Latest / Omni Talk Retail / Former Best Buy CTO Brian Tilzer Explains Retail’s Third Wave of AI | WRC 2026

Transcript

Former Best Buy CTO Brian Tilzer Explains Retail’s Third Wave of AI | WRC 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
  World
• 0:05
  Retail
• 0:06
  Congress
• 0:06
  in
• 0:06
  Berlin
• 0:07
  from
• 0:07
  the
• 0:07
  Fusion
• 0:08
  Podcast
• 0:08
  Studio.
• 0:09
  And
• 0:09
  joining
• 0:09
  me
• 0:10
  is
• 0:10
  a
• 0:10
  man
• 0:10
  that
• 0:10
  I
• 0:11
  interviewed
• 0:11
  yesterday
• 0:12
  on
• 0:12
  stage
• 0:12
  at
• 0:12
  the
• 0:13
  conference.
• 0:14
  I
• 0:14
  should
• 0:15
  say
• 0:15
  Brian
• 0:15
  Tilzer,
• 0:16
  the
• 0:16
  former
• 0:16
  Best
• 0:17
  Buy
• 0:17
  CTO
• 0:18
  and
• 0:18
  CDO
• 0:19
  and
• 0:19
  now
• 0:20
  a
• 0:20
  board
• 0:20
  member
• 0:20
  at
• 0:20
  Signet.
• 0:21
  Brian,
• 0:21
  how
• 0:21
  are
• 0:21
  you
• 0:22
  doing?
• 0:22
  Great.
• 0:23
  Yeah.
• 0:23
  Good
• 0:23
  to
• 0:23
  see
• 0:23
  you
• 0:24
  again.
• 0:24
  Yeah,
• 0:24
  you
• 0:24
  too.
• 0:25
  It
• 0:25
  hasn't
• 0:25
  been
• 0:25
  that
• 0:25
  long.
• 0:26
  No,
• 0:26
  no.
• 0:26
  Yeah.
• 0:27
  You're
• 0:27
  looking
• 0:27
  happy.
• 0:28
  Yeah.
• 0:28
  Smiling.
• 0:29
  I
• 0:29
  am.
• 0:29
  I've
• 0:29
  had
• 0:29
  two
• 0:30
  cups
• 0:30
  of
• 0:30
  coffee.
• 0:30
  I'm
• 0:31
  about
• 0:31
  ready
• 0:31
  for
• 0:31
  my.
• 0:32
  Okay.
• 0:32
  It's
• 0:33
  probably
• 0:33
  what
• 0:33
  I'm
• 0:33
  gonna
• 0:33
  do
• 0:33
  as
• 0:33
  soon
• 0:33
  as
• 0:34
  I
• 0:34
  get
• 0:34
  done
• 0:34
  with
• 0:34
  this
• 0:34
  conversation,
• 0:35
  but.
• 0:36
  Yeah.
• 0:36
  So,
• 0:36
  first
• 0:36
  of
• 0:37
  all,
• 0:37
  I
• 0:37
  think
• 0:37
  your
• 0:37
  background's
• 0:38
  really
• 0:38
  interesting,
• 0:39
  so
• 0:39
  tell
• 0:40
  our
• 0:40
  audience
• 0:40
  about,
• 0:41
  you
• 0:41
  know,
• 0:41
  all
• 0:41
  that
• 0:41
  you've
• 0:42
  done
• 0:42
  in
• 0:42
  your
• 0:42
  career
• 0:42
  in
• 0:43
  retail.
• 0:43
  Yeah.
• 0:44
  So
• 0:45
  I'd
• 0:45
  say
• 0:45
  retail
• 0:46
  and
• 0:46
  technology
• 0:46
  have
• 0:46
  been
• 0:46
  with
• 0:47
  me
• 0:47
  for
• 0:47
  a
• 0:47
  long
• 0:47
  time.
• 0:47
  Okay.
• 0:48
  My
• 0:48
  mom
• 0:48
  was
• 0:48
  my
• 0:49
  original
• 0:49
  tech
• 0:49
  hero.
• 0:50
  She
• 0:50
  taught
• 0:50
  me
• 0:50
  how
• 0:51
  to
• 0:51
  program
• 0:51
  when
• 0:51
  I
• 0:51
  was
• 0:52
  very
• 0:52
  young.
• 0:52
  Really,
• 0:53
  like,
• 0:54
  single
• 0:54
  digits.
• 0:55
  And
• 0:56
  that
• 0:56
  led
• 0:56
  to
• 0:56
  my
• 0:56
  first
• 0:57
  retail
• 0:57
  job
• 0:57
  when
• 0:57
  I
• 0:58
  was
• 0:58
  about
• 0:59
  10
• 0:59
  or
• 0:59
  11
• 1:00
  in
• 1:00
  a
• 1:00
  computer
• 1:01
  store.
• 1:01
  The
• 1:01
  first
• 1:01
  computer
• 1:02
  store
• 1:02
  in
• 1:02
  my
• 1:02
  county,
• 1:03
  really.
• 1:03
  So
• 1:03
  I
• 1:03
  was
• 1:03
  sort
• 1:04
  of
• 1:04
  like
• 1:04
  the
• 1:04
  whiz
• 1:04
  kid
• 1:05
  who
• 1:05
  could
• 1:05
  show
• 1:05
  parents
• 1:06
  why
• 1:06
  they
• 1:06
  should
• 1:07
  spend
• 1:07
  $3,000
• 1:08
  then
• 1:09
  on
• 1:09
  an
• 1:09
  Apple
• 1:09
  II
• 1:09
  plus
• 1:10
  computer.
• 1:11
  And.
• 1:11
  Yeah,
• 1:12
  so
• 1:12
  I've
• 1:12
  had
• 1:12
  this
• 1:12
  opportunity
• 1:13
  to
• 1:13
  sort
• 1:13
  of
• 1:14
  be
• 1:14
  at
• 1:14
  that
• 1:14
  intersection
• 1:15
  for
• 1:15
  a
• 1:15
  long
• 1:15
  time.
• 1:16
  You
• 1:17
  know,
• 1:17
  brought
• 1:17
  that
• 1:17
  to
• 1:17
  life
• 1:17
  and
• 1:18
  lived
• 1:18
  it
• 1:18
  initially
• 1:18
  as
• 1:19
  a
• 1:19
  consultant
• 1:20
  and
• 1:20
  then
• 1:21
  at
• 1:21
  some
• 1:21
  point
• 1:22
  had
• 1:22
  the
• 1:22
  chance
• 1:22
  to
• 1:22
  join
• 1:23
  companies
• 1:24
  and
• 1:24
  be
• 1:24
  within
• 1:25
  the
• 1:25
  companies,
• 1:25
  helping
• 1:26
  grow,
• 1:27
  improve
• 1:27
  customer
• 1:28
  experience,
• 1:28
  et
• 1:28
  cetera,
• 1:29
  and
• 1:30
  got
• 1:30
  to
• 1:30
  work
• 1:30
  with
• 1:30
  some
• 1:30
  great
• 1:31
  companies
• 1:31
  at
• 1:31
  critical
• 1:32
  moments.
• 1:32
  So
• 1:33
  Best
• 1:33
  Buy,
• 1:34
  CVS
• 1:34
  Health,
• 1:35
  I
• 1:35
  was
• 1:36
  first
• 1:36
  Chief
• 1:36
  Digital
• 1:37
  Officer.
• 1:37
  Oh,
• 1:38
  really?
