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Could ChatGPT Replace Google Search Ads? | Fast Five Shorts · Omni Talk Retail

• 0:00
  We
• 0:00
  begin
• 0:00
  today
• 0:00
  with
• 0:00
  what
• 0:01
  could
• 0:01
  be
• 0:01
  a
• 0:01
  seismic
• 0:02
  shift
• 0:03
  in
• 0:03
  how
• 0:03
  retailers
• 0:04
  advertise.
• 0:04
  OpenAI
• 0:06
  has
• 0:06
  officially
• 0:06
  launched
• 0:07
  its
• 0:07
  ChatGPT
• 0:09
  ads
• 0:09
  manager.
• 0:10
  OpenAI
• 0:11
  has
• 0:11
  essentially
• 0:12
  launched
• 0:12
  a
• 0:12
  beta
• 0:13
  self
• 0:13
  serve
• 0:13
  ChatGPT
• 0:14
  ads
• 0:14
  manager,
• 0:15
  expanded
• 0:15
  its
• 0:16
  ad
• 0:16
  pilot
• 0:17
  to
• 0:17
  five
• 0:17
  new
• 0:17
  countries
• 0:18
  and
• 0:18
  introduced
• 0:19
  cost
• 0:19
  per
• 0:20
  click
• 0:20
  bidding
• 0:20
  and
• 0:20
  new
• 0:21
  measurement
• 0:21
  tools
• 0:22
  signaling
• 0:22
  its
• 0:23
  full
• 0:23
  throated
• 0:24
  ambition.
• 0:25
  Nice
• 0:25
  use
• 0:25
  of
• 0:25
  the
• 0:26
  word
• 0:26
  full
• 0:26
  throated
• 0:26
  there.
• 0:26
  Whoever
• 0:27
  put
• 0:27
  my
• 0:27
  notes
• 0:27
  together.
• 0:28
  Full
• 0:28
  throated.
• 0:28
  Full
• 0:28
  throated
• 0:29
  ambition
• 0:29
  to
• 0:29
  become
• 0:29
  a
• 0:30
  major
• 0:30
  advertising
• 0:31
  platform
• 0:31
  that
• 0:32
  directly
• 0:32
  competes
• 0:33
  with
• 0:33
  Google
• 0:33
  and
• 0:33
  Meta.
• 0:34
  According
• 0:34
  to
• 0:35
  marketing
• 0:35
  Dive,
• 0:35
  ChatGPT's
• 0:36
  ad
• 0:37
  pilot,
• 0:37
  which
• 0:37
  began
• 0:37
  in
• 0:38
  February
• 0:38
  of
• 0:38
  2026
• 0:39
  is
• 0:39
  now
• 0:40
  expanding
• 0:40
  to
• 0:40
  the
• 0:40
  UK,
• 0:41
  Mexico,
• 0:41
  Japan,
• 0:42
  Brazil
• 0:42
  and
• 0:43
  South
• 0:43
  Korea.
• 0:43
  And
• 0:44
  OpenAI
• 0:44
  expects
• 0:45
  to
• 0:45
  generate
• 0:45
  two
• 0:45
  and
• 0:46
  a
• 0:46
  half
• 0:46
  billion
• 0:46
  dollars
• 0:46
  in
• 0:47
  ad
• 0:47
  revenue
• 0:47
  in
• 0:47
  just
• 0:48
  this
• 0:48
  year
• 0:49
  alone.
• 0:49
  Two
• 0:49
  and
• 0:49
  a
• 0:49
  half
• 0:49
  billion
• 0:50
  dollars?
• 0:50
  Catherine,
• 0:50
  that's
• 0:50
  insane.
• 0:51
  With
• 0:51
  longer
• 0:52
  term
• 0:52
  ambitions
• 0:53
  of
• 0:53
  100
• 0:54
  billion
• 0:54
  by
• 0:55
  2030,
• 0:55
  with
• 0:56
  the
• 0:56
  new
• 0:56
  ads
• 0:56
  manager,
• 0:57
  advertisers
• 0:57
  can
• 0:57
  set
• 0:58
  budgets,
• 0:58
  upload
• 0:59
  ads,
• 0:59
  launch
• 0:59
  and
• 1:00
  manage
• 1:00
  campaigns
• 1:00
  and
• 1:01
  view
• 1:01
  performance
• 1:01
  all
• 1:02
  through
• 1:02
  a
• 1:02
  single
• 1:03
  self
• 1:03
  serve
• 1:03
  portal.
