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Moving Beyond AI Experimentation with BCG X | CGF 2026 · Omni Talk Retail

• 0:00
  Hello
• 0:00
  everyone,
• 0:00
  this
• 0:01
  is
• 0:01
  omnitalk
• 0:01
  Retail.
• 0:02
  I'm
• 0:02
  Chris
• 0:02
  Walton
• 0:02
  and
• 0:03
  I
• 0:03
  am
• 0:03
  coming
• 0:03
  to
• 0:03
  you
• 0:03
  live
• 0:04
  once
• 0:04
  again
• 0:05
  from
• 0:05
  the
• 0:05
  Consumer
• 0:06
  Goods
• 0:06
  Forums
• 0:06
  Global
• 0:07
  Summit
• 0:07
  in
• 0:08
  Vienna,
• 0:08
  Austria.
• 0:09
  And
• 0:09
  we
• 0:09
  are
• 0:09
  of
• 0:09
  course
• 0:10
  in
• 0:10
  the
• 0:11
  CGF
• 0:11
  Leadership
• 0:12
  Studio,
• 0:13
  which
• 0:13
  is
• 0:13
  sponsored
• 0:14
  of
• 0:14
  course
• 0:14
  by
• 0:14
  our
• 0:14
  friends
• 0:15
  at
• 0:15
  Vuzion.
• 0:16
  Now
• 0:16
  joining
• 0:16
  me
• 0:16
  is
• 0:17
  Nico
• 0:17
  Debelfonds.
• 0:18
  Nico
• 0:18
  is
• 0:19
  the
• 0:19
  Managing
• 0:19
  Director
• 0:19
  of
• 0:20
  bcgx,
• 0:21
  which
• 0:21
  I
• 0:22
  can't
• 0:22
  wait
• 0:22
  to
• 0:22
  learn
• 0:22
  more
• 0:22
  about
• 0:23
  for
• 0:23
  EMEA
• 0:24
  and
• 0:24
  South
• 0:24
  America.
• 0:25
  So,
• 0:25
  Nico,
• 0:26
  thanks
• 0:26
  for
• 0:26
  joining
• 0:26
  us
• 0:26
  today.
• 0:27
  Thank
• 0:27
  you
• 0:27
  very
• 0:27
  much
• 0:28
  for
• 0:28
  having
• 0:28
  me.
• 0:28
  Yeah,
• 0:28
  I'm
• 0:29
  excited
• 0:29
  to
• 0:29
  talk
• 0:29
  to
• 0:30
  you.
• 0:30
  So
• 0:30
  tell
• 0:30
  us
• 0:30
  about
• 0:30
  yourself,
• 0:31
  your
• 0:31
  background
• 0:32
  and
• 0:32
  your
• 0:32
  role
• 0:32
  at
• 0:32
  bcg.
• 0:34
  So
• 0:35
  I've
• 0:35
  been
• 0:35
  at
• 0:35
  BCG
• 0:36
  for
• 0:36
  a
• 0:36
  long
• 0:36
  time.
• 0:37
  Too
• 0:37
  long,
• 0:37
  let's
• 0:38
  not
• 0:38
  go
• 0:38
  there.
• 0:39
  But
• 0:39
  I
• 0:39
  have
• 0:40
  been
• 0:40
  working
• 0:40
  in
• 0:41
  AI
• 0:41
  in
• 0:41
  one
• 0:41
  shape
• 0:42
  or
• 0:42
  form
• 0:42
  for
• 0:42
  the
• 0:42
  last
• 0:43
  15
• 0:43
  years.
• 0:43
  Hired
• 0:44
  the
• 0:44
  first
• 0:44
  data
• 0:44
  scientist
• 0:45
  in
• 0:45
  Paris
• 0:45
  in
• 0:45
  2013.
• 0:46
  Really?
• 0:47
  And
• 0:47
  we've
• 0:47
  been
• 0:47
  building
• 0:48
  up
• 0:48
  a
• 0:49
  team
• 0:50
  of
• 0:50
  forward
• 0:50
  deployed
• 0:51
  engineers,
• 0:51
  AI
• 0:52
  scientists,
• 0:52
  product
• 0:52
  managers,
• 0:53
  designers
• 0:53
  who
• 0:53
  actually
• 0:54
  do
• 0:54
  AI.
• 0:55
  They
• 0:55
  don't
• 0:55
  talk
• 0:56
  about
• 0:56
  AI
• 0:56
  for
• 0:57
  our
• 0:57
  customers
• 0:57
  and
• 0:58
  that
• 0:58
  is
• 0:58
  called
• 0:58
  bcgx.
• 0:59
  And
• 0:59
  I
• 1:00
  manage
• 1:00
  that
• 1:00
  team
• 1:00
  for
• 1:02
  our
• 1:02
  EMISA
• 1:03
  region,
• 1:03
  which
• 1:03
  is
• 1:03
  Europe,
• 1:03
  Middle
• 1:04
  east
• 1:04
  and
• 1:04
  South
• 1:04
  America.
• 1:05
  How
• 1:05
  did
• 1:05
  you
• 1:05
  get
• 1:05
  started
• 1:06
  in
• 1:06
  that,
• 1:06
  like,
• 1:06
  you
• 1:07
  know,
• 1:07
  15
• 1:07
  years
• 1:07
  ago
• 1:07
  of
• 1:08
  being,
• 1:08
  you
• 1:08
  know,
• 1:08
  into
• 1:08
  AI
• 1:09
  is
• 1:09
  pretty.
• 1:09
  It's
• 1:09
  a
• 1:10
  pretty
• 1:10
  long
• 1:10
  time.
• 1:10
  So
• 1:10
  how
• 1:10
  did
• 1:11
  you
• 1:11
  get
• 1:11
  into
• 1:11
  that
• 1:11
  initially?
• 1:12
  Well,
• 1:13
  we
• 1:14
  were
• 1:14
  actually
• 1:14
  trying
• 1:14
  to
• 1:15
  solve
• 1:15
  some
• 1:15
  complex
• 1:16
  problems
• 1:17
  that
• 1:17
  frankly
• 1:18
  did
• 1:18
  not
• 1:18
  fit
• 1:18
  into
• 1:18
  an
• 1:19
  Excel.
• 1:20
  You
• 1:20
  know,
• 1:20
  things
• 1:20
  like,
• 1:20
  you
• 1:21
  know,
• 1:21
  churn
• 1:21
  prediction
• 1:22
  or
• 1:22
  pricing
• 1:22
  in
• 1:22
  retail,
• 1:23
  personalization
• 1:24
  in
• 1:24
  airlines.
• 1:25
  And
• 1:25
  so
• 1:25
  we
• 1:25
  started
• 1:26
  to
• 1:26
  leverage
• 1:27
  data
• 1:27
  science
• 1:28
  as
• 1:28
  a
• 1:28
  tool
• 1:28
  for
• 1:28
  that.
• 1:28
  And
• 1:29
  we
• 1:29
  quickly
• 1:29
  realized
• 1:30
  that
• 1:30
  this
• 1:30
  was
• 1:30
  an
• 1:30
  extremely
• 1:31
  powerful
• 1:31
  capability
• 1:32
  that
• 1:32
  we
• 1:32
  needed
• 1:33
  to
• 1:33
  internalize.
• 1:34
  And
• 1:34
  so
• 1:34
  this
• 1:35
  is
• 1:35
  how
• 1:35
  it
• 1:36
  started
• 1:36
  with
• 1:36
  a
• 1:36
  few
• 1:37
  people
• 1:37
  that
• 1:38
  then
• 1:38
  grew
• 1:38
  into
• 1:38
  a
• 1:39
  global
• 1:39
  organization
• 1:40
  of
• 1:40
  now
• 1:40
  3,000
• 1:41
  people.
