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How Tapestry is Turning AI Into a Retail Operating System | Avinash Kaushik at CommerceNext 2025 · 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'm
• 0:03
  Anne
• 0:03
  Mazinga.
• 0:03
  We
• 0:04
  are
• 0:04
  coming
• 0:04
  to
• 0:04
  you
• 0:04
  live
• 0:04
  once
• 0:05
  again
• 0:05
  from
• 0:05
  the
• 0:05
  Commerce
• 0:06
  Next
• 0:06
  Grow
• 0:06
  show
• 0:07
  in
• 0:07
  New
• 0:07
  York
• 0:08
  City.
• 0:08
  Before
• 0:08
  we
• 0:09
  get
• 0:09
  started,
• 0:09
  we
• 0:09
  want
• 0:09
  to
• 0:10
  give
• 0:10
  a
• 0:10
  big
• 0:11
  thank
• 0:11
  you
• 0:11
  to
• 0:12
  the
• 0:12
  team
• 0:12
  at
• 0:13
  GrayOrange
• 0:13
  for
• 0:14
  helping
• 0:14
  us
• 0:14
  bring
• 0:14
  you
• 0:15
  all
• 0:15
  the
• 0:15
  interviews
• 0:16
  here
• 0:16
  at
• 0:16
  Commerce
• 0:17
  Next.
• 0:17
  The
• 0:17
  G
• 0:17
  store
• 0:18
  platform
• 0:18
  from
• 0:18
  GreyOrange
• 0:19
  helps
• 0:19
  retailers
• 0:19
  like
• 0:20
  H
• 0:20
  and
• 0:20
  M
• 0:21
  achieve
• 0:21
  real
• 0:21
  time
• 0:22
  inventory
• 0:22
  visibility,
• 0:23
  providing
• 0:23
  H
• 0:23
  and
• 0:23
  M
• 0:24
  with
• 0:24
  the
• 0:24
  same
• 0:25
  inventory
• 0:25
  data
• 0:25
  in
• 0:26
  store
• 0:26
  as
• 0:27
  they
• 0:27
  have
• 0:27
  online
• 0:28
  Commerce
• 0:29
  Next
• 0:29
  attendees.
• 0:30
  If
• 0:30
  you're
• 0:30
  here
• 0:30
  in
• 0:30
  New
• 0:31
  York
• 0:31
  City,
• 0:31
  you
• 0:31
  can
• 0:31
  head
• 0:32
  to
• 0:32
  the
• 0:32
  H&M
• 0:32
  SoHo
• 0:33
  flagship
• 0:33
  store
• 0:34
  at
• 0:34
  591
• 0:35
  Broadway.
• 0:36
  Today,
• 0:36
  tomorrow,
• 0:37
  Thursday.
• 0:37
  Whenever
• 0:38
  you
• 0:38
  want
• 0:38
  to
• 0:39
  see
• 0:39
  the
• 0:39
  many
• 0:39
  benefits
• 0:40
  of
• 0:40
  G
• 0:40
  Store
• 0:41
  for
• 0:41
  yourself
• 0:42
  and
• 0:42
  for
• 0:42
  those
• 0:42
  at
• 0:43
  home
• 0:43
  watching,
• 0:44
  you
• 0:44
  can
• 0:44
  also
• 0:44
  go
• 0:45
  to
• 0:45
  our
• 0:45
  YouTube
• 0:45
  channel
• 0:45
  and
• 0:46
  see
• 0:46
  the
• 0:46
  video
• 0:46
  that
• 0:46
  Ann
• 0:47
  shot
• 0:47
  at
• 0:47
  that
• 0:47
  store.
• 0:48
  Yes,
• 0:48
  I
• 0:48
  think
• 0:48
  it
• 0:48
  was
• 0:49
  during
• 0:49
  this
• 0:49
  conference
• 0:49
  last.
• 0:50
  It
• 0:50
  was.
• 0:50
  It
• 0:51
  was
• 0:51
  exactly
• 0:51
  a
• 0:51
  year
• 0:52
  ago
• 0:52
  today.
• 0:52
  And
• 0:52
  there's
• 0:52
  some
• 0:53
  much
• 0:53
  more
• 0:53
  in
• 0:53
  store
• 0:54
  right
• 0:54
  now.
• 0:54
  So
• 0:54
  much
• 0:55
  more
• 0:55
  in
• 0:55
  store
• 0:55
  with
• 0:56
  cheese.
• 0:56
  Store
• 0:56
  always
• 0:57
  is.
• 0:57
  All
• 0:57
  right,
• 0:58
  well,
• 0:58
  joining
• 0:58
  us
• 0:59
  now
• 0:59
  is
• 0:59
  Avinash
• 1:00
  Kaushik,
• 1:01
  who
• 1:01
  leads
• 1:01
  brand
• 1:01
  strategy
• 1:02
  and
• 1:02
  transformation
• 1:03
  for
• 1:04
  Tapestry.
• 1:05
  Welcome
• 1:05
  to
• 1:05
  omnitalk.
• 1:06
  Thanks
• 1:06
  for
• 1:06
  being
• 1:06
  here
• 1:07
  with
• 1:07
  us.
• 1:07
  Excited
• 1:08
  to
• 1:08
  be
• 1:08
  here.
• 1:08
  I
• 1:09
  almost
• 1:09
  thought
• 1:09
  you
• 1:09
  would
• 1:09
  say
• 1:10
  use
• 1:10
  promo
• 1:10
  code
• 1:10
  ANN
• 1:11
  for
• 1:11
  20%
• 1:11
  off.
• 1:12
  I
• 1:12
  mean,
• 1:13
  if
• 1:14
  they
• 1:14
  can.
• 1:15
  If
• 1:16
  retailers
• 1:16
  want
• 1:17
  a
• 1:17
  promo
• 1:17
  code,
• 1:19
  I
• 1:19
  think
• 1:19
  that
• 1:20
  we
• 1:20
  could
• 1:20
  make
• 1:20
  that
• 1:20
  happen.
• 1:21
  Right.
• 1:21
  Don't
• 1:22
  put
• 1:22
  a
• 1:22
  passer.
• 1:22
  We
• 1:22
  got
• 1:22
  Kaz
• 1:23
  up
• 1:23
  next.
• 1:23
  That
• 1:24
  might
• 1:24
  be
• 1:24
  part
• 1:24
  of
• 1:24
  the
• 1:24
  pitch
• 1:25
  for
• 1:25
  Kaz
• 1:25
  here
• 1:25
  in
• 1:26
  about
• 1:26
  an
• 1:26
  hour.
• 1:27
  But
• 1:27
  anyway,
• 1:28
  so
• 1:28
  tell
• 1:28
  us
• 1:28
  a
• 1:28
  little
• 1:28
  bit
• 1:29
  about
• 1:29
  yourself.
• 1:29
  Tell
• 1:29
  us
• 1:29
  about
• 1:30
  your
• 1:30
  background
• 1:30
  and
• 1:30
  what
• 1:30
  it
• 1:31
  is
• 1:31
  that
• 1:31
  you
• 1:31
  do.
• 1:32
  So
• 1:32
  I'm
• 1:33
  a
• 1:33
  part
• 1:33
  of
• 1:33
  the
• 1:33
  global
• 1:33
  brand
• 1:34
  transformation
• 1:34
  team
• 1:35
  at
• 1:35
  Tapestry.
• 1:36
  Across
• 1:36
  coach
• 1:36
  Kate
• 1:37
  Spade,
• 1:37
  Stuart
• 1:37
  Weisman
• 1:38
  and
• 1:39
  I
• 1:39
  spend
• 1:39
  time
• 1:39
  with
• 1:40
  our
• 1:40
  teams
• 1:40
  in
• 1:40
  New
• 1:40
  York,
• 1:41
  London,
• 1:41
  Shanghai
• 1:42
  and
• 1:42
  Tokyo.
• 1:42
  Oh,
• 1:43
  wow.
• 1:43
  To
• 1:43
  figure
• 1:43
  out
• 1:44
  how
• 1:44
  to
• 1:44
  can
• 1:45
  be
• 1:45
  innovatively
• 1:45
  driving
• 1:46
  the
• 1:46
  business
• 1:46
  forward.
• 1:47
  And
• 1:48
  I
• 1:49
  work
• 1:49
  with
• 1:49
  two
• 1:49
  different
• 1:50
  really
• 1:51
  interesting
• 1:51
  people.
• 1:52
  Scott
• 1:52
  Rowe,
• 1:52
  our
• 1:53
  global
• 1:53
  CFO
• 1:53
  at
• 1:53
  Tapestry,
• 1:54
  and
• 1:55
  Sandeep
• 1:55
  Seth,
• 1:56
  who
• 1:56
  is
• 1:56
  our
• 1:56
  VP
• 1:57
  of
• 1:57
  global
• 1:57
  growth.
• 1:58
  So
• 1:58
  really
• 1:59
  interesting
• 1:59
  sort
• 1:59
  of
• 1:59
  pressures
• 2:00
  to
• 2:00
  try
• 2:00
  and
• 2:00
  drive
• 2:01
  the
• 2:01
  business
• 2:01
  forward.
• 2:01
  And
• 2:02
  what's
• 2:02
  your
• 2:02
  background?
• 2:03
  Ah,
• 2:04
  so
• 2:04
  I.
• 2:05
  I'm
• 2:05
  famous.
• 2:06
  You're
• 2:06
  famous.
• 2:07
  Oh,
• 2:07
  all
• 2:07
  right.
• 2:07
  Wow.
• 2:08
  Of
• 2:08
  course
• 2:08
  you
• 2:09
  are.
• 2:09
  I've
• 2:09
  written
• 2:09
  a
• 2:10
  couple
• 2:10
  of
• 2:10
  bestselling
• 2:10
  books
• 2:10
  on
• 2:11
  analytics.
• 2:11
  I
• 2:11
  spent
• 2:12
  16
• 2:12
  years
• 2:12
  at
• 2:13
  Google
• 2:14
  in
• 2:14
  product
• 2:15
  and
• 2:15
  then
• 2:15
  sales
• 2:16
  and
• 2:16
  marketing.
• 2:17
  And
• 2:18
  then
• 2:19
  my
• 2:19
  last
• 2:19
  gig
• 2:20
  was
• 2:21
  working
• 2:22
  as
• 2:22
  a
• 2:22
  chief
• 2:22
  strategy
• 2:23
  officer
• 2:23
  at
• 2:24
  agency
• 2:25
  in
• 2:25
  London.
• 2:25
  Got
• 2:25
  it.
• 2:26
  And
• 2:26
  so
• 2:26
  in
• 2:26
  that
• 2:26
  role
• 2:26
  of
• 2:26
  strategy
• 2:27
  and
• 2:27
  transformation,
• 2:27
  what
• 2:27
  are
• 2:28
  you
• 2:28
  specifically
• 2:28
  focused
• 2:29
  on
• 2:29
  in
• 2:29
  particular?
• 2:30
  Anything
• 2:31
  you
• 2:31
  want
• 2:31
  to
• 2:31
  highlight
• 2:31
  for
• 2:31
  our
• 2:31
  audience?
