[00:00:00] Jay Topper: The world of commerce is undergoing a revolution. Today's consumer expects a buying experience that is nothing short of perfection. Your company's digital IQ has quickly become a new standard that drives growth and loyalty. Welcome to Chiefly Digital, the digital leader's guide to modern commerce. Welcome to Chiefly Digital. Today, I have the honor to interview and talk with Brent Peterson. He's the founder of ContentBasis and the podcast host for the fantastically popular Talk Commerce. Welcome, Brent. How are you today?
[00:00:40] Brent Peterson: I'm great, thanks. Thanks for having me.
[00:00:43] Jay Topper: And you're sitting up in Minnesota, is that right?
[00:00:45] Brent Peterson: I'm a little bit north of Minnesota. I'm in Fargo, North Dakota. That's where my accent is coming from today.
[00:00:52] Jay Topper: And one of the reasons I'm excited to have you on, uh, today's, uh, edition of Chiefly Digital is, is I had the pleasure to be on your podcast. And when I think of TalkCommerce, you've, you've done many podcasts throughout the year, and I thought it would be great if we could pick, uh, and you can pick and choose some of the lessons and trends that you've heard in 2024 of all the different professionals you've spoken to in and around the commerce space. So how does that sound?
[00:01:22] Brent Peterson: That's great. Yeah, I love the idea.
[00:01:23] Jay Topper: What's one of the first things that jumps to your mind for 2024?
[00:01:28] Brent Peterson: I think the biggest thing that we talked about in the green room is the idea that everybody is using AI but not using AI. So, a lot of merchants are using AI as genitive, but they're not looking at it in terms of, uh, analytical, and really diving in and using it for those numbers.
I'm not saying everybody, but the majority of the people that I talked to last year were not employing the analyticals and the, um, the, the, Predictive analytics that you would want to use in AI for your, uh, for your marketing, for your numbers, for your KPI, for all those fun data points that you could be getting out of your e commerce world.
[00:02:12] Jay Topper: Is that all looking backwards, or do you, or some of that also applies to when you're making changes during the course of a day? to be able to see what's happening, predict what might happen if you did certain things, you know, while you're trading, and especially as we come up on peak because we're recording this a couple days before Black Friday and Cyber Monday. So I think that AI analytics, I would think, would be super beneficial when you're at peak trading.
[00:02:37] Brent Peterson: Yeah, absolutely. And I think, you know, well, if you look at Google, like at their ad platform, PMAX is a great example of what they're doing to drive more revenue for themselves. By using AI to learn how people are shopping, and how people are clicking, and how people are converting, and what's your ROAS, and all these fun terms.
I feel as though the majority of the e commerce platforms are behind the game in terms of how they're using analytics and AI. to predict what customers will be doing within the platform itself. Now, you can go out and use a third party, get a plug in, but I feel like this is a great opportunity for every e commerce platform to jump in, get on that bandwagon, learn what Google's doing, learn what Bing is doing, these other platforms.
These other, um, ad tools that are using analytics both predict behavior, but to help drive better sales for your, for your, um, for your store.
[00:03:46] Jay Topper: I had a guest on, uh, not too long ago and, and, you know, she was a huge proponent that when you're managing a commerce ecosystem, they have all these different vendors and platforms that you're using is to really, you know, run them through.
Uh, you almost reanalyze each one of these platforms to make sure that number one is that they have a focus on AI that's going to benefit your outcomes, but also that it's real, because I have come across a few people that believe in the capabilities and possibilities of AI, but they're also Want to make sure that it's real because everybody right now is talking about AI, but putting that into practical use can be a little bit different than, than just listening, you know, looking at a shiny object and trying to implement it.
Do you subscribe to that or have you heard that as well?
[00:04:37] Brent Peterson: Yeah, and I'm assuming when you mean real, I mean, there's two different things. There's the, there's the hallucinations that come out of an AI tool. But there's also mistakes that it makes in number crunching. And I think if you're using a commercial LLM, large learning model, it's very possible that you're going to get both.
I know that, uh, ChatGPT is not great often at crunching numbers. It's great at finding patterns. But I think some of those tools that people need to do are tools that involve, um, predictive numbers that you would like to see, or what patterns that have, that have shown up from a bunch of sales that you'd like to do.