• 1:41
  3,000,
• 1:42
  wow.
• 1:42
  So
• 1:42
  basically
• 1:43
  grew
• 1:43
  out
• 1:43
  of
• 1:43
  business
• 1:43
  need
• 1:44
  then?
• 1:44
  Essentially.
• 1:45
  Yeah,
• 1:45
  exactly.
• 1:46
  All
• 1:46
  right,
• 1:46
  so
• 1:46
  CGF
• 1:47
  and
• 1:47
  bcg.
• 1:48
  You
• 1:48
  also
• 1:48
  just
• 1:48
  released
• 1:49
  a
• 1:49
  new
• 1:49
  report
• 1:49
  on
• 1:50
  AI
• 1:50
  as
• 1:50
  well,
• 1:51
  AI
• 1:52
  in
• 1:52
  the
• 1:52
  consumer
• 1:52
  industry.
• 1:53
  I'm
• 1:53
  curious
• 1:53
  what
• 1:54
  prompted
• 1:54
  that
• 1:54
  report
• 1:55
  and
• 1:55
  can
• 1:55
  you
• 1:55
  summarize
• 1:56
  some
• 1:56
  of
• 1:56
  the
• 1:56
  major
• 1:56
  findings
• 1:57
  for
• 1:57
  our
• 1:57
  audience
• 1:57
  back
• 1:57
  home?
• 1:58
  Of
• 1:58
  course.
• 1:58
  So
• 1:59
  essentially
• 1:59
  what
• 2:00
  prompted
• 2:00
  it
• 2:00
  is
• 2:00
  everyone's
• 2:01
  talking
• 2:01
  about
• 2:01
  AI,
• 2:01
  but
• 2:02
  there
• 2:02
  is
• 2:03
  a
• 2:04
  lack
• 2:04
  of
• 2:04
  clarity
• 2:04
  from
• 2:05
  especially
• 2:05
  the
• 2:05
  sea
• 2:06
  levels
• 2:06
  that
• 2:06
  are
• 2:06
  here
• 2:07
  at
• 2:07
  the
• 2:07
  CGF
• 2:07
  on
• 2:08
  what
• 2:08
  is
• 2:08
  actually
• 2:09
  real
• 2:10
  versus
• 2:11
  the
• 2:11
  marketing.
• 2:14
  Everything
• 2:14
  that
• 2:14
  you
• 2:14
  say
• 2:15
  to
• 2:15
  analysts
• 2:16
  but
• 2:16
  that
• 2:16
  are
• 2:16
  not
• 2:17
  okay.
• 2:17
  So
• 2:17
  we
• 2:17
  looked
• 2:18
  at,
• 2:19
  on
• 2:19
  the
• 2:19
  CPG
• 2:20
  side,
• 2:20
  consumer
• 2:20
  packaged
• 2:21
  goods,
• 2:21
  and
• 2:21
  on
• 2:21
  the
• 2:21
  retail
• 2:22
  side,
• 2:22
  what
• 2:22
  is
• 2:22
  the
• 2:22
  true
• 2:23
  state
• 2:24
  of
• 2:24
  play?
• 2:24
  Where
• 2:25
  are
• 2:25
  people
• 2:25
  driving
• 2:25
  value?
• 2:26
  How
• 2:27
  are
• 2:27
  the
• 2:27
  leaders
• 2:28
  moving?
• 2:28
  And
• 2:28
  what
• 2:28
  we
• 2:28
  saw
• 2:29
  is
• 2:30
  actually
• 2:30
  that
• 2:31
  one
• 2:32
  it's
• 2:33
  still
• 2:33
  at
• 2:33
  a
• 2:33
  nascent
• 2:34
  stage.
• 2:34
  In
• 2:34
  CPG
• 2:35
  especially,
• 2:36
  75%
• 2:37
  of
• 2:38
  CPG
• 2:38
  companies
• 2:39
  are
• 2:39
  stuck
• 2:39
  in
• 2:39
  pilot
• 2:40
  mode.
• 2:40
  Only
• 2:40
  18%
• 2:41
  have
• 2:41
  some
• 2:41
  form
• 2:42
  of
• 2:42
  scaled.
• 2:42
  Impact,
• 2:43
  especially
• 2:43
  in
• 2:43
  CPG.
• 2:44
  Yes.
• 2:44
  In
• 2:44
  retail
• 2:45
  it's
• 2:45
  a
• 2:45
  very
• 2:45
  different
• 2:45
  story.
• 2:45
  Wow,
• 2:46
  okay.
• 2:46
  Because
• 2:47
  in
• 2:47
  retail
• 2:48
  half
• 2:48
  of
• 2:48
  the
• 2:48
  retailers
• 2:49
  have
• 2:49
  actually
• 2:50
  moved
• 2:50
  ahead
• 2:50
  and
• 2:51
  have
• 2:51
  some
• 2:52
  at
• 2:52
  scale
• 2:52
  impact,
• 2:52
  half
• 2:53
  of
• 2:53
  them
• 2:53
  have
• 2:53
  nothing.
• 2:54
  So
• 2:54
  it's
• 2:54
  also
• 2:55
  a
• 2:55
  two
• 2:55
  speed
• 2:55
  world
• 2:56
  that
• 2:56
  is
• 2:57
  quite
• 2:57
  interesting
• 2:57
  to
• 2:57
  see
• 2:58
  feast
• 2:58
  or
• 2:58
  famine.
• 2:59
  Yeah.
• 3:00
  And
• 3:00
  that
• 3:00
  impact
• 3:01
  ranges
• 3:02
  from,
• 3:03
  I
• 3:03
  would
• 3:03
  say
• 3:04
  in
• 3:04
  the
• 3:04
  CPG
• 3:05
  side
• 3:05
  mostly
• 3:06
  right
• 3:06
  now
• 3:06
  in
• 3:06
  everything
• 3:07
  related
• 3:07
  to
• 3:08
  pricing,
• 3:08
  revenue
• 3:09
  management,
• 3:09
  which
• 3:10
  is
• 3:10
  an
• 3:10
  obvious
• 3:10
  place
• 3:10
  to
• 3:11
  start.
• 3:11
  In
• 3:11
  retail
• 3:12
  it's
• 3:12
  mostly
• 3:13
  in
• 3:13
  supply
• 3:13
  chain
• 3:14
  at
• 3:14
  the
• 3:14
  moment.
• 3:15
  But
• 3:15
  both
• 3:15
  are
• 3:16
  going
• 3:16
  into
• 3:16
  new
• 3:17
  directions.
• 3:17
  CPGs
• 3:18
  are
• 3:18
  investing
• 3:18
  into
• 3:19
  AI
• 3:19
  for
• 3:19
  innovation
• 3:20
  and
• 3:20
  marketing.
• 3:22
  Retailers
• 3:22
  are
• 3:22
  investing
• 3:23
  quite
• 3:23
  a
• 3:23
  lot
• 3:23
  in
• 3:24
  AI
• 3:24
  for
• 3:24
  the
• 3:24
  merchandising
• 3:25
  function
• 3:25
  which
• 3:25
  is
• 3:26
  really
• 3:26
  the
• 3:26
  core
• 3:27
  engine
• 3:27
  of
• 3:28
  the
• 3:28
  organization.
• 3:29
  So
• 3:29
  both
• 3:29
  are
• 3:29
  on
• 3:30
  the
• 3:30
  move.
• 3:30
  Wow,
• 3:31
  that's
• 3:31
  so
• 3:31
  interesting.