• 2:32
  Yeah,
• 2:32
  so
• 2:33
  one
• 2:33
  of
• 2:33
  the
• 2:33
  things
• 2:33
  that
• 2:34
  Sandeep,
• 2:35
  our
• 2:35
  VP
• 2:36
  of
• 2:36
  Growth,
• 2:37
  sort
• 2:38
  of
• 2:38
  deeply
• 2:38
  believes
• 2:39
  is
• 2:39
  this
• 2:39
  idea
• 2:39
  of
• 2:41
  brand
• 2:41
  led
• 2:42
  growth,
• 2:42
  like
• 2:43
  growing
• 2:43
  brands
• 2:43
  in
• 2:44
  a
• 2:44
  very
• 2:44
  transformative
• 2:44
  way
• 2:45
  through
• 2:45
  brand
• 2:46
  marketing
• 2:46
  at
• 2:46
  the
• 2:46
  very
• 2:47
  core
• 2:47
  of
• 2:48
  what
• 2:48
  the
• 2:48
  company's
• 2:48
  competitive
• 2:49
  advantage
• 2:49
  is.
• 2:49
  And
• 2:50
  he's
• 2:50
  done
• 2:50
  this
• 2:50
  sort
• 2:51
  of
• 2:51
  again
• 2:51
  and
• 2:51
  again
• 2:51
  and
• 2:51
  again.
• 2:52
  And
• 2:52
  so
• 2:52
  that's
• 2:53
  the
• 2:53
  work
• 2:53
  that
• 2:53
  we.
• 2:53
  Need
• 2:54
  that
• 2:54
  you're
• 2:55
  helping
• 2:55
  him
• 2:55
  spearhead.
• 2:56
  Exactly.
• 2:56
  Got
• 2:56
  it.
• 2:57
  Well,
• 2:57
  and
• 2:58
  today
• 2:59
  you
• 2:59
  have
• 2:59
  a
• 2:59
  very,
• 3:00
  which
• 3:01
  I'm
• 3:01
  sure
• 3:01
  will
• 3:01
  be
• 3:01
  one
• 3:01
  of
• 3:02
  the
• 3:02
  hottest
• 3:03
  attended
• 3:04
  sessions
• 3:04
  at
• 3:04
  Commerce
• 3:05
  next
• 3:05
  year.
• 3:05
  Today
• 3:06
  you're
• 3:06
  going
• 3:06
  to
• 3:06
  talk
• 3:06
  about
• 3:06
  AI's
• 3:07
  role
• 3:07
  in
• 3:08
  impacting
• 3:09
  digital
• 3:09
  marketing.
• 3:11
  Tell
• 3:11
  us
• 3:12
  a
• 3:12
  little
• 3:12
  bit
• 3:12
  about
• 3:12
  what
• 3:12
  you're
• 3:13
  going
• 3:13
  to
• 3:13
  cover
• 3:13
  during
• 3:13
  that
• 3:14
  session
• 3:14
  and
• 3:15
  what
• 3:15
  you
• 3:15
  hope
• 3:15
  that
• 3:15
  the
• 3:16
  audience
• 3:16
  is
• 3:16
  going
• 3:16
  to
• 3:16
  take
• 3:16
  away.
• 3:17
  Yeah,
• 3:17
  yeah,
• 3:17
  of
• 3:17
  course,
• 3:18
  of
• 3:18
  course.
• 3:18
  So
• 3:19
  you
• 3:20
  know,
• 3:20
  you,
• 3:20
  you,
• 3:20
  you
• 3:21
  work
• 3:21
  for
• 3:21
  20
• 3:22
  years
• 3:22
  in
• 3:22
  the
• 3:22
  Silicon
• 3:22
  Valley.
• 3:23
  You
• 3:23
  can't
• 3:23
  but
• 3:24
  be
• 3:24
  infected
• 3:25
  by
• 3:25
  the
• 3:25
  AI
• 3:25
  bug.
• 3:26
  But
• 3:26
  over
• 3:27
  the
• 3:27
  last
• 3:27
  two
• 3:27
  years
• 3:27
  I've
• 3:28
  seen
• 3:28
  sort
• 3:28
  of
• 3:28
  a
• 3:28
  fundamental
• 3:29
  transformation
• 3:30
  about
• 3:31
  AI
• 3:31
  changing
• 3:32
  so
• 3:32
  many
• 3:33
  things
• 3:33
  that
• 3:33
  we
• 3:34
  tend
• 3:34
  to
• 3:34
  do.
• 3:34
  So
• 3:34
  I
• 3:34
  tend
• 3:35
  to
• 3:35
  think
• 3:35
  of
• 3:35
  AI
• 3:36
  not
• 3:36
  as
• 3:36
  like
• 3:36
  a
• 3:37
  just
• 3:37
  a
• 3:37
  chatgpt
• 3:38
  or
• 3:38
  something
• 3:39
  we
• 3:39
  can
• 3:39
  use
• 3:39
  to
• 3:40
  do
• 3:40
  better
• 3:40
  forecasting,
• 3:41
  but
• 3:41
  as
• 3:42
  it
• 3:42
  is
• 3:42
  becoming
• 3:43
  an
• 3:43
  operating
• 3:43
  system
• 3:44
  for
• 3:44
  the
• 3:44
  company,
• 3:44
  every
• 3:45
  dimension
• 3:45
  of
• 3:46
  the
• 3:46
  company
• 3:46
  is
• 3:46
  impacted.
• 3:47
  So
• 3:47
  at
• 3:47
  Tapestry,
• 3:48
  we
• 3:48
  are
• 3:48
  using
• 3:48
  AI
• 3:49
  to
• 3:49
  solve
• 3:50
  super
• 3:50
  hard
• 3:50
  problems,
• 3:51
  like
• 3:51
  answering
• 3:51
  our
• 3:52
  CFO's
• 3:52
  question
• 3:52
  around
• 3:53
  what
• 3:53
  is
• 3:53
  the
• 3:53
  incrementality
• 3:54
  of
• 3:54
  marketing?
• 3:55
  What
• 3:55
  happens
• 3:55
  if
• 3:55
  you
• 3:56
  fire
• 3:56
  everybody
• 3:56
  in
• 3:56
  the
• 3:57
  marketing
• 3:57
  department?
• 3:58
  It's
• 3:58
  a
• 3:58
  really
• 3:58
  difficult
• 3:59
  question
• 3:59
  to
• 3:59
  answer,
• 4:00
  but
• 4:00
  we
• 4:00
  can
• 4:00
  use
• 4:01
  advanced
• 4:02
  analytics
• 4:02
  and
• 4:02
  statistics
• 4:03
  and
• 4:03
  machine
• 4:04
  learning
• 4:04
  algorithms
• 4:04
  to
• 4:04
  answer
• 4:05
  that
• 4:05
  question.
• 4:05
  On
• 4:06
  the
• 4:06
  other
• 4:06
  hand,
• 4:06
  we're
• 4:07
  also
• 4:07
  of
• 4:07
  course
• 4:08
  we
• 4:08
  build
• 4:09
  a
• 4:09
  lot
• 4:09
  of
• 4:10
  impressive
• 4:11
  creative
• 4:11
  campaigns
• 4:12
  around
• 4:12
  the
• 4:12
  world
• 4:12
  and
• 4:12
  AI
• 4:13
  is
• 4:13
  helping
• 4:13
  us
• 4:13
  figure
• 4:14
  out
• 4:14
  how
• 4:14
  to
• 4:14
  do
• 4:14
  that
• 4:14
  faster,
• 4:15
  cheaper,
• 4:15
  better
• 4:16
  than
• 4:16
  we
• 4:17
  have
• 4:17
  ever
• 4:17
  managed
• 4:17
  to
• 4:17
  do
• 4:17
  before.
• 4:18
  And
• 4:18
  on
• 4:19
  the
• 4:19
  other
• 4:19
  side,
• 4:19
  you
• 4:20
  can
• 4:20
  see
• 4:20
  companies
• 4:20
  using
• 4:21
  AI
• 4:21
  to
• 4:21
  figure
• 4:22
  out
• 4:22
  how
• 4:22
  to
• 4:22
  do
• 4:22
  performance
• 4:23
  reviews
• 4:23
  better
• 4:23
  in
• 4:24
  companies
• 4:24
  for
• 4:24
  employees
• 4:25
  or
• 4:25
  predict
• 4:26
  churn
• 4:26
  for
• 4:26
  customers.
• 4:27
  So
• 4:27
  these
• 4:27
  are
• 4:28
  just
• 4:28
  some
• 4:28
  examples
• 4:29
  where
• 4:30
  AI
• 4:30
  is
• 4:31
  truly
• 4:31
  becoming
• 4:31
  an
• 4:32
  operating
• 4:32
  system,
• 4:33
  like
• 4:33
  an
• 4:33
  OS
• 4:33
  for
• 4:34
  the
• 4:34
  company,
• 4:34
  used
• 4:35
  in
• 4:35
  many
• 4:35
  different
• 4:35
  ways.
• 4:36
  Avinash,
• 4:36
  I
• 4:36
  have
• 4:37
  a
• 4:37
  quick
• 4:37
  question.
• 4:38
  So
• 4:38
  you
• 4:38
  mentioned
• 4:39
  brand
• 4:39
  being
• 4:40
  core
• 4:40
  to
• 4:42
  how
• 4:42
  you
• 4:42
  do
• 4:42
  all
• 4:43
  of
• 4:43
  the
• 4:43
  work
• 4:44
  and
• 4:44
  innovation
• 4:44
  at
• 4:45
  Tapestry.
• 4:45
  How
• 4:46
  do
• 4:46
  you
• 4:46
  think
• 4:46
  you
• 4:47
  make
• 4:47
  sure
• 4:47
  that
• 4:48
  the
• 4:48
  brand
• 4:48
  still
• 4:48
  stands
• 4:49
  out
• 4:49
  when
• 4:49
  you're
• 4:50
  deploying
• 4:50
  AI
• 4:51
  to
• 4:51
  help
• 4:51
  with
• 4:52
  things
• 4:52
  like
• 4:52
  marketing
• 4:53
  or
• 4:53
  those
• 4:53
  big
• 4:54
  campaigns?
• 4:54
  I
• 4:55
  mean,
• 4:55
  do
• 4:55
  you
• 4:55
  think
• 4:55
  that
• 4:55
  they
• 4:56
  can
• 4:56
  coexist
• 4:56
  together?
• 4:57
  Oh,
• 4:58
  Jesus,
• 4:58
  yes.
• 5:02
  So
• 5:02
  remember,
• 5:03
  at
• 5:03
  the
• 5:03
  very
• 5:04
  core
• 5:04
  of
• 5:04
  extraordinary
• 5:05
  brand
• 5:06
  building
• 5:06
  is
• 5:07
  like
• 5:07
  a
• 5:07
  story
• 5:08
  And
• 5:08
  a
• 5:08
  creative
• 5:09
  idea,
• 5:09
  an
• 5:09
  ethos
• 5:10
  that
• 5:10
  you
• 5:10
  stand
• 5:10
  for.
• 5:11
  And
• 5:11
  so
• 5:12
  about
• 5:12
  five
• 5:12
  years
• 5:13
  ago
• 5:13
  at
• 5:13
  Coach,
• 5:14
  we
• 5:14
  said
• 5:15
  that
• 5:16
  our
• 5:16
  brand
• 5:16
  led
• 5:17
  platform
• 5:17
  will
• 5:17
  be
• 5:17
  courage.
