Latest / Omni Talk Retail / A Practical View on AI in Retail with Retail Tech Consultant Giles Smith | RTS 2026

Transcript

A Practical View on AI in Retail with Retail Tech Consultant Giles Smith | RTS 2026 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everybody.
• 0:00
  Welcome
• 0:01
  back.
• 0:02
  This
• 0:02
  is
• 0:02
  omnitalk
• 0:03
  Retail,
• 0:03
  I
• 0:03
  am
• 0:03
  Chris
• 0:04
  Walton
• 0:04
  and
• 0:04
  we
• 0:04
  are
• 0:04
  coming
• 0:04
  to
• 0:05
  you
• 0:05
  live
• 0:05
  once
• 0:05
  again
• 0:06
  from
• 0:06
  the
• 0:06
  Retail
• 0:07
  Technology
• 0:07
  show
• 0:08
  in
• 0:08
  London
• 0:09
  from
• 0:09
  the
• 0:10
  One
• 0:10
  of
• 0:10
  a
• 0:10
  Kind
• 0:10
  exclusive
• 0:11
  fusion
• 0:12
  podcast
• 0:12
  studio.
• 0:13
  And
• 0:13
  joining
• 0:13
  me
• 0:13
  now
• 0:14
  is
• 0:14
  Giles
• 0:14
  Smith.
• 0:15
  Giles
• 0:15
  is
• 0:15
  a
• 0:15
  retail
• 0:16
  technology
• 0:16
  consultant
• 0:17
  and
• 0:17
  advisor
• 0:18
  to
• 0:18
  the
• 0:19
  industry.
• 0:19
  Giles,
• 0:20
  how
• 0:20
  you
• 0:20
  doing
• 0:20
  this
• 0:21
  morning?
• 0:21
  Very
• 0:21
  well,
• 0:21
  very
• 0:22
  well.
• 0:22
  Nice
• 0:22
  to
• 0:22
  be
• 0:23
  here.
• 0:23
  Thank
• 0:23
  you
• 0:23
  having
• 0:23
  me.
• 0:24
  Yeah,
• 0:24
  this
• 0:24
  is
• 0:24
  kind
• 0:25
  of
• 0:25
  an
• 0:25
  impromptu
• 0:25
  thing,
• 0:26
  right.
• 0:26
  We
• 0:26
  got
• 0:26
  this
• 0:26
  set
• 0:27
  up
• 0:27
  in
• 0:27
  like
• 0:27
  30,
• 0:27
  40
• 0:28
  minutes.
• 0:28
  I
• 0:28
  feel
• 0:28
  like.
• 0:29
  Yeah,
• 0:29
  I
• 0:29
  was
• 0:29
  probably.
• 0:29
  It
• 0:30
  was
• 0:30
  this
• 0:30
  or
• 0:30
  the
• 0:30
  merch
• 0:31
  and
• 0:31
  I
• 0:31
  thought
• 0:32
  do
• 0:32
  this.
• 0:32
  Yeah,
• 0:32
  right,
• 0:32
  right,
• 0:33
  right,
• 0:33
  right.
• 0:33
  Yeah.
• 0:34
  Well,
• 0:34
  let's
• 0:35
  find
• 0:36
  out
• 0:36
  a
• 0:36
  little
• 0:36
  bit
• 0:36
  about
• 0:36
  yourself.
• 0:37
  So
• 0:37
  tell
• 0:37
  me
• 0:37
  about
• 0:37
  your
• 0:37
  background
• 0:38
  because
• 0:38
  your
• 0:38
  background
• 0:38
  is
• 0:38
  very,
• 0:39
  very,
• 0:39
  very
• 0:39
  interesting.
• 0:41
  Thank
• 0:41
  you.
• 0:41
  That's,
• 0:41
  that's
• 0:42
  a
• 0:42
  nice,
• 0:42
  generous
• 0:42
  comment,
• 0:43
  I
• 0:43
  think.
• 0:43
  Yeah.
• 0:44
  It's
• 0:44
  always
• 0:44
  hard,
• 0:44
  especially
• 0:45
  these
• 0:45
  days,
• 0:45
  to
• 0:45
  really
• 0:45
  explain
• 0:46
  to
• 0:46
  myself
• 0:46
  what
• 0:46
  I
• 0:46
  do,
• 0:47
  but
• 0:47
  I
• 0:47
  spent
• 0:47
  a
• 0:47
  good
• 0:48
  part
• 0:48
  of
• 0:48
  my
• 0:48
  career
• 0:49
  working
• 0:49
  with
• 0:50
  some
• 0:50
  amazing
• 0:50
  brands
• 0:51
  like
• 0:51
  Burberry,
• 0:51
  Selfridges,
• 0:52
  Unilever
• 0:53
  in
• 0:53
  house,
• 0:54
  seeing
• 0:54
  what
• 0:54
  it's
• 0:54
  like
• 0:55
  practically
• 0:55
  day
• 0:56
  to
• 0:56
  day
• 0:56
  to
• 0:56
  be
• 0:56
  able
• 0:56
  to
• 0:56
  build
• 0:57
  technology
• 0:57
  departments
• 0:58
  and,
• 0:58
  and
• 0:58
  innovation.
• 0:59
  But
• 0:59
  I've
• 1:00
  also
• 1:00
  spent
• 1:00
  a
• 1:00
  good
• 1:00
  time
• 1:01
  in
• 1:01
  big
• 1:01
  consulting
• 1:03
  working
• 1:03
  on
• 1:03
  various
• 1:03
  different
• 1:03
  brands
• 1:04
  like
• 1:04
  John
• 1:04
  Lewis
• 1:04
  and
• 1:04
  Arcadia
• 1:06
  and
• 1:06
  also
• 1:06
  work
• 1:07
  for
• 1:07
  a
• 1:07
  few
• 1:07
  startups.
• 1:08
  And
• 1:08
  now
• 1:09
  I've
• 1:09
  been
• 1:09
  advising
• 1:09
  very
• 1:10
  large
• 1:10
  brands
• 1:10
  of
• 1:10
  retailers,
• 1:12
  sort
• 1:12
  of
• 1:12
  CEOs,
• 1:13
  CTOs
• 1:13
  on
• 1:13
  their
• 1:13
  strategy
• 1:14
  and
• 1:15
  various
• 1:15
  elements
• 1:15
  of
• 1:15
  tech.
• 1:16
  And
• 1:17
  I
• 1:17
  probably
• 1:17
  worked
• 1:18
  with
• 1:18
  about,
• 1:18
  I
• 1:18
  don't
• 1:18
  know,
• 1:19
  25
• 1:19
  retailers
• 1:20
  and
• 1:20
  brands
• 1:20
  over
• 1:21
  my
• 1:21
  career.
• 1:22
  Well,
• 1:22
  that's
• 1:22
  a
• 1:22
  lot
• 1:22
  of
• 1:22
  brands,
• 1:23
  that's
• 1:23
  a
• 1:23
  lot
• 1:23
  of
• 1:23
  retailers
• 1:23
  and
• 1:24
  brands.
• 1:24
  So
• 1:24
  I'm
• 1:24
  curious,
• 1:25
  I'm
• 1:25
  only
• 1:25
  21
• 1:25
  as
• 1:26
  well.
• 1:27
  Yeah,
• 1:27
  yeah,
• 1:28
  you
• 1:28
  look
• 1:28
  good,
• 1:28
  you
• 1:29
  look
• 1:29
  good
• 1:29
  for
• 1:29
  that
• 1:30
  resume.
• 1:31
  All
• 1:31
  right.
• 1:31
  So
• 1:31
  you
• 1:32
  know,
• 1:32
  with
• 1:32
  each
• 1:32
  of
• 1:32
  those
• 1:32
  positions,
• 1:33
  you
• 1:33
  know,
• 1:34
  there's
• 1:34
  different
• 1:34
  dynamics
• 1:35
  to
• 1:35
  it.
• 1:35
  So
• 1:35
  like
• 1:35
  what
• 1:36
  I
• 1:36
  take
• 1:36
  from
• 1:36
  that
• 1:36
  is
• 1:36
  you've
• 1:36
  been,
• 1:36
  you've
• 1:37
  been
• 1:37
  a
• 1:37
  consultant
• 1:37
  and
• 1:38
  you've
• 1:38
  been
• 1:38
  in
• 1:38
  house.
• 1:38
  Yeah.
• 1:39
  So
• 1:39
  I'm
• 1:39
  curious,
• 1:39
  what
• 1:39
  does
• 1:40
  the
• 1:40
  perspective
• 1:40
  of
• 1:41
  being
• 1:41
  in
• 1:41
  house
• 1:42
  provide
• 1:42
  for
• 1:42
  when
• 1:42
  you're
• 1:43
  consulting
• 1:43
  and
• 1:43
  vice
• 1:44
  versa,
• 1:44
  when
• 1:44
  you're
• 1:44
  consulting,
• 1:45
  what
• 1:45
  does
• 1:45
  that
• 1:45
  provide
• 1:46
  for,
• 1:46
  you
• 1:46
  know,
• 1:46
  say
• 1:47
  what
• 1:47
  you
• 1:47
  can
• 1:47
  provide
• 1:47
  to
• 1:48
  the
• 1:48
  in
• 1:48
  house
• 1:48
  folks
• 1:48
  as
• 1:49
  well?