• 3:32
  I
• 3:32
  mean
• 3:32
  even
• 3:32
  as
• 3:32
  I'm
• 3:32
  talking
• 3:32
  to
• 3:33
  you,
• 3:33
  like
• 3:33
  I'm
• 3:33
  hearing
• 3:33
  different
• 3:33
  things
• 3:34
  from
• 3:34
  different
• 3:34
  people
• 3:35
  throughout
• 3:35
  all
• 3:35
  the
• 3:35
  different
• 3:36
  conferences.
• 3:36
  My
• 3:36
  third
• 3:36
  week
• 3:37
  of
• 3:37
  conferences,
• 3:37
  retail
• 3:38
  conferences
• 3:38
  in
• 3:38
  Europe
• 3:39
  and
• 3:39
  you
• 3:39
  hear
• 3:39
  something
• 3:39
  different
• 3:40
  around
• 3:40
  the
• 3:40
  perceptions
• 3:41
  of
• 3:42
  what's
• 3:42
  going
• 3:42
  on
• 3:42
  in
• 3:42
  the
• 3:42
  industry
• 3:43
  depending
• 3:43
  on
• 3:43
  who
• 3:43
  you're
• 3:44
  talking
• 3:44
  to.
• 3:44
  So
• 3:45
  let's
• 3:45
  dig
• 3:45
  in
• 3:45
  some
• 3:45
  more
• 3:46
  then.
• 3:46
  So
• 3:46
  I
• 3:46
  want
• 3:46
  to
• 3:46
  know
• 3:46
  too,
• 3:47
  what
• 3:48
  do
• 3:48
  you
• 3:48
  think
• 3:48
  is
• 3:48
  the
• 3:49
  biggest
• 3:49
  pocket
• 3:49
  of
• 3:50
  value
• 3:50
  sitting
• 3:51
  out
• 3:51
  there,
• 3:51
  particularly
• 3:52
  when
• 3:52
  it
• 3:52
  comes
• 3:52
  to
• 3:52
  demand
• 3:53
  generation
• 3:53
  and
• 3:53
  the
• 3:53
  use
• 3:54
  of
• 3:54
  AI?
• 3:54
  Yeah,
• 3:55
  so
• 3:55
  again,
• 3:56
  so
• 3:56
  I
• 3:57
  think
• 3:57
  there
• 3:57
  are
• 3:58
  two
• 3:59
  kinds.
• 3:59
  One
• 3:59
  is
• 3:59
  what
• 4:00
  can
• 4:00
  you
• 4:00
  do
• 4:00
  to
• 4:01
  transform
• 4:01
  your
• 4:01
  own
• 4:02
  organization?
• 4:03
  And
• 4:03
  I
• 4:03
  would
• 4:03
  say
• 4:03
  in
• 4:03
  the
• 4:03
  CPG
• 4:04
  business,
• 4:04
  the
• 4:04
  beating
• 4:05
  heart
• 4:05
  of
• 4:06
  a
• 4:06
  CPG
• 4:06
  business
• 4:07
  is
• 4:08
  the
• 4:08
  innovation
• 4:08
  and
• 4:08
  marketing
• 4:09
  workflows.
• 4:10
  The
• 4:10
  ability
• 4:11
  to
• 4:11
  transform
• 4:12
  these
• 4:13
  with
• 4:14
  agents
• 4:14
  and
• 4:14
  AI
• 4:15
  solutions
• 4:15
  of
• 4:15
  any
• 4:16
  kind,
• 4:16
  to
• 4:16
  dramatically
• 4:17
  increase
• 4:17
  the
• 4:17
  speed
• 4:18
  to
• 4:18
  innovation,
• 4:19
  the
• 4:20
  time
• 4:20
  to
• 4:20
  market
• 4:20
  of
• 4:21
  new
• 4:21
  product,
• 4:21
  the
• 4:21
  quality
• 4:22
  of
• 4:22
  these
• 4:22
  products
• 4:23
  and
• 4:23
  of
• 4:24
  the
• 4:24
  way
• 4:25
  you
• 4:25
  market
• 4:25
  them
• 4:25
  to
• 4:25
  consumers
• 4:26
  is
• 4:26
  potentially
• 4:27
  a
• 4:27
  game
• 4:27
  changer.
• 4:27
  On
• 4:28
  the
• 4:28
  retail
• 4:28
  side,
• 4:28
  that
• 4:28
  is
• 4:29
  the
• 4:29
  merchandising
• 4:29
  function.
• 4:30
  The
• 4:30
  ability
• 4:30
  to
• 4:31
  source
• 4:31
  the
• 4:31
  right
• 4:31
  products,
• 4:32
  get
• 4:32
  the
• 4:32
  right
• 4:32
  assortment
• 4:33
  at
• 4:33
  the
• 4:33
  right
• 4:33
  price
• 4:34
  on
• 4:34
  shelves
• 4:35
  and
• 4:35
  you
• 4:35
  know,
• 4:35
  better
• 4:35
  negotiate
• 4:36
  with
• 4:36
  suppliers
• 4:37
  is
• 4:37
  going
• 4:37
  to
• 4:37
  be
• 4:38
  a
• 4:38
  game
• 4:38
  changer.
• 4:38
  So
• 4:38
  that
• 4:39
  is
• 4:39
  on
• 4:39
  the
• 4:39
  internal
• 4:39
  side,
• 4:40
  on
• 4:40
  the
• 4:40
  consumer
• 4:41
  facing
• 4:41
  side,
• 4:42
  the
• 4:42
  biggest
• 4:42
  thing
• 4:43
  of
• 4:43
  course
• 4:43
  is
• 4:44
  agent
• 4:45
  E
• 4:45
  commerce.
• 4:45
  And
• 4:46
  you
• 4:47
  know,
• 4:47
  how
• 4:47
  do
• 4:47
  you
• 4:47
  make
• 4:47
  sure
• 4:48
  that
• 4:48
  your
• 4:48
  brand
• 4:49
  is
• 4:49
  discoverable,
• 4:50
  visible
• 4:51
  from
• 4:51
  the
• 4:51
  right
• 4:51
  consumers
• 4:52
  on
• 4:52
  all
• 4:53
  of
• 4:53
  the
• 4:53
  AI
• 4:53
  platforms
• 4:54
  out
• 4:54
  there.
• 4:54
  And
• 4:54
  then
• 4:54
  how
• 4:54
  do
• 4:55
  you
• 4:55
  integrate
• 4:55
  yourself
• 4:56
  into
• 4:56
  the
• 4:56
  emerging
• 4:57
  agent
• 4:57
  E
• 4:57
  commerce
• 4:58
  ecosystem
• 4:58
  which
• 4:59
  is
• 4:59
  a
• 4:59
  completely
• 5:00
  new
• 5:01
  channel
• 5:01
  for
• 5:02
  all
• 5:02
  of
• 5:02
  these
• 5:02
  brands
• 5:03
  to
• 5:03
  master
• 5:04
  and
• 5:04
  for
• 5:04
  retailers,
• 5:05
  which
• 5:05
  is
• 5:05
  potentially
• 5:06
  either
• 5:06
  a
• 5:06
  new
• 5:06
  gateway
• 5:07
  or
• 5:07
  a
• 5:07
  new
• 5:07
  Competitor.
• 5:08
  Yeah.
• 5:08
  And
• 5:08
  how
• 5:08
  do
• 5:08
  you
• 5:08
  think
• 5:09
  about
• 5:09
  that
• 5:09
  on
• 5:09
  the
• 5:09
  retailer
• 5:10
  side
• 5:10
  too?
• 5:10
  Because
• 5:10
  I've
• 5:10
  had
• 5:10
  everyone
• 5:11
  on
• 5:11
  my
• 5:11
  show
• 5:11
  from
• 5:12
  you
• 5:12
  should
• 5:12
  be
• 5:12
  rushing
• 5:13
  into
• 5:13
  it
• 5:13
  and
• 5:13
  experimenting
• 5:14
  like
• 5:14
  crazy
• 5:14
  to.