• 5:18
  That's
• 5:19
  the
• 5:19
  platform
• 5:19
  we're
• 5:19
  going
• 5:19
  to
• 5:19
  stand
• 5:20
  for
• 5:20
  based
• 5:20
  on
• 5:20
  extensive
• 5:21
  ethnographic
• 5:22
  research
• 5:22
  around
• 5:22
  Gen
• 5:22
  Z,
• 5:23
  et
• 5:23
  cetera,
• 5:23
  et
• 5:23
  cetera
• 5:23
  and
• 5:24
  where
• 5:24
  we
• 5:24
  want
• 5:24
  the
• 5:24
  future
• 5:24
  of
• 5:24
  the
• 5:25
  company
• 5:25
  to
• 5:25
  be.
• 5:25
  So
• 5:26
  over
• 5:26
  the
• 5:26
  last
• 5:26
  five
• 5:27
  years,
• 5:27
  20
• 5:27
  twice
• 5:27
  a
• 5:28
  year
• 5:28
  we
• 5:28
  built
• 5:28
  on
• 5:29
  that
• 5:29
  platform
• 5:30
  contiguous
• 5:31
  stories
• 5:31
  that
• 5:31
  still
• 5:32
  are
• 5:32
  about
• 5:32
  courage.
• 5:33
  Find
• 5:33
  your
• 5:33
  courage,
• 5:34
  find
• 5:34
  your
• 5:34
  shine.
• 5:35
  And
• 5:35
  all
• 5:35
  of
• 5:35
  these
• 5:35
  campaigns
• 5:36
  that
• 5:36
  we're
• 5:36
  doing
• 5:36
  and
• 5:37
  when
• 5:37
  we
• 5:37
  do
• 5:38
  these,
• 5:39
  these
• 5:39
  incredible
• 5:40
  campaigns,
• 5:41
  the
• 5:42
  research
• 5:42
  we
• 5:42
  do
• 5:43
  leverage
• 5:43
  synthetic
• 5:44
  humans
• 5:44
  and
• 5:44
  so
• 5:44
  we
• 5:45
  can
• 5:45
  move
• 5:45
  faster
• 5:46
  than
• 5:46
  going
• 5:46
  and
• 5:47
  doing
• 5:47
  very
• 5:47
  expensive
• 5:48
  and
• 5:48
  long
• 5:48
  term
• 5:49
  studies,
• 5:49
  etc.
• 5:49
  Which
• 5:50
  we
• 5:50
  also
• 5:50
  do
• 5:50
  from
• 5:50
  time
• 5:51
  to
• 5:51
  time.
• 5:51
  Yes.
• 5:51
  Yeah.
• 5:52
  When
• 5:52
  we
• 5:52
  build
• 5:52
  creative,
• 5:54
  we
• 5:54
  do
• 5:54
  rapid
• 5:54
  iterations
• 5:55
  of
• 5:55
  the
• 5:55
  creative
• 5:56
  and
• 5:56
  we
• 5:57
  use
• 5:57
  that
• 5:57
  AI
• 5:57
  has
• 5:58
  a
• 5:58
  role
• 5:58
  to
• 5:58
  play
• 5:58
  in
• 5:58
  it.
• 5:59
  Then
• 5:59
  one
• 5:59
  of
• 6:00
  our
• 6:00
  true
• 6:01
  competitive
• 6:01
  strengths
• 6:02
  is
• 6:03
  every
• 6:03
  CMO
• 6:04
  believes
• 6:04
  they
• 6:04
  are
• 6:05
  God's
• 6:05
  gift
• 6:05
  to
• 6:05
  humanity.
• 6:06
  Right.
• 6:06
  I
• 6:06
  don't
• 6:06
  know
• 6:07
  what
• 6:07
  you're
• 6:07
  talking
• 6:07
  about.
• 6:09
  A
• 6:09
  creative,
• 6:11
  but
• 6:11
  we
• 6:11
  have
• 6:11
  like
• 6:11
  this
• 6:12
  very
• 6:12
  forward
• 6:13
  looking
• 6:13
  CMO
• 6:14
  June
• 6:14
  Silverstein
• 6:15
  who
• 6:16
  comes
• 6:16
  up
• 6:16
  with
• 6:16
  these
• 6:16
  extraordinary
• 6:17
  campaigns.
• 6:18
  But
• 6:18
  we
• 6:19
  use
• 6:20
  AI
• 6:20
  to
• 6:21
  pre
• 6:21
  test
• 6:21
  them
• 6:22
  against
• 6:22
  the
• 6:22
  audience.
• 6:22
  We're
• 6:23
  intending
• 6:23
  it
• 6:24
  so
• 6:24
  we
• 6:24
  let
• 6:24
  the
• 6:25
  target
• 6:25
  audience
• 6:25
  have
• 6:26
  a
• 6:26
  voice
• 6:26
  in
• 6:26
  the
• 6:26
  process.
• 6:27
  We
• 6:27
  actually
• 6:28
  going
• 6:28
  to
• 6:28
  market.
• 6:28
  So
• 6:29
  you
• 6:29
  can
• 6:29
  see
• 6:29
  how
• 6:30
  in
• 6:30
  multiple
• 6:31
  dimensions
• 6:32
  of
• 6:32
  the
• 6:32
  lens,
• 6:32
  we're
• 6:33
  able
• 6:33
  to
• 6:33
  do
• 6:34
  better
• 6:34
  brand
• 6:35
  marketing.
• 6:35
  We're
• 6:36
  able
• 6:36
  to
• 6:36
  stand
• 6:36
  out
• 6:36
  from
• 6:37
  the
• 6:37
  competitors,
• 6:38
  do
• 6:38
  it
• 6:38
  faster
• 6:39
  and
• 6:39
  yet
• 6:40
  get
• 6:40
  our
• 6:40
  stories
• 6:41
  in
• 6:41
  front
• 6:41
  of
• 6:41
  audiences
• 6:42
  that
• 6:42
  are
• 6:42
  most
• 6:42
  relevant
• 6:43
  to
• 6:43
  us.
• 6:43
  It's
• 6:44
  a
• 6:44
  really
• 6:44
  hard
• 6:44
  problem
• 6:44
  to
• 6:45
  solve.
• 6:45
  AI
• 6:45
  makes
• 6:45
  it
• 6:46
  easier.
• 6:46
  Yeah,
• 6:46
  it
• 6:47
  makes
• 6:47
  sense.
• 6:47
  I
• 6:47
  mean
• 6:48
  the
• 6:48
  way
• 6:48
  I
• 6:48
  encapsulate
• 6:49
  what
• 6:49
  you
• 6:49
  just
• 6:49
  said
• 6:49
  is
• 6:49
  if
• 6:50
  you
• 6:50
  are
• 6:50
  deploying
• 6:51
  it
• 6:51
  correctly,
• 6:51
  it
• 6:51
  increases
• 6:52
  your
• 6:52
  probability
• 6:52
  of
• 6:53
  success.
• 6:54
  And
• 6:54
  shout
• 6:55
  out
• 6:55
  to
• 6:55
  JC
• 6:55
  too.
• 6:55
  The
• 6:56
  first
• 6:56
  JC
• 6:56
  drop
• 6:56
  in
• 6:57
  the
• 6:57
  history
• 6:57
  of
• 6:57
  Omnitalk
• 6:58
  retail.
• 6:58
  All
• 6:59
  right.
• 6:59
  I
• 6:59
  want
• 6:59
  to
• 6:59
  go
• 6:59
  a
• 6:59
  little
• 6:59
  bit
• 6:59
  deeper
• 7:00
  on
• 7:00
  the
• 7:00
  engineering
• 7:00
  side
• 7:00
  of
• 7:01
  this
• 7:01
  and
• 7:01
  this
• 7:01
  might
• 7:01
  be
• 7:01
  out
• 7:01
  of
• 7:01
  your
• 7:02
  purview
• 7:02
  a
• 7:02
  little
• 7:02
  bit
• 7:02
  too,
• 7:03
  but
• 7:03
  when
• 7:03
  you
• 7:03
  talked
• 7:03
  about
• 7:04
  the
• 7:04
  operating
• 7:04
  system,
• 7:04
  I
• 7:04
  think
• 7:05
  that's
• 7:05
  very
• 7:05
  interesting.
• 7:05
  It's
• 7:05
  something
• 7:06
  we've
• 7:06
  been
• 7:06
  hearing
• 7:06
  a
• 7:06
  lot
• 7:07
  from
• 7:07
  different
• 7:07
  retailers
• 7:08
  that
• 7:08
  we've
• 7:08
  had
• 7:08
  on
• 7:08
  the
• 7:08
  program
• 7:09
  and
• 7:09
  different
• 7:09
  providers
• 7:10
  too.
• 7:11
  How
• 7:11
  do
• 7:11
  you
• 7:11
  think
• 7:11
  about
• 7:12
  that?
• 7:12
  Like
• 7:12
  we've
• 7:12
  heard
• 7:13
  things
• 7:13
  like
• 7:13
  there
• 7:13
  should
• 7:14
  be
• 7:14
  different
• 7:15
  brains
• 7:15
  or
• 7:16
  decision
• 7:16
  engines
• 7:17
  that
• 7:17
  are
• 7:17
  powering
• 7:18
  the
• 7:18
  entire
• 7:18
  organization
• 7:19
  or
• 7:19
  should
• 7:20
  there
• 7:20
  be
• 7:20
  multiple
• 7:21
  brains
• 7:21
  or
• 7:21
  decision
• 7:22
  engines
• 7:22
  powering
• 7:22
  the
• 7:23
  organization
• 7:23
  as
• 7:23
  you're
• 7:23
  setting
• 7:24
  up
• 7:24
  this
• 7:24
  operating
• 7:24
  system?
• 7:25
  How
• 7:25
  do
• 7:25
  you
• 7:25
  think
• 7:25
  about
• 7:25
  that?
• 7:26
  Yeah.
• 7:26
  So
• 7:27
  for
• 7:27
  the
• 7:27
  next
• 7:28
  decade
• 7:29
  we
• 7:29
  will
• 7:29
  continue
• 7:30
  to
• 7:30
  have
• 7:31
  narrow
• 7:32
  AI
• 7:32
  and
• 7:32
  general
• 7:33
  AI,
• 7:33
  which
• 7:34
  means
• 7:34
  there
• 7:34
  will
• 7:34
  be
• 7:36
  solutions
• 7:37
  in
• 7:37
  the
• 7:37
  marketplace
• 7:38
  that
• 7:38
  do
• 7:38
  one
• 7:38
  thing,
• 7:39
  and
• 7:39
  they
• 7:39
  do
• 7:39
  that
• 7:40
  really,
• 7:40
  really,
• 7:40
  really
• 7:41
  well.
• 7:41
  Okay.
• 7:42
  And
• 7:42
  we
• 7:42
  see
• 7:42
  a
• 7:42
  bunch
• 7:42
  of
• 7:43
  these
• 7:43
  today,
• 7:43
  and
• 7:44
  then
• 7:44
  you
• 7:44
  see
• 7:44
  These
• 7:44
  foundational
• 7:45
  models,
• 7:45
  ChatGPT,
• 7:46
  Anthropic,
• 7:47
  et
• 7:47
  cetera,
• 7:47
  et
• 7:47
  cetera,
• 7:48
  that
• 7:48
  do
• 7:48
  a
• 7:49
  lot
• 7:49
  of
• 7:49
  different
• 7:50
  things
• 7:50
  well
• 7:51
  or
• 7:51
  very
• 7:52
  well.
• 7:52
  Yeah.