• 1:49
  Yeah,
• 1:50
  I
• 1:50
  mean,
• 1:50
  I
• 1:51
  think
• 1:52
  even
• 1:52
  as
• 1:52
  a
• 1:52
  non
• 1:53
  perm
• 1:53
  now,
• 1:53
  I
• 1:53
  always
• 1:54
  feel
• 1:54
  like
• 1:54
  my
• 1:54
  home
• 1:55
  is
• 1:55
  in
• 1:55
  the
• 1:55
  brands.
• 1:56
  Right.
• 1:56
  Yeah,
• 1:56
  I
• 1:56
  always
• 1:56
  feel
• 1:57
  like
• 1:57
  that's
• 1:57
  where
• 1:57
  I
• 1:57
  do
• 1:57
  my
• 1:58
  best
• 1:58
  work.
• 1:58
  I
• 1:58
  bet.
• 1:59
  And
• 1:59
  I
• 1:59
  think
• 1:59
  some
• 2:00
  of
• 2:00
  it
• 2:00
  is
• 2:00
  from
• 2:02
  when
• 2:02
  you're
• 2:02
  in
• 2:02
  a
• 2:02
  big
• 2:03
  department,
• 2:03
  however
• 2:03
  great
• 2:04
  it
• 2:04
  is
• 2:04
  because
• 2:04
  Burberry
• 2:05
  was
• 2:05
  a
• 2:05
  phenomenal
• 2:06
  standard
• 2:06
  and
• 2:06
  it
• 2:06
  was
• 2:06
  great
• 2:07
  people
• 2:07
  around
• 2:07
  me,
• 2:07
  you
• 2:08
  know,
• 2:08
  you
• 2:08
  are
• 2:08
  Trapped
• 2:09
  in
• 2:09
  a
• 2:09
  lot
• 2:09
  of,
• 2:09
  like,
• 2:10
  operational
• 2:10
  pressure,
• 2:11
  day
• 2:11
  to
• 2:11
  day
• 2:12
  stuff,
• 2:12
  a
• 2:12
  lot
• 2:12
  more
• 2:13
  process
• 2:13
  governance,
• 2:13
  like
• 2:14
  things
• 2:14
  that
• 2:14
  can
• 2:15
  hold
• 2:15
  you
• 2:15
  back
• 2:15
  from
• 2:16
  thinking
• 2:17
  forward.
• 2:17
  And
• 2:18
  I
• 2:18
  think
• 2:18
  one
• 2:18
  of
• 2:18
  the
• 2:18
  nice
• 2:18
  things
• 2:18
  about
• 2:19
  what
• 2:19
  I
• 2:19
  do
• 2:19
  today
• 2:19
  is
• 2:19
  I
• 2:19
  have
• 2:20
  the
• 2:20
  little
• 2:20
  bit
• 2:20
  of
• 2:20
  freedom
• 2:21
  from
• 2:21
  the
• 2:21
  big.
• 2:22
  Having
• 2:22
  a
• 2:22
  couple
• 2:22
  hundred
• 2:23
  people
• 2:23
  team
• 2:24
  to
• 2:24
  think
• 2:24
  and
• 2:25
  learn
• 2:25
  and
• 2:25
  be
• 2:25
  in
• 2:25
  places
• 2:26
  like
• 2:26
  this
• 2:26
  in
• 2:26
  a
• 2:26
  very
• 2:26
  thoughtful
• 2:27
  way.
• 2:27
  Right.
• 2:27
  And
• 2:27
  I
• 2:27
  think
• 2:28
  that's
• 2:28
  quite
• 2:28
  hard
• 2:28
  to
• 2:28
  do
• 2:28
  for
• 2:28
  a
• 2:29
  lot
• 2:29
  of
• 2:29
  the
• 2:29
  leaders.
• 2:29
  It's
• 2:29
  very
• 2:30
  hard
• 2:30
  to
• 2:31
  not
• 2:31
  stay
• 2:32
  in
• 2:32
  the
• 2:32
  present
• 2:32
  or
• 2:33
  for
• 2:33
  some
• 2:33
  of
• 2:33
  them
• 2:33
  in
• 2:33
  the
• 2:33
  past.
• 2:34
  And
• 2:34
  I
• 2:34
  have
• 2:35
  a
• 2:35
  bit
• 2:35
  of
• 2:35
  a
• 2:35
  luxury
• 2:35
  where
• 2:35
  I
• 2:35
  can
• 2:36
  get
• 2:36
  a
• 2:36
  bit
• 2:36
  of
• 2:36
  a
• 2:36
  forward
• 2:36
  point
• 2:36
  of
• 2:37
  view.
• 2:38
  But
• 2:38
  I
• 2:39
  think
• 2:39
  also
• 2:39
  having
• 2:40
  been
• 2:40
  in
• 2:40
  house,
• 2:41
  you
• 2:41
  really
• 2:41
  see
• 2:42
  the
• 2:42
  real
• 2:42
  problems
• 2:42
  and
• 2:42
  the
• 2:43
  practical
• 2:43
  realities.
• 2:44
  And,
• 2:44
  you
• 2:44
  know,
• 2:45
  I
• 2:45
  saw
• 2:45
  my
• 2:45
  great
• 2:45
  friend
• 2:46
  Reese
• 2:46
  do
• 2:46
  an
• 2:46
  amazing
• 2:46
  talk
• 2:47
  on
• 2:47
  product
• 2:47
  yesterday,
• 2:48
  but
• 2:48
  it
• 2:48
  was
• 2:48
  from
• 2:48
  the
• 2:49
  sense
• 2:49
  of,
• 2:49
  like,
• 2:49
  we're
• 2:50
  not
• 2:50
  tech
• 2:50
  companies.
• 2:50
  Right.
• 2:51
  We
• 2:51
  have
• 2:51
  different
• 2:52
  dynamics.
• 2:52
  Right.
• 2:53
  That
• 2:53
  mean
• 2:53
  that
• 2:53
  we're
• 2:53
  not
• 2:53
  a
• 2:54
  Netflix.
• 2:54
  And
• 2:54
  you
• 2:55
  need
• 2:55
  to
• 2:55
  operate
• 2:55
  and
• 2:55
  build
• 2:56
  technology
• 2:56
  in
• 2:56
  the
• 2:56
  context
• 2:58
  of
• 2:58
  a
• 2:58
  very
• 2:59
  unique
• 2:59
  environment.
• 2:59
  And
• 3:00
  I
• 3:00
  think
• 3:00
  knowing
• 3:00
  that
• 3:00
  environment
• 3:01
  intimately
• 3:01
  is
• 3:02
  an
• 3:02
  asset,
• 3:02
  I
• 3:02
  think.
• 3:02
  Got
• 3:03
  it.
• 3:03
  Yeah.
• 3:03
  No,
• 3:03
  that
• 3:04
  makes
• 3:04
  sense.
• 3:04
  So,
• 3:04
  yeah,
• 3:04
  so.
• 3:04
  So
• 3:05
  basically
• 3:05
  what
• 3:05
  I
• 3:05
  take
• 3:05
  from
• 3:05
  what
• 3:05
  you
• 3:06
  said
• 3:06
  is
• 3:06
  there's
• 3:06
  the
• 3:06
  practicality
• 3:07
  that
• 3:07
  you
• 3:07
  bring
• 3:08
  to
• 3:08
  consulting
• 3:08
  because
• 3:08
  you've
• 3:09
  been
• 3:09
  in
• 3:09
  the
• 3:09
  business.
• 3:09
  Yeah.
• 3:10
  And
• 3:10
  then
• 3:10
  there's
• 3:11
  also
• 3:11
  the
• 3:11
  awareness
• 3:12
  that
• 3:12
  you
• 3:12
  have.
• 3:12
  I
• 3:13
  want
• 3:13
  to
• 3:13
  talk.
• 3:13
  I
• 3:13
  want
• 3:13
  to
• 3:13
  dig
• 3:13
  deeper
• 3:14
  into
• 3:14
  that
• 3:14
  because
• 3:14
  I
• 3:14
  thought
• 3:14
  it's
• 3:15
  a
• 3:15
  really
• 3:15
  interesting
• 3:15
  point
• 3:15
  that
• 3:15
  you
• 3:15
  made.
• 3:16
  There's
• 3:16
  also
• 3:17
  the
• 3:17
  awareness
• 3:17
  of,
• 3:18
  you
• 3:18
  know,
• 3:18
  when
• 3:18
  you're
• 3:18
  working
• 3:19
  with
• 3:19
  executives
• 3:19
  that
• 3:20
  are
• 3:20
  still
• 3:20
  in
• 3:20
  a
• 3:20
  brand
• 3:21
  or
• 3:21
  on
• 3:22
  perm,
• 3:22
  I
• 3:22
  think
• 3:22
  you
• 3:22
  said.
• 3:23
  Yeah.
• 3:23
  Which
• 3:24
  is
• 3:24
  a
• 3:24
  new
• 3:24
  term
• 3:24
  for
• 3:24
  me.
• 3:25
  Thanks
• 3:25
  for
• 3:25
  that.
• 3:25
  I
• 3:26
  always
• 3:26
  love
• 3:26
  catching
• 3:27
  all
• 3:27
  these
• 3:27
  new
• 3:27
  terms
• 3:27
  as
• 3:27
  I
• 3:27
  come
• 3:28
  over
• 3:28
  here.