• 5:14
  You
• 5:15
  should
• 5:15
  pull
• 5:15
  back.
• 5:15
  Wait,
• 5:16
  get,
• 5:17
  get
• 5:18
  generative
• 5:18
  AI
• 5:18
  set
• 5:18
  up
• 5:19
  on
• 5:19
  your
• 5:19
  own
• 5:19
  site
• 5:19
  first.
• 5:20
  You
• 5:20
  know,
• 5:20
  get.
• 5:21
  Understand
• 5:21
  that
• 5:21
  make
• 5:22
  sure
• 5:22
  you're
• 5:22
  showing
• 5:22
  up
• 5:22
  on
• 5:22
  the
• 5:22
  LLMs
• 5:23
  where
• 5:23
  important
• 5:24
  but
• 5:24
  you
• 5:24
  know,
• 5:25
  maybe
• 5:25
  slow
• 5:25
  down
• 5:25
  the
• 5:26
  role
• 5:26
  on
• 5:26
  the
• 5:26
  agentic
• 5:27
  side
• 5:27
  of
• 5:27
  things
• 5:28
  like
• 5:28
  how
• 5:28
  do
• 5:28
  you
• 5:28
  look
• 5:28
  at
• 5:28
  that?
• 5:29
  What
• 5:29
  do
• 5:29
  you
• 5:29
  advise
• 5:29
  retailers
• 5:30
  to
• 5:30
  do?
• 5:31
  So
• 5:31
  I
• 5:31
  think
• 5:33
  one
• 5:33
  should
• 5:34
  you
• 5:34
  be
• 5:34
  experimenting?
• 5:34
  Yes.
• 5:35
  Because
• 5:35
  if
• 5:36
  you're
• 5:36
  not
• 5:36
  staying
• 5:36
  close
• 5:37
  to
• 5:37
  the
• 5:37
  pace
• 5:37
  of
• 5:37
  innovation,
• 5:38
  you're
• 5:38
  going
• 5:38
  to
• 5:39
  lose
• 5:40
  grip.
• 5:40
  Now
• 5:40
  should
• 5:41
  you
• 5:41
  make
• 5:41
  very
• 5:42
  strong
• 5:43
  commitments
• 5:44
  in
• 5:45
  this
• 5:45
  emerging
• 5:45
  ecosystem?
• 5:46
  Not
• 5:46
  yet,
• 5:46
  because
• 5:47
  the
• 5:47
  protocols
• 5:47
  are
• 5:48
  not
• 5:48
  there
• 5:48
  yet.
• 5:50
  Now
• 5:51
  that
• 5:51
  being
• 5:52
  said,
• 5:52
  creating
• 5:52
  your
• 5:52
  own
• 5:53
  capability
• 5:54
  is
• 5:54
  a
• 5:54
  no
• 5:55
  brainer
• 5:55
  because
• 5:55
  this
• 5:55
  will
• 5:55
  give
• 5:56
  you
• 5:57
  proprietary
• 5:57
  insight
• 5:58
  into
• 5:58
  the
• 5:59
  way
• 5:59
  consumers
• 6:00
  are
• 6:00
  behaving,
• 6:00
  what
• 6:01
  they
• 6:01
  are
• 6:01
  actually
• 6:01
  prompting,
• 6:02
  I
• 6:02
  mean
• 6:02
  data.
• 6:02
  There
• 6:03
  is
• 6:03
  no
• 6:03
  data
• 6:03
  out
• 6:03
  there
• 6:03
  to
• 6:03
  understand
• 6:04
  what
• 6:04
  consumers
• 6:05
  are
• 6:05
  actually
• 6:05
  looking
• 6:05
  for,
• 6:06
  which
• 6:06
  kind
• 6:06
  of
• 6:06
  consumer,
• 6:07
  for
• 6:07
  which
• 6:07
  kind
• 6:07
  of
• 6:07
  occasion,
• 6:08
  what
• 6:08
  kind
• 6:08
  of
• 6:09
  products,
• 6:09
  etc.
• 6:10
  And
• 6:10
  it
• 6:10
  will
• 6:10
  also
• 6:10
  give
• 6:11
  you
• 6:12
  a
• 6:12
  way
• 6:13
  to
• 6:13
  get
• 6:13
  your,
• 6:14
  you
• 6:14
  know,
• 6:14
  your
• 6:15
  brand
• 6:15
  into
• 6:16
  the
• 6:16
  ecosystem.
• 6:16
  So
• 6:16
  if
• 6:16
  you
• 6:16
  have
• 6:17
  your
• 6:17
  own
• 6:17
  agent
• 6:17
  then
• 6:18
  at
• 6:18
  some
• 6:18
  point
• 6:18
  you
• 6:18
  can
• 6:18
  connect
• 6:19
  your
• 6:19
  own
• 6:19
  agent
• 6:19
  with
• 6:19
  the
• 6:20
  emerging
• 6:20
  ecosystem
• 6:21
  as
• 6:21
  opposed
• 6:21
  to
• 6:21
  just
• 6:22
  being
• 6:22
  a
• 6:22
  participant
• 6:23
  like
• 6:23
  anyone
• 6:23
  else.
• 6:23
  Yeah,
• 6:24
  it's
• 6:24
  like
• 6:24
  practicing
• 6:24
  before
• 6:25
  the
• 6:25
  big
• 6:25
  game,
• 6:25
  so
• 6:25
  to
• 6:26
  speak,
• 6:26
  in
• 6:26
  a
• 6:26
  lot
• 6:26
  of
• 6:26
  ways.
• 6:27
  So
• 6:27
  you
• 6:27
  know,
• 6:27
  to
• 6:27
  that
• 6:28
  point
• 6:28
  though
• 6:29
  we
• 6:29
  have
• 6:29
  seen
• 6:29
  a
• 6:30
  lot
• 6:30
  of
• 6:30
  pilots
• 6:30
  come
• 6:31
  and
• 6:31
  go.
• 6:31
  You
• 6:31
  mentioned
• 6:31
  there's
• 6:31
  a
• 6:32
  lot
• 6:32
  of
• 6:32
  pilots
• 6:32
  going
• 6:32
  on
• 6:33
  in
• 6:33
  both
• 6:34
  the
• 6:34
  retailers
• 6:34
  and
• 6:34
  the
• 6:34
  CBGs
• 6:35
  already
• 6:36
  you
• 6:36
  have
• 6:36
  experience,
• 6:37
  15
• 6:37
  years
• 6:37
  of
• 6:38
  experience
• 6:38
  of
• 6:38
  building
• 6:38
  an
• 6:39
  AI
• 6:39
  function
• 6:40
  and
• 6:40
  quite
• 6:40
  honestly
• 6:41
  an
• 6:41
  organization
• 6:42
  inside
• 6:42
  BCG.
• 6:43
  What
• 6:43
  are
• 6:44
  the
• 6:44
  secrets
• 6:44
  from
• 6:45
  moving
• 6:45
  from
• 6:45
  pilot
• 6:46
  into
• 6:46
  actual
• 6:47
  scalable
• 6:48
  uses
• 6:49
  of
• 6:49
  the
• 6:49
  technology?
• 6:50
  Yeah,
• 6:50
  so
• 6:50
  I
• 6:51
  think
• 6:51
  when
• 6:51
  you
• 6:51
  talk
• 6:51
  about
• 6:52
  AI
• 6:52
  for
• 6:52
  your
• 6:52
  internal
• 6:53
  operations,
• 6:53
  I
• 6:53
  think
• 6:54
  there
• 6:54
  are
• 6:55
  two
• 6:55
  traps
• 6:56
  you
• 6:56
  don't
• 6:56
  want
• 6:56
  to
• 6:56
  fall
• 6:56
  into.