• 7:52
  So
• 7:53
  these
• 7:53
  two
• 7:53
  things
• 7:53
  will
• 7:54
  coexist
• 7:54
  for
• 7:54
  the
• 7:55
  next
• 7:55
  decade.
• 7:55
  And
• 7:55
  what
• 7:55
  we
• 7:56
  have
• 7:56
  to
• 7:56
  figure
• 7:56
  out
• 7:56
  is,
• 7:56
  so
• 7:57
  one
• 7:57
  of
• 7:57
  the
• 7:57
  things
• 7:57
  we
• 7:57
  are,
• 7:58
  we,
• 7:58
  you
• 7:58
  know,
• 7:59
  working
• 7:59
  for
• 7:59
  our
• 7:59
  cfo,
• 8:00
  he's
• 8:00
  very
• 8:01
  interested
• 8:01
  in
• 8:01
  the
• 8:02
  increasing
• 8:03
  accuracy
• 8:03
  of
• 8:04
  forecasting,
• 8:04
  so
• 8:05
  we
• 8:05
  can
• 8:05
  do
• 8:05
  the
• 8:05
  right
• 8:05
  logistics,
• 8:06
  right,
• 8:06
  right
• 8:06
  products,
• 8:07
  etc.
• 8:07
  Etc.
• 8:08
  We
• 8:08
  use
• 8:08
  a
• 8:08
  narrow
• 8:08
  AI
• 8:09
  to
• 8:09
  solve
• 8:09
  that
• 8:09
  problem
• 8:10
  because
• 8:10
  it's
• 8:10
  a
• 8:10
  very,
• 8:11
  very,
• 8:11
  very
• 8:11
  unique
• 8:12
  and
• 8:12
  specialized
• 8:12
  problem.
• 8:13
  And
• 8:13
  narrow
• 8:14
  AI
• 8:14
  is
• 8:14
  better
• 8:14
  for
• 8:14
  that.
• 8:15
  But
• 8:15
  then
• 8:15
  when
• 8:15
  we
• 8:16
  do,
• 8:16
  when
• 8:16
  we're
• 8:16
  using
• 8:17
  AI
• 8:17
  for
• 8:17
  our
• 8:18
  creative
• 8:18
  processes,
• 8:19
  we
• 8:19
  use
• 8:19
  a
• 8:19
  general
• 8:19
  AI,
• 8:20
  because
• 8:20
  at
• 8:20
  the
• 8:20
  moment,
• 8:20
  these
• 8:21
  models
• 8:21
  are
• 8:21
  actually
• 8:22
  really,
• 8:22
  really
• 8:23
  good
• 8:23
  at
• 8:23
  that
• 8:24
  application.
• 8:25
  I
• 8:25
  do
• 8:25
  think
• 8:26
  that
• 8:26
  as
• 8:26
  you
• 8:26
  look
• 8:26
  beyond
• 8:27
  2035,
• 8:28
  you
• 8:28
  will
• 8:28
  see
• 8:29
  the
• 8:29
  emergence
• 8:29
  of
• 8:29
  what
• 8:30
  I
• 8:30
  call
• 8:30
  super
• 8:30
  general
• 8:31
  intelligence.
• 8:31
  Really?
• 8:32
  Which
• 8:32
  means
• 8:32
  we
• 8:32
  might
• 8:32
  live
• 8:33
  in
• 8:33
  a
• 8:33
  world
• 8:33
  where
• 8:33
  we
• 8:34
  will
• 8:34
  have
• 8:34
  this
• 8:35
  really
• 8:35
  big,
• 8:36
  fast,
• 8:36
  crazy,
• 8:37
  foundational
• 8:37
  model
• 8:37
  that
• 8:38
  may
• 8:38
  be
• 8:38
  able
• 8:38
  to
• 8:38
  do
• 8:39
  everything
• 8:39
  we
• 8:39
  humans
• 8:40
  do
• 8:40
  better.
• 8:40
  Now,
• 8:41
  is
• 8:41
  that
• 8:41
  going
• 8:41
  to
• 8:41
  happen
• 8:41
  in,
• 8:42
  like,
• 8:42
  2036?
• 8:43
  Is
• 8:43
  it
• 8:43
  going
• 8:43
  to
• 8:43
  happen?
• 8:43
  No
• 8:44
  fear.
• 8:44
  No
• 8:44
  fear
• 8:45
  at
• 8:45
  all.
• 8:46
  I'm
• 8:46
  an
• 8:46
  AI
• 8:47
  optimist,
• 8:48
  but
• 8:48
  that's
• 8:48
  where
• 8:48
  we're
• 8:49
  going.
• 8:49
  That's
• 8:49
  exactly
• 8:49
  right.
• 8:50
  That's
• 8:50
  where
• 8:50
  we're
• 8:50
  going.
• 8:50
  And
• 8:51
  makes
• 8:52
  sense.
• 8:52
  Every
• 8:52
  one
• 8:53
  of
• 8:53
  us
• 8:53
  that
• 8:53
  figures
• 8:53
  out,
• 8:54
  how
• 8:54
  do
• 8:54
  we
• 8:54
  do
• 8:54
  podcasting
• 8:55
  a
• 8:55
  little
• 8:55
  better,
• 8:56
  how
• 8:56
  do
• 8:56
  we
• 8:56
  do
• 8:56
  marketing
• 8:57
  a
• 8:57
  little
• 8:57
  better,
• 8:57
  how
• 8:57
  do
• 8:57
  we
• 8:57
  do
• 8:57
  finance
• 8:58
  better
• 8:58
  every
• 8:58
  single
• 8:59
  day?
• 8:59
  Right
• 8:59
  now,
• 9:00
  it
• 9:00
  doesn't
• 9:00
  matter
• 9:00
  where
• 9:01
  we're
• 9:01
  going
• 9:01
  to
• 9:01
  head
• 9:01
  with
• 9:02
  a
• 9:02
  bunch
• 9:02
  of
• 9:02
  narrow
• 9:02
  AIs
• 9:03
  or
• 9:03
  a
• 9:03
  big
• 9:03
  general
• 9:03
  AI,
• 9:05
  people
• 9:05
  who
• 9:05
  are
• 9:06
  willing
• 9:06
  to
• 9:06
  learn
• 9:07
  and
• 9:07
  relearn
• 9:07
  and
• 9:08
  relearn.
• 9:08
  They
• 9:08
  will
• 9:09
  be
• 9:09
  fine.
• 9:09
  Got
• 9:09
  it.
• 9:10
  So
• 9:10
  the
• 9:10
  bigger
• 9:10
  AIs
• 9:11
  acquire
• 9:11
  the
• 9:11
  little
• 9:11
  AIs
• 9:12
  or
• 9:12
  the
• 9:12
  narrow
• 9:12
  AIs
• 9:13
  in
• 9:13
  the
• 9:13
  long
• 9:13
  run,
• 9:13
  too.
• 9:14
  That's
• 9:14
  probably
• 9:14
  what
• 9:14
  happens.
• 9:14
  All
• 9:15
  right,
• 9:15
  all
• 9:15
  right,
• 9:16
  so
• 9:16
  you're
• 9:16
  at
• 9:16
  the
• 9:16
  show
• 9:16
  Commerce
• 9:17
  next.
• 9:17
  There's
• 9:17
  a
• 9:17
  lot
• 9:17
  of
• 9:17
  cool,
• 9:18
  interesting
• 9:18
  technology
• 9:19
  here.
• 9:19
  Is
• 9:20
  there
• 9:20
  anything
• 9:20
  you're
• 9:20
  particularly
• 9:21
  interested
• 9:21
  in
• 9:21
  seeing
• 9:21
  or
• 9:22
  that
• 9:22
  you
• 9:22
  have
• 9:22
  your
• 9:22
  eye
• 9:22
  on?
• 9:23
  Yes.
• 9:24
  So
• 9:24
  one
• 9:25
  of
• 9:25
  the
• 9:25
  things
• 9:25
  that
• 9:25
  at
• 9:26
  Tapestry,
• 9:26
  we
• 9:26
  are
• 9:27
  really
• 9:27
  interested
• 9:27
  in
• 9:28
  in
• 9:28
  is
• 9:28
  ensuring
• 9:29
  that
• 9:29
  we
• 9:29
  are
• 9:29
  delivering
• 9:29
  delight
• 9:30
  to
• 9:30
  our
• 9:30
  customers.
• 9:31
  Okay.
• 9:31
  If
• 9:31
  you
• 9:31
  like,
• 9:31
  get
• 9:32
  an
• 9:32
  email,
• 9:32
  we
• 9:32
  want
• 9:33
  the
• 9:33
  email
• 9:33
  to
• 9:33
  be
• 9:34
  as
• 9:34
  responsive
• 9:35
  to
• 9:35
  your
• 9:35
  behavior
• 9:36
  as
• 9:36
  possible.
• 9:37
  If
• 9:37
  we
• 9:37
  come
• 9:38
  to
• 9:38
  our
• 9:38
  website,
• 9:38
  we
• 9:39
  want
• 9:39
  it
• 9:39
  to
• 9:39
  be
• 9:39
  as
• 9:39
  responsive
• 9:39
  as
• 9:40
  possible.
• 9:40
  If
• 9:40
  you
• 9:40
  walk
• 9:40
  into
• 9:40
  our
• 9:41
  store
• 9:41
  here
• 9:41
  at
• 9:41
  Fifth
• 9:42
  Avenue,
• 9:42
  Please
• 9:42
  go.
• 9:42
  Our
• 9:42
  flagship
• 9:43
  store.
• 9:43
  I've
• 9:43
  been
• 9:43
  there.
• 9:44
  Yeah.
• 9:44
  The
• 9:44
  leather
• 9:45
  dinosaur,
• 9:45
  right?
• 9:46
  Yes.
• 9:47
  He's
• 9:47
  speaking
• 9:47
  the
• 9:48
  truth.
• 9:48
  Unbelievable.
• 9:50
  So
• 9:50
  go
• 9:50
  to
• 9:50
  Fifth
• 9:51
  Avenue
• 9:51
  when
• 9:51
  you
• 9:51
  walk
• 9:51
  into
• 9:51
  the
• 9:52
  store.
• 9:52
  We
• 9:52
  want
• 9:52
  to
• 9:52
  be
• 9:53
  the
• 9:53
  most
• 9:53
  responsible,
• 9:53
  responsive
• 9:53
  companies.
• 9:54
  So
• 9:54
  what
• 9:54
  I
• 9:54
  am
• 9:55
  particularly
• 9:55
  interested
• 9:56
  is
• 9:56
  it
• 9:56
  figuring
• 9:57
  out
• 9:57
  how,
• 9:57
  with
• 9:58
  the
• 9:58
  limited
• 9:58
  data
• 9:59
  we
• 9:59
  have,
• 9:59
  with
• 9:59
  permission
• 10:00
  of
• 10:00
  our
• 10:00
  customers,
• 10:01
  how
• 10:01
  can
• 10:01
  we
• 10:01
  still
• 10:01
  create
• 10:02
  experiences
• 10:03
  across
• 10:03
  all
• 10:03
  of
• 10:03
  these
• 10:04
  things
• 10:04
  that
• 10:05
  are
• 10:05
  deeply
• 10:06
  personalized
• 10:06
  and
• 10:06
  relevant
• 10:07
  to
• 10:07
  the
• 10:07
  person.