• 1:38
  And
• 1:38
  then
• 1:38
  at
• 1:39
  Staples
• 1:39
  as
• 1:39
  well,
• 1:39
  when
• 1:40
  Staples
• 1:40
  was
• 1:40
  the
• 1:40
  second
• 1:41
  largest
• 1:41
  E
• 1:42
  tailer
• 1:43
  running
• 1:44
  sort
• 1:44
  of
• 1:44
  a
• 1:44
  global
• 1:45
  e
• 1:45
  commerce
• 1:46
  team.
• 1:46
  Yeah.
• 1:47
  Now,
• 1:47
  did
• 1:47
  you
• 1:47
  grow
• 1:47
  up
• 1:47
  on
• 1:47
  the
• 1:47
  east
• 1:48
  coast,
• 1:48
  too?
• 1:48
  Yeah,
• 1:48
  I
• 1:49
  am
• 1:49
  from
• 1:49
  the
• 1:49
  New
• 1:49
  York
• 1:49
  area
• 1:50
  originally
• 1:51
  and
• 1:51
  lived
• 1:52
  most
• 1:52
  of
• 1:52
  my
• 1:52
  adult
• 1:52
  life
• 1:52
  in
• 1:53
  the
• 1:53
  Boston
• 1:53
  area.
• 1:54
  And
• 1:54
  I'd
• 1:54
  like
• 1:54
  to
• 1:54
  say
• 1:55
  my
• 1:55
  greatest
• 1:55
  accomplishment
• 1:56
  in
• 1:56
  life
• 1:56
  is
• 1:56
  I
• 1:56
  raised
• 1:57
  three
• 1:57
  boys
• 1:58
  in
• 1:58
  suburban
• 1:58
  Boston
• 1:59
  to
• 1:59
  be
• 1:59
  Giants
• 1:59
  Yankees
• 2:00
  fans.
• 2:00
  Oh,
• 2:00
  wow.
• 2:02
  Oh,
• 2:03
  my
• 2:03
  God.
• 2:03
  Yeah.
• 2:03
  And,
• 2:04
  yeah,
• 2:04
  I
• 2:04
  let
• 2:04
  them
• 2:04
  choose.
• 2:05
  And
• 2:05
  those
• 2:06
  were
• 2:06
  some
• 2:06
  years
• 2:06
  when
• 2:06
  the
• 2:07
  Giants
• 2:07
  beat
• 2:08
  the
• 2:08
  Patriots
• 2:08
  a
• 2:08
  couple
• 2:08
  of
• 2:08
  times
• 2:09
  in
• 2:09
  the
• 2:09
  Super
• 2:09
  Bowl.
• 2:10
  So
• 2:10
  that
• 2:10
  was
• 2:10
  fun.
• 2:10
  But
• 2:11
  ever
• 2:11
  since
• 2:11
  I
• 2:12
  moved,
• 2:12
  I'm
• 2:12
  in
• 2:13
  Minnesota
• 2:13
  now,
• 2:13
  as
• 2:14
  you
• 2:14
  know,
• 2:14
  and
• 2:14
  ever
• 2:15
  since
• 2:15
  I
• 2:15
  moved
• 2:15
  out
• 2:15
  there,
• 2:16
  it's
• 2:16
  been
• 2:16
  much
• 2:16
  leaner.
• 2:17
  Yeah,
• 2:17
  right,
• 2:17
  right.
• 2:18
  In
• 2:18
  sports.
• 2:18
  Wow,
• 2:18
  that's
• 2:19
  a.
• 2:19
  That's
• 2:19
  quite
• 2:19
  the.
• 2:19
  That
• 2:20
  might
• 2:20
  Be
• 2:20
  the
• 2:20
  biggest
• 2:20
  accomplishment
• 2:21
  of
• 2:21
  your
• 2:21
  life.
• 2:21
  Yeah,
• 2:22
  I
• 2:23
  think
• 2:23
  I'm
• 2:23
  done.
• 2:23
  Having
• 2:23
  lived
• 2:24
  in
• 2:24
  Boston
• 2:24
  during
• 2:25
  the
• 2:25
  time
• 2:26
  in
• 2:26
  2004
• 2:26
  when
• 2:26
  they
• 2:27
  won
• 2:27
  the
• 2:27
  first
• 2:27
  series,
• 2:27
  I
• 2:28
  mean,
• 2:28
  that
• 2:28
  was
• 2:28
  incredible
• 2:29
  to
• 2:29
  do.
• 2:29
  That
• 2:29
  is
• 2:30
  pretty
• 2:30
  impressive.
• 2:30
  Yeah.
• 2:30
  All
• 2:31
  right,
• 2:31
  so
• 2:31
  WRC
• 2:32
  World
• 2:32
  Retail
• 2:32
  Congress.
• 2:32
  Have
• 2:33
  you
• 2:33
  been
• 2:33
  here
• 2:33
  before?
• 2:33
  No,
• 2:34
  no,
• 2:34
  this
• 2:34
  is
• 2:34
  my
• 2:35
  first
• 2:35
  time.
• 2:35
  I've
• 2:35
  heard
• 2:36
  great
• 2:36
  things
• 2:36
  about
• 2:36
  this
• 2:37
  conference
• 2:37
  and
• 2:37
  so
• 2:38
  when
• 2:38
  the
• 2:38
  opportunity
• 2:39
  came
• 2:40
  to
• 2:40
  come
• 2:40
  this
• 2:40
  year,
• 2:41
  I
• 2:41
  was
• 2:41
  super
• 2:42
  excited
• 2:42
  about
• 2:42
  it.
• 2:44
  I
• 2:44
  think
• 2:45
  the
• 2:45
  depth
• 2:45
  of
• 2:45
  the
• 2:46
  discussions
• 2:46
  here
• 2:47
  is
• 2:47
  really
• 2:48
  different
• 2:48
  from
• 2:48
  any
• 2:48
  other
• 2:49
  conference
• 2:49
  I've
• 2:49
  been.
• 2:50
  I
• 2:50
  agree.
• 2:50
  Both
• 2:50
  in
• 2:51
  the
• 2:51
  conference
• 2:51
  rooms,
• 2:52
  in
• 2:52
  the
• 2:53
  actual,
• 2:53
  like
• 2:54
  programmed
• 2:54
  sessions
• 2:54
  as
• 2:55
  well
• 2:55
  as
• 2:55
  outside
• 2:55
  the
• 2:56
  sessions
• 2:56
  too,
• 2:56
  right?
• 2:57
  Yeah,
• 2:57
  yeah,
• 2:57
  it's.
• 2:58
  It's
• 2:58
  a
• 2:58
  really
• 2:59
  thoughtful,
• 3:00
  slightly
• 3:01
  smaller,
• 3:02
  you
• 3:02
  know,
• 3:02
  sort
• 3:03
  of
• 3:03
  group
• 3:03
  of
• 3:03
  people
• 3:04
  and
• 3:05
  you
• 3:05
  know,
• 3:05
  you
• 3:05
  just
• 3:06
  get
• 3:06
  to.
• 3:07
  You
• 3:07
  get
• 3:07
  to
• 3:07
  know
• 3:07
  less
• 3:08
  new
• 3:08
  people.
• 3:08
  But
• 3:09
  I
• 3:09
  think
• 3:09
  some
• 3:10
  really
• 3:10
  deep
• 3:10
  conversations,
• 3:11
  interest
• 3:11
  in
• 3:12
  dialogue,
• 3:12
  diverse
• 3:13
  perspectives,
• 3:13
  deeper
• 3:14
  conversations.