• 6:57
  The
• 6:57
  first
• 6:57
  one
• 6:57
  is
• 6:57
  dispersion.
• 6:58
  So
• 6:58
  you
• 6:58
  know,
• 6:59
  if
• 7:00
  you
• 7:00
  see
• 7:00
  a
• 7:00
  roadmap
• 7:01
  with
• 7:01
  200
• 7:01
  use
• 7:02
  cases,
• 7:02
  walk
• 7:03
  away.
• 7:03
  You
• 7:03
  know,
• 7:04
  success
• 7:04
  comes
• 7:05
  from.
• 7:05
  I
• 7:05
  have
• 7:05
  a
• 7:06
  few
• 7:06
  bets
• 7:07
  that
• 7:07
  I
• 7:07
  drive
• 7:07
  and
• 7:08
  to
• 7:08
  end
• 7:08
  where
• 7:08
  I
• 7:08
  try
• 7:08
  to,
• 7:09
  you
• 7:09
  know,
• 7:10
  really
• 7:11
  change
• 7:11
  how
• 7:12
  people
• 7:12
  work.
• 7:13
  And
• 7:13
  the
• 7:13
  second
• 7:14
  is
• 7:14
  the
• 7:15
  incrementality,
• 7:17
  you
• 7:17
  know,
• 7:17
  trap
• 7:18
  trying
• 7:18
  to
• 7:19
  just
• 7:20
  improve
• 7:20
  slightly.
• 7:21
  The
• 7:21
  way
• 7:21
  I
• 7:21
  operate
• 7:21
  today,
• 7:22
  this
• 7:22
  doesn't
• 7:22
  lead
• 7:22
  to
• 7:24
  significant
• 7:24
  improvements
• 7:25
  versus
• 7:26
  I
• 7:26
  take
• 7:26
  something
• 7:27
  and
• 7:27
  I
• 7:28
  really
• 7:28
  change
• 7:29
  how
• 7:29
  people
• 7:29
  operate
• 7:30
  with
• 7:30
  a
• 7:30
  much
• 7:30
  more
• 7:31
  AI
• 7:31
  first
• 7:31
  logic.
• 7:32
  Which
• 7:32
  means
• 7:33
  by
• 7:33
  the
• 7:33
  way
• 7:33
  that
• 7:34
  the
• 7:34
  roles
• 7:34
  of
• 7:34
  people
• 7:35
  will
• 7:35
  change,
• 7:35
  the
• 7:35
  skills
• 7:36
  that
• 7:36
  I
• 7:37
  need
• 7:37
  will
• 7:37
  change,
• 7:39
  the
• 7:39
  entire
• 7:40
  construct
• 7:40
  of
• 7:41
  the
• 7:41
  organization
• 7:41
  will
• 7:41
  change
• 7:42
  and
• 7:42
  it
• 7:42
  will
• 7:42
  require
• 7:43
  a
• 7:43
  lot
• 7:43
  of
• 7:43
  managerial
• 7:44
  input,
• 7:44
  but
• 7:44
  this
• 7:45
  is
• 7:45
  what
• 7:45
  will
• 7:46
  drive
• 7:46
  sustainable
• 7:47
  change
• 7:48
  in
• 7:48
  the
• 7:48
  business.
• 7:48
  So
• 7:49
  that's
• 7:49
  a
• 7:49
  really
• 7:49
  good
• 7:49
  nugget.
• 7:50
  So
• 7:50
  what
• 7:50
  I
• 7:50
  hear
• 7:50
  from
• 7:51
  an
• 7:51
  organizational
• 7:51
  perspective
• 7:52
  then
• 7:52
  if
• 7:52
  I'm
• 7:52
  leading
• 7:52
  one
• 7:52
  of
• 7:52
  those
• 7:53
  teams
• 7:53
  is
• 7:53
  like,
• 7:53
  you
• 7:53
  probably
• 7:54
  should
• 7:54
  be
• 7:54
  pretty
• 7:54
  aggressive
• 7:55
  on
• 7:55
  your
• 7:55
  stretch
• 7:55
  goals
• 7:55
  in
• 7:56
  terms
• 7:56
  of
• 7:56
  what
• 7:56
  you're
• 7:56
  trying
• 7:57
  to
• 7:57
  accomplish
• 7:57
  through
• 7:58
  the
• 7:58
  application
• 7:58
  of
• 7:58
  AI.
• 7:59
  Yeah,
• 7:59
  you
• 8:00
  need
• 8:00
  to
• 8:00
  stretch
• 8:00
  yourself
• 8:00
  way
• 8:01
  beyond
• 8:01
  what
• 8:01
  is
• 8:01
  feasible
• 8:02
  today
• 8:02
  because
• 8:02
  the
• 8:02
  technology
• 8:02
  evolves
• 8:03
  at
• 8:03
  exponential
• 8:03
  speed.
• 8:04
  Organizations
• 8:05
  evolve
• 8:05
  at
• 8:05
  linear
• 8:05
  speed
• 8:06
  at
• 8:06
  best.
• 8:07
  And
• 8:07
  so
• 8:08
  if
• 8:08
  you
• 8:09
  set
• 8:09
  a
• 8:09
  target
• 8:10
  based
• 8:10
  on
• 8:10
  what
• 8:10
  is
• 8:10
  achievable
• 8:11
  today,
• 8:12
  it
• 8:12
  will
• 8:12
  take
• 8:12
  you
• 8:12
  three
• 8:12
  years
• 8:13
  to
• 8:13
  get
• 8:13
  there.
• 8:14
  And
• 8:14
  in
• 8:14
  three
• 8:15
  years,
• 8:15
  the
• 8:15
  technology
• 8:16
  will
• 8:16
  have
• 8:16
  moved
• 8:17
  multiple
• 8:17
  times.
• 8:17
  Therefore,
• 8:18
  you
• 8:18
  need
• 8:18
  to
• 8:18
  take
• 8:19
  a
• 8:19
  stretch
• 8:19
  ambition
• 8:20
  that
• 8:20
  takes
• 8:20
  into
• 8:20
  account
• 8:21
  the
• 8:21
  exponential
• 8:22
  acceleration
• 8:22
  of
• 8:22
  the
• 8:23
  technology
• 8:23
  so
• 8:24
  that
• 8:25
  you
• 8:25
  put
• 8:25
  the
• 8:25
  right
• 8:25
  goals,
• 8:26
  but
• 8:26
  also
• 8:26
  you
• 8:26
  need
• 8:26
  to
• 8:26
  be
• 8:26
  focused
• 8:27
  because
• 8:27
  managing
• 8:27
  that
• 8:28
  change
• 8:28
  across
• 8:30
  20
• 8:30
  different
• 8:31
  parts
• 8:31
  of
• 8:31
  the
• 8:31
  organization
• 8:32
  is
• 8:32
  going
• 8:32
  to
• 8:32
  be
• 8:32
  difficult,
• 8:33
  if
• 8:33
  not
• 8:34
  impossible
• 8:34
  for
• 8:34
  the
• 8:34
  leadership.
• 8:35
  Right,
• 8:35
  right.
• 8:36
  Okay,
• 8:36
  so
• 8:36
  looking
• 8:36
  at.
• 8:37
  So
• 8:37
  then
• 8:37
  where
• 8:37
  are
• 8:37
  you
• 8:38
  seeing
• 8:38
  success?
• 8:38
  Let's
• 8:39
  start
• 8:39
  in
• 8:39
  CPG
• 8:39
  first.
• 8:40
  Where
• 8:40
  are
• 8:40
  you
• 8:40
  seeing
• 8:40
  the
• 8:40
  CPGs
• 8:41
  particularly
• 8:42
  have
• 8:42
  success
• 8:43
  or
• 8:43
  those
• 8:43
  that
• 8:43
  are
• 8:43
  differentiating
• 8:44
  themselves
• 8:44
  on
• 8:44
  the
• 8:45
  AI
• 8:45
  front?