• 10:08
  So
• 10:08
  one
• 10:08
  simple
• 10:09
  example
• 10:09
  is
• 10:11
  we
• 10:11
  have
• 10:12
  built
• 10:12
  this
• 10:12
  very
• 10:13
  sophisticated
• 10:13
  propensity
• 10:14
  model
• 10:15
  using
• 10:15
  AI
• 10:15
  that
• 10:16
  helps
• 10:16
  us
• 10:16
  understand.
• 10:16
  Is
• 10:17
  today
• 10:17
  a
• 10:17
  good
• 10:18
  day
• 10:18
  to
• 10:18
  email
• 10:18
  Chris?
• 10:20
  Not.
• 10:20
  Not
• 10:20
  Chris.
• 10:20
  And.
• 10:21
  And
• 10:21
  yeah,
• 10:22
  Chris.
• 10:22
  Yeah.
• 10:22
  Because
• 10:23
  we,
• 10:23
  based
• 10:23
  on
• 10:23
  his
• 10:24
  behavior,
• 10:24
  his
• 10:24
  preferences,
• 10:25
  etc,
• 10:26
  when
• 10:26
  is
• 10:26
  a
• 10:26
  good
• 10:26
  day
• 10:27
  to
• 10:27
  email
• 10:27
  so
• 10:27
  we
• 10:27
  don't
• 10:27
  have
• 10:28
  to
• 10:28
  spam
• 10:28
  the
• 10:28
  entire
• 10:28
  world
• 10:29
  every
• 10:29
  single
• 10:29
  day?
• 10:29
  That's
• 10:30
  good.
• 10:30
  And
• 10:30
  then
• 10:30
  the
• 10:30
  second
• 10:31
  question
• 10:31
  is
• 10:31
  like
• 10:32
  that,
• 10:32
  if
• 10:32
  today
• 10:33
  is
• 10:33
  a
• 10:33
  good
• 10:33
  day
• 10:33
  to
• 10:33
  email
• 10:34
  Chris,
• 10:34
  can
• 10:35
  we
• 10:35
  use
• 10:35
  our
• 10:35
  AI
• 10:35
  to
• 10:36
  figure
• 10:36
  out
• 10:36
  what
• 10:37
  should
• 10:37
  we
• 10:37
  email
• 10:37
  you
• 10:37
  about?
• 10:38
  Yes.
• 10:38
  It
• 10:38
  doesn't
• 10:39
  have
• 10:39
  to
• 10:39
  be
• 10:39
  men's,
• 10:39
  Right.
• 10:40
  He
• 10:40
  just
• 10:40
  loves
• 10:41
  wearing
• 10:41
  women's
• 10:42
  handbags,
• 10:42
  right?
• 10:42
  Yes.
• 10:42
  And
• 10:43
  we
• 10:43
  have
• 10:43
  an
• 10:43
  awareness
• 10:45
  through
• 10:45
  his
• 10:45
  behavior.
• 10:46
  We're
• 10:46
  going
• 10:47
  to
• 10:47
  send
• 10:47
  you
• 10:48
  on
• 10:48
  Friday,
• 10:48
  when
• 10:49
  you're
• 10:49
  ready
• 10:49
  for
• 10:49
  it,
• 10:50
  an
• 10:50
  email
• 10:51
  about
• 10:51
  women's
• 10:51
  handbag
• 10:52
  in
• 10:52
  the
• 10:52
  red
• 10:52
  color.
• 10:53
  Yeah.
• 10:53
  And
• 10:54
  that
• 10:55
  is
• 10:55
  how
• 10:55
  sort
• 10:55
  of
• 10:56
  every
• 10:56
  single
• 10:56
  day
• 10:57
  we
• 10:57
  are
• 10:58
  trying
• 10:58
  to
• 10:58
  deliver
• 10:58
  to
• 10:59
  life.
• 10:59
  So
• 10:59
  any
• 11:00
  tools,
• 11:00
  any
• 11:01
  new
• 11:02
  algorithms,
• 11:02
  any
• 11:03
  companies
• 11:03
  are
• 11:03
  working
• 11:03
  in
• 11:04
  that
• 11:04
  space,
• 11:04
  I
• 11:05
  call
• 11:05
  it
• 11:05
  responsive
• 11:06
  behavior.
• 11:07
  I'm
• 11:07
  really
• 11:08
  excited
• 11:08
  about
• 11:08
  that.
• 11:09
  So
• 11:09
  lower
• 11:09
  cost
• 11:09
  as
• 11:10
  well
• 11:10
  as
• 11:10
  better
• 11:10
  productivity
• 11:11
  from
• 11:11
  the
• 11:11
  deployment
• 11:12
  of
• 11:12
  the
• 11:12
  advertising.
• 11:13
  Okay.
• 11:13
  Yeah.
• 11:14
  At
• 11:14
  the
• 11:14
  core
• 11:15
  is
• 11:15
  we
• 11:16
  want
• 11:16
  to
• 11:16
  do
• 11:16
  it
• 11:16
  because
• 11:17
  it
• 11:17
  is
• 11:17
  delivering
• 11:18
  customer
• 11:18
  delight.
• 11:20
  If
• 11:20
  it
• 11:20
  happens
• 11:21
  to
• 11:21
  be
• 11:21
  at
• 11:21
  a
• 11:21
  lower
• 11:22
  cost,
• 11:22
  Happy
• 11:22
  birthday.
• 11:23
  If
• 11:23
  it
• 11:24
  turns
• 11:24
  out
• 11:24
  that
• 11:25
  it's
• 11:25
  roughly
• 11:25
  the
• 11:25
  same,
• 11:26
  it's
• 11:26
  fine.
• 11:27
  And
• 11:27
  our
• 11:28
  CFO's
• 11:28
  belief
• 11:28
  is
• 11:29
  if
• 11:29
  it
• 11:29
  takes
• 11:30
  a
• 11:30
  little
• 11:30
  bit
• 11:30
  more
• 11:31
  to
• 11:31
  deliver
• 11:31
  delight
• 11:32
  and
• 11:32
  be
• 11:32
  relevant
• 11:32
  to
• 11:33
  the
• 11:33
  customer,
• 11:33
  that's
• 11:34
  okay
• 11:34
  too,
• 11:35
  because
• 11:35
  that's
• 11:35
  the
• 11:35
  competitive
• 11:36
  edge.
• 11:36
  It's
• 11:36
  not
• 11:37
  about
• 11:37
  saving
• 11:37
  money,
• 11:38
  fewer
• 11:38
  people.
• 11:39
  Right,
• 11:39
  right.
• 11:39
  And
• 11:40
  Avinash,
• 11:41
  are
• 11:41
  you,
• 11:41
  Is
• 11:42
  that
• 11:42
  something
• 11:42
  that
• 11:42
  you
• 11:42
  think
• 11:43
  is
• 11:43
  unique
• 11:43
  to
• 11:44
  you
• 11:44
  and
• 11:44
  Tapestry
• 11:45
  and
• 11:46
  the
• 11:46
  Tapestry
• 11:46
  brands,
• 11:47
  or
• 11:47
  do
• 11:47
  you
• 11:47
  think
• 11:47
  that's
• 11:48
  something
• 11:48
  that
• 11:48
  all
• 11:48
  retailers
• 11:49
  should
• 11:49
  be
• 11:49
  exploring
• 11:50
  right
• 11:50
  now?
• 11:51
  No,
• 11:51
  all,
• 11:52
  all
• 11:52
  retailers,
• 11:54
  we
• 11:54
  are
• 11:54
  very
• 11:54
  blessed
• 11:55
  with
• 11:56
  a
• 11:57
  CEO
• 11:57
  and
• 11:57
  an
• 11:58
  executive
• 11:58
  suite
• 11:59
  that
• 11:59
  believes
• 11:59
  in
• 11:59
  this
• 11:59
  forward
• 12:00
  looking
• 12:00
  view
• 12:01
  of
• 12:01
  how
• 12:01
  we
• 12:01
  should
• 12:01
  think
• 12:02
  about
• 12:02
  retail.
• 12:03
  And
• 12:03
  so
• 12:03
  we're
• 12:03
  very
• 12:03
  lucky
• 12:04
  that
• 12:04
  under
• 12:04
  that
• 12:04
  rubric
• 12:05
  we
• 12:05
  can
• 12:05
  do
• 12:05
  some
• 12:05
  really
• 12:05
  cool,
• 12:06
  exciting
• 12:06
  work.
• 12:07
  But
• 12:07
  at
• 12:07
  Google,
• 12:08
  I
• 12:08
  worked
• 12:08
  with
• 12:08
  the
• 12:09
  top
• 12:09
  100
• 12:09
  companies
• 12:09
  on
• 12:09
  the
• 12:10
  planet.
• 12:10
  And
• 12:10
  so
• 12:10
  as
• 12:11
  I
• 12:11
  reflect
• 12:11
  on
• 12:11
  booking.com
• 12:12
  or
• 12:12
  I
• 12:12
  reflect
• 12:13
  on
• 12:13
  Macy's,
• 12:13
  I
• 12:13
  reflect
• 12:14
  on
• 12:15
  Marks
• 12:15
  and
• 12:15
  Spencer's
• 12:16
  in
• 12:17
  London
• 12:18
  or
• 12:18
  Istan
• 12:19
  in
• 12:19
  Tokyo.
• 12:19
  All
• 12:20
  of
• 12:20
  these,
• 12:20
  they
• 12:20
  solve
• 12:21
  different
• 12:21
  retail
• 12:21
  problems.
• 12:22
  The
• 12:22
  problems
• 12:23
  we're
• 12:23
  solving
• 12:23
  at
• 12:23
  Tapestry,
• 12:24
  they
• 12:24
  also
• 12:24
  face
• 12:25
  the
• 12:25
  same
• 12:25
  challenges.
• 12:26
  They
• 12:27
  have
• 12:27
  a
• 12:27
  different
• 12:27
  market
• 12:27
  dynamic.
• 12:28
  So
• 12:28
  they
• 12:28
  may
• 12:28
  have
• 12:28
  to
• 12:28
  adapt.
• 12:29
  But
• 12:29
  these
• 12:29
  solutions
• 12:30
  would
• 12:30
  work
• 12:30
  for
• 12:31
  anybody.
• 12:31
  Right?
• 12:31
  And
• 12:32
  imagine
• 12:32
  that's
• 12:32
  just
• 12:32
  one
• 12:33
  example
• 12:33
  where
• 12:33
  you
• 12:33
  could
• 12:34
  take
• 12:34
  that
• 12:34
  idea
• 12:35
  and
• 12:35
  spit
• 12:36
  it
• 12:36
  out
• 12:36
  into
• 12:36
  other
• 12:36
  things
• 12:37
  too.
• 12:37
  Like
• 12:37
  you
• 12:37
  could
• 12:37
  think
• 12:37
  about
• 12:38
  it
• 12:38
  in
• 12:38
  terms
• 12:38
  of
• 12:38
  the
• 12:38
  post
• 12:38
  purchase
• 12:39
  communication
• 12:39
  that's
• 12:40
  going
• 12:40
  out
• 12:40
  to
• 12:40
  consumers.
• 12:41
  How
• 12:41
  often
• 12:41
  do
• 12:41
  you
• 12:41
  need
• 12:42
  to
• 12:42
  tell
• 12:42
  them
• 12:42
  about
• 12:42
  their
• 12:42
  delivery?
