• 2:55
  when
• 2:55
  you
• 2:55
  have
• 2:55
  something
• 2:55
  so
• 2:56
  unique
• 2:56
  in
• 2:56
  a
• 2:56
  brand,
• 2:57
  it
• 2:57
  probably
• 2:58
  isn't
• 2:58
  risky.
• 2:59
  But
• 2:59
  if
• 2:59
  you're,
• 3:00
  you
• 3:00
  know,
• 3:01
  a
• 3:01
  retailer
• 3:01
  that
• 3:02
  has
• 3:02
  brands
• 3:02
  that
• 3:02
  are
• 3:03
  sold
• 3:03
  across
• 3:03
  multiple
• 3:04
  retailers,
• 3:05
  I
• 3:05
  think
• 3:05
  that
• 3:05
  that
• 3:06
  becomes,
• 3:06
  you
• 3:07
  know,
• 3:07
  a
• 3:08
  little
• 3:08
  bit
• 3:08
  more
• 3:08
  risky
• 3:09
  in
• 3:09
  terms
• 3:09
  of
• 3:09
  how
• 3:09
  much
• 3:10
  data
• 3:10
  Amazon's
• 3:11
  actually
• 3:11
  getting
• 3:11
  about
• 3:12
  in,
• 3:13
  in
• 3:13
  terms
• 3:13
  of
• 3:13
  your
• 3:13
  business.
• 3:15
  So,
• 3:15
  yeah,
• 3:15
  I
• 3:15
  think
• 3:15
  it
• 3:15
  depends.
• 3:17
  Yeah,
• 3:17
  I
• 3:17
  think
• 3:17
  I,
• 3:18
  I
• 3:18
  think
• 3:18
  I,
• 3:19
  I,
• 3:19
  I
• 3:19
  think
• 3:19
  I
• 3:19
  fundamentally
• 3:20
  agree
• 3:20
  with
• 3:20
  you.
• 3:20
  I
• 3:20
  mean,
• 3:20
  I
• 3:20
  think,
• 3:20
  you
• 3:21
  know,
• 3:21
  when
• 3:21
  I
• 3:21
  step
• 3:21
  back,
• 3:21
  I'm
• 3:21
  like,
• 3:22
  I
• 3:22
  think
• 3:22
  you
• 3:22
  consider
• 3:23
  it.
• 3:23
  You
• 3:23
  know,
• 3:23
  I
• 3:23
  might
• 3:23
  kind
• 3:24
  of
• 3:24
  put
• 3:24
  this
• 3:24
  softball
• 3:25
  question
• 3:25
  out
• 3:25
  there
• 3:25
  in
• 3:25
  some
• 3:25
  ways.
• 3:26
  Like
• 3:26
  I
• 3:26
  was
• 3:26
  like,
• 3:26
  do
• 3:26
  you
• 3:26
  consider
• 3:27
  it?
• 3:27
  I
• 3:27
  think,
• 3:27
  yeah,
• 3:28
  you
• 3:28
  always
• 3:28
  consider
• 3:28
  it.
• 3:29
  You
• 3:29
  never
• 3:29
  like
• 3:29
  dismiss
• 3:30
  anything
• 3:30
  wholeheartedly.
• 3:31
  But
• 3:31
  I
• 3:31
  think
• 3:32
  the
• 3:32
  point
• 3:32
  that
• 3:32
  I
• 3:32
  come
• 3:32
  back
• 3:33
  to
• 3:33
  is
• 3:33
  what
• 3:33
  is
• 3:33
  what
• 3:33
  you're
• 3:34
  saying,
• 3:34
  which
• 3:34
  is
• 3:35
  it
• 3:35
  is
• 3:35
  such
• 3:35
  a
• 3:36
  mission
• 3:36
  critical
• 3:37
  element
• 3:37
  of
• 3:37
  success
• 3:38
  for
• 3:38
  you
• 3:38
  as
• 3:38
  a
• 3:38
  retailer.
• 3:39
  Like
• 3:39
  when
• 3:39
  you
• 3:39
  have
• 3:39
  people
• 3:39
  shopping
• 3:40
  on
• 3:40
  your
• 3:40
  site,
• 3:41
  you
• 3:41
  need
• 3:41
  that
• 3:41
  to
• 3:41
  work.