• 8:45
  Where
• 8:45
  and
• 8:46
  how
• 8:46
  are
• 8:46
  they
• 8:46
  differentiating
• 8:47
  themselves?
• 8:47
  So
• 8:48
  where
• 8:49
  is,
• 8:49
  you
• 8:49
  know,
• 8:50
  the
• 8:50
  core
• 8:50
  critical
• 8:51
  functions
• 8:51
  of
• 8:51
  the
• 8:51
  company?
• 8:52
  Revenue
• 8:53
  management,
• 8:54
  marketing,
• 8:55
  and
• 8:55
  increasingly
• 8:57
  innovation.
• 8:58
  Okay,
• 8:58
  okay.
• 8:59
  So
• 8:59
  this
• 8:59
  is
• 8:59
  where
• 9:00
  they
• 9:00
  are
• 9:00
  driving
• 9:01
  most
• 9:01
  of
• 9:01
  the
• 9:01
  impact.
• 9:01
  And
• 9:02
  then
• 9:02
  historically
• 9:02
  also
• 9:03
  on
• 9:03
  supply
• 9:04
  chain,
• 9:05
  how
• 9:06
  is
• 9:07
  really
• 9:07
  a
• 9:07
  matter
• 9:08
  of,
• 9:08
  you
• 9:09
  know,
• 9:09
  as
• 9:09
  I
• 9:09
  said,
• 9:09
  of
• 9:09
  managerial
• 9:10
  focus,
• 9:11
  meaningful
• 9:11
  investments.
• 9:12
  We
• 9:12
  should
• 9:12
  not
• 9:12
  kid
• 9:12
  ourselves.
• 9:13
  You
• 9:13
  know,
• 9:13
  we're
• 9:14
  not
• 9:14
  printing
• 9:14
  money
• 9:14
  here.
• 9:15
  This
• 9:15
  is,
• 9:15
  you
• 9:15
  know,
• 9:15
  the
• 9:16
  typical
• 9:16
  roi.
• 9:17
  That's
• 9:17
  what
• 9:17
  our
• 9:17
  study
• 9:18
  revealed
• 9:18
  in
• 9:18
  our
• 9:18
  own
• 9:19
  work
• 9:19
  as
• 9:19
  well,
• 9:19
  is
• 9:20
  somewhere
• 9:21
  between
• 9:21
  3
• 9:22
  and
• 9:22
  4x.
• 9:23
  Okay.
• 9:23
  It's
• 9:23
  not
• 9:23
  a,
• 9:24
  you
• 9:24
  know,
• 9:24
  200x
• 9:25
  that
• 9:25
  is
• 9:25
  not
• 9:26
  happening
• 9:26
  because
• 9:26
  the
• 9:26
  amount
• 9:27
  of
• 9:27
  work
• 9:28
  to
• 9:28
  be
• 9:28
  done
• 9:28
  on
• 9:28
  the
• 9:29
  tech
• 9:29
  side,
• 9:30
  laying
• 9:30
  out
• 9:30
  the
• 9:30
  foundations,
• 9:31
  building
• 9:32
  all
• 9:32
  of
• 9:32
  these,
• 9:32
  you
• 9:32
  know,
• 9:33
  solutions
• 9:33
  that
• 9:33
  really
• 9:34
  transform
• 9:34
  the
• 9:34
  business,
• 9:35
  but
• 9:35
  also
• 9:35
  on
• 9:35
  the
• 9:36
  people
• 9:36
  side,
• 9:36
  on
• 9:37
  the
• 9:37
  change
• 9:37
  management
• 9:37
  side
• 9:38
  is
• 9:38
  actually
• 9:38
  quite
• 9:39
  meaningful.
• 9:39
  Right
• 9:39
  now
• 9:40
  a
• 9:40
  forex
• 9:40
  return
• 9:41
  on
• 9:41
  investment
• 9:41
  on
• 9:41
  your
• 9:41
  tech
• 9:42
  investment
• 9:42
  is
• 9:42
  pretty
• 9:42
  good,
• 9:43
  but,
• 9:44
  you
• 9:44
  know,
• 9:45
  it
• 9:45
  requires
• 9:45
  meaningful
• 9:46
  investment
• 9:46
  to
• 9:46
  get
• 9:46
  to
• 9:47
  a
• 9:47
  significant
• 9:47
  impact
• 9:48
  and
• 9:49
  a
• 9:49
  meaningful
• 9:50
  amount
• 9:51
  of
• 9:51
  managerial
• 9:52
  attention.
• 9:52
  This
• 9:53
  needs
• 9:53
  to
• 9:53
  be
• 9:54
  the
• 9:54
  top
• 9:54
  priority
• 9:54
  of
• 9:55
  someone
• 9:55
  high
• 9:55
  in
• 9:56
  the
• 9:56
  organization,
• 9:56
  100%
• 9:57
  for
• 9:58
  the
• 9:58
  next
• 9:58
  two
• 9:58
  years.
• 9:59
  Right,
• 9:59
  right.
• 10:00
  Yeah,
• 10:00
  I
• 10:00
  got
• 10:00
  to
• 10:01
  think
• 10:01
  at
• 10:01
  least
• 10:01
  the
• 10:01
  next
• 10:01
  two
• 10:01
  years.
• 10:02
  Right.
• 10:02
  So
• 10:02
  probably
• 10:03
  ongoing.
• 10:04
  All
• 10:04
  right,
• 10:04
  so
• 10:04
  let's
• 10:04
  get
• 10:04
  you
• 10:04
  out
• 10:04
  here
• 10:05
  on
• 10:05
  this
• 10:05
  because
• 10:05
  the
• 10:05
  one
• 10:05
  thing
• 10:05
  we
• 10:05
  haven't
• 10:06
  talked
• 10:06
  about,
• 10:07
  agents
• 10:07
  doing
• 10:08
  the
• 10:08
  actual
• 10:08
  work
• 10:08
  of
• 10:09
  or
• 10:09
  inside
• 10:09
  of
• 10:10
  organizations.
• 10:10
  If
• 10:11
  I'm
• 10:11
  a
• 10:11
  retailer
• 10:12
  CPG
• 10:12
  CEO,
• 10:13
  how
• 10:14
  should
• 10:14
  I
• 10:14
  be
• 10:14
  Thinking
• 10:15
  about
• 10:15
  and
• 10:15
  preparing
• 10:16
  my
• 10:17
  managerial
• 10:18
  staff
• 10:19
  for
• 10:19
  the
• 10:19
  advent
• 10:20
  of
• 10:20
  when
• 10:20
  they
• 10:20
  begin
• 10:21
  to
• 10:21
  manage
• 10:21
  agents
• 10:22
  to
• 10:22
  do
• 10:22
  the
• 10:22
  work.
• 10:23
  So
• 10:23
  I
• 10:24
  think
• 10:26
  lots
• 10:26
  of
• 10:26
  people
• 10:26
  are
• 10:27
  extremely
• 10:27
  skeptical
• 10:28
  about
• 10:28
  what
• 10:28
  AI
• 10:29
  can
• 10:29
  do.
• 10:29
  There
• 10:29
  were
• 10:29
  a
• 10:29
  lot
• 10:30
  of
• 10:30
  other
• 10:30
  promises
• 10:31
  under
• 10:31
  delivery.
• 10:32
  So
• 10:33
  the
• 10:33
  best
• 10:33
  way
• 10:33
  to
• 10:33
  do
• 10:34
  this
• 10:34
  is
• 10:35
  through
• 10:35
  lighthouses.