• 12:43
  What
• 12:43
  can
• 12:44
  you
• 12:44
  tell
• 12:44
  them
• 12:44
  when
• 12:44
  you're
• 12:45
  talking
• 12:45
  to
• 12:45
  them
• 12:45
  about
• 12:45
  their
• 12:45
  delivery?
• 12:46
  How
• 12:46
  do
• 12:46
  you
• 12:46
  create
• 12:46
  a
• 12:46
  brand
• 12:47
  experience
• 12:47
  out
• 12:47
  of
• 12:47
  that,
• 12:47
  that
• 12:47
  whole
• 12:48
  thing
• 12:48
  too,
• 12:48
  right?
• 12:48
  No,
• 12:49
  exactly.
• 12:49
  It's
• 12:49
  like
• 12:50
  there's
• 12:51
  this
• 12:51
  concept
• 12:52
  at
• 12:52
  Google
• 12:52
  that
• 12:52
  we
• 12:52
  worked
• 12:53
  on
• 12:53
  called
• 12:53
  moment
• 12:54
  of
• 12:54
  truth.
• 12:54
  And
• 12:54
  so
• 12:55
  zero
• 12:55
  moment
• 12:55
  of
• 12:55
  truth
• 12:56
  is
• 12:56
  what
• 12:56
  we've
• 12:56
  talked
• 12:56
  about,
• 12:56
  the
• 12:57
  sales
• 12:57
  experience,
• 12:57
  et
• 12:58
  cetera,
• 12:58
  et
• 12:58
  cetera.
• 12:59
  But
• 12:59
  the
• 12:59
  first
• 12:59
  real
• 13:00
  moment
• 13:00
  of
• 13:00
  truth
• 13:01
  is
• 13:01
  when
• 13:01
  your
• 13:02
  customer
• 13:02
  holds
• 13:02
  the
• 13:02
  product.
• 13:04
  The
• 13:04
  second
• 13:04
  most
• 13:04
  critical
• 13:05
  moment
• 13:05
  of
• 13:05
  truth
• 13:05
  is
• 13:06
  when
• 13:06
  a
• 13:06
  customer
• 13:06
  has
• 13:06
  a
• 13:07
  problem.
• 13:08
  Right
• 13:08
  across
• 13:09
  those
• 13:09
  three
• 13:10
  moments
• 13:10
  of
• 13:10
  truth,
• 13:11
  we
• 13:11
  sort
• 13:12
  of
• 13:12
  obsess
• 13:12
  about
• 13:14
  what
• 13:14
  is
• 13:14
  the
• 13:14
  experience
• 13:15
  for
• 13:15
  the
• 13:15
  customer.
• 13:16
  And
• 13:16
  so
• 13:17
  we
• 13:17
  use
• 13:17
  a
• 13:18
  framework
• 13:18
  for
• 13:18
  marketing
• 13:18
  we
• 13:19
  call
• 13:19
  See,
• 13:19
  think,
• 13:19
  do,
• 13:20
  care.
• 13:21
  It's
• 13:21
  a
• 13:21
  different
• 13:21
  way.
• 13:22
  I
• 13:22
  hate
• 13:23
  the
• 13:23
  funnel
• 13:24
  marketing
• 13:24
  funnel.
• 13:24
  I
• 13:25
  could
• 13:25
  really.
• 13:25
  Oh,
• 13:26
  we
• 13:26
  gotta
• 13:26
  talk
• 13:26
  more
• 13:26
  about
• 13:26
  that
• 13:27
  later.
• 13:27
  Okay,
• 13:27
  so.
• 13:28
  But
• 13:29
  care
• 13:29
  is
• 13:29
  all
• 13:30
  about
• 13:30
  what
• 13:30
  you
• 13:30
  said,
• 13:30
  Chris,
• 13:31
  which
• 13:31
  is
• 13:32
  once
• 13:32
  the
• 13:32
  customer
• 13:33
  is
• 13:34
  ready,
• 13:34
  has
• 13:34
  the
• 13:34
  product
• 13:35
  in
• 13:35
  their
• 13:35
  hands,
• 13:35
  what's
• 13:36
  the
• 13:36
  experience
• 13:36
  after
• 13:36
  that?
• 13:37
  In
• 13:37
  our
• 13:37
  case,
• 13:38
  what
• 13:38
  do
• 13:38
  you
• 13:38
  think
• 13:38
  about
• 13:38
  the
• 13:39
  leather
• 13:39
  when
• 13:39
  you
• 13:39
  open
• 13:40
  the
• 13:40
  box?
• 13:40
  What
• 13:40
  about
• 13:40
  the
• 13:41
  white
• 13:41
  tissue,
• 13:41
  the
• 13:42
  little
• 13:42
  blue
• 13:42
  dot,
• 13:42
  like
• 13:43
  something's
• 13:43
  deeply,
• 13:44
  deeply
• 13:44
  thought
• 13:44
  about
• 13:45
  that
• 13:45
  because
• 13:46
  it
• 13:46
  is
• 13:46
  so
• 13:46
  important
• 13:47
  to
• 13:47
  think
• 13:47
  about
• 13:48
  not
• 13:48
  just
• 13:48
  see,
• 13:48
  think
• 13:49
  and
• 13:49
  do,
• 13:49
  but
• 13:49
  also
• 13:49
  care.
• 13:50
  Like
• 13:50
  what
• 13:50
  happens
• 13:51
  in
• 13:51
  the
• 13:51
  post
• 13:51
  purchase
• 13:52
  experience
• 13:52
  when
• 13:52
  you
• 13:52
  call
• 13:53
  us
• 13:53
  or
• 13:53
  email
• 13:53
  us,
• 13:54
  how
• 13:54
  do
• 13:54
  we
• 13:54
  respond?
• 13:55
  And
• 13:56
  at
• 13:56
  the
• 13:56
  moment
• 13:57
  we're
• 13:57
  not
• 13:57
  ready
• 13:57
  to
• 13:57
  throw
• 13:58
  AI
• 13:58
  at
• 13:58
  you
• 13:58
  because
• 13:59
  we
• 13:59
  still
• 13:59
  want
• 14:00
  to
• 14:00
  get
• 14:00
  it
• 14:00
  right
• 14:00
  in
• 14:01
  that
• 14:01
  second
• 14:01
  moment
• 14:01
  of
• 14:02
  truth.
• 14:02
  But
• 14:02
  you're
• 14:02
  learning,
• 14:03
  you're
• 14:03
  using
• 14:03
  AI
• 14:04
  in
• 14:04
  the
• 14:04
  background
• 14:04
  to
• 14:04
  help
• 14:05
  learn
• 14:05
  how
• 14:05
  you
• 14:05
  can
• 14:05
  do
• 14:05
  that
• 14:06
  better.
• 14:06
  And
• 14:06
  we've
• 14:06
  got
• 14:07
  the
• 14:07
  time
• 14:07
  here.
• 14:07
  So
• 14:07
  why
• 14:07
  do
• 14:08
  you
• 14:08
  hate
• 14:08
  the
• 14:08
  marketing?
• 14:10
  No,
• 14:11
  so
• 14:11
  one
• 14:12
  of
• 14:12
  the
• 14:12
  great
• 14:12
  blessings
• 14:13
  if
• 14:13
  you
• 14:13
  work
• 14:13
  at
• 14:13
  Google
• 14:14
  is
• 14:14
  you
• 14:14
  have
• 14:14
  access
• 14:15
  to
• 14:15
  tons
• 14:15
  and
• 14:15
  tons
• 14:16
  of
• 14:16
  data.
• 14:16
  You
• 14:17
  work
• 14:17
  with
• 14:17
  some
• 14:17
  of
• 14:17
  the
• 14:17
  best
• 14:18
  companies
• 14:18
  on
• 14:18
  the
• 14:18
  planet.
• 14:19
  And
• 14:19
  one
• 14:19
  of
• 14:19
  the
• 14:19
  things
• 14:20
  I
• 14:20
  figured
• 14:20
  out
• 14:20
  very
• 14:21
  early
• 14:21
  is
• 14:21
  that
• 14:22
  this
• 14:22
  whole
• 14:22
  idea
• 14:23
  that
• 14:24
  people
• 14:25
  in
• 14:25
  the,
• 14:25
  remember,
• 14:26
  the
• 14:27
  three
• 14:27
  of
• 14:27
  us
• 14:27
  work
• 14:27
  at
• 14:27
  companies,
• 14:28
  so
• 14:28
  we
• 14:29
  look
• 14:29
  at
• 14:29
  the
• 14:29
  world
• 14:29
  Differently.
• 14:30
  But
• 14:30
  when
• 14:30
  we
• 14:30
  walk
• 14:30
  out
• 14:31
  of
• 14:31
  the
• 14:31
  door
• 14:31
  of
• 14:31
  the
• 14:31
  company
• 14:32
  and
• 14:32
  we're
• 14:33
  looking
• 14:33
  from
• 14:34
  the
• 14:34
  outside
• 14:34
  in.
• 14:35
  Yeah,
• 14:35
  you
• 14:36
  think
• 14:36
  very
• 14:36
  differently.
• 14:36
  So
• 14:37
  one
• 14:37
  of
• 14:37
  the
• 14:37
  things
• 14:37
  I
• 14:37
  figured
• 14:37
  out,
• 14:38
  there's
• 14:38
  nothing
• 14:38
  in
• 14:38
  the
• 14:38
  data
• 14:39
  that
• 14:39
  seems
• 14:40
  to
• 14:40
  suggest
• 14:41
  that
• 14:41
  people
• 14:41
  are
• 14:42
  waiting.
• 14:42
  They
• 14:42
  are
• 14:43
  self
• 14:43
  categorizing
• 14:44
  themselves
• 14:44
  into
• 14:45
  categories.
• 14:45
  Like,
• 14:46
  I'm
• 14:46
  ready
• 14:46
  to
• 14:46
  be
• 14:47
  aware
• 14:47
  of
• 14:47
  you.
• 14:49
  Oh,
• 14:49
  my
• 14:50
  God,
• 14:50
  I'm
• 14:50
  aware.
• 14:50
  But
• 14:51
  please,
• 14:51
  please
• 14:51
  consider.
• 14:52
  And
• 14:52
  so
• 14:52
  this,
• 14:52
  this
• 14:52
  idea
• 14:53
  that
• 14:53
  we
• 14:53
  have
• 14:53
  to
• 14:53
  wake
• 14:53
  up
• 14:53
  in
• 14:53
  the
• 14:54
  morning
• 14:54
  every
• 14:54
  single
• 14:54
  day
• 14:55
  and
• 14:55
  put
• 14:55
  advertising
• 14:56
  in
• 14:56
  the
• 14:56
  world
• 14:57
  whose
• 14:57
  only
• 14:57
  purpose
• 14:57
  is
• 14:58
  just
• 14:58
  shove
• 14:58
  people
• 14:59
  down
• 14:59
  the
• 14:59
  funnel.
• 15:00
  The
• 15:00
  thing
• 15:00
  doesn't
• 15:01
  seem
• 15:01
  to
• 15:01
  exist
• 15:01
  at
• 15:01
  all.
• 15:02
  Like,
• 15:02
  there's
• 15:02
  no
• 15:02
  evidence
• 15:03
  in
• 15:03
  the
• 15:03
  data.
• 15:04
  Yeah.
• 15:04
  We
• 15:05
  are
• 15:05
  very
• 15:05
  complex
• 15:05
  creatures.