• 1:04
  And
• 1:04
  OpenAI
• 1:05
  is
• 1:05
  also
• 1:05
  introducing
• 1:06
  cost
• 1:06
  per
• 1:06
  click
• 1:07
  bidding,
• 1:07
  joining
• 1:08
  existing
• 1:08
  CPM
• 1:09
  based
• 1:09
  buying
• 1:10
  so
• 1:10
  brands
• 1:10
  can
• 1:10
  align
• 1:11
  their
• 1:11
  spend
• 1:11
  more
• 1:11
  directly
• 1:12
  with
• 1:12
  the
• 1:12
  consumer
• 1:13
  actions
• 1:14
  that
• 1:14
  follow
• 1:14
  an
• 1:14
  ad
• 1:15
  impression.
• 1:16
  Catherine,
• 1:16
  I
• 1:16
  can
• 1:16
  think
• 1:17
  of
• 1:17
  no
• 1:17
  better
• 1:17
  person
• 1:18
  to
• 1:18
  start
• 1:18
  off
• 1:18
  today's
• 1:19
  show
• 1:19
  with,
• 1:19
  especially
• 1:20
  around
• 1:20
  this
• 1:20
  headline
• 1:21
  because
• 1:21
  as
• 1:21
  a
• 1:21
  former
• 1:22
  chief
• 1:22
  marketing
• 1:22
  officer
• 1:23
  and,
• 1:23
  and
• 1:23
  a
• 1:23
  veritable
• 1:24
  retail
• 1:24
  media
• 1:24
  guru,
• 1:25
  I
• 1:26
  have
• 1:26
  to
• 1:26
  ask
• 1:26
  you
• 1:27
  what
• 1:27
  advice
• 1:27
  you
• 1:28
  have
• 1:28
  for
• 1:28
  retail
• 1:28
  executives
• 1:29
  attempting
• 1:29
  to
• 1:30
  navigate
• 1:30
  through
• 1:30
  the
• 1:30
  news
• 1:31
  of
• 1:31
  ChatGPT
• 1:32
  going
• 1:32
  full
• 1:33
  on
• 1:33
  into
• 1:33
  advertising.
• 1:35
  Yeah,
• 1:35
  well,
• 1:35
  I
• 1:35
  mean
• 1:36
  Chris,
• 1:36
  who
• 1:36
  did
• 1:36
  not
• 1:36
  see
• 1:37
  this
• 1:37
  coming,
• 1:38
  I'm
• 1:38
  surprised
• 1:38
  it
• 1:39
  took
• 1:39
  this
• 1:39
  long.
• 1:39
  Right?
• 1:40
  Are
• 1:41
  you?
• 1:41
  Yeah.
• 1:41
  Platform
• 1:42
  wanting
• 1:43
  to
• 1:43
  now
• 1:43
  get
• 1:43
  in
• 1:43
  the
• 1:44
  business
• 1:44
  of
• 1:44
  being
• 1:44
  a
• 1:45
  publisher
• 1:45
  of
• 1:45
  ads
• 1:46
  in
• 1:46
  reaping
• 1:46
  that
• 1:47
  high
• 1:47
  margin
• 1:48
  revenue
• 1:48
  that.
• 1:49
  Right.
• 1:49
  It's,
• 1:49
  it's
• 1:49
  a
• 1:49
  no
• 1:50
  brainer.
• 1:50
  You
• 1:50
  know
• 1:50
  what's
• 1:51
  interesting
• 1:51
  is
• 1:51
  I
• 1:52
  was
• 1:52
  actually
• 1:52
  on
• 1:52
  Chat
• 1:53
  GPT
• 1:53
  the
• 1:53
  other
• 1:53
  day
• 1:54
  looking
• 1:54
  up
• 1:54
  some
• 1:54
  things
• 1:54
  around
• 1:55
  process
• 1:55
  and
• 1:55
  Six
• 1:56
  Sigma
• 1:56
  and
• 1:56
  I
• 1:57
  got
• 1:57
  fed
• 1:57
  a
• 1:58
  couple
• 1:58
  of
• 1:58
  these
• 1:58
  new
• 1:59
  ads.