• 3:42
  You,
• 3:42
  you
• 3:42
  know,
• 3:42
  you
• 3:42
  need
• 3:42
  it
• 3:43
  to
• 3:43
  work
• 3:43
  because
• 3:43
  that's
• 3:44
  your
• 3:44
  interaction
• 3:44
  with
• 3:45
  your
• 3:45
  customer
• 3:45
  and
• 3:45
  you
• 3:46
  don't
• 3:46
  want
• 3:46
  to
• 3:46
  tie
• 3:46
  it
• 3:47
  to
• 3:47
  somebody
• 3:47
  else.
• 3:47
  So
• 3:48
  I
• 3:48
  think
• 3:48
  you
• 3:48
  gotta
• 3:48
  be
• 3:48
  very
• 3:49
  careful
• 3:49
  about
• 3:50
  off,
• 3:50
  you
• 3:51
  know,
• 3:51
  offloading
• 3:52
  this.
• 3:52
  And
• 3:52
  it,
• 3:52
  I
• 3:52
  mean,
• 3:53
  it's
• 3:53
  a,
• 3:53
  to
• 3:53
  me,
• 3:53
  I
• 3:54
  don't
• 3:54
  know,
• 3:54
  Shelly,
• 3:54
  do
• 3:54
  you
• 3:54
  think
• 3:55
  it's
• 3:55
  akin
• 3:55
  to
• 3:55
  the
• 3:56
  Web
• 3:57
  browser
• 3:57
  experience
• 3:57
  30
• 3:58
  years
• 3:58
  ago
• 3:58
  when,
• 3:58
  you
• 3:58
  know,
• 3:59
  like
• 3:59
  Target
• 3:59
  and
• 4:00
  Toys
• 4:00
  R
• 4:00
  Us
• 4:01
  were
• 4:01
  using,
• 4:02
  you
• 4:02
  know,
• 4:02
  Amazon
• 4:03
  for
• 4:03
  that?
• 4:04
  And
• 4:05
  in
• 4:05
  a
• 4:05
  lot
• 4:05
  of
• 4:05
  ways
• 4:06
  this
• 4:06
  is
• 4:06
  gonna
• 4:06
  become
• 4:06
  the
• 4:07
  new
• 4:07
  interface
• 4:07
  for
• 4:08
  how
• 4:08
  commerce
• 4:08
  is
• 4:08
  done
• 4:09
  when
• 4:09
  people
• 4:09
  are
• 4:09
  showing
• 4:10
  up
• 4:10
  on
• 4:10
  your
• 4:10
  sites
• 4:10
  or
• 4:10
  on
• 4:11
  your
• 4:11
  mobile
• 4:11
  apps,
• 4:11
  at
• 4:12
  least
• 4:12
  as
• 4:12
  we
• 4:12
  know
• 4:12
  it
• 4:12
  today.
• 4:14
  And
• 4:14
  so
• 4:14
  you
• 4:14
  want
• 4:14
  to
• 4:14
  have
• 4:14
  control
• 4:15
  of
• 4:15
  your
• 4:15
  own
• 4:15
  destiny
• 4:15
  in
• 4:16
  that
• 4:16
  realm.
• 4:16
  I
• 4:16
  think,
• 4:16
  because
• 4:17
  I
• 4:17
  can
• 4:17
  remember
• 4:17
  the
• 4:17
  horror
• 4:17
  stories
• 4:18
  of
• 4:18
  like,
• 4:18
  yeah,
• 4:19
  we
• 4:19
  were
• 4:19
  getting
• 4:19
  all
• 4:19
  the
• 4:20
  product
• 4:20
  updates
• 4:20
  later
• 4:21
  than
• 4:21
  Amazon
• 4:21
  was
• 4:22
  getting
• 4:22
  them,
• 4:22
  you
• 4:22
  know,
• 4:22
  because
• 4:23
  they
• 4:23
  know
• 4:23
  how
• 4:23
  to
• 4:23
  stay
• 4:23
  in
• 4:24
  front
• 4:24
  of
• 4:24
  the
• 4:24
  customer
• 4:24
  in
• 4:25
  terms
• 4:25
  of
• 4:25
  what
• 4:25
  the
• 4:25
  customer
• 4:26
  wants
• 4:26
  through
• 4:27
  search.