• 3:29
  You
• 3:29
  said
• 3:29
  there's
• 3:29
  an
• 3:30
  awareness
• 3:30
  that.
• 3:30
  Because
• 3:31
  you
• 3:31
  see
• 3:31
  this
• 3:31
  in
• 3:31
  the
• 3:31
  States
• 3:31
  too.
• 3:32
  I
• 3:32
  mean,
• 3:32
  I've
• 3:32
  seen
• 3:32
  it
• 3:32
  in
• 3:32
  my
• 3:32
  career
• 3:33
  too.
• 3:33
  Like
• 3:33
  you
• 3:33
  get
• 3:34
  caught
• 3:34
  in
• 3:34
  your
• 3:34
  own
• 3:34
  process.
• 3:35
  You
• 3:35
  think
• 3:35
  the
• 3:35
  process
• 3:36
  is
• 3:36
  such
• 3:37
  an
• 3:37
  endemic
• 3:37
  part
• 3:37
  of
• 3:38
  the
• 3:38
  success,
• 3:38
  and
• 3:38
  you
• 3:39
  get
• 3:39
  beholden
• 3:40
  to
• 3:40
  it
• 3:40
  as
• 3:41
  an
• 3:41
  executive
• 3:41
  and
• 3:41
  it's
• 3:42
  hard
• 3:42
  to
• 3:42
  break
• 3:42
  free
• 3:42
  from
• 3:43
  it,
• 3:44
  despite
• 3:44
  the
• 3:44
  outside
• 3:45
  perspective
• 3:45
  that
• 3:45
  you
• 3:45
  might
• 3:45
  be
• 3:46
  bringing
• 3:46
  in.
• 3:46
  And
• 3:46
  so
• 3:48
  that's
• 3:49
  the
• 3:49
  challenge
• 3:49
  that
• 3:49
  you
• 3:49
  see
• 3:49
  a
• 3:49
  lot
• 3:50
  of
• 3:50
  these
• 3:50
  executives
• 3:51
  still
• 3:51
  have
• 3:51
  in
• 3:51
  terms
• 3:51
  of
• 3:52
  trying
• 3:52
  to
• 3:52
  break
• 3:52
  out
• 3:53
  and
• 3:53
  put
• 3:53
  new
• 3:53
  thinking
• 3:53
  into
• 3:54
  the
• 3:54
  organization.
• 3:55
  Yeah,
• 3:55
  exactly.
• 3:55
  And
• 3:57
  it's
• 3:57
  funny
• 3:57
  because
• 3:57
  I
• 3:57
  never
• 3:58
  thought
• 3:58
  to
• 3:58
  describe
• 3:59
  myself
• 3:59
  as
• 3:59
  a
• 3:59
  disruptor,
• 4:01
  and
• 4:01
  I
• 4:01
  mean
• 4:01
  that
• 4:01
  in
• 4:01
  the
• 4:02
  positive
• 4:02
  sense,
• 4:03
  but
• 4:03
  I
• 4:03
  do
• 4:03
  feel
• 4:04
  like
• 4:04
  I
• 4:04
  get
• 4:04
  frustrated
• 4:05
  by.
• 4:05
  I
• 4:06
  want
• 4:06
  to
• 4:06
  do
• 4:06
  new
• 4:06
  things.
• 4:06
  And
• 4:07
  I
• 4:07
  know
• 4:07
  a
• 4:07
  lot
• 4:07
  of
• 4:07
  great
• 4:08
  friends
• 4:08
  in
• 4:08
  my
• 4:09
  network
• 4:09
  who
• 4:09
  are
• 4:09
  the
• 4:09
  same.
• 4:09
  They're
• 4:10
  like,
• 4:10
  we
• 4:10
  want
• 4:10
  to
• 4:10
  innovate,
• 4:11
  we
• 4:11
  want
• 4:11
  to
• 4:11
  be
• 4:11
  creative.
• 4:12
  And,
• 4:12
  you
• 4:12
  know,
• 4:13
  there
• 4:13
  used
• 4:13
  to
• 4:13
  be
• 4:14
  a
• 4:14
  couple
• 4:14
  of
• 4:14
  budget
• 4:15
  rounds
• 4:15
  and
• 4:15
  some
• 4:16
  very
• 4:16
  sensible
• 4:17
  processes,
• 4:17
  but
• 4:17
  now
• 4:17
  there's
• 4:18
  a
• 4:18
  lot
• 4:18
  more
• 4:18
  rigor,
• 4:19
  governance
• 4:19
  pressure.
• 4:20
  And
• 4:21
  I
• 4:21
  think
• 4:21
  a
• 4:21
  lot
• 4:21
  of
• 4:21
  the
• 4:21
  guys
• 4:22
  who
• 4:22
  I
• 4:22
  see
• 4:22
  in
• 4:22
  house
• 4:23
  who
• 4:23
  are
• 4:23
  really
• 4:23
  talented
• 4:23
  are
• 4:24
  like,
• 4:24
  they're
• 4:24
  desperate
• 4:24
  to
• 4:25
  do
• 4:25
  creative
• 4:25
  stuff.
• 4:26
  And
• 4:27
  I
• 4:27
  do
• 4:27
  feel
• 4:27
  like
• 4:28
  a
• 4:28
  bit
• 4:28
  fortunate,
• 4:29
  again,
• 4:29
  that
• 4:29
  I
• 4:29
  can
• 4:30
  bring
• 4:30
  a
• 4:30
  bit
• 4:30
  of
• 4:30
  that
• 4:31
  disruptive
• 4:31
  thinking
• 4:32
  into
• 4:32
  departments
• 4:32
  and
• 4:33
  ask
• 4:33
  sort
• 4:33
  of
• 4:33
  why,
• 4:33
  but
• 4:34
  in
• 4:34
  a
• 4:34
  way
• 4:34
  that
• 4:35
  you've
• 4:35
  got
• 4:35
  a
• 4:35
  little
• 4:36
  bit
• 4:36
  more
• 4:36
  of
• 4:36
  a
• 4:36
  license
• 4:36
  to
• 4:36
  do
• 4:37
  so
• 4:37
  when
• 4:37
  you
• 4:37
  haven't
• 4:37
  got
• 4:37
  the
• 4:38
  other
• 4:38
  difficult
• 4:39
  pressures
• 4:39
  about
• 4:39
  running
• 4:40
  a
• 4:40
  team
• 4:40
  or
• 4:40
  worrying
• 4:40
  about
• 4:40
  a
• 4:41
  PDP
• 4:41
  or
• 4:42
  pissing
• 4:42
  off
• 4:42
  the
• 4:43
  finance
• 4:43
  director
• 4:43
  or
• 4:44
  all
• 4:44
  the
• 4:44
  other
• 4:44
  stuff
• 4:44
  that
• 4:44
  matters.
• 4:45
  Right?
• 4:45
  And
• 4:47
  so,
• 4:47
  you
• 4:47
  know,
• 4:47
  that's
• 4:47
  a
• 4:47
  big
• 4:48
  part
• 4:48
  of
• 4:48
  it,
• 4:48
  really.
• 4:49
  And
• 4:49
  I
• 4:49
  get
• 4:49
  a
• 4:49
  big
• 4:49
  kick
• 4:50
  out
• 4:50
  of
• 4:50
  doing
• 4:50
  new
• 4:50
  things
• 4:50
  and
• 4:51
  most
• 4:51
  of
• 4:51
  all
• 4:51
  being
• 4:52
  around
• 4:52
  new
• 4:52
  people.
• 4:53
  Do
• 4:53
  you
• 4:53
  think
• 4:53
  that
• 4:53
  issue
• 4:54
  will
• 4:54
  become
• 4:55
  even
• 4:55
  more
• 4:55
  paramount
• 4:56
  as
• 4:56
  AI
• 4:56
  starts
• 4:57
  to
• 4:57
  take
• 4:57
  hold
• 4:57
  in
• 4:57
  organizations
• 4:58
  and
• 4:58
  starts
• 4:58
  challenging
• 4:59
  the
• 4:59
  way
• 5:00
  internal
• 5:00
  processes
• 5:01
  are
• 5:01
  run?
• 5:02
  I
• 5:02
  think
• 5:03
  with
• 5:03
  AI,
• 5:05
  any
• 5:05
  traditional,
• 5:06
  like
• 5:06
  digital
• 5:06
  transformation
• 5:07
  or
• 5:07
  big
• 5:07
  organizational
• 5:08
  cultural
• 5:08
  transformation,
• 5:10
  it
• 5:10
  was
• 5:10
  never
• 5:10
  optional.
• 5:11
  But
• 5:11
  like,
• 5:12
  some
• 5:12
  companies
• 5:12
  went
• 5:12
  very
• 5:12
  forcefully.
• 5:13
  Some
• 5:13
  people,
• 5:13
  some
• 5:14
  didn't
• 5:14
  do
• 5:14
  enough,
• 5:14
  some
• 5:14
  did
• 5:15
  it
• 5:15
  really
• 5:15
  elegantly,
• 5:16
  but
• 5:16
  it
• 5:16
  was
• 5:17
  sort
• 5:17
  of.
• 5:17
  Now
• 5:17
  it's
• 5:18
  like
• 5:18
  there's
• 5:18
  no
• 5:19
  choice,
• 5:19
  right?