• 1:59
  And
• 1:59
  I
• 1:59
  will
• 2:00
  say
• 2:00
  that,
• 2:00
  you
• 2:01
  know,
• 2:01
  they're
• 2:02
  in
• 2:02
  pilot
• 2:02
  mode
• 2:02
  right
• 2:02
  now,
• 2:03
  so
• 2:03
  the
• 2:03
  inventory
• 2:04
  is
• 2:04
  limited,
• 2:05
  but
• 2:06
  it
• 2:06
  was
• 2:06
  not
• 2:06
  particularly
• 2:07
  intrusive
• 2:08
  to
• 2:09
  me.
• 2:09
  It's
• 2:10
  contextual
• 2:10
  based
• 2:11
  so
• 2:11
  it
• 2:11
  was
• 2:11
  something
• 2:12
  that
• 2:12
  was
• 2:12
  related
• 2:13
  to
• 2:13
  what
• 2:13
  I
• 2:13
  was
• 2:13
  looking
• 2:14
  up.
• 2:15
  So
• 2:15
  it
• 2:15
  seems
• 2:15
  like
• 2:15
  they,
• 2:16
  they
• 2:16
  have
• 2:16
  an
• 2:17
  engine
• 2:17
  working
• 2:18
  at
• 2:18
  least
• 2:18
  appropriately
• 2:19
  from
• 2:19
  my
• 2:19
  point
• 2:19
  of
• 2:20
  view
• 2:20
  if,
• 2:20
  if
• 2:20
  I'm
• 2:21
  Google,
• 2:21
  I'm
• 2:22
  definitely
• 2:22
  watching
• 2:23
  this,
• 2:23
  you
• 2:23
  know,
• 2:23
  closely
• 2:25
  and
• 2:25
  thinking
• 2:25
  about
• 2:25
  what
• 2:26
  our
• 2:26
  defense
• 2:26
  is.
• 2:26
  And
• 2:27
  I
• 2:27
  have
• 2:27
  no
• 2:27
  doubt
• 2:28
  that
• 2:28
  Google
• 2:28
  is,
• 2:29
  and
• 2:29
  they,
• 2:29
  you
• 2:29
  know,
• 2:29
  they
• 2:30
  have,
• 2:30
  they
• 2:30
  have
• 2:30
  their
• 2:31
  plans
• 2:31
  in
• 2:31
  place
• 2:32
  but
• 2:32
  a
• 2:33
  lot
• 2:33
  of
• 2:33
  people
• 2:34
  are
• 2:34
  spending
• 2:34
  time
• 2:34
  on
• 2:35
  these
• 2:35
  platforms
• 2:35
  Right.
• 2:36
  I
• 2:36
  have
• 2:36
  a
• 2:36
  13
• 2:36
  and
• 2:37
  a
• 2:37
  15
• 2:37
  year
• 2:37
  old.
• 2:38
  They
• 2:38
  don't
• 2:38
  even
• 2:38
  use
• 2:39
  the
• 2:39
  term
• 2:39
  googling.
• 2:41
  Right.
• 2:41
  It's
• 2:41
  just
• 2:42
  all
• 2:42
  chat
• 2:43
  GPT
• 2:43
  for
• 2:43
  them.
• 2:45
  My
• 2:45
  advice
• 2:45
  for
• 2:45
  executives
• 2:46
  is
• 2:46
  this.
• 2:47
  You
• 2:47
  know,
• 2:48
  I
• 2:48
  don't
• 2:49
  think
• 2:49
  there's
• 2:49
  any
• 2:49
  doubt,
• 2:49
  there's
• 2:50
  no
• 2:50
  doubt
• 2:50
  about
• 2:50
  it.
• 2:51
  People
• 2:51
  are
• 2:51
  spending
• 2:52
  time
• 2:52
  on
• 2:52
  this
• 2:52
  platform
• 2:53
  and
• 2:53
  it
• 2:53
  is
• 2:54
  an
• 2:54
  opportunity.
• 2:55
  That
• 2:55
  being
• 2:56
  said,
• 2:56
  it
• 2:56
  is
• 2:56
  in
• 2:56
  pilot
• 2:57
  mode.
• 2:57
  I
• 2:58
  have
• 2:58
  heard
• 2:58
  that
• 2:58
  CPMs
• 2:59
  are
• 2:59
  a
• 2:59
  bit
• 3:00
  inflated
• 3:00
  compared
• 3:01
  to
• 3:01
  Google
• 3:01
  and
• 3:02
  Meta.