• 15:07
  So,
• 15:07
  for
• 15:07
  example,
• 15:08
  I'm
• 15:08
  a
• 15:08
  huge,
• 15:08
  insane
• 15:09
  fan
• 15:09
  of
• 15:09
  the
• 15:09
  brand
• 15:10
  Patagonia.
• 15:10
  Okay.
• 15:11
  I
• 15:11
  love,
• 15:11
  love
• 15:12
  Patagonia.
• 15:12
  Okay.
• 15:13
  So
• 15:14
  for
• 15:14
  Patagonia,
• 15:14
  I
• 15:15
  am
• 15:15
  a
• 15:15
  customer.
• 15:15
  Yeah.
• 15:16
  But
• 15:16
  in
• 15:16
  my
• 15:16
  day
• 15:16
  to
• 15:17
  day
• 15:17
  life,
• 15:17
  I'm
• 15:17
  like
• 15:17
  a
• 15:17
  product
• 15:18
  prospect.
• 15:18
  I
• 15:19
  want
• 15:19
  to
• 15:19
  hear
• 15:19
  stories
• 15:19
  about
• 15:19
  their
• 15:20
  ambassadors.
• 15:20
  I
• 15:21
  want
• 15:21
  to
• 15:21
  hear
• 15:21
  how
• 15:21
  they're
• 15:21
  saving
• 15:22
  the
• 15:22
  earth,
• 15:22
  all
• 15:23
  of
• 15:23
  these
• 15:23
  initiatives
• 15:23
  they're
• 15:23
  doing
• 15:24
  sometimes.
• 15:25
  Yeah,
• 15:25
  we're
• 15:25
  going
• 15:26
  to
• 15:26
  go
• 15:26
  to
• 15:26
  Glacier
• 15:27
  Bay
• 15:27
  national
• 15:27
  park
• 15:27
  next
• 15:28
  week.
• 15:28
  And
• 15:28
  so
• 15:28
  I'm
• 15:28
  kind
• 15:28
  of
• 15:29
  like,
• 15:29
  oh,
• 15:29
  I
• 15:29
  got
• 15:29
  to
• 15:29
  get,
• 15:29
  get
• 15:29
  a
• 15:30
  jacket
• 15:30
  maybe.
• 15:30
  And
• 15:31
  so
• 15:31
  at
• 15:31
  the
• 15:32
  same
• 15:32
  time,
• 15:32
  as
• 15:32
  I
• 15:33
  am
• 15:33
  in
• 15:33
  the
• 15:33
  upper
• 15:34
  funnel
• 15:35
  and
• 15:35
  the
• 15:35
  mid
• 15:35
  funnel,
• 15:36
  I
• 15:36
  am
• 15:36
  in
• 15:36
  the
• 15:36
  lower
• 15:36
  funnel.
• 15:37
  Right.
• 15:37
  By
• 15:37
  the
• 15:37
  way,
• 15:38
  I
• 15:38
  got
• 15:38
  tons
• 15:38
  of
• 15:38
  Patagonia
• 15:39
  stuff.
• 15:42
  Exactly.
• 15:43
  Right.
• 15:43
  So,
• 15:43
  so
• 15:44
  great
• 15:45
  marketing
• 15:46
  isn't
• 15:46
  waking
• 15:47
  up
• 15:47
  in
• 15:47
  the
• 15:47
  morning
• 15:47
  and
• 15:48
  shoving
• 15:48
  people
• 15:48
  down
• 15:48
  the
• 15:49
  funnel.
• 15:49
  Yes.
• 15:50
  It's
• 15:51
  about
• 15:51
  being
• 15:51
  able
• 15:51
  to
• 15:52
  understand
• 15:53
  what
• 15:53
  is
• 15:53
  the
• 15:53
  customer's
• 15:54
  intent
• 15:54
  and
• 15:55
  can
• 15:55
  we
• 15:55
  respond
• 15:55
  to
• 15:55
  that
• 15:56
  intent
• 15:56
  in
• 15:56
  the
• 15:56
  moment.
• 15:56
  So
• 15:57
  in
• 15:57
  the
• 15:57
  morning,
• 15:58
  it
• 15:58
  might
• 15:58
  be
• 15:58
  me
• 15:59
  looking
• 15:59
  for
• 15:59
  solutions
• 16:00
  on
• 16:01
  Google,
• 16:01
  let's
• 16:01
  say,
• 16:01
  or
• 16:02
  Bing
• 16:02
  or
• 16:03
  perplexity
• 16:04
  about
• 16:04
  environmental
• 16:05
  causes.
• 16:05
  And
• 16:05
  for
• 16:06
  Patagonia
• 16:06
  can
• 16:06
  show
• 16:06
  up
• 16:07
  there
• 16:07
  in
• 16:07
  the
• 16:07
  afternoon.
• 16:08
  If
• 16:08
  I'm
• 16:08
  looking
• 16:08
  for
• 16:09
  a
• 16:09
  jacket
• 16:09
  for
• 16:09
  my
• 16:10
  Glacier
• 16:10
  Bay
• 16:10
  trip,
• 16:11
  it
• 16:11
  can
• 16:11
  show
• 16:11
  up
• 16:11
  with
• 16:12
  an
• 16:12
  ad
• 16:12
  for
• 16:12
  a
• 16:12
  product
• 16:14
  or
• 16:14
  when
• 16:15
  I
• 16:15
  go
• 16:15
  home.
• 16:15
  One
• 16:15
  of
• 16:15
  the
• 16:15
  things
• 16:16
  I
• 16:16
  love
• 16:16
  about
• 16:16
  Patagonia
• 16:17
  is
• 16:17
  once
• 16:17
  a
• 16:17
  quarter,
• 16:17
  they
• 16:18
  send
• 16:18
  you
• 16:18
  a
• 16:18
  little
• 16:18
  book
• 16:19
  with
• 16:20
  stories
• 16:20
  from
• 16:21
  their
• 16:21
  brand
• 16:21
  ambassador,
• 16:22
  all
• 16:22
  these
• 16:22
  athletes
• 16:23
  that
• 16:23
  they
• 16:23
  support.
• 16:23
  I
• 16:24
  love
• 16:24
  that
• 16:24
  thing.
• 16:24
  And
• 16:24
  it's
• 16:25
  all
• 16:25
  about
• 16:25
  care.
• 16:25
  Right?
• 16:26
  Right.
• 16:26
  Every
• 16:27
  moment.
• 16:27
  Companies
• 16:28
  that
• 16:28
  figure
• 16:29
  out
• 16:29
  how
• 16:30
  to
• 16:30
  respond
• 16:30
  to
• 16:30
  intent
• 16:31
  will
• 16:32
  do
• 16:32
  spectacularly
• 16:33
  well.
• 16:33
  Respond
• 16:34
  to
• 16:34
  intent.
• 16:34
  Exactly.
• 16:35
  So
• 16:36
  at
• 16:36
  Tapestry,
• 16:37
  at
• 16:37
  the
• 16:37
  very
• 16:38
  core
• 16:38
  of
• 16:38
  what
• 16:39
  we
• 16:39
  do
• 16:39
  globally,
• 16:40
  the
• 16:40
  way
• 16:40
  we
• 16:40
  differentiate
• 16:41
  ourselves
• 16:41
  from
• 16:41
  other
• 16:42
  marketing
• 16:42
  teams
• 16:42
  is
• 16:44
  we
• 16:44
  do
• 16:44
  intent
• 16:45
  centric
• 16:45
  marketing.
• 16:46
  We
• 16:47
  don't
• 16:47
  wake
• 16:47
  up
• 16:47
  in
• 16:47
  the
• 16:47
  morning
• 16:48
  and
• 16:48
  say,
• 16:48
  we're
• 16:48
  gonna
• 16:48
  spray
• 16:49
  and
• 16:49
  pray
• 16:49
  today,
• 16:49
  baby.
• 16:50
  We
• 16:50
  figure
• 16:51
  out
• 16:51
  how
• 16:51
  to
• 16:51
  find
• 16:52
  20
• 16:52
  million
• 16:52
  people,
• 16:53
  scream
• 16:53
  at
• 16:53
  us.
• 16:54
  It's
• 16:54
  insane.
• 16:54
  Which
• 16:55
  is
• 16:55
  why
• 16:55
  AI
• 16:56
  is
• 16:56
  gonna
• 16:56
  be
• 16:56
  so
• 16:57
  important
• 16:57
  to
• 16:58
  the
• 16:58
  continuation
• 16:59
  of
• 16:59
  your
• 16:59
  business
• 16:59
  and
• 17:00
  where
• 17:00
  things
• 17:00
  go,
• 17:01
  because
• 17:01
  you
• 17:01
  need
• 17:01
  that
• 17:02
  power
• 17:02
  to
• 17:03
  that
• 17:03
  compute
• 17:04
  to
• 17:04
  get
• 17:04
  to
• 17:04
  that
• 17:05
  level.
• 17:05
  So
• 17:06
  intent
• 17:06
  on
• 17:07
  Bing
• 17:07
  is
• 17:07
  easier
• 17:08
  to
• 17:08
  figure
• 17:08
  out
• 17:08
  because
• 17:08
  I
• 17:09
  typed
• 17:09
  in
• 17:09
  the
• 17:09
  query.
• 17:10
  But
• 17:10
  when
• 17:10
  you're
• 17:11
  on
• 17:11
  meta,
• 17:12
  or
• 17:12
  when
• 17:12
  you're
• 17:12
  reading
• 17:13
  the
• 17:13
  New
• 17:13
  York
• 17:13
  Times
• 17:13
  or
• 17:14
  when
• 17:14
  you
• 17:14
  are
• 17:15
  subscribing
• 17:16
  to
• 17:16
  a
• 17:16
  newsletter,
• 17:17
  in
• 17:18
  that
• 17:18
  moment,
• 17:19
  the
• 17:19
  ability
• 17:19
  to
• 17:20
  identify
• 17:20
  intent
• 17:21
  is
• 17:22
  much
• 17:22
  better
• 17:22
  with
• 17:23
  every
• 17:23
  passing
• 17:23
  day,
• 17:24
  even
• 17:24
  with
• 17:24
  the
• 17:25
  restrictions
• 17:25
  in
• 17:25
  data,
• 17:26
  even
• 17:26
  with
• 17:26
  pii,
• 17:27
  even
• 17:27
  with
• 17:27
  gdpr,
• 17:28
  et
• 17:28
  cetera.
• 17:29
  One
• 17:29
  of
• 17:29
  the
• 17:29
  things
• 17:30
  AI
• 17:30
  is
• 17:30
  really
• 17:31
  good
• 17:31
  is
• 17:31
  it's
• 17:32
  analyzing
• 17:33
  millions
• 17:33
  and
• 17:33
  tens
• 17:34
  and
• 17:34
  millions
• 17:34
  of
• 17:34
  data
• 17:34
  points
• 17:35
  about
• 17:35
  Chris
• 17:35
  and
• 17:36
  say,
• 17:36
  in
• 17:36
  this
• 17:36
  moment,
• 17:38
  this
• 17:38
  is
• 17:38
  Chris's
• 17:39
  intent,
• 17:39
  so
• 17:40
  let's
• 17:40
  not
• 17:40
  respond
• 17:40
  to
• 17:41
  him
• 17:41
  with
• 17:41
  a
• 17:41
  pimpy
• 17:41
  coupon.