• 3:14
  What's
• 3:14
  your
• 3:14
  big
• 3:15
  takeaway
• 3:15
  from
• 3:16
  the
• 3:16
  conference?
• 3:16
  Do
• 3:16
  you
• 3:16
  have
• 3:16
  any
• 3:16
  big
• 3:16
  takeaways
• 3:17
  from
• 3:17
  the
• 3:17
  conference
• 3:17
  thus
• 3:18
  far?
• 3:18
  Yeah,
• 3:19
  I
• 3:19
  would
• 3:19
  say
• 3:19
  two
• 3:19
  things.
• 3:20
  You
• 3:20
  know,
• 3:21
  obviously
• 3:21
  AI
• 3:22
  is
• 3:22
  on
• 3:22
  everybody's
• 3:22
  mind,
• 3:23
  but
• 3:23
  it's.
• 3:24
  I
• 3:24
  think
• 3:24
  there's
• 3:24
  a
• 3:25
  clarity
• 3:26
  in
• 3:26
  retail.
• 3:27
  The
• 3:27
  question
• 3:27
  is,
• 3:27
  to
• 3:27
  what
• 3:28
  end?
• 3:28
  And
• 3:29
  there's
• 3:29
  been
• 3:29
  so
• 3:29
  much
• 3:30
  talk
• 3:30
  about
• 3:30
  AI
• 3:31
  as
• 3:31
  an
• 3:31
  efficiency
• 3:32
  driver.
• 3:32
  How
• 3:32
  do
• 3:33
  you
• 3:33
  actually
• 3:34
  create
• 3:34
  organizational
• 3:35
  efficiency?
• 3:35
  You've
• 3:36
  had
• 3:36
  some
• 3:36
  companies
• 3:37
  in
• 3:37
  the
• 3:37
  name
• 3:37
  of
• 3:37
  AI
• 3:38
  eliminating
• 3:38
  roles,
• 3:40
  but
• 3:40
  I
• 3:41
  think
• 3:41
  the
• 3:41
  clarity
• 3:41
  here
• 3:42
  is
• 3:42
  this
• 3:42
  is
• 3:42
  a
• 3:43
  moment
• 3:43
  in
• 3:43
  time
• 3:44
  when
• 3:44
  you
• 3:44
  have
• 3:45
  an
• 3:45
  amazing
• 3:45
  new
• 3:46
  tool
• 3:46
  to
• 3:46
  actually
• 3:47
  create
• 3:47
  experiences
• 3:48
  and
• 3:49
  create
• 3:49
  growth
• 3:49
  in
• 3:49
  ways
• 3:50
  that
• 3:50
  wasn't
• 3:50
  possible
• 3:50
  before.
• 3:51
  And
• 3:51
  the
• 3:52
  retailers
• 3:52
  that
• 3:52
  are
• 3:52
  going
• 3:52
  to
• 3:52
  win
• 3:53
  are
• 3:53
  going
• 3:53
  to
• 3:53
  use
• 3:53
  AI
• 3:54
  as
• 3:54
  part
• 3:54
  of
• 3:54
  their
• 3:54
  formula
• 3:55
  to
• 3:55
  make
• 3:56
  an
• 3:56
  even
• 3:56
  better
• 3:56
  human
• 3:57
  experience
• 3:58
  to
• 3:58
  serve
• 3:58
  customers
• 3:59
  better,
• 3:59
  to
• 4:00
  enable
• 4:01
  your
• 4:01
  employees
• 4:01
  on
• 4:01
  the
• 4:02
  front
• 4:02
  line
• 4:02
  to
• 4:02
  serve
• 4:02
  them
• 4:02
  better.
• 4:03
  That's
• 4:04
  going
• 4:04
  to
• 4:04
  really
• 4:04
  matter.
• 4:04
  So
• 4:05
  I
• 4:05
  think
• 4:05
  thing
• 4:05
  one
• 4:06
  is
• 4:06
  that
• 4:07
  that
• 4:07
  is
• 4:07
  a
• 4:07
  big
• 4:08
  theme
• 4:09
  and
• 4:09
  a
• 4:09
  big
• 4:09
  level
• 4:09
  of
• 4:10
  energy.
• 4:11
  Second
• 4:11
  thing
• 4:11
  is
• 4:12
  then
• 4:12
  how
• 4:12
  do
• 4:12
  you
• 4:12
  do
• 4:12
  it?
• 4:14
  The
• 4:14
  solutions
• 4:14
  to
• 4:15
  make
• 4:15
  that
• 4:15
  happen
• 4:15
  are
• 4:15
  unknown.
• 4:16
  And
• 4:17
  they're
• 4:17
  only
• 4:17
  going
• 4:17
  to
• 4:17
  actually
• 4:18
  come
• 4:19
  by
• 4:19
  testing,
• 4:19
  learning
• 4:20
  and
• 4:20
  iterating.
• 4:21
  And
• 4:22
  you
• 4:22
  know,
• 4:22
  this
• 4:22
  is
• 4:22
  again
• 4:23
  where
• 4:23
  AI
• 4:23
  can
• 4:23
  help.
• 4:24
  In
• 4:24
  a
• 4:24
  world
• 4:24
  where
• 4:24
  AI
• 4:25
  should
• 4:25
  be
• 4:25
  able
• 4:26
  to
• 4:26
  streamline
• 4:26
  the
• 4:27
  path
• 4:27
  to
• 4:27
  getting
• 4:27
  new
• 4:27
  experiences
• 4:28
  to
• 4:28
  market.
• 4:29
  The
• 4:29
  ones
• 4:30
  who
• 4:30
  can
• 4:30
  do
• 4:30
  that
• 4:30
  better,
• 4:30
  the
• 4:31
  retailers
• 4:31
  who
• 4:31
  can
• 4:31
  actually
• 4:31
  do
• 4:32
  that
• 4:32
  better
• 4:33
  are
• 4:33
  going
• 4:33
  to
• 4:33
  win.
• 4:34
  You're
• 4:34
  going
• 4:34
  to
• 4:34
  have
• 4:34
  more
• 4:35
  at
• 4:35
  bats.
• 4:35
  And
• 4:35
  more
• 4:36
  at
• 4:36
  bats
• 4:36
  means
• 4:36
  you
• 4:36
  can
• 4:37
  actually
• 4:37
  advance
• 4:37
  faster.
• 4:38
  So
• 4:38
  I
• 4:38
  think
• 4:39
  for
• 4:39
  me,
• 4:39
  those
• 4:39
  two
• 4:40
  things
• 4:40
  are
• 4:40
  really
• 4:40
  the
• 4:41
  intersection.
• 4:41
  Yeah,
• 4:42
  right.
• 4:42
  That's
• 4:43
  my
• 4:43
  big
• 4:43
  takeaway
• 4:44
  too,
• 4:44
  which
• 4:44
  I
• 4:44
  give
• 4:44
  you
• 4:45
  credit
• 4:45
  for,
• 4:45
  because
• 4:45
  actually
• 4:46
  you're
• 4:46
  the
• 4:46
  first
• 4:46
  person
• 4:46
  that
• 4:46
  opened
• 4:47
  my
• 4:47
  eyes
• 4:47
  to
• 4:48
  it
• 4:48
  yesterday
• 4:48
  on
• 4:48
  stage,
• 4:49
  which
• 4:49
  I
• 4:49
  want
• 4:49
  to
• 4:49
  talk
• 4:49
  to
• 4:49
  you
• 4:49
  a
• 4:50
  little
• 4:50
  bit
• 4:50
  about
• 4:50
  too,
• 4:50
  and
• 4:50
  share
• 4:51
  some,
• 4:51
  share
• 4:52
  with
• 4:52
  the
• 4:52
  audience
• 4:52
  some
• 4:52
  of
• 4:52
  what
• 4:52
  we
• 4:52
  discussed.