• 3:02
  Now
• 3:03
  I
• 3:03
  think
• 3:03
  that
• 3:03
  will
• 3:03
  normalize
• 3:04
  once
• 3:04
  inventory
• 3:05
  raises
• 3:06
  on
• 3:06
  the
• 3:06
  platform
• 3:07
  and
• 3:07
  it
• 3:07
  starts
• 3:07
  to
• 3:07
  get
• 3:08
  its
• 3:09
  algorithm
• 3:09
  going
• 3:09
  and
• 3:10
  comes
• 3:10
  down
• 3:10
  to
• 3:10
  market
• 3:10
  rates.
• 3:11
  But
• 3:12
  it
• 3:12
  is
• 3:12
  pricey
• 3:13
  at
• 3:13
  the
• 3:13
  moment.
• 3:14
  My
• 3:14
  thought
• 3:14
  is,
• 3:14
  you
• 3:15
  know,
• 3:15
  as
• 3:15
  a
• 3:15
  chief
• 3:16
  marketing
• 3:16
  officer,
• 3:16
  I
• 3:17
  always
• 3:17
  had,
• 3:17
  you
• 3:17
  know,
• 3:17
  a
• 3:17
  test
• 3:18
  and
• 3:18
  learn
• 3:18
  budget,
• 3:18
  a
• 3:19
  kitty
• 3:19
  of
• 3:19
  money
• 3:19
  for
• 3:20
  exactly
• 3:20
  this
• 3:20
  type
• 3:20
  of
• 3:21
  thing.
• 3:21
  I
• 3:21
  would
• 3:21
  certainly
• 3:22
  dip
• 3:22
  my
• 3:22
  toe
• 3:22
  in
• 3:23
  the
• 3:23
  water
• 3:24
  and
• 3:24
  start
• 3:25
  getting
• 3:25
  used
• 3:25
  to
• 3:25
  the
• 3:26
  platform
• 3:26
  and
• 3:26
  seeing
• 3:27
  what
• 3:27
  the
• 3:27
  results
• 3:27
  are.
• 3:28
  So
• 3:29
  Kevin,
• 3:29
  let
• 3:29
  me
• 3:29
  ask
• 3:29
  you,
• 3:29
  do
• 3:29
  you
• 3:30
  think
• 3:30
  this
• 3:30
  is,
• 3:30
  do
• 3:30
  you
• 3:31
  think
• 3:31
  this
• 3:31
  is
• 3:31
  like
• 3:32
  that
• 3:33
  revolutionary
• 3:34
  or
• 3:34
  is
• 3:34
  it
• 3:34
  just
• 3:34
  more
• 3:35
  like
• 3:35
  an
• 3:35
  evolution
• 3:36
  of,
• 3:36
  of
• 3:37
  search?
• 3:37
  Because
• 3:37
  for,
• 3:37
  for
• 3:38
  me,
• 3:38
  like
• 3:38
  the
• 3:38
  way,
• 3:38
  the
• 3:39
  way
• 3:39
  I
• 3:39
  my
• 3:39
  thoughts
• 3:39
  on
• 3:40
  this
• 3:40
  and
• 3:40
  this
• 3:40
  is
• 3:40
  why
• 3:40
  I
• 3:40
  led
• 3:40
  with
• 3:41
  you
• 3:41
  with
• 3:41
  this
• 3:41
  headline
• 3:42
  for
• 3:42
  you
• 3:42
  particularly
• 3:43
  because
• 3:43
  you're
• 3:43
  the
• 3:43
  expert
• 3:44
  far
• 3:44
  more
• 3:44
  than
• 3:44
  I
• 3:44
  am
• 3:44
  on
• 3:45
  this.
• 3:46
  It
• 3:46
  seems
• 3:47
  like
• 3:47
  we
• 3:47
  as
• 3:47
  retailers
• 3:48
  have
• 3:48
  been
• 3:49
  down
• 3:49
  this
• 3:49
  road
• 3:49
  before
• 3:50
  in
• 3:50
  terms
• 3:50
  of
• 3:50
  like
• 3:51
  understanding,
• 3:51
  like
• 3:52
  search
• 3:52
  engine
• 3:53
  optimization
• 3:53
  and
• 3:54
  paid
• 3:54
  search
• 3:54
  via
• 3:55
  Google.