Um, and I think that what, I think that there is a trust gap in terms of using commercial LLMs for those numbers. I think you need to depend on something that is tried and true within the platform itself, uh, to learn how well those numbers are doing. Test it. Like, I think you need to audit and test to make sure that whatever it's telling you, you think you should do, make sure that it makes sense to you as a merchant.
[00:05:50] Jay Topper: Okay, so that's actually worth a shameless plug. The concept that AI in analytics for the end users that are using these platforms is lagging behind the customer experience side. And at Fabric, we are all in on giving AI empowerment to the end users that are managing the experiences for their customers, all about power to the end user as a lifelong end user. I subscribe to making it easier for people to run their businesses. Okay, back to Brent.
[00:06:24] Brent Peterson: The other thing that Google is really good at is getting you to click that button, or even telling you, hey, this is the best way to optimize it. I know that over and over again, they say the best way to optimize it is increase your budget.
You're going to get that optimization at least 10 times as you're going through the recommendations. And that's not always the case. So having, if it's on autopilot, you as a merchant could be optimizing in terms of increasing your budget over and over again until you've spent more than, than your, than your products are worth.
[00:06:56] Jay Topper: Yeah. And sometimes, uh, in the, when, when I've been, uh, either over performance marketing or alongside performance marketing, I've always. You know, the Googles and the Facebooks and, you know, they have their own P& Ls as well. So when you look at models of one and models of the other, they're almost always are somehow a proponent of spending more on their platform. But if you're on a fixed budget, it means you got to spend less on a different platform. So that's a little bit of what you're saying there. So I think that's what the, where the health, healthy skepticism comes into play too on this.
[00:07:27] Brent Peterson: Yeah, and I guess, you know, I'm using Google as an illustration of how they're using analytics to kind of help you understand what your customers are doing. I feel like e commerce platforms could be using those same type of analytics within themselves to predict what customers will be buying.
[00:07:48] Jay Topper: And then if you're interacting with one of these platforms that are powering your e commerce site, you're seeing it all within there. Versus trying to go run a dashboard, take a look at it, analyze it yourself, make a decision and come back in the platform. To affect something, basically, uh, what you're saying, and I agree 100 percent is, you know, power to the end users and the employees that are actually running these sites. It's not always just about personalization for the end user, you know, on what they're seeing, but it's on the power that the end users have within those platforms.
And then you brought up, uh, you, you've, uh, When you think of headless, which, uh, has, has been around as a term for quite some time, but you have a perception that I also agree with that, uh, you've seen in the market on some of the people you've spoken with. And, uh, talk a little bit about that.
[00:08:34] Brent Peterson: Yeah, I think that headless in the last five years, everybody thought that's where it was going to go. Magento came out with this thing called PWA Studio. Google had a thing called PWA Progressive Web Apps. And. Everybody thought that that's what was going to happen in the e commerce space. And what has happened is It hasn't happened. Like, you know, Magento continues to be a monolith. Shopify is a single app.
I know there's a, there's a headless version of it. Uh, but none of these things have taken off in the way everybody thought they were going to take off. And I think one of the trends that we saw the last 18 months to two years is the consolidation of services into a single place. And maybe that's why Shopify has been so successful.
You can consolidate all your bills into one place, i. e., Shopify, and, and not have to spend money in all kinds of other places. So if you think of composable commerce, which is great for an enterprise solution, you then have. Lots of different people. You, you have to make, keep track of lots of stacks that you have to deploy and lots of bills that you have to play, pay to different vendors.
So I think a lot of those things combined with just, uh, the way that, the way our economy went in the last, uh, two years, um, led to. Sort of the, the un adoptation. Can I say that the non-adoption, the not adopt, not adopting the old headless idea, um, where everybody thought headless was gonna be The thing.
[00:10:11] Jay Topper: I think on, uh, composable, I think you're exactly right. And, and some of the people. Uh, the retailers I've spoken with, uh, both on, on the pod, on this podcast, but also just as part of our general, you know, go to market is there's some benefits that Composable brings in its modularity and extensibility, but there's a lot of complexity it brings with what you just said, having different vendors, like in a, in an extreme case, every single module could be a best in breed.
And I tend to feel like these things are, you know, it's kind of snapped over to one side. We're everything composable, everything headless, and now there's some middle ground somewhere where there are places where a module, but it could be within a set of modules from the same vendors, which makes it easier to extend and easier to develop on than sometimes within a monolith.