• 5:19
  And
• 5:20
  there's
• 5:20
  an
• 5:20
  element
• 5:20
  of,
• 5:20
  like,
• 5:21
  different
• 5:21
  behaviors
• 5:22
  and
• 5:22
  different
• 5:22
  decisions
• 5:22
  being
• 5:23
  made
• 5:23
  that,
• 5:23
  you
• 5:24
  know,
• 5:24
  I'll
• 5:24
  give
• 5:25
  you
• 5:25
  a
• 5:25
  kind
• 5:26
  of
• 5:26
  context,
• 5:26
  example.
• 5:26
  Like
• 5:26
  a
• 5:27
  lot
• 5:27
  of.
• 5:27
  In
• 5:27
  the
• 5:27
  past,
• 5:28
  a
• 5:28
  lot
• 5:28
  of
• 5:28
  these
• 5:28
  great
• 5:28
  technologies
• 5:29
  out
• 5:29
  here,
• 5:29
  the
• 5:30
  digital
• 5:30
  leaders
• 5:30
  and
• 5:30
  the
• 5:31
  tech
• 5:31
  leaders
• 5:31
  and
• 5:31
  the
• 5:32
  business
• 5:32
  leaders
• 5:32
  would
• 5:33
  decide
• 5:34
  what
• 5:34
  was
• 5:34
  going
• 5:34
  to
• 5:34
  drive
• 5:35
  growth
• 5:35
  and
• 5:35
  pick
• 5:35
  their
• 5:35
  favorite
• 5:36
  search
• 5:36
  platform.
• 5:37
  A
• 5:37
  lot
• 5:37
  of
• 5:37
  it's
• 5:37
  coming
• 5:38
  from
• 5:38
  the
• 5:38
  CFO
• 5:38
  now,
• 5:38
  right?
• 5:39
  It's
• 5:39
  like,
• 5:39
  can
• 5:39
  we
• 5:39
  reduce
• 5:40
  our
• 5:40
  engineering
• 5:40
  headcount
• 5:41
  by,
• 5:41
  you
• 5:41
  know,
• 5:41
  on
• 5:42
  that
• 5:42
  particular
• 5:43
  agency
• 5:43
  by
• 5:44
  50%,
• 5:44
  by
• 5:45
  going
• 5:45
  to
• 5:45
  this
• 5:46
  platform
• 5:46
  or
• 5:47
  using
• 5:47
  low
• 5:47
  code
• 5:48
  or
• 5:48
  whatever.
• 5:48
  So
• 5:48
  I
• 5:49
  think
• 5:50
  one
• 5:50
  is
• 5:50
  happening
• 5:51
  anyway.
• 5:52
  And
• 5:52
  so
• 5:52
  there's
• 5:52
  less
• 5:53
  of
• 5:53
  a
• 5:54
  empathy
• 5:54
  around
• 5:54
  you.
• 5:55
  You
• 5:55
  do
• 5:55
  have
• 5:55
  to
• 5:55
  get
• 5:55
  on
• 5:56
  board.
• 5:56
  You
• 5:56
  certainly
• 5:56
  have
• 5:56
  to
• 5:56
  be
• 5:56
  informed.
• 5:57
  Okay.
• 5:57
  Right.
• 5:58
  That
• 5:58
  doesn't
• 5:58
  mean
• 5:59
  to
• 5:59
  say
• 5:59
  that
• 5:59
  there
• 5:59
  aren't
• 5:59
  loads
• 6:00
  of
• 6:00
  people
• 6:00
  doing
• 6:00
  it
• 6:00
  in
• 6:01
  a
• 6:01
  way
• 6:01
  that's
• 6:01
  considerate
• 6:02
  and
• 6:02
  bringing
• 6:02
  people
• 6:02
  on
• 6:02
  a
• 6:02
  journey.
• 6:03
  But
• 6:04
  this
• 6:04
  is
• 6:04
  one
• 6:04
  of
• 6:04
  those
• 6:04
  things
• 6:04
  that
• 6:05
  this
• 6:05
  isn't
• 6:05
  a
• 6:05
  tech
• 6:06
  thing.
• 6:06
  This
• 6:06
  is
• 6:06
  like
• 6:06
  probably
• 6:07
  one
• 6:07
  of
• 6:07
  the
• 6:07
  three
• 6:08
  most
• 6:08
  important
• 6:08
  moments
• 6:08
  in
• 6:08
  human
• 6:09
  history,
• 6:09
  frankly.
• 6:10
  So
• 6:10
  there's
• 6:10
  some
• 6:10
  inertial
• 6:11
  force
• 6:11
  inside
• 6:11
  the
• 6:11
  organizations
• 6:12
  that's
• 6:12
  compelling
• 6:13
  them
• 6:13
  to
• 6:13
  think
• 6:13
  differently,
• 6:14
  outside
• 6:14
  their
• 6:14
  process.
• 6:15
  So
• 6:15
  what
• 6:15
  should
• 6:15
  the
• 6:16
  narrative
• 6:16
  be
• 6:16
  around
• 6:17
  AI
• 6:17
  right
• 6:17
  now?
• 6:17
  In
• 6:18
  the
• 6:18
  industry.
• 6:18
  Like
• 6:18
  how,
• 6:19
  you
• 6:19
  know,
• 6:19
  should,
• 6:20
  should
• 6:20
  we
• 6:20
  pump
• 6:20
  the
• 6:20
  brakes
• 6:21
  on
• 6:21
  it?
• 6:21
  Should
• 6:21
  we
• 6:22
  be
• 6:22
  all
• 6:22
  in
• 6:22
  on
• 6:22
  it?
• 6:23
  Like,
• 6:23
  what's
• 6:23
  your,
• 6:24
  your
• 6:25
  candid
• 6:25
  frank
• 6:26
  take
• 6:26
  on
• 6:26
  how
• 6:26
  the
• 6:27
  industry
• 6:27
  should
• 6:27
  be
• 6:27
  approaching
• 6:28
  it
• 6:28
  right
• 6:28
  now?
• 6:29
  Well,
• 6:29
  I
• 6:29
  do
• 6:29
  know,
• 6:29
  I
• 6:29
  just
• 6:30
  been
• 6:30
  to
• 6:30
  see
• 6:30
  a
• 6:30
  few
• 6:30
  facial
• 6:31
  recognition
• 6:31
  stands
• 6:32
  and
• 6:32
  that
• 6:32
  always
• 6:33
  gives
• 6:33
  me
• 6:33
  sort
• 6:34
  of
• 6:34
  as
• 6:34
  much
• 6:34
  excitement
• 6:34
  as
• 6:35
  it
• 6:35
  does
• 6:35
  uncomfortableness.
• 6:36
  But
• 6:36
  I
• 6:37
  think
• 6:37
  mine's
• 6:37
  calm.
• 6:38
  Right.
• 6:38
  And
• 6:38
  when
• 6:39
  I
• 6:39
  was
• 6:39
  dealing
• 6:39
  with
• 6:39
  the
• 6:40
  press
• 6:41
  stuff
• 6:41
  for
• 6:42
  RTs,
• 6:43
  the
• 6:43
  narrative
• 6:43
  I
• 6:43
  got
• 6:44
  from
• 6:44
  the
• 6:44
  four
• 6:44
  brilliant
• 6:44
  leaders
• 6:44
  on
• 6:45
  the
• 6:45
  stage
• 6:45
  was
• 6:45
  like,
• 6:46
  what's
• 6:46
  the
• 6:46
  most
• 6:46
  impactful
• 6:47
  thing
• 6:47
  to
• 6:47
  your
• 6:47
  job
• 6:48
  in
• 6:48
  AI
• 6:48
  right
• 6:48
  now?
• 6:49
  And
• 6:49
  it
• 6:49
  wasn't,
• 6:49
  you
• 6:49
  know,
• 6:50
  not
• 6:50
  to
• 6:50
  knock
• 6:50
  these
• 6:50
  guys
• 6:50
  out
• 6:51
  there.
• 6:51
  Like
• 6:51
  it
• 6:51
  wasn't
• 6:51
  necessarily
• 6:51
  the
• 6:52
  innovation
• 6:52
  of
• 6:52
  the
• 6:52
  week
• 6:52
  or
• 6:53
  feature.
• 6:53
  It
• 6:54
  was,
• 6:54
  it's
• 6:54
  making
• 6:55
  my
• 6:55
  team
• 6:55
  build
• 6:55
  faster
• 6:56
  than
• 6:56
  ever.
• 6:56
  Yeah.
• 6:57
  And
• 6:57
  actually
• 6:57
  that
• 6:57
  is
• 6:57
  the
• 6:57
  biggest
• 6:58
  unlock
• 6:58
  for
• 6:58
  any
• 6:58
  technology
• 6:59
  leader.
• 6:59
  We're
• 6:59
  now,
• 6:59
  not
• 7:00
  always,
• 7:00
  you
• 7:01
  know,
• 7:01
  eight
• 7:01
  month
• 7:01
  project
• 7:02
  now
• 7:02
  maybe
• 7:02
  three
• 7:02
  months,
• 7:03
  we
• 7:03
  can
• 7:03
  deliver
• 7:03
  innovation
• 7:04
  quicker.
• 7:04
  So
• 7:04
  it's
• 7:04
  more
• 7:05
  that
• 7:05
  general
• 7:05
  superpower
• 7:06
  that
• 7:06
  I
• 7:06
  think
• 7:06
  is
• 7:07
  actually
• 7:07
  going
• 7:07
  to
• 7:07
  make
• 7:07
  the
• 7:08
  biggest
• 7:08
  difference.