• 4:53
  But
• 4:53
  I
• 4:53
  think
• 4:53
  you're
• 4:53
  right.
• 4:53
  Like
• 4:54
  the
• 4:54
  way,
• 4:55
  the
• 4:55
  way
• 4:55
  I
• 4:55
  always
• 4:55
  think
• 4:55
  about
• 4:56
  retail
• 4:56
  is
• 4:56
  like
• 4:56
  it's
• 4:57
  the
• 4:57
  combination
• 4:57
  of
• 4:57
  three
• 4:57
  elements.
• 4:59
  The
• 4:59
  physical,
• 5:00
  the
• 5:00
  digital
• 5:00
  and
• 5:00
  the
• 5:01
  human.
• 5:01
  And
• 5:01
  what's
• 5:02
  really
• 5:02
  interesting
• 5:02
  about
• 5:02
  AI
• 5:02
  that
• 5:03
  I've
• 5:03
  never
• 5:03
  thought
• 5:03
  about
• 5:03
  until
• 5:04
  speaking
• 5:04
  with
• 5:04
  you
• 5:04
  and
• 5:05
  then
• 5:05
  speaking
• 5:05
  to
• 5:05
  others
• 5:05
  at
• 5:06
  this
• 5:06
  conference
• 5:06
  is
• 5:07
  the
• 5:07
  human
• 5:07
  element
• 5:08
  actually
• 5:08
  gets
• 5:09
  amplified
• 5:09
  by
• 5:09
  AI
• 5:10
  if
• 5:10
  it's
• 5:10
  deployed
• 5:11
  in
• 5:11
  the
• 5:11
  right
• 5:11
  way.
• 5:12
  That's
• 5:12
  not
• 5:12
  something
• 5:12
  that
• 5:13
  you
• 5:13
  ever
• 5:13
  have
• 5:13
  thought
• 5:14
  about
• 5:14
  before
• 5:14
  because
• 5:14
  human
• 5:15
  has
• 5:15
  been
• 5:15
  so
• 5:16
  much
• 5:16
  more
• 5:16
  about
• 5:16
  like
• 5:16
  the
• 5:17
  speaking
• 5:17
  to
• 5:17
  somebody.
• 5:18
  But
• 5:18
  AI
• 5:19
  can
• 5:19
  understand
• 5:19
  us
• 5:19
  in
• 5:19
  a
• 5:19
  different
• 5:20
  dimension.
• 5:20
  Yeah,
• 5:21
  100%.
• 5:22
  I
• 5:22
  mean,
• 5:22
  AI
• 5:23
  can
• 5:23
  first
• 5:23
  of
• 5:24
  all
• 5:24
  create
• 5:24
  capacity
• 5:25
  for
• 5:26
  humans
• 5:26
  to
• 5:26
  do
• 5:26
  things
• 5:27
  only
• 5:27
  humans
• 5:27
  can
• 5:27
  do.
• 5:29
  AI
• 5:30
  can
• 5:30
  also
• 5:30
  help
• 5:30
  you
• 5:30
  understand
• 5:31
  what
• 5:31
  your
• 5:31
  customers
• 5:32
  want.
• 5:32
  So
• 5:32
  a
• 5:32
  more
• 5:32
  human
• 5:33
  experience
• 5:34
  starts
• 5:34
  not
• 5:35
  with
• 5:35
  your
• 5:35
  people,
• 5:35
  but
• 5:35
  the
• 5:36
  people
• 5:36
  you're
• 5:36
  serving.
• 5:37
  So
• 5:37
  your
• 5:37
  ability
• 5:37
  to
• 5:38
  actually
• 5:38
  understand
• 5:40
  at
• 5:40
  a
• 5:40
  more
• 5:40
  granular
• 5:40
  level
• 5:41
  at
• 5:41
  the
• 5:41
  right
• 5:42
  point
• 5:42
  in
• 5:42
  time,
• 5:42
  what
• 5:43
  is
• 5:43
  that
• 5:43
  unmet
• 5:44
  need
• 5:45
  and
• 5:45
  now
• 5:45
  the
• 5:46
  solutions
• 5:46
  to
• 5:46
  actually
• 5:46
  address
• 5:47
  it
• 5:47
  are
• 5:47
  much
• 5:47
  more
• 5:47
  varied.
• 5:48
  That
• 5:48
  is
• 5:49
  amazing.
• 5:49
  New
• 5:49
  opportunity.
• 5:50
  Yeah.
• 5:50
  I
• 5:51
  had
• 5:51
  EY
• 5:51
  on
• 5:51
  earlier
• 5:52
  today.
• 5:53
  Some
• 5:53
  of
• 5:54
  the
• 5:54
  consultants
• 5:54
  from
• 5:54
  EY
• 5:54
  and
• 5:55
  they
• 5:55
  brought
• 5:55
  up
• 5:56
  the
• 5:56
  point
• 5:56
  of
• 5:56
  like,
• 5:56
  yeah,
• 5:57
  the
• 5:57
  way
• 5:58
  our
• 5:58
  consumers
• 5:58
  can
• 5:59
  now
• 5:59
  talk
• 5:59
  to
• 5:59
  us
• 6:00
  because
• 6:00
  of
• 6:00
  the
• 6:00
  language
• 6:01
  models
• 6:01
  is
• 6:01
  very
• 6:02
  different.
• 6:02
  And
• 6:02
  so
• 6:02
  that
• 6:03
  enables
• 6:03
  us
• 6:03
  to
• 6:03
  shape
• 6:04
  our
• 6:04
  relationship
• 6:04
  with
• 6:04
  them
• 6:05
  very
• 6:05
  differently
• 6:05
  to
• 6:05
  that
• 6:06
  point.
• 6:06
  Yeah.
• 6:06
  And
• 6:07
  you
• 6:07
  know,
• 6:08
  the
• 6:08
  best
• 6:08
  conversations
• 6:09
  with
• 6:09
  humans,
• 6:11
  the
• 6:11
  interaction
• 6:12
  has
• 6:13
  sort
• 6:13
  of
• 6:13
  bridged
• 6:14
  some
• 6:14
  of
• 6:14
  that
• 6:14
  gap.
• 6:15
  So
• 6:16
  the
• 6:16
  good
• 6:16
  news
• 6:16
  is
• 6:17
  the
• 6:17
  humans
• 6:17
  have
• 6:17
  had
• 6:18
  the
• 6:18
  ability
• 6:18
  to
• 6:18
  really
• 6:18
  understand
• 6:19
  customer
• 6:19
  intent
• 6:20
  in
• 6:21
  a
• 6:21
  way
• 6:21
  that
• 6:21
  you
• 6:22
  haven't
• 6:22
  been
• 6:22
  able
• 6:22
  to.
• 6:23
  At
• 6:23
  the
• 6:23
  same
• 6:23
  time
• 6:24
  though,
• 6:24
  humans
• 6:25
  on
• 6:26
  the
• 6:26
  front
• 6:26
  line
• 6:26
  don't
• 6:26
  always
• 6:26
  have
• 6:27
  all
• 6:27
  the
• 6:27
  information
• 6:27
  on
• 6:28
  how
• 6:28
  best
• 6:28
  to
• 6:28
  meet
• 6:29
  it.