I think that, I don't know that the dust has settled on all this yet. I don't know, 2025 is going to be an interesting year from my perspective. It might be the first normal resetting year since COVID. When I make that statement, what do you think?
[00:11:18] Brent Peterson: Yeah, no, I definitely now hear from, um, I mean, the last, I would say in the last two months I've heard. from other agencies that their business, their pipeline is filling up, that they're starting to get deals, that people are starting to make decisions, um, and that those, those type of, that type of behavior from the merchant side Is changing and their, their, their outlook on, on 2025 is very good. So I think that, um, from a, from a technology standpoint or from a spend standpoint, um, I, I'm not sure if we've turned the corner, but I think in certainly, um, it's much brighter than it was last year.
[00:11:56] Jay Topper: Yeah, I think there is a little bit of pent up demand. I think maybe there was some overspend, uh, I don't wanna say reckless spending, but quick spending, uh, during COVID then there was a real pullback, uh, after, and, and, and I'm certainly hopeful. That retail has a really good Q4, so there can be some confidence going into 2025.
A high tide raises all boats, and I'm, I'm, this is my first year not, this is my first year not in a fulfillment center or a customer service center in probably 20 years. I can't, I can't help but just hope that retail in general does really, really well this, this, this quarter, uh, as we head into it. As far as like you've, you've met with, uh, and you've got some perception of some of the retailers that you've spent time with too.
What are some of the exciting or interesting things you've heard around retail specifically?
[00:12:45] Brent Peterson: Um, I think retailers that have embraced generative AI, uh, and are using it to generate the correct kind of content on a site are the ones that are being such that are that are having success in terms of, uh, in terms of using, um, generative AI to create content for their site.
The caveat on that, and like you said earlier, a human does need to be involved because I think the ones that have had pushback or lashback or whatever back you want to call it are the ones that are just putting their AI in autopilot and allowing it to just post stuff for them willy nilly without any thought to what's in it, right?
And, and I, I have not yet. I've never met a chat GPT bot that actually buys something on the website and uses it itself. It's going to be a human that's going to buy something, right? In the future, we might have bots go out and buy stuff for us, but who knows? It's going to get returned if it's wrong. And so, I think that we are still optimizing our content for humans to purchase the content.
And I envision us And, um, optimizing our content for humans to buy content for a long time. So, the merchants that are, that are using humans in, in that, in that workflow are the ones that are being successful.
[00:14:04] Jay Topper: Even in the AI, uh, you know, purchasing bots, I've been reading a lot about those in the Wave, uh, where Where AI can actually make the purchase.
I, the brands I've worked for were very emotive brands. And when I think of the stores and the charm of the store and the just that human connection, I don't think that's, you know, necessarily going away. I think there's a long way to go until the people don't want that humor action interaction. I feel this way on customer service.
There are times when AI makes sense. But there's other times when you want to speak with a human and that, and that can actually create an advocate and, and another sale, whereas an AI bot right now is not necessarily going to do that for you.
[00:14:46] Brent Peterson: Yeah, and I think there's, there's even a push now to have the, the shopping where you have an actual human help you go through your store and help you shop.
So think of a person at a computer using the chat and you may go through a number of layers. In a chat bot, but you eventually end up with a human and now you might have a human who's helping you shop on the site. So there's a lot more push towards higher customer service within an e-commerce site. So if you think about going, walking into into a, into a department store where you'd meet somebody and they'd say, oh, I'll help you find this Hawaiian shirt.
And I'd say, I want green. The other person said, no, I want orange. There's gonna be a, a real human that helps you on a store itself, and you'd even have I mesia immersive shopping experiences where you might be using AI or you might ha or you might be using other, some something else where there's a human walking you through that buying process and helping you get to the point of checking out.
[00:15:51] Jay Topper: Yeah, it's bringing the, we talk about digitizing everything in the world, but here's an example of bringing the charm and the physical benefits of a store into the digital ecosystem. It's not just about shoving the digital ecosystem, you know, down the throats of stores. It goes, it goes both directions. I've certainly seen that in the businesses that I've worked with. What about, uh, you talked about remarketing marketplaces. What, what is that? Explain that to me.
[00:16:16] Brent Peterson: Yeah, that, that was, uh, I've had a number of conversations with companies that will take used product and resell it. And I know that there's, uh, companies out there that are doing premium or luxury brands and that they actually partner with that brand itself.