• 7:09
  The
• 7:09
  kind
• 7:10
  of
• 7:10
  where
• 7:10
  I
• 7:11
  sit
• 7:11
  with
• 7:11
  AI
• 7:11
  is
• 7:11
  just
• 7:12
  like
• 7:12
  somewhere
• 7:12
  in
• 7:13
  the
• 7:13
  middle.
• 7:13
  Right.
• 7:13
  You
• 7:14
  go
• 7:14
  to
• 7:14
  one
• 7:14
  extreme
• 7:15
  like
• 7:15
  we
• 7:15
  did
• 7:15
  with
• 7:15
  NFT
• 7:16
  and
• 7:16
  Metaverse,
• 7:17
  we.
• 7:17
  Right,
• 7:17
  where
• 7:17
  it's
• 7:18
  just
• 7:18
  a
• 7:18
  bit
• 7:18
  crazy,
• 7:19
  a
• 7:19
  bit
• 7:19
  bewildering,
• 7:20
  a
• 7:20
  bit
• 7:20
  tribal,
• 7:20
  like
• 7:21
  everyone's,
• 7:21
  everyone's
• 7:22
  dead
• 7:22
  if
• 7:22
  you're
• 7:22
  not
• 7:22
  on
• 7:22
  AI.
• 7:23
  The
• 7:23
  other
• 7:23
  extreme
• 7:24
  is
• 7:24
  clearly
• 7:25
  ridiculous
• 7:26
  to
• 7:26
  ignore
• 7:26
  it
• 7:26
  and
• 7:27
  to
• 7:27
  not
• 7:27
  embrace
• 7:27
  it.
• 7:28
  But
• 7:28
  I'm
• 7:28
  hoping
• 7:28
  this
• 7:29
  next
• 7:29
  12
• 7:29
  months
• 7:29
  will
• 7:29
  become
• 7:30
  where
• 7:30
  the
• 7:30
  level
• 7:30
  headedness
• 7:31
  becomes
• 7:32
  because
• 7:32
  it's
• 7:32
  like,
• 7:32
  so
• 7:33
  what?
• 7:33
  I
• 7:33
  don't
• 7:33
  care
• 7:33
  how
• 7:34
  it
• 7:34
  works,
• 7:34
  what's
• 7:34
  the
• 7:34
  outcome,
• 7:35
  what
• 7:35
  does
• 7:35
  it
• 7:35
  mean
• 7:35
  to
• 7:35
  the
• 7:36
  customer?
• 7:36
  Like
• 7:36
  what
• 7:37
  are
• 7:37
  the
• 7:37
  meaningful
• 7:37
  impacts
• 7:38
  of
• 7:38
  this
• 7:38
  particular
• 7:39
  innovation?
• 7:40
  I
• 7:40
  think
• 7:40
  that
• 7:41
  I
• 7:41
  index
• 7:41
  a
• 7:42
  lot
• 7:42
  more
• 7:42
  on
• 7:42
  that
• 7:42
  conversation
• 7:43
  than
• 7:43
  which
• 7:43
  is
• 7:43
  the
• 7:44
  best
• 7:44
  LLM
• 7:44
  and
• 7:45
  do
• 7:45
  you
• 7:45
  like
• 7:45
  Claude?
• 7:46
  I'll
• 7:46
  leave
• 7:46
  that
• 7:47
  to
• 7:47
  the
• 7:47
  scientists.
• 7:48
  Right,
• 7:48
  right,
• 7:48
  that
• 7:49
  makes
• 7:49
  sense.
• 7:49
  Well,
• 7:49
  how
• 7:49
  do
• 7:49
  you
• 7:49
  think
• 7:49
  about
• 7:50
  it
• 7:50
  from
• 7:50
  an
• 7:50
  investment
• 7:50
  and
• 7:51
  technology
• 7:51
  deployment
• 7:52
  standpoint?
• 7:52
  Because
• 7:52
  I
• 7:52
  was
• 7:53
  having
• 7:53
  this
• 7:53
  interesting
• 7:53
  conversation
• 7:54
  last
• 7:54
  night
• 7:55
  after
• 7:56
  the
• 7:56
  conference
• 7:56
  concluded
• 7:57
  and
• 7:57
  I
• 7:57
  won't
• 7:57
  name
• 7:57
  names
• 7:58
  in
• 7:58
  terms
• 7:58
  of
• 7:58
  who
• 7:58
  the
• 7:58
  retailer
• 7:59
  was,
• 7:59
  but
• 7:59
  they
• 7:59
  were
• 8:00
  saying
• 8:00
  how
• 8:01
  they've
• 8:01
  got
• 8:01
  400
• 8:02
  different
• 8:02
  AI
• 8:03
  projects
• 8:03
  going
• 8:03
  on
• 8:04
  in
• 8:04
  that
• 8:05
  organization
• 8:06
  and
• 8:07
  that
• 8:08
  seems
• 8:08
  like
• 8:08
  a
• 8:08
  lot.
• 8:09
  And
• 8:09
  so
• 8:10
  how
• 8:10
  do
• 8:10
  you
• 8:10
  get
• 8:10
  a
• 8:10
  handle
• 8:10
  on
• 8:11
  that?
• 8:11
  How
• 8:11
  do
• 8:11
  you
• 8:11
  decide
• 8:12
  where
• 8:13
  to
• 8:13
  invest
• 8:13
  your
• 8:13
  time?
• 8:14
  Where
• 8:14
  do
• 8:14
  you
• 8:14
  invest
• 8:14
  your
• 8:15
  money?
• 8:15
  Who
• 8:15
  do
• 8:16
  you
• 8:16
  invest
• 8:16
  your
• 8:16
  money
• 8:16
  with?
• 8:17
  How
• 8:17
  do
• 8:17
  you
• 8:18
  decide
• 8:18
  what
• 8:18
  to
• 8:18
  build
• 8:18
  yourself,
• 8:19
  what
• 8:19
  to
• 8:19
  buy
• 8:20
  yourself?
• 8:20
  How
• 8:20
  do
• 8:21
  you
• 8:21
  think
• 8:21
  about
• 8:21
  all
• 8:21
  that?
• 8:22
  If
• 8:23
  you
• 8:23
  encountered
• 8:23
  that
• 8:23
  as
• 8:23
  a
• 8:24
  consultant,
• 8:24
  what
• 8:24
  would
• 8:24
  you
• 8:24
  do?
• 8:25
  These
• 8:26
  answers
• 8:26
  always
• 8:26
  have
• 8:26
  to
• 8:26
  be
• 8:27
  in
• 8:27
  context
• 8:27
  to
• 8:27
  the
• 8:27
  brand.
• 8:28
  Like
• 8:28
  Burberry
• 8:28
  is
• 8:28
  not
• 8:29
  the
• 8:29
  same
• 8:29
  as
• 8:29
  Asda
• 8:29
  and
• 8:29
  Asda's
• 8:30
  not
• 8:30
  the
• 8:30
  same
• 8:30
  as
• 8:30
  ever
• 8:31
  Cycles.
• 8:31
  Right.
• 8:32
  So
• 8:32
  but
• 8:32
  if
• 8:32
  I
• 8:32
  generalize
• 8:33
  the
• 8:33
  answer,
• 8:35
  you
• 8:35
  know,
• 8:37
  there's
• 8:38
  been
• 8:38
  lots
• 8:38
  of
• 8:38
  cycles
• 8:39
  around
• 8:39
  build
• 8:39
  and
• 8:39
  buy.
• 8:40
  Right.
• 8:40
  And
• 8:40
  the
• 8:40
  general
• 8:41
  rules
• 8:41
  been
• 8:41
  if
• 8:42
  it
• 8:42
  differentiates
• 8:43
  and
• 8:43
  it's
• 8:43
  not
• 8:43
  a
• 8:44
  massive
• 8:44
  hoo
• 8:44
  ha
• 8:44
  to
• 8:44
  build
• 8:45
  it
• 8:45
  and
• 8:45
  make
• 8:45
  a
• 8:45
  mess
• 8:45
  of
• 8:45
  it.
• 8:45
  Like,
• 8:46
  why
• 8:46
  build
• 8:46
  a
• 8:46
  commerce
• 8:46
  platform
• 8:47
  yourself
• 8:47
  generally
• 8:48
  when
• 8:48
  there
• 8:49
  are
• 8:49
  brilliant
• 8:49
  commerce
• 8:50
  platforms
• 8:50
  out
• 8:50
  there,
• 8:51
  but
• 8:51
  maybe
• 8:52
  do
• 8:52
  custom
• 8:52
  build
• 8:52
  for
• 8:52
  your
• 8:53
  website
• 8:53
  or
• 8:53
  other
• 8:54
  unique
• 8:55
  experiences.
• 8:55
  That's
• 8:56
  kind
• 8:56
  of
• 8:56
  been
• 8:56
  the
• 8:56
  divide
• 8:57
  for
• 8:57
  the
• 8:57
  last
• 8:57
  10
• 8:57
  years.