• 6:29
  So
• 6:29
  the
• 6:29
  other
• 6:30
  thing
• 6:30
  that
• 6:30
  can
• 6:30
  be
• 6:30
  true
• 6:31
  is
• 6:31
  now
• 6:31
  you
• 6:32
  can
• 6:32
  also
• 6:32
  assemble
• 6:33
  everything
• 6:33
  you
• 6:33
  know
• 6:34
  about
• 6:34
  your
• 6:34
  customers,
• 6:34
  about
• 6:35
  your
• 6:35
  products,
• 6:36
  about
• 6:36
  the
• 6:37
  solutions
• 6:37
  of
• 6:37
  the
• 6:38
  market
• 6:38
  and
• 6:39
  put
• 6:39
  that
• 6:39
  in
• 6:39
  the
• 6:40
  hands
• 6:40
  of
• 6:40
  humans
• 6:41
  as
• 6:41
  well
• 6:41
  to
• 6:41
  bring
• 6:42
  better
• 6:42
  solutions
• 6:43
  to
• 6:43
  market.
• 6:44
  More
• 6:44
  fact
• 6:44
  based
• 6:45
  ones,
• 6:45
  more
• 6:45
  relevant
• 6:45
  ones.
• 6:46
  Yeah.
• 6:46
  Right.
• 6:47
  All
• 6:47
  right,
• 6:47
  so
• 6:47
  let
• 6:47
  me
• 6:47
  get
• 6:47
  you
• 6:47
  out
• 6:48
  of
• 6:48
  here
• 6:48
  on
• 6:48
  this.
• 6:48
  I
• 6:48
  was
• 6:48
  curious.
• 6:50
  I
• 6:50
  always
• 6:50
  love
• 6:50
  to
• 6:50
  give
• 6:50
  some
• 6:51
  insight
• 6:51
  into
• 6:51
  stage
• 6:52
  conversations
• 6:52
  that
• 6:52
  I
• 6:52
  have
• 6:52
  for
• 6:53
  those
• 6:53
  people
• 6:53
  that
• 6:53
  aren't
• 6:53
  there
• 6:54
  and
• 6:54
  my
• 6:54
  listeners
• 6:55
  that
• 6:55
  are
• 6:55
  curious.
• 6:56
  You
• 6:56
  did
• 6:56
  a
• 6:56
  great
• 6:56
  job
• 6:56
  yesterday
• 6:57
  putting
• 6:57
  AI
• 6:58
  in
• 6:58
  a
• 6:58
  historical
• 6:59
  perspective.
• 7:00
  I'd
• 7:00
  love
• 7:00
  for
• 7:00
  you
• 7:00
  to
• 7:01
  do
• 7:01
  that
• 7:01
  again.
• 7:01
  Yeah.
• 7:03
  So
• 7:04
  if
• 7:04
  you
• 7:05
  think
• 7:05
  about
• 7:05
  web
• 7:06
  one,
• 7:07
  so
• 7:07
  E
• 7:08
  commerce
• 7:08
  and
• 7:08
  then
• 7:08
  mobility
• 7:09
  is
• 7:09
  the
• 7:09
  other
• 7:09
  two
• 7:10
  waves.
• 7:10
  I
• 7:10
  think
• 7:11
  we
• 7:11
  should
• 7:11
  learn
• 7:12
  from
• 7:13
  the
• 7:14
  retailers
• 7:15
  that
• 7:15
  won
• 7:15
  in
• 7:15
  both
• 7:16
  of
• 7:16
  those
• 7:16
  I
• 7:16
  think
• 7:16
  did
• 7:16
  two
• 7:17
  things.
• 7:17
  Well,
• 7:18
  first
• 7:18
  thing
• 7:18
  is
• 7:19
  they
• 7:19
  actually
• 7:20
  figure
• 7:20
  out
• 7:21
  ways
• 7:21
  to
• 7:21
  up
• 7:21
  their
• 7:22
  game
• 7:22
  in
• 7:22
  how
• 7:22
  they
• 7:23
  serve
• 7:23
  their
• 7:23
  customers.
• 7:24
  And
• 7:24
  not
• 7:24
  like
• 7:25
  just
• 7:25
  incremental
• 7:25
  changes,
• 7:26
  but
• 7:26
  fundamentally
• 7:27
  how
• 7:27
  do
• 7:27
  you
• 7:27
  bring
• 7:27
  more
• 7:27
  customer
• 7:28
  value
• 7:29
  than
• 7:29
  was
• 7:29
  ever
• 7:30
  before
• 7:31
  possible?
• 7:31
  So
• 7:32
  it
• 7:32
  used
• 7:32
  to
• 7:32
  be
• 7:32
  retail,
• 7:33
  of
• 7:33
  course
• 7:33
  was
• 7:33
  about
• 7:34
  convenience
• 7:34
  and
• 7:35
  it
• 7:35
  was
• 7:35
  about
• 7:35
  having
• 7:35
  the
• 7:36
  store
• 7:36
  closest
• 7:36
  to
• 7:36
  the
• 7:36
  customer.
• 7:37
  And
• 7:37
  in
• 7:37
  a
• 7:38
  world
• 7:38
  of
• 7:38
  actually
• 7:39
  same
• 7:39
  day
• 7:39
  delivery
• 7:39
  in
• 7:40
  store
• 7:40
  pickup,
• 7:40
  that
• 7:41
  was
• 7:41
  changed.
• 7:42
  So
• 7:42
  how
• 7:42
  do
• 7:42
  you
• 7:43
  actually
• 7:43
  add
• 7:44
  more
• 7:44
  customer
• 7:44
  value
• 7:45
  not
• 7:46
  just
• 7:46
  with
• 7:46
  digital,
• 7:46
  but
• 7:47
  it's
• 7:47
  with
• 7:47
  digital
• 7:47
  in
• 7:48
  combination
• 7:48
  with
• 7:48
  your
• 7:48
  physical
• 7:49
  assets
• 7:49
  and
• 7:49
  your
• 7:50
  people.
• 7:50
  Thing
• 7:51
  one
• 7:52
  and
• 7:52
  the
• 7:52
  second
• 7:52
  thing
• 7:53
  the
• 7:53
  winning
• 7:54
  retailers
• 7:54
  have
• 7:54
  done
• 7:54
  is
• 7:55
  they've
• 7:55
  evolved,
• 7:55
  they've
• 7:56
  adapted
• 7:56
  how
• 7:56
  they
• 7:57
  actually
• 7:57
  connect
• 7:57
  with
• 7:58
  customers
• 7:59
  based
• 7:59
  upon
• 8:00
  the
• 8:00
  surfaces
• 8:01
  that
• 8:02
  exist.
• 8:02
  Right,
• 8:03
  good
• 8:03
  point.
• 8:03
  So
• 8:04
  it
• 8:04
  was
• 8:04
  back
• 8:04
  in
• 8:05
  the
• 8:05
  day
• 8:05
  you
• 8:05
  used
• 8:05
  to
• 8:05
  do
• 8:05
  that
• 8:06
  with
• 8:06
  a
• 8:06
  circular,
• 8:06
  right?
• 8:07
  And
• 8:07
  those
• 8:08
  winners
• 8:08
  actually
• 8:09
  started
• 8:09
  pivoting
• 8:10
  to
• 8:10
  a
• 8:10
  digital
• 8:10
  circular.