• 3:55
  And
• 3:55
  so
• 3:56
  but
• 3:56
  now
• 3:56
  it's
• 3:56
  just
• 3:56
  like
• 3:56
  a
• 3:57
  slight
• 3:57
  pivot
• 3:57
  towards
• 3:58
  doing
• 3:58
  it
• 3:58
  or
• 3:59
  understanding
• 3:59
  how
• 3:59
  to
• 3:59
  do
• 4:00
  it
• 4:00
  in
• 4:00
  chat
• 4:00
  GPT.
• 4:00
  The
• 4:00
  way
• 4:01
  I'd
• 4:01
  equate
• 4:01
  it
• 4:01
  to
• 4:01
  it
• 4:01
  is
• 4:01
  like,
• 4:02
  you
• 4:02
  know,
• 4:02
  I
• 4:02
  might
• 4:02
  know
• 4:03
  how
• 4:03
  to
• 4:03
  dribble
• 4:03
  with
• 4:03
  my
• 4:03
  right
• 4:03
  hand,
• 4:04
  but
• 4:04
  I
• 4:04
  may
• 4:04
  not
• 4:04
  know
• 4:05
  how
• 4:05
  to
• 4:05
  go
• 4:05
  left.
• 4:05
  And
• 4:06
  so
• 4:06
  I
• 4:06
  could
• 4:06
  be
• 4:06
  a
• 4:06
  better
• 4:07
  basketball
• 4:07
  player
• 4:07
  by
• 4:07
  learning
• 4:08
  how
• 4:08
  to
• 4:08
  go
• 4:08
  left.
• 4:08
  And
• 4:08
  I
• 4:09
  think
• 4:09
  the
• 4:09
  same
• 4:09
  thing
• 4:09
  goes
• 4:09
  here,
• 4:10
  but
• 4:10
  it
• 4:11
  just
• 4:11
  seems
• 4:11
  like
• 4:11
  something
• 4:11
  that
• 4:12
  is
• 4:12
  close
• 4:12
  to
• 4:12
  what
• 4:13
  we
• 4:13
  know
• 4:13
  how
• 4:13
  to
• 4:13
  do,
• 4:13
  at
• 4:14
  least
• 4:14
  right
• 4:14
  now
• 4:14
  in
• 4:14
  this
• 4:15
  first
• 4:15
  wave.
• 4:16
  And
• 4:16
  so
• 4:16
  to
• 4:16
  your
• 4:16
  point,
• 4:16
  it's
• 4:17
  about
• 4:17
  jumping
• 4:17
  in,
• 4:18
  getting
• 4:18
  experience
• 4:19
  with
• 4:19
  it
• 4:19
  and
• 4:20
  understanding
• 4:20
  where
• 4:20
  it's
• 4:20
  going
• 4:21
  to
• 4:21
  go
• 4:21
  in
• 4:22
  terms
• 4:22
  of,
• 4:22
  you
• 4:23
  know,
• 4:23
  how
• 4:23
  a
• 4:23
  retail
• 4:23
  executive
• 4:24
  on
• 4:24
  average
• 4:24
  should
• 4:24
  think
• 4:25
  about
• 4:25
  it.
• 4:25
  Do
• 4:25
  you
• 4:25
  agree
• 4:25
  with
• 4:26
  that?
• 4:27
  I,
• 4:27
  I
• 4:28
  would
• 4:28
  agree.
• 4:28
  Like
• 4:28
  Chris,
• 4:29
  when
• 4:29
  I
• 4:29
  think
• 4:29
  about
• 4:29
  search,
• 4:30
  I
• 4:30
  think
• 4:30
  about
• 4:30
  two
• 4:30
  different
• 4:31
  buckets
• 4:31
  of
• 4:31
  search.
• 4:32
  I
• 4:32
  think
• 4:32
  about
• 4:32
  Google
• 4:33
  SEM
• 4:33
  sear
• 4:34
  search,
• 4:34
  high
• 4:34
  intent.
• 4:35
  You're
• 4:35
  searching
• 4:36
  something,
• 4:36
  you
• 4:36
  get
• 4:36
  a
• 4:37
  result.
• 4:37
  If
• 4:37
  you're
• 4:37
  on
• 4:38
  a
• 4:38
  brand's
• 4:38
  website,
• 4:39
  you
• 4:39
  know,
• 4:39
  and
• 4:39
  you
• 4:40
  search
• 4:40
  something,
• 4:40
  there's
• 4:41
  the
• 4:41
  banner
• 4:41
  ads
• 4:42
  that
• 4:42
  come
• 4:42
  up
• 4:42
  that
• 4:43
  should
• 4:43
  be
• 4:43
  relevant.