• 10:36
  Lighthouses,
• 10:37
  you
• 10:37
  know,
• 10:37
  you
• 10:37
  take
• 10:38
  some
• 10:38
  parts
• 10:39
  of,
• 10:39
  you
• 10:39
  know,
• 10:40
  your
• 10:40
  organization
• 10:41
  that
• 10:41
  are
• 10:41
  aligned
• 10:42
  with
• 10:42
  your
• 10:42
  top
• 10:42
  priorities
• 10:43
  that
• 10:43
  I
• 10:43
  mentioned
• 10:44
  and
• 10:45
  you
• 10:45
  create
• 10:46
  the,
• 10:47
  let's
• 10:47
  say,
• 10:48
  dark
• 10:48
  factory
• 10:49
  equivalent
• 10:50
  of
• 10:50
  that,
• 10:50
  of
• 10:51
  that
• 10:51
  team.
• 10:51
  And
• 10:51
  you
• 10:52
  need
• 10:52
  to
• 10:52
  take
• 10:52
  teams
• 10:52
  that
• 10:52
  opt
• 10:53
  into
• 10:53
  that
• 10:53
  because
• 10:53
  you
• 10:54
  know
• 10:54
  it's
• 10:54
  a
• 10:54
  meaningful
• 10:54
  amount
• 10:54
  of
• 10:55
  change.
• 10:55
  You're
• 10:55
  trying
• 10:56
  to
• 10:56
  create
• 10:56
  a
• 10:56
  mirror
• 10:57
  of
• 10:57
  that
• 10:58
  with
• 10:58
  a
• 10:58
  fully
• 10:58
  agentic
• 10:59
  loop
• 10:59
  and
• 10:59
  as
• 10:59
  little
• 11:00
  human
• 11:00
  involvement
• 11:01
  as
• 11:01
  possible.
• 11:01
  That
• 11:02
  shows,
• 11:02
  number
• 11:03
  one,
• 11:03
  the
• 11:03
  art
• 11:03
  of
• 11:03
  the
• 11:03
  possible,
• 11:04
  number
• 11:04
  two,
• 11:04
  the
• 11:05
  kind
• 11:05
  of
• 11:05
  impact
• 11:05
  you
• 11:05
  can
• 11:05
  get.
• 11:05
  Number
• 11:06
  three,
• 11:06
  also
• 11:07
  what
• 11:07
  it
• 11:07
  takes
• 11:08
  to
• 11:08
  scale
• 11:09
  this.
• 11:10
  And
• 11:10
  that
• 11:10
  allows
• 11:11
  you
• 11:11
  to
• 11:11
  start
• 11:11
  creating
• 11:12
  the
• 11:12
  backbone,
• 11:12
  the
• 11:13
  backbone
• 11:13
  of
• 11:14
  the
• 11:14
  agency
• 11:15
  platform,
• 11:15
  the
• 11:15
  backbone
• 11:16
  of
• 11:16
  the
• 11:16
  data,
• 11:16
  and
• 11:16
  then
• 11:17
  the
• 11:17
  backbone
• 11:17
  of
• 11:18
  capabilities
• 11:18
  that
• 11:18
  you
• 11:18
  need
• 11:18
  to
• 11:19
  transform.
• 11:19
  Once
• 11:19
  you
• 11:20
  have
• 11:20
  this,
• 11:20
  then
• 11:20
  you
• 11:20
  can
• 11:20
  start
• 11:21
  scaling
• 11:22
  it
• 11:22
  in
• 11:22
  the
• 11:22
  right
• 11:23
  domain.
• 11:23
  So
• 11:23
  let's
• 11:23
  say
• 11:23
  I
• 11:23
  have
• 11:23
  one
• 11:24
  lighthouse
• 11:24
  in
• 11:24
  parts
• 11:24
  of
• 11:25
  marketing,
• 11:25
  then
• 11:25
  I
• 11:25
  can
• 11:26
  expand
• 11:26
  across
• 11:27
  the
• 11:27
  end
• 11:27
  to
• 11:27
  end
• 11:28
  marketing
• 11:28
  function
• 11:29
  or
• 11:29
  even
• 11:30
  beyond
• 11:30
  that.
• 11:31
  But
• 11:31
  you
• 11:32
  prepare
• 11:32
  the
• 11:33
  organization
• 11:33
  by
• 11:34
  showing
• 11:34
  the
• 11:34
  art
• 11:34
  of
• 11:35
  the
• 11:35
  possible
• 11:37
  and
• 11:38
  then
• 11:39
  preparing
• 11:40
  the
• 11:40
  said,
• 11:40
  let's
• 11:41
  say,
• 11:41
  underlying
• 11:41
  capabilities
• 11:42
  and
• 11:42
  enablers
• 11:42
  you
• 11:42
  will
• 11:43
  need
• 11:43
  to
• 11:43
  scale.
• 11:43
  Yeah,
• 11:43
  so
• 11:44
  I'm
• 11:44
  curious,
• 11:44
  so
• 11:44
  the
• 11:44
  lighthouse
• 11:45
  approach,
• 11:47
  never
• 11:47
  thought
• 11:47
  about
• 11:47
  this
• 11:47
  and
• 11:48
  never
• 11:48
  asked
• 11:48
  it.
• 11:48
  And
• 11:48
  so
• 11:48
  I
• 11:49
  want
• 11:49
  to
• 11:49
  make
• 11:49
  sure
• 11:49
  I
• 11:49
  articulate
• 11:49
  it
• 11:49
  correctly.
• 11:50
  So
• 11:50
  do
• 11:50
  you
• 11:51
  take
• 11:51
  a,
• 11:52
  do
• 11:52
  you
• 11:52
  envision
• 11:52
  like
• 11:53
  a
• 11:53
  tiger
• 11:53
  team
• 11:53
  approach
• 11:54
  too,
• 11:54
  where
• 11:54
  somebody
• 11:54
  does
• 11:55
  say
• 11:55
  you
• 11:55
  put
• 11:55
  the
• 11:55
  lighthouse
• 11:56
  in
• 11:56
  one
• 11:56
  position,
• 11:57
  the
• 11:57
  team
• 11:57
  goes
• 11:57
  and
• 11:58
  goes.
• 11:58
  After
• 11:58
  you
• 11:58
  get
• 11:58
  the
• 11:58
  people
• 11:59
  that
• 11:59
  want
• 11:59
  it,
• 11:59
  you
• 11:59
  get
• 12:00
  a
• 12:00
  line
• 12:00
  in
• 12:00
  the
• 12:00
  organization,
• 12:00
  you
• 12:01
  go
• 12:01
  after
• 12:01
  you
• 12:01
  make
• 12:01
  the
• 12:01
  change,
• 12:02
  do
• 12:02
  you
• 12:02
  then
• 12:02
  take
• 12:03
  the
• 12:03
  same
• 12:03
  people
• 12:03
  and
• 12:04
  apply
• 12:04
  it
• 12:04
  to
• 12:04
  a
• 12:04
  different
• 12:05
  area?
• 12:05
  Or
• 12:05
  do
• 12:05
  you
• 12:05
  think
• 12:06
  you,
• 12:06
  or
• 12:06
  do
• 12:06
  you
• 12:06
  think
• 12:06
  you
• 12:07
  do
• 12:07
  it
• 12:07
  separately?
• 12:08
  How
• 12:08
  do
• 12:08
  you
• 12:08
  think
• 12:08
  about
• 12:09
  that?
• 12:09
  So
• 12:10
  the
• 12:10
  best
• 12:10
  way
• 12:10
  for
• 12:10
  me
• 12:11
  is
• 12:11
  to
• 12:11
  separate
• 12:12
  this
• 12:12
  into
• 12:12
  two
• 12:13
  parts.