• 8:12
  They
• 8:12
  also
• 8:12
  then
• 8:13
  mastered
• 8:13
  this
• 8:14
  thing
• 8:14
  that
• 8:15
  was
• 8:15
  really
• 8:15
  hard
• 8:16
  to
• 8:16
  figure
• 8:16
  out
• 8:16
  at
• 8:16
  first,
• 8:17
  which
• 8:17
  is
• 8:17
  called
• 8:17
  SEO.
• 8:18
  Right?
• 8:18
  How
• 8:18
  you
• 8:19
  rank
• 8:19
  if
• 8:20
  that's
• 8:20
  where
• 8:20
  a
• 8:20
  lot
• 8:20
  of
• 8:21
  journeys
• 8:21
  started.
• 8:22
  So
• 8:23
  those
• 8:23
  kinds
• 8:23
  of
• 8:24
  fundamental
• 8:24
  things,
• 8:26
  how
• 8:26
  do
• 8:26
  you
• 8:26
  actually
• 8:27
  really
• 8:27
  push
• 8:28
  the
• 8:28
  bar
• 8:28
  and
• 8:29
  raise
• 8:29
  the
• 8:30
  bar
• 8:30
  on
• 8:30
  what's
• 8:30
  possible
• 8:31
  in
• 8:31
  terms
• 8:31
  of
• 8:31
  the
• 8:31
  customer
• 8:32
  value
• 8:32
  you
• 8:33
  can
• 8:34
  give?
• 8:34
  And
• 8:34
  then
• 8:35
  how
• 8:35
  do
• 8:35
  you
• 8:35
  connect
• 8:35
  differently
• 8:36
  with
• 8:36
  your
• 8:36
  customers?
• 8:36
  Giving
• 8:37
  the
• 8:37
  tools,
• 8:38
  Those
• 8:38
  are
• 8:38
  the
• 8:38
  same
• 8:39
  thematic
• 8:39
  things
• 8:40
  to
• 8:40
  work
• 8:40
  on
• 8:41
  right
• 8:41
  now.
• 8:41
  Right?
• 8:42
  It
• 8:42
  was
• 8:42
  just
• 8:42
  what
• 8:43
  we
• 8:43
  were
• 8:43
  talking
• 8:43
  about.
• 8:43
  There
• 8:43
  are
• 8:43
  so
• 8:44
  many
• 8:44
  new
• 8:44
  ways
• 8:44
  you
• 8:45
  can
• 8:45
  humanize
• 8:45
  the
• 8:46
  experience
• 8:46
  and
• 8:47
  you
• 8:47
  can
• 8:47
  address
• 8:48
  things
• 8:48
  that
• 8:48
  were
• 8:49
  never
• 8:49
  addressable.
• 8:50
  Every
• 8:50
  industry
• 8:51
  has
• 8:52
  unacceptable
• 8:53
  things
• 8:53
  in
• 8:53
  the
• 8:53
  customer
• 8:54
  experience
• 8:54
  that
• 8:55
  can
• 8:55
  now
• 8:55
  be
• 8:56
  solved
• 8:56
  for
• 8:56
  for
• 8:56
  the
• 8:57
  first
• 8:57
  time.
• 8:59
  And
• 8:59
  the
• 8:59
  winners
• 9:00
  are
• 9:00
  the
• 9:00
  ones
• 9:01
  that
• 9:01
  do
• 9:01
  that.
• 9:01
  Not
• 9:01
  for
• 9:02
  everything,
• 9:02
  but
• 9:02
  they're
• 9:03
  going
• 9:03
  to
• 9:03
  decide
• 9:03
  where
• 9:03
  can
• 9:04
  they
• 9:04
  add
• 9:04
  the
• 9:04
  most
• 9:05
  value,
• 9:05
  where
• 9:05
  will
• 9:05
  they
• 9:05
  be
• 9:06
  most
• 9:06
  differentiated
• 9:07
  and
• 9:07
  lean
• 9:07
  in.
• 9:08
  And
• 9:08
  at
• 9:09
  the
• 9:09
  same
• 9:09
  time
• 9:09
  you
• 9:10
  also
• 9:10
  then
• 9:10
  have
• 9:11
  the
• 9:11
  opportunity
• 9:12
  to
• 9:13
  tackle
• 9:13
  the
• 9:13
  good
• 9:13
  old
• 9:13
  retail
• 9:14
  basics
• 9:14
  of
• 9:15
  like
• 9:15
  right
• 9:16
  assortment
• 9:16
  in
• 9:17
  stock,
• 9:18
  clearly
• 9:18
  communicated.
• 9:19
  Those
• 9:19
  things
• 9:20
  that
• 9:20
  retailers
• 9:21
  have
• 9:21
  struggled
• 9:21
  for
• 9:21
  forever.
• 9:22
  There
• 9:22
  are
• 9:23
  such
• 9:23
  new
• 9:23
  ways
• 9:24
  to
• 9:24
  actually
• 9:24
  get
• 9:25
  better
• 9:25
  at
• 9:25
  those
• 9:25
  things.
• 9:26
  So
• 9:26
  I
• 9:26
  think
• 9:27
  going
• 9:27
  forward
• 9:27
  those
• 9:28
  things
• 9:28
  really
• 9:28
  matter.
• 9:28
  In
• 9:29
  addition,
• 9:29
  of
• 9:29
  course
• 9:29
  to
• 9:30
  then
• 9:30
  how
• 9:30
  are
• 9:30
  you
• 9:31
  connected
• 9:31
  with
• 9:31
  customers
• 9:32
  and
• 9:32
  mastering
• 9:33
  how
• 9:33
  you
• 9:33
  expose
• 9:34
  your
• 9:34
  product
• 9:34
  data
• 9:35
  and
• 9:36
  making
• 9:36
  sure
• 9:36
  they're
• 9:36
  machine
• 9:37
  readable
• 9:38
  and
• 9:38
  a
• 9:38
  whole
• 9:38
  bunch
• 9:39
  of
• 9:39
  other
• 9:39
  things
• 9:40
  that
• 9:41
  are
• 9:41
  going
• 9:41
  to
• 9:41
  be
• 9:41
  important
• 9:41
  in
• 9:42
  this
• 9:42
  AI
• 9:42
  world
• 9:43
  in
• 9:43
  which
• 9:44
  the
• 9:44
  agent
• 9:45
  is
• 9:45
  going
• 9:45
  to
• 9:45
  play
• 9:46
  a
• 9:46
  huge
• 9:46
  role
• 9:46
  in
• 9:47
  deciding
• 9:48
  is
• 9:48
  really
• 9:48
  important.
• 9:49
  That
• 9:49
  said,
• 9:50
  don't
• 9:50
  forget
• 9:50
  about
• 9:51
  improving
• 9:51
  your
• 9:51
  value
• 9:51
  proposition
• 9:52
  because
• 9:52
  the
• 9:52
  best
• 9:53
  way
• 9:53
  for
• 9:53
  the
• 9:54
  agent
• 9:54
  to
• 9:54
  not
• 9:55
  steer
• 9:55
  towards
• 9:55
  someone
• 9:56
  else
• 9:56
  is
• 9:57
  to
• 9:57
  hear
• 9:57
  from
• 9:57
  you,
• 9:58
  to
• 9:58
  understand
• 9:59
  you
• 9:59
  as
• 9:59
  the
• 9:59
  customer,
• 9:59
  that
• 10:00
  you
• 10:00
  have
• 10:00
  a
• 10:00
  preference
• 10:01
  under
• 10:01
  certain
• 10:02
  circumstances
• 10:02
  towards
• 10:03
  one
• 10:03
  Retailer
• 10:03
  versus
• 10:04
  another.