• 8:58
  But
• 8:58
  I
• 8:58
  think
• 8:58
  it's
• 8:58
  interesting
• 8:59
  because
• 8:59
  if
• 8:59
  AI
• 8:59
  does
• 9:00
  make
• 9:00
  it
• 9:00
  that
• 9:00
  easy
• 9:00
  to
• 9:01
  do
• 9:01
  software
• 9:01
  development,
• 9:02
  it's
• 9:02
  going
• 9:02
  to
• 9:02
  become
• 9:02
  more
• 9:02
  and
• 9:03
  more
• 9:03
  compelling
• 9:03
  for
• 9:03
  the
• 9:04
  brands
• 9:04
  to
• 9:04
  start
• 9:04
  bringing
• 9:05
  in
• 9:05
  house
• 9:05
  again
• 9:06
  and
• 9:06
  maybe
• 9:07
  some
• 9:07
  of
• 9:07
  these
• 9:07
  even
• 9:08
  more
• 9:08
  complicated
• 9:09
  services
• 9:09
  and
• 9:09
  capabilities.
• 9:10
  So.
• 9:10
  So
• 9:10
  I
• 9:11
  do
• 9:11
  think
• 9:11
  it's.
• 9:11
  It
• 9:12
  could
• 9:12
  go
• 9:12
  another
• 9:12
  swing.
• 9:13
  Yeah.
• 9:13
  I
• 9:13
  think
• 9:14
  the
• 9:14
  consultancy
• 9:14
  will
• 9:14
  have
• 9:14
  to
• 9:15
  stay
• 9:15
  on
• 9:15
  their
• 9:15
  toes,
• 9:17
  but
• 9:17
  it
• 9:17
  often
• 9:18
  depends
• 9:18
  on
• 9:18
  the
• 9:18
  maturity
• 9:18
  of
• 9:19
  the
• 9:19
  company.
• 9:19
  Right.
• 9:19
  You
• 9:19
  know,
• 9:19
  I've
• 9:20
  always
• 9:20
  looked
• 9:20
  up
• 9:20
  to,
• 9:21
  you
• 9:21
  know,
• 9:21
  Lego,
• 9:21
  for
• 9:22
  example,
• 9:22
  Frasers
• 9:23
  next.
• 9:23
  But
• 9:24
  they've
• 9:24
  got
• 9:24
  very
• 9:24
  big,
• 9:25
  strong
• 9:25
  competency
• 9:26
  around
• 9:26
  software
• 9:26
  engineering.
• 9:27
  Right.
• 9:27
  But
• 9:27
  if
• 9:28
  you're
• 9:28
  a
• 9:28
  DTC
• 9:29
  brand
• 9:29
  with
• 9:29
  a
• 9:29
  modest
• 9:30
  revenue
• 9:30
  that's
• 9:31
  growing,
• 9:32
  do
• 9:32
  you
• 9:32
  want
• 9:32
  to.
• 9:32
  Do
• 9:33
  you
• 9:33
  want
• 9:33
  to
• 9:33
  take
• 9:33
  that
• 9:33
  risk?
• 9:34
  So
• 9:35
  that's
• 9:36
  kind
• 9:36
  of
• 9:36
  where
• 9:36
  I'm
• 9:36
  at
• 9:36
  with
• 9:37
  this.
• 9:37
  So
• 9:37
  that's
• 9:37
  it.
• 9:37
  So
• 9:38
  let
• 9:38
  me
• 9:38
  put
• 9:38
  that
• 9:38
  back
• 9:38
  for
• 9:38
  you.
• 9:38
  That's
• 9:39
  a
• 9:39
  really
• 9:39
  interesting
• 9:39
  point.
• 9:39
  So
• 9:39
  you're
• 9:40
  basically
• 9:40
  saying
• 9:40
  like,
• 9:40
  so
• 9:41
  if
• 9:41
  you're
• 9:41
  more
• 9:41
  established,
• 9:42
  you're
• 9:42
  probably.
• 9:43
  Your
• 9:43
  proclivity
• 9:44
  potentially
• 9:44
  should
• 9:44
  be
• 9:45
  to
• 9:45
  take
• 9:45
  more
• 9:45
  of
• 9:45
  it
• 9:45
  in
• 9:46
  house
• 9:46
  and
• 9:46
  maybe
• 9:47
  look
• 9:47
  less
• 9:48
  externally
• 9:49
  to
• 9:50
  start
• 9:50
  up
• 9:50
  as
• 9:51
  many
• 9:51
  projects
• 9:51
  as
• 9:51
  you
• 9:51
  can
• 9:52
  and
• 9:52
  just
• 9:52
  really
• 9:52
  go
• 9:53
  slowly,
• 9:54
  calmly
• 9:54
  using
• 9:54
  your
• 9:54
  word
• 9:55
  with
• 9:55
  your
• 9:55
  internal
• 9:56
  development
• 9:56
  resources
• 9:57
  to
• 9:57
  take
• 9:57
  you
• 9:58
  where
• 9:58
  you
• 9:58
  want
• 9:58
  to
• 9:58
  go
• 9:58
  as
• 9:58
  an
• 9:59
  organization
• 9:59
  to
• 9:59
  meet
• 9:59
  the
• 9:59
  needs
• 10:00
  of
• 10:00
  your
• 10:00
  customer.
• 10:01
  Yeah.
• 10:01
  And
• 10:01
  the
• 10:01
  other
• 10:01
  thing,
• 10:02
  I
• 10:02
  was
• 10:02
  working
• 10:02
  with
• 10:02
  a
• 10:02
  client
• 10:02
  recently
• 10:03
  and
• 10:03
  I
• 10:03
  was
• 10:03
  kind
• 10:04
  of
• 10:04
  like
• 10:04
  we
• 10:04
  sort
• 10:05
  of
• 10:05
  put
• 10:05
  it
• 10:05
  into
• 10:05
  two
• 10:05
  buckets.
• 10:05
  I
• 10:06
  was
• 10:06
  like,
• 10:07
  let's
• 10:07
  leave
• 10:07
  the
• 10:07
  stuff
• 10:08
  we've
• 10:08
  got
• 10:08
  today
• 10:09
  and
• 10:09
  let's
• 10:10
  not
• 10:10
  jump
• 10:10
  on
• 10:10
  the
• 10:11
  ChatGPT
• 10:11
  Bang
• 10:12
  where
• 10:12
  I
• 10:12
  can
• 10:12
  just.
• 10:13
  And
• 10:13
  redesign
• 10:14
  your
• 10:14
  entire
• 10:14
  website
• 10:15
  and
• 10:15
  then
• 10:15
  realize
• 10:15
  actually
• 10:16
  most
• 10:16
  of
• 10:16
  your
• 10:16
  customers
• 10:16
  were
• 10:16
  pretty
• 10:17
  happy
• 10:17
  with
• 10:17
  in
• 10:17
  the
• 10:17
  first
• 10:17
  place.
• 10:18
  Right.
• 10:18
  Let's
• 10:18
  not
• 10:18
  go
• 10:18
  rogue
• 10:19
  on
• 10:19
  a
• 10:19
  200
• 10:19
  million
• 10:19
  channel.
• 10:20
  Right.
• 10:20
  But
• 10:20
  if
• 10:21
  you
• 10:21
  want
• 10:21
  to
• 10:21
  start
• 10:21
  a
• 10:21
  microsite
• 10:22
  for
• 10:22
  like
• 10:22
  a
• 10:23
  Runway
• 10:23
  show
• 10:23
  or
• 10:23
  a
• 10:23
  unique
• 10:24
  moment,
• 10:25
  well,
• 10:25
  why
• 10:26
  not
• 10:26
  play
• 10:26
  in
• 10:26
  that
• 10:26
  area?
• 10:26
  Why
• 10:27
  not
• 10:27
  play
• 10:27
  in
• 10:28
  some
• 10:28
  kind
• 10:29
  of
• 10:29
  capability
• 10:29
  you
• 10:29
  haven't
• 10:30
  had
• 10:30
  before?
• 10:31
  Because
• 10:31
  You've
• 10:31
  got
• 10:31
  nothing
• 10:31
  to
• 10:32
  lose.
• 10:32
  Right.
• 10:32
  So
• 10:32
  a
• 10:33
  very
• 10:33
  operational
• 10:33
  one
• 10:33
  would
• 10:34
  be
• 10:34
  if
• 10:35
  you
• 10:35
  can't,
• 10:35
  you
• 10:36
  know,
• 10:36
  take
• 10:36
  fashion
• 10:36
  brands,
• 10:38
  the
• 10:38
  photo
• 10:39
  studios
• 10:39
  can
• 10:39
  only
• 10:40
  handle
• 10:40
  a
• 10:40
  certain
• 10:40
  amount
• 10:40
  of
• 10:40
  images
• 10:42
  and
• 10:42
  operations
• 10:43
  around
• 10:43
  getting
• 10:43
  this
• 10:44
  outfit
• 10:44
  with
• 10:44
  one
• 10:44
  model,
• 10:45
  maybe
• 10:45
  two,
• 10:46
  five
• 10:46
  shots.
• 10:47
  So
• 10:47
  I'm
• 10:47
  not
• 10:47
  replacing
• 10:48
  anyone's
• 10:48
  job
• 10:49
  by
• 10:49
  using
• 10:49
  AI
• 10:49
  to
• 10:49
  generate
• 10:50
  100
• 10:50
  me
• 10:51
  in
• 10:51
  different
• 10:51
  skin
• 10:51
  tone
• 10:52
  ages.