• 4:27
  You
• 4:27
  know,
• 4:28
  generative
• 4:28
  search
• 4:28
  like
• 4:29
  this,
• 4:29
  you
• 4:29
  know,
• 4:29
  if
• 4:29
  you
• 4:30
  extrapolate
• 4:30
  it
• 4:30
  out.
• 4:30
  So,
• 4:31
  so
• 4:31
  I,
• 4:32
  yeah,
• 4:32
  I,
• 4:33
  I
• 4:33
  don't
• 4:33
  know.
• 4:34
  Am
• 4:34
  I,
• 4:34
  am
• 4:35
  I
• 4:35
  crazy
• 4:35
  to
• 4:35
  think
• 4:35
  like
• 4:35
  that
• 4:36
  Is,
• 4:36
  is
• 4:36
  that
• 4:36
  analogy
• 4:37
  one
• 4:37
  that
• 4:37
  you
• 4:38
  would
• 4:38
  use?
• 4:39
  It
• 4:39
  is
• 4:39
  and
• 4:39
  I
• 4:40
  think
• 4:40
  it
• 4:40
  absolutely
• 4:41
  is.
• 4:41
  And
• 4:41
  if
• 4:42
  I'm
• 4:42
  a
• 4:42
  retailer
• 4:43
  or
• 4:43
  a
• 4:43
  brand
• 4:44
  moving
• 4:44
  forward
• 4:44
  in
• 4:45
  the
• 4:45
  next
• 4:45
  10
• 4:45
  years.
• 4:45
  I'm
• 4:45
  protecting
• 4:46
  three
• 4:46
  things,
• 4:47
  my
• 4:48
  brand
• 4:49
  equity
• 4:49
  and
• 4:50
  continuing
• 4:50
  to
• 4:50
  build
• 4:50
  that
• 4:51
  and
• 4:51
  invest
• 4:51
  in
• 4:51
  it
• 4:52
  because
• 4:52
  that's
• 4:52
  unique
• 4:52
  to
• 4:53
  me,
• 4:53
  my
• 4:54
  data
• 4:54
  and
• 4:55
  my
• 4:55
  customer
• 4:55
  relationships.
• 4:56
  And
• 4:57
  if
• 4:57
  you
• 4:57
  protect
• 4:57
  all
• 4:57
  of
• 4:58
  those
• 4:58
  three
• 4:58
  things,
• 4:59
  there's
• 4:59
  probably
• 4:59
  like
• 5:00
  moats
• 5:00
  within
• 5:00
  that
• 5:01
  where
• 5:01
  you
• 5:01
  can
• 5:02
  leverage
• 5:02
  data
• 5:02
  and
• 5:03
  the
• 5:03
  strength
• 5:03
  of
• 5:03
  your
• 5:03
  brand
• 5:04
  and
• 5:04
  your
• 5:04
  customer
• 5:04
  relationships
• 5:05
  to
• 5:05
  continue
• 5:05
  to
• 5:06
  grow.
• 5:06
  And
• 5:06
  if
• 5:07
  any
• 5:07
  of
• 5:07
  those
• 5:07
  becomes
• 5:08
  highly
• 5:08
  compromised
• 5:10
  or
• 5:10
  used
• 5:11
  in
• 5:11
  a
• 5:11
  different
• 5:11
  way,
• 5:12
  that
• 5:12
  could
• 5:12
  potentially
• 5:13
  be
• 5:13
  problematic.
• 5:14
  How
• 5:14
  does
• 5:14
  the
• 5:14
  whole
• 5:14
  idea
• 5:15
  of
• 5:15
  agentic
• 5:15
  commerce
• 5:16
  play
• 5:16
  into
• 5:16
  those
• 5:16
  three
• 5:17
  things
• 5:17
  you
• 5:17
  just
• 5:17
  said?
• 5:18
  Well,
• 5:18
  that
• 5:18
  one
• 5:19
  is
• 5:19
  a
• 5:19
  big
• 5:19
  wait
• 5:19
  and
• 5:19
  see.