• 10:04
  Right,
• 10:05
  well
• 10:05
  said.
• 10:06
  I
• 10:06
  mean
• 10:06
  my
• 10:06
  big
• 10:07
  takeaway
• 10:07
  from
• 10:07
  what
• 10:07
  you
• 10:07
  just
• 10:07
  said,
• 10:08
  encapsulated,
• 10:08
  wrap
• 10:08
  it
• 10:09
  on
• 10:09
  a
• 10:09
  ball
• 10:09
  and
• 10:09
  then
• 10:09
  I'll
• 10:09
  let
• 10:09
  you
• 10:09
  go,
• 10:09
  is
• 10:10
  we're
• 10:10
  in
• 10:10
  that
• 10:10
  third
• 10:10
  wave.
• 10:11
  We're
• 10:11
  in
• 10:12
  that
• 10:12
  third
• 10:12
  wave
• 10:12
  of
• 10:13
  technology
• 10:14
  and
• 10:14
  we've
• 10:15
  somewhat
• 10:15
  been
• 10:15
  here
• 10:16
  before.
• 10:16
  That's
• 10:16
  the
• 10:16
  thing
• 10:16
  to
• 10:17
  keep
• 10:17
  in
• 10:17
  mind
• 10:17
  as
• 10:17
  an
• 10:17
  executive.
• 10:18
  You've
• 10:18
  been
• 10:18
  here
• 10:18
  before,
• 10:19
  you
• 10:19
  know,
• 10:19
  the
• 10:19
  playbook
• 10:20
  that
• 10:20
  has
• 10:20
  worked.
• 10:21
  The
• 10:21
  playbook's
• 10:21
  going
• 10:21
  to
• 10:21
  change
• 10:22
  slightly.
• 10:22
  But
• 10:23
  make
• 10:23
  sure
• 10:23
  you
• 10:23
  understand
• 10:24
  what
• 10:24
  worked
• 10:24
  before,
• 10:25
  before
• 10:25
  you
• 10:25
  start
• 10:26
  experimenting
• 10:26
  with
• 10:26
  and
• 10:27
  trying
• 10:27
  to
• 10:27
  understand
• 10:27
  what
• 10:27
  to
• 10:27
  do
• 10:28
  in
• 10:28
  the
• 10:28
  third
• 10:28
  wave.
• 10:28
  Because
• 10:29
  you
• 10:29
  can
• 10:29
  learn
• 10:29
  something
• 10:30
  from
• 10:30
  how
• 10:31
  you
• 10:31
  approach
• 10:31
  those
• 10:32
  first
• 10:32
  two
• 10:32
  waves
• 10:32
  of
• 10:33
  innovation.
• 10:33
  Yeah,
• 10:34
  100%.
• 10:34
  And
• 10:35
  the
• 10:36
  pace
• 10:36
  of
• 10:36
  change
• 10:36
  is
• 10:37
  faster.
• 10:38
  This
• 10:38
  is
• 10:38
  a
• 10:38
  more
• 10:38
  complex
• 10:39
  problem.
• 10:39
  So
• 10:39
  the
• 10:39
  and
• 10:40
  is
• 10:40
  and
• 10:41
  really
• 10:41
  focus
• 10:41
  on
• 10:42
  being
• 10:42
  able
• 10:43
  to
• 10:43
  adapt,
• 10:43
  test,
• 10:44
  learn
• 10:44
  and
• 10:44
  iterate
• 10:45
  better
• 10:45
  faster
• 10:46
  than
• 10:46
  you
• 10:46
  ever
• 10:46
  have
• 10:47
  across
• 10:47
  your
• 10:48
  entire
• 10:48
  organization.
• 10:49
  Not
• 10:49
  in
• 10:49
  everything,
• 10:50
  but
• 10:50
  on
• 10:50
  the
• 10:50
  things
• 10:50
  that
• 10:51
  matter.
• 10:51
  Well,
• 10:51
  that
• 10:51
  was
• 10:51
  the
• 10:52
  other
• 10:52
  thing
• 10:52
  that
• 10:52
  I
• 10:52
  took
• 10:53
  away
• 10:53
  from
• 10:53
  our
• 10:53
  conversation
• 10:53
  on
• 10:54
  stage
• 10:54
  yesterday
• 10:54
  too
• 10:54
  because
• 10:55
  I
• 10:55
  asked
• 10:55
  you
• 10:55
  point
• 10:55
  blank,
• 10:56
  I
• 10:56
  said,
• 10:56
  do
• 10:56
  our
• 10:57
  planning
• 10:57
  processes
• 10:58
  inside
• 10:58
  of
• 10:58
  organizations
• 10:59
  need
• 10:59
  to
• 10:59
  change?
• 11:00
  Do
• 11:00
  they
• 11:00
  need
• 11:00
  to
• 11:00
  get
• 11:01
  faster?
• 11:01
  And
• 11:01
  your
• 11:01
  answer
• 11:02
  was
• 11:02
  unequivocally,
• 11:03
  yes,
• 11:03
  they
• 11:03
  do.
• 11:04
  Yeah.
• 11:04
  And
• 11:04
  we
• 11:05
  heard
• 11:05
  that
• 11:05
  a
• 11:05
  lot
• 11:05
  today
• 11:06
  from
• 11:07
  some
• 11:07
  very
• 11:07
  senior
• 11:08
  leaders
• 11:08
  running
• 11:08
  transformations
• 11:09
  as
• 11:09
  well.
• 11:10
  Like
• 11:10
  you
• 11:11
  do
• 11:11
  need
• 11:11
  a
• 11:11
  North
• 11:11
  Star.
• 11:12
  You
• 11:12
  need
• 11:12
  to
• 11:12
  be
• 11:12
  clear
• 11:13
  on
• 11:13
  how
• 11:13
  you're
• 11:13
  trying
• 11:14
  to
• 11:14
  create
• 11:14
  more
• 11:14
  value
• 11:15
  in
• 11:15
  serving
• 11:15
  your
• 11:15
  customers.
• 11:16
  There's
• 11:16
  certain
• 11:16
  things
• 11:16
  you
• 11:16
  have
• 11:17
  to
• 11:17
  anchor
• 11:17
  on.
• 11:18
  But
• 11:18
  to
• 11:18
  your
• 11:19
  point,
• 11:19
  the
• 11:19
  planning
• 11:19
  cycles,
• 11:20
  how
• 11:20
  you
• 11:21
  get
• 11:21
  there,
• 11:22
  you
• 11:22
  need
• 11:22
  to
• 11:23
  actually
• 11:23
  be
• 11:23
  adaptive,
• 11:24
  respond
• 11:25
  to
• 11:25
  the
• 11:25
  market,
• 11:25
  respond
• 11:26
  to
• 11:26
  your
• 11:26
  customers
• 11:27
  and
• 11:28
  iterate.
• 11:28
  So
• 11:28
  the
• 11:29
  ability
• 11:29
  to
• 11:29
  actually
• 11:30
  have
• 11:30
  a
• 11:31
  vision,
• 11:32
  an
• 11:32
  annual
• 11:32
  plan,
• 11:33
  great.