• 4:43
  I
• 4:44
  think
• 4:44
  that
• 4:44
  is
• 4:44
  comparable
• 4:45
  to
• 4:45
  this.
• 4:45
  And
• 4:46
  then
• 4:46
  there's
• 4:46
  the
• 4:46
  Search
• 4:47
  as
• 4:47
  far
• 4:47
  as
• 4:47
  sponsored
• 4:48
  product
• 4:48
  ads
• 4:49
  when
• 4:49
  you're
• 4:49
  in
• 4:49
  the
• 4:49
  grid
• 4:50
  and
• 4:50
  brands
• 4:51
  paying
• 4:51
  to
• 4:51
  come
• 4:52
  up
• 4:52
  closer
• 4:52
  to
• 4:52
  the
• 4:52
  grid.
• 4:53
  So
• 4:53
  my,
• 4:54
  I
• 4:54
  think
• 4:54
  my,
• 4:55
  I
• 4:55
  won't
• 4:55
  call
• 4:55
  it
• 4:56
  a
• 4:56
  concern.
• 4:56
  I'm
• 4:56
  just
• 4:57
  trying
• 4:57
  to
• 4:57
  understand,
• 4:57
  I
• 4:57
  understand
• 4:58
  the
• 4:58
  banner
• 4:58
  ads
• 4:59
  portion
• 4:59
  of
• 4:59
  this
• 5:00
  right
• 5:00
  now.
• 5:01
  But
• 5:02
  could
• 5:02
  advertisers
• 5:03
  come
• 5:03
  in,
• 5:04
  bid
• 5:05
  and
• 5:05
  actually
• 5:07
  force
• 5:07
  their
• 5:07
  way
• 5:08
  into
• 5:08
  the
• 5:09
  answer
• 5:09
  that
• 5:10
  ChatGPT
• 5:11
  delivers
• 5:11
  to
• 5:11
  the
• 5:12
  consumer?
• 5:12
  And
• 5:13
  could
• 5:13
  it
• 5:13
  actually
• 5:13
  hurt
• 5:14
  the
• 5:14
  integrity
• 5:15
  of
• 5:15
  the
• 5:15
  results
• 5:16
  that
• 5:16
  are
• 5:16
  being
• 5:16
  served?
• 5:17
  And
• 5:17
  could
• 5:17
  there
• 5:18
  be
• 5:18
  some
• 5:18
  bias
• 5:19
  that
• 5:19
  comes
• 5:19
  into
• 5:19
  it?
• 5:19
  That
• 5:20
  that
• 5:20
  would
• 5:20
  be
• 5:20
  my
• 5:20
  concern.
• 5:22
  Right.
• 5:22
  And
• 5:22
  that's,
• 5:22
  and
• 5:22
  that's
• 5:23
  the
• 5:23
  hunch
• 5:23
  that
• 5:24
  Anthropic
• 5:25
  and
• 5:25
  Claude
• 5:25
  are
• 5:25
  playing.
• 5:25
  Right.
• 5:26
  They're
• 5:26
  thinking
• 5:26
  that
• 5:26
  that
• 5:27
  actually
• 5:27
  might
• 5:27
  happen
• 5:27
  and
• 5:28
  are
• 5:28
  trying
• 5:28
  to
• 5:29
  market
• 5:29
  themselves
• 5:30
  in
• 5:30
  that
• 5:30
  way.
• 5:30
  So
• 5:31
  let
• 5:31
  me
• 5:31
  ask
• 5:31
  you
• 5:31
  this
• 5:31
  then
• 5:31
  before
• 5:32
  we
• 5:32
  move
• 5:32
  on.
• 5:33
  Would
• 5:33
  this,
• 5:33
  if.