• 17:42
  Makes
• 17:42
  no
• 17:43
  sense.
• 17:43
  Yeah,
• 17:43
  right,
• 17:45
  pimpon.
• 17:46
  We
• 17:46
  have
• 17:46
  to
• 17:46
  respond
• 17:46
  to
• 17:46
  him
• 17:47
  in
• 17:47
  a
• 17:47
  different
• 17:47
  way.
• 17:48
  Marketers
• 17:48
  that
• 17:49
  embrace
• 17:49
  this
• 17:50
  intent
• 17:50
  centricity
• 17:53
  will
• 17:53
  have
• 17:54
  more
• 17:54
  success
• 17:55
  because
• 17:55
  at
• 17:55
  the
• 17:55
  end
• 17:55
  of
• 17:55
  the
• 17:55
  day,
• 17:56
  you're
• 17:56
  not
• 17:56
  doing
• 17:56
  marketing
• 17:57
  because
• 17:57
  you
• 17:57
  have,
• 17:57
  you
• 17:58
  have
• 17:58
  a
• 17:58
  campaign
• 17:58
  to
• 17:58
  get
• 17:58
  out
• 17:59
  of
• 17:59
  the
• 17:59
  door.
• 18:00
  Marketing,
• 18:00
  responding
• 18:01
  to
• 18:01
  what
• 18:02
  is
• 18:02
  the
• 18:02
  right
• 18:02
  story
• 18:03
  for
• 18:03
  today?
• 18:04
  Right.
• 18:05
  Well,
• 18:05
  I
• 18:05
  feel
• 18:06
  a
• 18:06
  little
• 18:06
  ridiculous
• 18:07
  asking
• 18:07
  you
• 18:08
  this
• 18:08
  next
• 18:08
  question
• 18:08
  because
• 18:09
  you're
• 18:09
  talking
• 18:09
  about
• 18:09
  2036
• 18:10
  already,
• 18:11
  Avinash.
• 18:11
  But
• 18:13
  when
• 18:13
  we
• 18:14
  think
• 18:14
  about
• 18:14
  marketing
• 18:15
  on,
• 18:16
  based
• 18:16
  on
• 18:16
  intent,
• 18:17
  some
• 18:17
  of
• 18:17
  the
• 18:17
  things
• 18:18
  you
• 18:18
  talked
• 18:18
  about
• 18:18
  today,
• 18:19
  your
• 18:19
  work
• 18:19
  with
• 18:20
  your
• 18:20
  teams
• 18:20
  in
• 18:20
  AI,
• 18:22
  what
• 18:22
  are
• 18:22
  you
• 18:22
  most
• 18:22
  excited
• 18:23
  about
• 18:23
  for
• 18:23
  the
• 18:23
  rest
• 18:24
  the
• 18:24
  remainder
• 18:24
  of
• 18:25
  this
• 18:25
  year?
• 18:26
  What
• 18:26
  are
• 18:26
  you
• 18:26
  thrilled
• 18:27
  to
• 18:27
  be
• 18:27
  working
• 18:27
  on?
• 18:28
  So
• 18:30
  one
• 18:30
  of
• 18:30
  the
• 18:30
  things
• 18:31
  that
• 18:31
  we
• 18:31
  are
• 18:32
  doing,
• 18:32
  and
• 18:32
  again
• 18:33
  under
• 18:34
  the
• 18:34
  auspices
• 18:34
  of
• 18:35
  our
• 18:35
  cfo
• 18:35
  Scott
• 18:36
  Rowe,
• 18:37
  is
• 18:38
  we
• 18:38
  have
• 18:38
  taken
• 18:39
  a
• 18:39
  whole
• 18:39
  bunch
• 18:39
  of
• 18:39
  AI
• 18:40
  approaches
• 18:40
  and
• 18:41
  we've
• 18:41
  managed
• 18:41
  to
• 18:41
  figure
• 18:42
  out
• 18:42
  how
• 18:42
  to
• 18:42
  scale
• 18:42
  them.
• 18:43
  Then
• 18:43
  we
• 18:44
  have
• 18:44
  a
• 18:44
  whole
• 18:44
  bunch
• 18:44
  of
• 18:45
  experiments
• 18:45
  we're
• 18:45
  running,
• 18:46
  trying
• 18:46
  a
• 18:46
  lot
• 18:46
  of
• 18:47
  different
• 18:47
  things
• 18:47
  in
• 18:47
  space.
• 18:48
  Goddamn
• 18:48
  changes
• 18:49
  all
• 18:49
  the
• 18:49
  time.
• 18:49
  Yeah.
• 18:50
  So
• 18:51
  for
• 18:51
  the
• 18:51
  next
• 18:52
  18
• 18:52
  months,
• 18:53
  12
• 18:53
  to
• 18:53
  18
• 18:54
  months,
• 18:55
  our
• 18:55
  mission
• 18:56
  is
• 18:56
  to
• 18:56
  figure
• 18:56
  out
• 18:57
  how
• 18:57
  do
• 18:57
  we
• 18:57
  scale
• 18:58
  AI
• 18:59
  so
• 18:59
  that
• 18:59
  it's
• 19:00
  not
• 19:00
  just
• 19:00
  a
• 19:01
  group
• 19:01
  of
• 19:01
  small
• 19:01
  group
• 19:02
  of
• 19:02
  people
• 19:02
  playing
• 19:02
  with
• 19:03
  it
• 19:03
  and
• 19:03
  getting
• 19:03
  benefit
• 19:04
  from
• 19:04
  it.
• 19:04
  And
• 19:04
  it's
• 19:05
  not
• 19:05
  just
• 19:05
  some
• 19:05
  areas
• 19:06
  in
• 19:06
  which
• 19:06
  we
• 19:06
  have
• 19:06
  taken
• 19:07
  it
• 19:07
  quite
• 19:07
  far.
• 19:08
  Especially
• 19:08
  in
• 19:09
  10
• 19:09
  centric
• 19:09
  marketing,
• 19:09
  we've
• 19:10
  taken
• 19:10
  it
• 19:10
  quite
• 19:10
  far.
• 19:12
  But
• 19:12
  what
• 19:12
  about
• 19:12
  the
• 19:13
  person
• 19:13
  in
• 19:13
  operations?
• 19:14
  What
• 19:14
  about
• 19:14
  facilities?
• 19:15
  What
• 19:15
  about
• 19:15
  finance?
• 19:16
  What
• 19:16
  about
• 19:16
  logistics?
• 19:17
  What
• 19:17
  about
• 19:17
  our
• 19:18
  factories?
• 19:19
  How
• 19:19
  do
• 19:20
  we
• 19:20
  waste
• 19:21
  less
• 19:21
  leather?
• 19:23
  So
• 19:23
  the
• 19:24
  next
• 19:24
  sort
• 19:24
  of
• 19:24
  12
• 19:25
  to
• 19:25
  18
• 19:25
  months
• 19:25
  are
• 19:25
  all
• 19:26
  about
• 19:26
  figuring
• 19:26
  out
• 19:26
  how
• 19:27
  do
• 19:27
  we
• 19:27
  scale
• 19:27
  our
• 19:28
  deployments
• 19:29
  so
• 19:29
  it
• 19:29
  truly
• 19:30
  becomes
• 19:30
  an
• 19:30
  operating
• 19:31
  system
• 19:31
  at
• 19:31
  Tapestry.
• 19:32
  And
• 19:32
  in
• 19:32
  that
• 19:33
  sense,
• 19:33
  we
• 19:33
  are
• 19:33
  a
• 19:33
  little
• 19:33
  bit
• 19:34
  early
• 19:34
  in
• 19:34
  our
• 19:34
  journey.
• 19:35
  That's
• 19:35
  great.
• 19:35
  That's
• 19:36
  the
• 19:36
  first
• 19:36
  time
• 19:36
  we've
• 19:36
  heard
• 19:36
  that.
• 19:37
  Yeah.
• 19:37
  Believe
• 19:37
  it
• 19:37
  or
• 19:37
  not,
• 19:38
  it's
• 19:38
  kind
• 19:38
  of
• 19:38
  crazy
• 19:38
  when
• 19:38
  I
• 19:39
  sit
• 19:39
  back
• 19:39
  and
• 19:39
  think
• 19:39
  about
• 19:39
  this.
• 19:40
  I
• 19:40
  know
• 19:40
  we
• 19:40
  talk
• 19:40
  to
• 19:41
  retailers
• 19:41
  every
• 19:42
  other
• 19:42
  week
• 19:42
  and
• 19:42
  that's
• 19:42
  the
• 19:43
  first
• 19:43
  time
• 19:43
  I've
• 19:43
  heard
• 19:43
  somebody
• 19:43
  actually
• 19:44
  say
• 19:44
  it
• 19:44
  like
• 19:44
  that.
• 19:45
  And
• 19:45
  it
• 19:45
  feels
• 19:45
  like
• 19:46
  there
• 19:46
  is
• 19:46
  a
• 19:46
  big
• 19:46
  opportunity
• 19:47
  there.
• 19:47
  Oh,
• 19:47
  absolutely.
• 19:48
  Well,
• 19:48
  Avinash,
• 19:49
  I
• 19:49
  cannot
• 19:49
  thank
• 19:49
  you
• 19:49
  enough
• 19:50
  for
• 19:50
  taking
• 19:51
  the
• 19:51
  time
• 19:51
  with
• 19:51
  us
• 19:51
  today.
• 19:52
  Thanks
• 19:52
  for
• 19:53
  sharing
• 19:53
  your
• 19:53
  insight.
• 19:54
  Where
• 19:55
  do
• 19:55
  people
• 19:55
  get
• 19:55
  the
• 19:55
  books?
• 19:56
  Oh,
• 19:57
  just
• 19:57
  Google
• 19:58
  Avinash.
• 19:58
  Avinash.
• 19:59
  I'm
• 19:59
  easy
• 19:59
  to
• 19:59
  find.
• 20:00
  Yeah,
• 20:01
  Google
• 20:01
  Avinash.
• 20:02
  Get
• 20:03
  your
• 20:03
  books.
• 20:03
  Check
• 20:04
  out
• 20:04
  his
• 20:04
  session
• 20:05
  today
• 20:05
  here
• 20:06
  at
• 20:06
  Commerce
• 20:06
  Next.
• 20:07
  Thanks
• 20:07
  again
• 20:07
  to
• 20:08
  G
• 20:08
  Store
• 20:09
  by
• 20:09
  Gray
• 20:09
  Orange
• 20:10
  for
• 20:10
  making
• 20:10
  all
• 20:10
  of
• 20:10
  our
• 20:10
  coverage
• 20:11
  today
• 20:11
  possible.
• 20:12
  Swing
• 20:13
  by,
• 20:13
  take
• 20:13
  a
• 20:13
  look
• 20:13
  at
• 20:14
  the
• 20:14
  HM
• 20:14
  flagship
• 20:15
  store
• 20:15
  in
• 20:15
  Soho
• 20:16
  or
• 20:16
  check
• 20:17
  out
• 20:17
  our
• 20:17
  video
• 20:17
  on
• 20:18
  our
• 20:18
  YouTube
• 20:18
  page.
• 20:18
  And
• 20:19
  until
• 20:19
  the
• 20:20
  next
• 20:20
  interview,
• 20:20
  be
• 20:21
  careful
• 20:21
  out
• 20:21
  there.