• 11:33
  But
• 11:33
  to
• 11:34
  make
• 11:34
  sure
• 11:34
  every
• 11:34
  quarter
• 11:35
  you're
• 11:35
  actually
• 11:35
  revisiting
• 11:37
  and
• 11:37
  actually
• 11:37
  focusing
• 11:38
  on
• 11:38
  what
• 11:38
  matters
• 11:38
  the
• 11:39
  most
• 11:39
  and
• 11:40
  also
• 11:40
  fueling
• 11:40
  the
• 11:41
  tactics
• 11:41
  underneath
• 11:42
  those
• 11:42
  that
• 11:42
  are
• 11:42
  making
• 11:43
  the
• 11:43
  biggest
• 11:43
  difference.
• 11:44
  That's
• 11:44
  going
• 11:45
  to
• 11:45
  be
• 11:45
  a
• 11:45
  huge
• 11:45
  determinant
• 11:46
  of
• 11:46
  success.
• 11:46
  Yeah.
• 11:46
  It's
• 11:47
  funny,
• 11:47
  I
• 11:47
  can
• 11:47
  remember
• 11:47
  back
• 11:48
  to
• 11:49
  my
• 11:49
  time
• 11:49
  in
• 11:49
  retail,
• 11:50
  you
• 11:50
  know,
• 11:50
  thinking
• 11:50
  like,
• 11:50
  God,
• 11:50
  if
• 11:50
  we
• 11:51
  could
• 11:51
  just
• 11:51
  get
• 11:51
  everyone
• 11:51
  on
• 11:51
  the
• 11:51
  product
• 11:52
  management
• 11:52
  mindset
• 11:53
  throughout
• 11:53
  the
• 11:53
  organization
• 11:54
  with
• 11:54
  the
• 11:54
  digital
• 11:54
  push.
• 11:55
  And
• 11:55
  it
• 11:55
  was
• 11:55
  tough
• 11:56
  to
• 11:56
  get
• 11:56
  the
• 11:56
  traditional
• 11:57
  retailers
• 11:57
  on
• 11:57
  that.
• 11:58
  Now
• 11:58
  with
• 11:58
  AI,
• 11:59
  it's
• 11:59
  almost
• 11:59
  even
• 11:59
  more
• 12:00
  imperative.
• 12:01
  Yeah.
• 12:01
  And
• 12:02
  the
• 12:02
  opportunity
• 12:02
  is
• 12:03
  in
• 12:04
  those
• 12:04
  early
• 12:04
  days
• 12:04
  we
• 12:05
  all
• 12:05
  focused.
• 12:05
  Oh,
• 12:05
  it
• 12:06
  was
• 12:06
  hard
• 12:06
  enough
• 12:06
  just
• 12:06
  to
• 12:06
  get
• 12:07
  products,
• 12:08
  UX
• 12:08
  and
• 12:08
  engineering
• 12:09
  to
• 12:09
  do
• 12:09
  that,
• 12:09
  the
• 12:10
  three
• 12:10
  legs.
• 12:10
  But
• 12:11
  what
• 12:11
  we're
• 12:11
  really
• 12:11
  talking
• 12:12
  about
• 12:12
  is
• 12:12
  true
• 12:12
  enterprise
• 12:13
  cross
• 12:13
  functional
• 12:14
  teams.
• 12:14
  Like
• 12:15
  how
• 12:15
  do
• 12:15
  you
• 12:15
  get
• 12:15
  that
• 12:16
  kind
• 12:16
  of
• 12:16
  level
• 12:16
  adaptability
• 12:17
  all
• 12:17
  the
• 12:17
  way
• 12:18
  down
• 12:18
  to
• 12:18
  your
• 12:18
  stores
• 12:19
  where
• 12:20
  the
• 12:20
  associate
• 12:21
  on
• 12:21
  the
• 12:21
  front
• 12:21
  line
• 12:22
  is
• 12:22
  actually
• 12:23
  focusing
• 12:23
  on
• 12:24
  what
• 12:24
  matters
• 12:24
  this
• 12:24
  quarter
• 12:25
  and
• 12:26
  doing
• 12:26
  so
• 12:26
  with
• 12:26
  the
• 12:27
  benefit
• 12:27
  of
• 12:27
  actually
• 12:28
  the
• 12:28
  best
• 12:28
  insights
• 12:29
  on
• 12:29
  what's
• 12:29
  working.
• 12:29
  Yeah.
• 12:30
  And
• 12:30
  the
• 12:30
  infrastructure
• 12:30
  is
• 12:31
  fixed
• 12:31
  in
• 12:31
  a
• 12:31
  lot
• 12:31
  of
• 12:31
  ways
• 12:32
  in
• 12:32
  those
• 12:32
  stores,
• 12:32
  too,
• 12:32
  with
• 12:33
  concrete
• 12:33
  and
• 12:33
  walls
• 12:34
  as
• 12:34
  well.
• 12:34
  Yeah,
• 12:34
  well,
• 12:34
  that
• 12:35
  too.
• 12:35
  Yeah.
• 12:35
  It's
• 12:35
  always
• 12:36
  a
• 12:36
  tough
• 12:36
  challenge.
• 12:36
  Yeah.
• 12:36
  Retail
• 12:37
  is
• 12:37
  hard.
• 12:37
  Yeah.
• 12:37
  But,
• 12:38
  hey,
• 12:38
  man,
• 12:38
  thanks
• 12:38
  for
• 12:38
  that.
• 12:38
  It
• 12:39
  was
• 12:39
  a
• 12:39
  great
• 12:39
  conversation
• 12:40
  and
• 12:40
  it's
• 12:40
  been
• 12:40
  great
• 12:40
  meeting
• 12:41
  you,
• 12:41
  too.
• 12:41
  We
• 12:41
  just
• 12:41
  got
• 12:42
  to
• 12:42
  meet
• 12:42
  at
• 12:42
  this
• 12:42
  conference
• 12:43
  for
• 12:43
  the
• 12:43
  first
• 12:43
  time,
• 12:43
  even
• 12:43
  though
• 12:43
  we've
• 12:44
  been
• 12:44
  in
• 12:44
  Minnesota
• 12:45
  together
• 12:45
  for
• 12:45
  a
• 12:45
  while.
• 12:46
  So,
• 12:46
  Brian,
• 12:46
  thanks
• 12:46
  for
• 12:46
  joining
• 12:47
  me.
• 12:47
  Thanks
• 12:47
  for
• 12:47
  taking
• 12:47
  time
• 12:48
  out
• 12:48
  of
• 12:48
  your
• 12:48
  busy
• 12:48
  schedule.
• 12:49
  Thanks
• 12:49
  to
• 12:49
  Vuzion
• 12:50
  for
• 12:50
  sponsoring
• 12:50
  all
• 12:51
  of
• 12:51
  our
• 12:51
  coverage
• 12:52
  at
• 12:52
  World
• 12:52
  Retail
• 12:53
  Congress
• 12:53
  and
• 12:53
  giving
• 12:54
  me
• 12:54
  the
• 12:54
  opportunity
• 12:54
  to
• 12:55
  bring
• 12:55
  you
• 12:55
  all
• 12:55
  these
• 12:55
  wonderful
• 12:56
  interviews.
• 12:56
  And
• 12:56
  on
• 12:57
  behalf
• 12:57
  of
• 12:57
  all
• 12:57
  of
• 12:57
  us
• 12:57
  at
• 12:58
  Omni
• 12:58
  Talk,
• 12:58
  as
• 12:58
  always,
• 12:59
  be
• 12:59
  careful
• 12:59
  out
• 13:00
  there.