• 5:20
  I
• 5:20
  think
• 5:21
  I
• 5:21
  use,
• 5:22
  you
• 5:22
  know,
• 5:23
  chat,
• 5:23
  GPT
• 5:24
  and
• 5:24
  agents
• 5:25
  when
• 5:25
  I'm
• 5:25
  looking
• 5:26
  for
• 5:26
  products
• 5:26
  now
• 5:26
  and
• 5:27
  getting
• 5:27
  information,
• 5:28
  you
• 5:28
  know,
• 5:28
  around
• 5:29
  products.
• 5:29
  And
• 5:29
  it's
• 5:29
  very
• 5:30
  informative
• 5:30
  and
• 5:31
  not
• 5:31
  only
• 5:31
  what
• 5:31
  the
• 5:31
  products
• 5:32
  are,
• 5:32
  but
• 5:32
  how
• 5:32
  I
• 5:32
  should
• 5:33
  use
• 5:33
  them.
• 5:34
  And
• 5:34
  so
• 5:34
  I
• 5:35
  think
• 5:35
  that
• 5:35
  that
• 5:35
  becomes,
• 5:36
  I
• 5:36
  mean,
• 5:36
  it's,
• 5:37
  it'll
• 5:37
  disintermediate
• 5:38
  things
• 5:39
  like
• 5:39
  Google.
• 5:39
  And
• 5:39
  that's
• 5:40
  why
• 5:40
  the
• 5:40
  conversation
• 5:40
  we
• 5:40
  had
• 5:41
  earlier
• 5:41
  with
• 5:41
  Google
• 5:42
  wanting
• 5:42
  to
• 5:42
  own
• 5:43
  the
• 5:43
  shopping
• 5:44
  ecosystem,
• 5:44
  I
• 5:45
  mean,
• 5:45
  they're
• 5:45
  being
• 5:45
  disintermediated
• 5:46
  with
• 5:46
  search
• 5:47
  right
• 5:47
  now.
• 5:47
  And
• 5:48
  so
• 5:48
  that
• 5:48
  becomes
• 5:48
  very
• 5:49
  interesting
• 5:49
  to
• 5:49
  see
• 5:49
  how,
• 5:50
  how
• 5:50
  powerful
• 5:51
  could
• 5:51
  that
• 5:51
  be?
• 5:53
  But
• 5:53
  I
• 5:53
  think,
• 5:53
  you
• 5:54
  know,
• 5:54
  so
• 5:54
  far,
• 5:55
  I
• 5:55
  think
• 5:55
  brands
• 5:56
  have
• 5:56
  to
• 5:57
  invest
• 5:57
  in
• 5:58
  agentic
• 5:59
  search
• 5:59
  and
• 6:00
  ensuring
• 6:00
  that
• 6:00
  they
• 6:01
  are
• 6:01
  able
• 6:01
  to
• 6:02
  really
• 6:03
  come
• 6:03
  up
• 6:04
  in
• 6:04
  search
• 6:04
  as
• 6:05
  people
• 6:05
  are
• 6:05
  using
• 6:06
  chat,
• 6:06
  GPT
• 6:07
  or
• 6:07
  open
• 6:07
  AI
• 6:08
  to
• 6:08
  do
• 6:08
  that.
• 6:09
  And
• 6:09
  the
• 6:09
  ways
• 6:09
  that
• 6:09
  that
• 6:10
  happens
• 6:10
  is
• 6:10
  really
• 6:11
  through
• 6:11
  earned
• 6:11
  media
• 6:11
  and
• 6:12
  unearned
• 6:13
  media
• 6:13
  placement.
• 6:13
  And
• 6:14
  so,
• 6:14
  so
• 6:15
  I
• 6:15
  think
• 6:15
  that
• 6:15
  this
• 6:15
  is
• 6:15
  a
• 6:15
  whole
• 6:16
  new
• 6:16
  industry
• 6:16
  that's
• 6:17
  coming
• 6:17
  up
• 6:17
  in
• 6:17
  terms
• 6:17
  of
• 6:18
  agentic
• 6:18
  search
• 6:18
  that
• 6:19
  brands
• 6:19
  also
• 6:19
  have
• 6:20
  to
• 6:20
  have
• 6:20
  as
• 6:20
  a
• 6:20
  pillar
• 6:21
  along
• 6:21
  with
• 6:22
  how
• 6:22
  they're
• 6:22
  activating
• 6:22
  their
• 6:23
  brand
• 6:23
  in
• 6:23
  other
• 6:23
  places.