• 10:52
  So
• 10:52
  I'm
• 10:52
  kind
• 10:52
  of
• 10:52
  like
• 10:53
  play
• 10:53
  with
• 10:53
  that.
• 10:53
  Because
• 10:54
  you're
• 10:54
  not
• 10:55
  making
• 10:55
  anyone
• 10:55
  redundant.
• 10:55
  You
• 10:56
  can't
• 10:56
  achieve
• 10:56
  that
• 10:56
  scale
• 10:57
  personalization
• 10:57
  anyway.
• 10:58
  What's
• 10:59
  he
• 10:59
  got
• 10:59
  to
• 10:59
  lose?
• 11:00
  But
• 11:00
  I
• 11:01
  would
• 11:01
  be
• 11:01
  a
• 11:01
  bit
• 11:01
  more
• 11:01
  watch
• 11:02
  and
• 11:02
  see
• 11:02
  with
• 11:03
  like
• 11:03
  really
• 11:04
  messing
• 11:04
  with
• 11:04
  this.com
• 11:05
  experience.
• 11:05
  Because
• 11:06
  despite
• 11:06
  what
• 11:07
  the
• 11:07
  consultants
• 11:07
  tell
• 11:07
  you,
• 11:08
  I
• 11:08
  go
• 11:08
  like,
• 11:08
  do
• 11:08
  you
• 11:08
  know
• 11:08
  what?
• 11:08
  I
• 11:09
  still
• 11:09
  use
• 11:09
  desktop
• 11:09
  over
• 11:10
  mobile.
• 11:10
  Pisses
• 11:11
  me
• 11:11
  off
• 11:11
  like
• 11:11
  tapping
• 11:12
  on
• 11:12
  my
• 11:12
  phone
• 11:12
  trying
• 11:13
  to
• 11:13
  book
• 11:13
  a
• 11:13
  flight.
• 11:14
  And
• 11:14
  I,
• 11:15
  I
• 11:15
  still
• 11:15
  actually
• 11:15
  don't
• 11:16
  find
• 11:16
  it
• 11:16
  that
• 11:16
  hard
• 11:16
  to
• 11:16
  find
• 11:16
  a
• 11:17
  medium
• 11:17
  green
• 11:17
  jumper
• 11:17
  using
• 11:18
  the
• 11:18
  drop
• 11:18
  down
• 11:18
  box.
• 11:19
  Right.
• 11:19
  So
• 11:20
  figure
• 11:20
  out
• 11:21
  you've
• 11:21
  got
• 11:21
  a
• 11:21
  real
• 11:21
  problem
• 11:21
  to
• 11:22
  solve
• 11:22
  before
• 11:22
  you
• 11:22
  go
• 11:23
  go
• 11:23
  crazy
• 11:23
  with
• 11:23
  the
• 11:23
  AI.
• 11:24
  Right,
• 11:24
  yeah,
• 11:25
  that's
• 11:25
  a
• 11:25
  good
• 11:25
  point.
• 11:25
  Yeah.
• 11:25
  Cause
• 11:26
  the
• 11:26
  other
• 11:26
  thing
• 11:26
  we've
• 11:26
  been
• 11:26
  hearing
• 11:26
  too
• 11:26
  is
• 11:27
  like
• 11:27
  what
• 11:27
  are
• 11:28
  the
• 11:28
  jobs
• 11:28
  that
• 11:28
  you're
• 11:28
  just
• 11:28
  not
• 11:29
  getting
• 11:29
  done
• 11:29
  in
• 11:29
  your
• 11:29
  organization?
• 11:30
  Even
• 11:30
  though
• 11:30
  you
• 11:30
  probably
• 11:31
  think
• 11:31
  they're
• 11:31
  getting
• 11:31
  done,
• 11:32
  if
• 11:32
  you
• 11:32
  really
• 11:33
  pulled
• 11:34
  back
• 11:34
  the
• 11:34
  covers
• 11:34
  on
• 11:34
  them,
• 11:34
  they're
• 11:35
  probably
• 11:35
  not.
• 11:36
  And
• 11:36
  that's
• 11:36
  probably
• 11:36
  low
• 11:36
  hanging
• 11:37
  fruit
• 11:37
  to
• 11:37
  help
• 11:37
  you
• 11:37
  from
• 11:37
  a
• 11:38
  productivity
• 11:38
  standpoint.
• 11:39
  Yeah.
• 11:39
  And
• 11:39
  what
• 11:39
  I'm
• 11:40
  seeing
• 11:40
  in
• 11:40
  answer
• 11:40
  to
• 11:41
  your
• 11:41
  great
• 11:41
  example,
• 11:41
  with
• 11:41
  this
• 11:42
  company
• 11:42
  that's
• 11:42
  got
• 11:42
  hundreds
• 11:42
  of
• 11:43
  AI
• 11:43
  projects,
• 11:44
  we
• 11:44
  then
• 11:45
  got
• 11:45
  the
• 11:45
  next
• 11:45
  thing
• 11:45
  which
• 11:45
  is
• 11:46
  about
• 11:48
  how
• 11:48
  do
• 11:48
  we
• 11:48
  govern
• 11:49
  that.
• 11:49
  Right.
• 11:49
  Because
• 11:50
  in
• 11:50
  my
• 11:51
  career
• 11:51
  when
• 11:51
  the
• 11:51
  website's
• 11:52
  fallen
• 11:52
  over,
• 11:52
  we
• 11:52
  all
• 11:53
  got
• 11:53
  told
• 11:53
  off
• 11:53
  in
• 11:53
  a
• 11:54
  respectful
• 11:54
  way.
• 11:54
  But
• 11:54
  we
• 11:54
  knew
• 11:55
  which
• 11:55
  team
• 11:55
  was
• 11:55
  fixing
• 11:55
  it.
• 11:55
  We
• 11:56
  knew
• 11:56
  a
• 11:56
  process,
• 11:56
  we
• 11:57
  knew
• 11:57
  how
• 11:57
  to
• 11:57
  get
• 11:57
  the
• 11:57
  website
• 11:57
  back
• 11:58
  online.
• 11:59
  But
• 11:59
  there
• 11:59
  was
• 11:59
  a
• 11:59
  human
• 11:59
  accountability.
• 12:00
  I
• 12:01
  knew
• 12:01
  if
• 12:01
  I'd
• 12:01
  had
• 12:01
  a
• 12:01
  good
• 12:01
  day
• 12:01
  at
• 12:02
  the
• 12:02
  office
• 12:02
  or
• 12:02
  not.
• 12:03
  But
• 12:03
  if
• 12:03
  agents
• 12:04
  are
• 12:04
  running
• 12:05
  my
• 12:05
  pricing,
• 12:06
  my
• 12:06
  content
• 12:07
  display,
• 12:08
  the
• 12:09
  operational
• 12:09
  side
• 12:09
  of
• 12:09
  the
• 12:09
  website
• 12:09
  and
• 12:10
  it
• 12:10
  falls
• 12:10
  over,
• 12:10
  where
• 12:11
  does
• 12:11
  the
• 12:11
  buck
• 12:11
  fall?
• 12:12
  So
• 12:12
  I
• 12:12
  think
• 12:12
  there's
• 12:12
  some
• 12:12
  very
• 12:13
  fundamental
• 12:13
  questions
• 12:14
  on
• 12:14
  how
• 12:14
  do
• 12:14
  we
• 12:15
  govern
• 12:15
  all
• 12:15
  these
• 12:15
  agents
• 12:16
  that
• 12:16
  might
• 12:16
  be
• 12:16
  either
• 12:17
  changing
• 12:17
  the
• 12:17
  website
• 12:17
  or
• 12:18
  doing
• 12:18
  some
• 12:18
  of
• 12:18
  the
• 12:18
  technology
• 12:19
  engineering
• 12:19
  piece
• 12:20
  that's
• 12:20
  going
• 12:20
  to
• 12:20
  be
• 12:20
  an
• 12:21
  industry
• 12:21
  in
• 12:21
  itself.
• 12:21
  And
• 12:22
  so
• 12:22
  I
• 12:22
  think
• 12:22
  you're
• 12:22
  going
• 12:22
  to
• 12:23
  see
• 12:23
  an
• 12:23
  emergence
• 12:23
  of
• 12:24
  platforms
• 12:24
  that
• 12:24
  are
• 12:24
  going
• 12:24
  to
• 12:25
  manage
• 12:25
  that
• 12:25
  problem
• 12:25
  for
• 12:25
  you.
• 12:26
  Like
• 12:26
  as
• 12:26
  a
• 12:26
  tech
• 12:27
  director,
• 12:27
  I'm
• 12:27
  going
• 12:27
  to
• 12:27
  need
• 12:27
  a
• 12:28
  dashboard
• 12:28
  to
• 12:29
  feel
• 12:29
  in
• 12:29
  somewhat
• 12:29
  control
• 12:30
  of
• 12:31
  the
• 12:31
  commercial
• 12:31
  and
• 12:32
  technology
• 12:32
  performance
• 12:32
  of
• 12:33
  my
• 12:33
  channels.
• 12:35
  I
• 12:35
  think
• 12:35
  that's
• 12:35
  a
• 12:36
  great
• 12:36
  opportunity
• 12:36
  for
• 12:36
  some
• 12:36
  business
• 12:37
  in
• 12:37
  this
• 12:37
  room
• 12:38
  to
• 12:38
  like
• 12:38
  be
• 12:39
  that
• 12:39
  safety
• 12:39
  net
• 12:39
  and
• 12:40
  be
• 12:40
  the,
• 12:40
  you
• 12:41
  thought
• 12:41
  the
• 12:41
  user
• 12:41
  friendly
• 12:42
  part
• 12:42
  of
• 12:42
  running
• 12:42
  your
• 12:42
  job,
• 12:42
  right?