• 12:13
  There
• 12:13
  is
• 12:14
  one
• 12:14
  team
• 12:14
  that
• 12:15
  creates
• 12:15
  the
• 12:15
  backbone
• 12:16
  and
• 12:16
  that
• 12:17
  is
• 12:17
  one
• 12:17
  team.
• 12:17
  Okay,
• 12:18
  so
• 12:18
  that's
• 12:19
  just
• 12:19
  consistent
• 12:19
  across
• 12:19
  everything.
• 12:20
  Exactly.
• 12:20
  Okay.
• 12:21
  And
• 12:21
  then
• 12:21
  you
• 12:22
  have
• 12:22
  teams
• 12:22
  organized
• 12:23
  by
• 12:23
  either
• 12:24
  functions
• 12:24
  or
• 12:25
  end
• 12:25
  to
• 12:25
  end
• 12:25
  processes,
• 12:26
  depending
• 12:26
  on
• 12:27
  the
• 12:27
  organization.
• 12:27
  End
• 12:28
  to
• 12:28
  end
• 12:28
  processes
• 12:28
  is
• 12:28
  better,
• 12:29
  but
• 12:29
  can
• 12:29
  be
• 12:30
  sometimes
• 12:30
  more
• 12:30
  difficult
• 12:31
  given
• 12:31
  the
• 12:31
  structure
• 12:32
  of
• 12:32
  the
• 12:32
  organization
• 12:32
  that
• 12:33
  is
• 12:33
  quite
• 12:33
  function
• 12:33
  led.
• 12:34
  But.
• 12:35
  And
• 12:35
  then
• 12:35
  these
• 12:36
  teams,
• 12:36
  they
• 12:36
  will
• 12:36
  transform
• 12:37
  bit
• 12:37
  by
• 12:38
  bit
• 12:38
  the
• 12:38
  entire
• 12:38
  thing.
• 12:38
  It's
• 12:39
  the
• 12:39
  same
• 12:39
  team
• 12:39
  that
• 12:40
  you
• 12:40
  know
• 12:40
  because
• 12:41
  then
• 12:41
  you
• 12:41
  connect
• 12:41
  the
• 12:41
  dots
• 12:42
  across
• 12:42
  an
• 12:42
  end
• 12:42
  to
• 12:43
  end
• 12:44
  workflow
• 12:44
  or
• 12:44
  an
• 12:44
  end
• 12:44
  to
• 12:44
  end
• 12:45
  function
• 12:45
  and
• 12:45
  you
• 12:45
  can
• 12:45
  drive
• 12:46
  meaningful
• 12:46
  pnl,
• 12:47
  what
• 12:47
  you
• 12:47
  should
• 12:47
  not
• 12:47
  do
• 12:48
  is
• 12:48
  essentially
• 12:49
  have
• 12:49
  a
• 12:49
  team
• 12:49
  that
• 12:49
  jumps
• 12:50
  from
• 12:50
  marketing
• 12:51
  to
• 12:51
  supply
• 12:51
  chain,
• 12:51
  then
• 12:52
  to
• 12:52
  finance.
• 12:52
  And
• 12:52
  because
• 12:53
  that,
• 12:54
  you
• 12:54
  know,
• 12:54
  you
• 12:54
  need
• 12:55
  someone
• 12:55
  who
• 12:55
  goes
• 12:55
  down
• 12:55
  the
• 12:55
  experience
• 12:56
  curve
• 12:57
  in
• 12:57
  that
• 12:57
  domain
• 12:58
  and
• 12:58
  connects
• 12:58
  the
• 12:58
  dots.
• 12:59
  Yeah,
• 12:59
  you
• 12:59
  need
• 12:59
  somebody
• 12:59
  that
• 13:00
  has
• 13:00
  that
• 13:00
  expertise,
• 13:00
  but
• 13:00
  you
• 13:00
  need
• 13:01
  the
• 13:01
  people
• 13:01
  that
• 13:01
  get
• 13:01
  the
• 13:01
  foundation
• 13:02
  of
• 13:02
  how
• 13:02
  AI
• 13:02
  works.
• 13:03
  Exactly.
• 13:03
  To
• 13:03
  then
• 13:04
  bring
• 13:04
  that
• 13:04
  knowledge
• 13:04
  to
• 13:05
  all
• 13:05
  those
• 13:05
  other
• 13:05
  teams.
• 13:05
  But
• 13:06
  that
• 13:06
  is
• 13:06
  key,
• 13:06
  though,
• 13:07
  and
• 13:07
  you.
• 13:07
  Need
• 13:07
  to
• 13:07
  create
• 13:07
  the
• 13:07
  platform
• 13:08
  and
• 13:08
  the
• 13:08
  connectivity
• 13:08
  from
• 13:09
  a
• 13:09
  data
• 13:09
  standpoint.
• 13:09
  Right.
• 13:10
  You
• 13:10
  know,
• 13:10
  because
• 13:11
  ultimately
• 13:12
  some.
• 13:12
  Not
• 13:13
  all,
• 13:13
  but
• 13:13
  some
• 13:13
  of
• 13:14
  the
• 13:14
  data
• 13:14
  and
• 13:14
  the
• 13:14
  knowledge
• 13:15
  and
• 13:15
  the
• 13:15
  context
• 13:15
  that
• 13:15
  these
• 13:15
  agents
• 13:16
  will
• 13:16
  need
• 13:16
  will
• 13:17
  be
• 13:17
  replicable
• 13:18
  across
• 13:19
  your
• 13:19
  different
• 13:19
  processes.
• 13:20
  And,
• 13:20
  yeah,
• 13:20
  there
• 13:20
  should
• 13:21
  be
• 13:21
  scale
• 13:21
  in
• 13:21
  that
• 13:21
  effort
• 13:22
  if
• 13:22
  you're
• 13:22
  doing
• 13:22
  it
• 13:22
  correctly
• 13:23
  versus
• 13:23
  having
• 13:23
  to
• 13:24
  start
• 13:24
  over
• 13:24
  every
• 13:24
  time.
• 13:24
  Wow,
• 13:25
  man,
• 13:25
  this
• 13:25
  was
• 13:25
  great.
• 13:26
  Thank
• 13:26
  you
• 13:26
  so
• 13:27
  much.
• 13:27
  Thank
• 13:27
  you
• 13:27
  so
• 13:28
  much.
• 13:28
  We're
• 13:28
  going
• 13:28
  to
• 13:28
  have
• 13:28
  to
• 13:28
  do
• 13:28
  this
• 13:28
  again
• 13:29
  sometime.
• 13:29
  All
• 13:29
  right,
• 13:30
  so
• 13:30
  thank
• 13:30
  you
• 13:30
  very
• 13:30
  much,
• 13:30
  Nico,
• 13:31
  for
• 13:31
  joining
• 13:31
  us
• 13:31
  today.
• 13:32
  Thank
• 13:32
  you
• 13:32
  to
• 13:33
  CGF
• 13:33
  and
• 13:33
  Vuzion
• 13:34
  for
• 13:34
  helping
• 13:35
  us
• 13:35
  bring
• 13:35
  you
• 13:35
  all
• 13:36
  of
• 13:36
  these
• 13:36
  great
• 13:36
  interviews
• 13:37
  with
• 13:37
  all,
• 13:37
  all
• 13:37
  these
• 13:37
  fabulous
• 13:38
  retail
• 13:38
  and
• 13:38
  CPG
• 13:39
  executives
• 13:39
  all
• 13:40
  three
• 13:40
  days
• 13:40
  of
• 13:40
  the
• 13:41
  summit.
• 13:41
  And
• 13:41
  as
• 13:42
  always,
• 13:42
  everyone
• 13:42
  out
• 13:43
  there,
• 13:43
  be
• 13:44
  careful
• 13:44
  out
• 13:44
  there.