• 5:34
  So
• 5:34
  you
• 5:34
  said
• 5:34
  you,
• 5:34
  you
• 5:35
  said
• 5:35
  you'd
• 5:35
  like
• 5:35
  have
• 5:35
  a
• 5:36
  reserve
• 5:36
  budget
• 5:36
  to
• 5:36
  do
• 5:37
  this
• 5:37
  type
• 5:37
  of
• 5:37
  experimentation
• 5:38
  on
• 5:39
  the
• 5:39
  consumer
• 5:39
  facing
• 5:40
  side
• 5:40
  of
• 5:41
  AI,
• 5:41
  is
• 5:41
  this
• 5:42
  where
• 5:42
  you
• 5:42
  would
• 5:42
  be
• 5:42
  devoting
• 5:43
  the
• 5:43
  bulk
• 5:43
  of
• 5:44
  that
• 5:44
  budget
• 5:44
  or
• 5:44
  would
• 5:44
  you
• 5:45
  be
• 5:45
  thinking
• 5:45
  that
• 5:45
  there's
• 5:45
  some
• 5:46
  other
• 5:46
  realm
• 5:47
  that
• 5:47
  you'd
• 5:47
  also
• 5:47
  be
• 5:48
  exploring
• 5:48
  or
• 5:49
  would
• 5:49
  this
• 5:49
  be
• 5:49
  where
• 5:49
  you're
• 5:49
  going
• 5:50
  first
• 5:50
  and
• 5:50
  foremost?
• 5:51
  I
• 5:52
  think
• 5:52
  this
• 5:52
  is
• 5:52
  where
• 5:52
  I
• 5:53
  would
• 5:53
  be
• 5:53
  going.
• 5:54
  Yeah.
• 5:54
  Yeah,
• 5:55
  I
• 5:55
  think
• 5:55
  so
• 5:55
  too.
• 5:56
  It's
• 5:56
  searched
• 5:57
  that
• 5:57
  somebody's
• 5:58
  going
• 5:58
  in,
• 5:58
  they're
• 5:58
  searching
• 5:59
  something
• 5:59
  with
• 6:00
  the
• 6:00
  highest
• 6:00
  intent.
• 6:01
  So
• 6:02
  it's
• 6:02
  a
• 6:02
  performance
• 6:03
  digital
• 6:03
  tactic,
• 6:04
  right?
• 6:05
  Yeah.
• 6:05
  So,
• 6:06
  and
• 6:06
  by
• 6:06
  that,
• 6:07
  like
• 6:07
  when
• 6:07
  I
• 6:07
  think
• 6:07
  about
• 6:07
  the
• 6:07
  things
• 6:08
  I
• 6:08
  could
• 6:08
  be
• 6:08
  investing
• 6:08
  in
• 6:09
  technologically,
• 6:09
  like,
• 6:09
  you
• 6:10
  know,
• 6:10
  like
• 6:10
  agentic
• 6:11
  checkout
• 6:11
  as
• 6:11
  an
• 6:12
  example,
• 6:12
  I'd
• 6:12
  be
• 6:12
  looking
• 6:13
  at
• 6:13
  this
• 6:13
  and
• 6:13
  understanding
• 6:14
  this
• 6:14
  fully.
• 6:15
  And
• 6:15
  you
• 6:15
  agree
• 6:15
  it
• 6:15
  sounds
• 6:16
  like.
• 6:16
  Yeah,
• 6:17
  cause
• 6:17
  I
• 6:17
  think,
• 6:17
  I
• 6:17
  think
• 6:18
  it's
• 6:18
  ready,
• 6:18
  I
• 6:18
  think
• 6:18
  it's
• 6:18
  ready
• 6:19
  for
• 6:19
  you
• 6:19
  to
• 6:19
  start
• 6:19
  testing
• 6:20
  and
• 6:20
  start
• 6:20
  using
• 6:20
  it.
• 6:21
  You
• 6:21
  know,
• 6:21
  the
• 6:21
  agentic
• 6:22
  checkout.
• 6:23
  I
• 6:23
  think
• 6:24
  yes,
• 6:24
  you
• 6:24
  should
• 6:25
  be
• 6:25
  looking
• 6:25
  into
• 6:26
  that,
• 6:26
  but
• 6:26
  I
• 6:26
  just
• 6:27
  don't
• 6:27
  think
• 6:27
  it's
• 6:27
  there
• 6:27
  for
• 6:28
  like
• 6:28
  the
• 6:28
  immediate
• 6:28
  need.
• 6:30
  I
• 6:30
  think
• 6:30
  it's
• 6:30
  surely
• 6:31
  coming,
• 6:31
  but
• 6:31
  this
• 6:31
  is
• 6:31
  where
• 6:32
  I
• 6:32
  would
• 6:32
  start
• 6:32
  for
• 6:32
  sure.
• 6:33
  Yeah,
• 6:34
  100%.