• 12:43
  Yeah.
• 12:43
  Wow.
• 12:43
  Yeah.
• 12:44
  AI
• 12:44
  is
• 12:44
  really
• 12:44
  going
• 12:44
  to
• 12:44
  prove
• 12:44
  the
• 12:44
  mettle
• 12:45
  of
• 12:45
  a
• 12:45
  lot
• 12:45
  of
• 12:46
  executives
• 12:46
  based
• 12:46
  on
• 12:47
  what
• 12:47
  you
• 12:47
  just
• 12:47
  said.
• 12:47
  All
• 12:48
  right,
• 12:48
  let's
• 12:48
  get
• 12:48
  you
• 12:48
  out
• 12:48
  of
• 12:48
  here
• 12:48
  on
• 12:49
  this.
• 12:49
  In
• 12:49
  the
• 12:49
  interest
• 12:49
  of
• 12:49
  time,
• 12:51
  what's
• 12:51
  the
• 12:51
  one
• 12:52
  question
• 12:52
  or
• 12:52
  the
• 12:52
  one
• 12:53
  thing
• 12:53
  you
• 12:53
  would
• 12:53
  want
• 12:53
  every
• 12:54
  retail
• 12:54
  CEO
• 12:55
  to
• 12:55
  understand
• 12:56
  about
• 12:56
  what
• 12:57
  technology
• 12:57
  can
• 12:58
  and
• 12:58
  cannot
• 12:59
  do
• 12:59
  for
• 12:59
  their
• 12:59
  businesses?
• 13:00
  Well,
• 13:00
  it
• 13:01
  can't
• 13:01
  make
• 13:01
  it
• 13:01
  human.
• 13:01
  Right?
• 13:02
  And
• 13:02
  I
• 13:02
  know
• 13:03
  so
• 13:03
  for
• 13:03
  me,
• 13:04
  when
• 13:04
  I
• 13:04
  look
• 13:04
  back
• 13:06
  on
• 13:06
  all
• 13:06
  of
• 13:07
  this
• 13:07
  and
• 13:07
  the
• 13:07
  thing
• 13:08
  that
• 13:08
  like
• 13:09
  the
• 13:09
  reason
• 13:09
  I'm
• 13:09
  sort
• 13:09
  of
• 13:10
  having
• 13:10
  a
• 13:10
  good
• 13:10
  day
• 13:10
  today
• 13:10
  is
• 13:11
  based
• 13:11
  on
• 13:11
  the
• 13:11
  fact
• 13:11
  that
• 13:11
  like
• 13:11
  hundreds
• 13:12
  of
• 13:12
  people
• 13:12
  over
• 13:12
  my
• 13:12
  career
• 13:13
  have
• 13:13
  like
• 13:13
  supported
• 13:14
  me,
• 13:14
  taught
• 13:14
  me,
• 13:15
  educated
• 13:16
  me,
• 13:16
  coached
• 13:17
  me
• 13:17
  and
• 13:17
  been,
• 13:18
  you
• 13:18
  know,
• 13:18
  I've
• 13:18
  had
• 13:19
  so
• 13:19
  many
• 13:19
  interactions
• 13:19
  around
• 13:20
  like
• 13:20
  my
• 13:20
  career
• 13:20
  development.
• 13:21
  I
• 13:21
  go
• 13:21
  like,
• 13:22
  if
• 13:22
  you've
• 13:22
  lose
• 13:23
  sight
• 13:23
  of
• 13:23
  the
• 13:23
  fact
• 13:23
  that
• 13:24
  people,
• 13:25
  how
• 13:25
  important
• 13:26
  people
• 13:26
  are
• 13:26
  in
• 13:26
  your
• 13:26
  organizations,
• 13:27
  how
• 13:27
  much
• 13:28
  they
• 13:28
  care
• 13:28
  about
• 13:28
  your
• 13:28
  brand,
• 13:29
  the
• 13:29
  purpose
• 13:29
  and
• 13:29
  integrity
• 13:30
  behind
• 13:30
  like
• 13:30
  being
• 13:31
  part
• 13:31
  of
• 13:31
  that
• 13:31
  organization,
• 13:33
  then
• 13:33
  it
• 13:33
  will
• 13:33
  become
• 13:33
  very
• 13:34
  soulless.
• 13:34
  And
• 13:34
  I
• 13:35
  swear
• 13:35
  that
• 13:35
  will
• 13:35
  reflect
• 13:36
  in
• 13:36
  the
• 13:36
  customer
• 13:36
  and
• 13:36
  the
• 13:36
  brand
• 13:37
  eventually.
• 13:37
  Right.
• 13:38
  And
• 13:38
  I
• 13:38
  think
• 13:38
  the
• 13:38
  companies,
• 13:39
  the
• 13:39
  retailers
• 13:40
  and
• 13:40
  brands
• 13:40
  that
• 13:40
  maintain
• 13:41
  a
• 13:41
  really
• 13:41
  strong
• 13:42
  compass
• 13:42
  on
• 13:42
  just
• 13:43
  like
• 13:43
  being
• 13:44
  human,
• 13:44
  creating
• 13:44
  real
• 13:45
  life
• 13:45
  events,
• 13:45
  building
• 13:46
  teams,
• 13:47
  supporting
• 13:48
  young
• 13:48
  people
• 13:48
  into
• 13:49
  their
• 13:49
  organization
• 13:50
  who've
• 13:50
  got
• 13:50
  new
• 13:50
  ideas,
• 13:51
  skills,
• 13:51
  they're
• 13:52
  probably
• 13:52
  better
• 13:52
  than
• 13:52
  us
• 13:52
  at
• 13:52
  all
• 13:53
  of
• 13:53
  this.
• 13:54
  I
• 13:54
  actually
• 13:54
  think
• 13:54
  that's
• 13:54
  a
• 13:54
  massive
• 13:55
  differentiator
• 13:56
  and
• 13:56
  the
• 13:56
  biggest
• 13:57
  losers
• 13:57
  will
• 13:57
  be
• 13:57
  the
• 13:57
  one
• 13:57
  that
• 13:58
  only
• 13:58
  focus
• 13:58
  on
• 13:58
  the
• 13:59
  tech.
• 13:59
  Yeah,
• 13:59
  that's
• 14:00
  a
• 14:00
  great
• 14:00
  point.
• 14:00
  It's
• 14:01
  funny
• 14:01
  you
• 14:01
  said
• 14:01
  mentor
• 14:02
  because
• 14:02
  I
• 14:02
  had
• 14:02
  a
• 14:02
  mentor
• 14:02
  used
• 14:02
  to
• 14:03
  tell
• 14:03
  me
• 14:03
  doing
• 14:04
  retail
• 14:04
  right
• 14:04
  is
• 14:05
  always
• 14:05
  about,
• 14:05
  it's
• 14:05
  always
• 14:05
  about
• 14:06
  digital,
• 14:06
  it's
• 14:06
  about
• 14:06
  physical
• 14:07
  and
• 14:07
  it's
• 14:07
  about
• 14:07
  human.
• 14:08
  Those
• 14:08
  are
• 14:08
  the
• 14:08
  three
• 14:08
  elements
• 14:08
  that
• 14:09
  you
• 14:09
  got
• 14:09
  to
• 14:09
  get
• 14:09
  right
• 14:09
  to
• 14:09
  do
• 14:10
  retail
• 14:10
  the
• 14:10
  right
• 14:10
  way.
• 14:10
  So
• 14:11
  thanks
• 14:11
  for
• 14:11
  your
• 14:11
  time,
• 14:12
  man.
• 14:12
  Really
• 14:12
  appreciate
• 14:13
  it.
• 14:13
  Really
• 14:13
  appreciate
• 14:13
  it.
• 14:14
  Giles
• 14:14
  Smith,
• 14:14
  thanks
• 14:15
  for
• 14:15
  joining
• 14:15
  us.
• 14:16
  Thanks
• 14:16
  to
• 14:16
  the
• 14:16
  Retail
• 14:17
  Technology
• 14:17
  show
• 14:17
  and
• 14:17
  Evusion
• 14:18
  for
• 14:19
  helping
• 14:19
  us
• 14:19
  put
• 14:19
  on
• 14:20
  all
• 14:20
  this
• 14:20
  great
• 14:20
  coverage,
• 14:21
  bring
• 14:21
  you
• 14:21
  all
• 14:21
  this
• 14:21
  great
• 14:22
  coverage,
• 14:22
  I
• 14:22
  should
• 14:22
  say
• 14:23
  from
• 14:23
  the
• 14:23
  conference
• 14:23
  all,
• 14:24
  all
• 14:24
  week
• 14:24
  long.
• 14:24
  On
• 14:24
  behalf
• 14:25
  of
• 14:25
  all
• 14:25
  of
• 14:25
  us
• 14:25
  at
• 14:25
  Omnitalk
• 14:26
  Retail,
• 14:26
  as
• 14:26
  always,
• 14:27
  be
• 14:27
  careful
• 14:27
  out
• 14:27
  there.