• 6:25
  Yeah,
• 6:25
  right.
• 6:25
  And
• 6:25
  that's
• 6:25
  why
• 6:26
  I
• 6:26
  said
• 6:26
  at
• 6:26
  the
• 6:26
  outset,
• 6:26
  like,
• 6:26
  I
• 6:27
  think
• 6:27
  this
• 6:27
  collection
• 6:28
  of
• 6:28
  headlines
• 6:28
  really
• 6:28
  explains
• 6:29
  where
• 6:29
  the
• 6:30
  industry
• 6:30
  is
• 6:30
  going
• 6:31
  because,
• 6:31
  yeah,
• 6:31
  the
• 6:31
  search
• 6:31
  is
• 6:32
  one
• 6:32
  thing,
• 6:32
  but
• 6:32
  then
• 6:33
  the
• 6:33
  agentic
• 6:33
  transaction,
• 6:34
  where,
• 6:35
  you
• 6:35
  know,
• 6:35
  the
• 6:35
  retailer
• 6:36
  isn't
• 6:36
  even
• 6:36
  involved
• 6:36
  in
• 6:37
  that
• 6:37
  anymore,
• 6:37
  which
• 6:37
  is
• 6:38
  what
• 6:38
  Google's
• 6:38
  trying
• 6:38
  to
• 6:38
  do
• 6:39
  with
• 6:39
  Universal
• 6:39
  Cart,
• 6:40
  which
• 6:40
  is
• 6:40
  what
• 6:40
  the
• 6:40
  LLMs
• 6:41
  are
• 6:41
  trying
• 6:41
  to
• 6:41
  do
• 6:41
  as
• 6:41
  well.
• 6:42
  You
• 6:42
  know,
• 6:43
  that
• 6:43
  creates
• 6:44
  a
• 6:44
  disconnect
• 6:45
  in
• 6:45
  terms
• 6:45
  of
• 6:45
  the
• 6:45
  brand's,
• 6:46
  you
• 6:46
  know,
• 6:47
  connection
• 6:47
  with
• 6:47
  that
• 6:47
  consumer.
• 6:48
  They're
• 6:48
  no
• 6:48
  longer
• 6:49
  as
• 6:49
  intimately
• 6:50
  involved
• 6:50
  in
• 6:51
  that
• 6:51
  customer
• 6:51
  transaction
• 6:52
  as
• 6:52
  they
• 6:52
  have
• 6:52
  been
• 6:53
  in
• 6:53
  the
• 6:53
  past.
• 6:54
  Depending
• 6:54
  on
• 6:54
  where
• 6:55
  it's
• 6:55
  happening,
• 6:55
  of
• 6:55
  course.
• 6:56
  Like
• 6:56
  some
• 6:56
  brands
• 6:56
  will
• 6:56
  sell
• 6:57
  on
• 6:57
  their
• 6:57
  own
• 6:57
  on
• 6:58
  their
• 6:58
  own
• 6:58
  website,
• 6:58
  some
• 6:58
  will
• 6:58
  sell
• 6:59
  on
• 6:59
  Amazon,
• 6:59
  you
• 6:59
  know,
• 7:00
  that
• 7:00
  way.
• 7:00
  And
• 7:01
  I,
• 7:01
  you
• 7:01
  know,
• 7:01
  how
• 7:02
  this
• 7:02
  all
• 7:02
  mixes
• 7:03
  out,
• 7:03
  none
• 7:04
  of
• 7:04
  us
• 7:04
  knows.
• 7:04
  But
• 7:05
  my
• 7:05
  God,
• 7:06
  it's
• 7:06
  a
• 7:06
  fascinating
• 7:06
  time
• 7:07
  to
• 7:07
  be
• 7:08
  in
• 7:08
  retail.
• 7:08
  It
• 7:09
  really
• 7:09
  is.