So, instead of maybe having that brand go to a marketplace that, that would, uh, have mixed It might be mixed of, uh, of some forgeries or, or some, uh, replicas of that product. That product is a certified product that is resold on either the marketplace or certified by the brand for that marketplace. If you, you know, I'm sure, Jay, that you have a Gucci purse that you have and maybe you want to get the next Gucci purse, that type of thing where you're going to resell it instead of putting it on Craigslist, you could resell it in a marketplace and it might be even sponsored by Gucci or it might be in a market that, that, um, that is, uh, part of that website where you can go off and look at re, reused or used products.
[00:17:20] Jay Topper: Yeah, it's, uh, it's, it's actually re commerce, I mean, that's, uh, you know, uh, and it can also fit into returns, it could be into used products, and I think I've also, uh, seen a trend where brands are taking control of that more than just allowing third parties to do that. For the record. I carry a Toomey purse, uh, and it's got my initials on it already, so I don't know how the resale market, but my son has the same initials, so I can just, you know, send him my, my retread Toomey bags.
And then what about selling channels? And, you know, uh, we talked a little bit about that in the green room as well, the, the rise of all these selling channels and almost where marketing channels are becoming selling channels like email and TikTok. Where have you seen that in 2024, and taking a risk, where do you see that going in 2025?
[00:18:09] Brent Peterson: Yeah, I think it's going to continue to grow. I think that the social platforms are going to figure out how they can keep the people on their platform, no matter who it is. There'll be a buying experience within the platform, and there'll be an integration with your e commerce store to make sure that your products are there and the inventory is available.
But, it'll be a direct purchase like TikTok Shop, where you don't have to go, the, the, there's no redirect back to your platform, it's a, it's a direct buying channel, just like any other channel, so. That, I guess you call that hybrid social or, um, hybrid, uh, channel, hybrid market, omni channel, or whatever you call it nowadays.
That experience where you don't start with the website, you don't even start, uh, with, uh, you start with, uh, an experience coming into TikTok and then suddenly you're, you're now buying the product directly through the TikTok shop and checking out and getting it, uh, from that platform.
[00:19:11] Jay Topper: Yeah, that's the, uh, I've always had a strong belief that you, that you need to get the ability to purchase as close to the point of intent as possible.
So if you're watching a fashion show, or like you said, watching a TikTok video or anything, even getting an email, if you can buy without having to then traverse over the website and then go into that, you know, four, five, 6 percent conversion bucket. Because then the intent starts to wane as you have to do more clicks and navigate more stuff.
And I think inventory becomes key there because I'm not sure all those marketing channels, I can't tell you the time I've clicked a TikTok or a Facebook product and landed on the site, and that particular product is out of sites or out of stock. So there's still some infrastructure that has to take place here to enable those channels.
[00:19:59] Brent Peterson: Yeah, if we want to get into the tech talk, I think the iPass, the The, um, uh, the integration as a platform and having, um, having some AI within that to better connect your systems are what's, one of the things that we're going to see a lot of in 2025. So instead of having to hardwire an API between two systems, there'll be more of a, hey, I have this and I have this and go ahead and connect me.
Just like JATCPT can write code for you. There's no reason why AI won't be able to write the integration points between two systems.
[00:20:36] Jay Topper: No, I think that's fascinating, and I think when you have all these new selling channels, and then you have all these new fulfillment options, then, you know, what, what, what, I've called it several of the companies I work for, this, this concept of operational excellence, of, of still, you know, routing, you know, making sure there's inventory, routing it to the right place, fulfilling it at the right time.
All that op excellence gets more and more complex when you throw in all these different channels on either side of the, either side of the equation. So I actually think that AI, you know, is going to have a hand in some of that operational excellence that companies are looking for. It's not so much two day delivery like Amazon, but it's just the excellence they have in managing You know, the throughput coming in, and then the final delivery to the customer.
Other retailers that have interested you, you brought up a few of them before, uh, and why, why do they interest you, regardless of size? Just ones that are niche, that have piqued your interest.
[00:21:33] Brent Peterson: Yeah, you know, I, I was at ShopTalk this year, and I must have interviewed at least 20 different merchants at ShopTalk.
Uh, the, the, the surprising thing is, that it's pretty standard. Their day to day roles hasn't changed a lot in the last 10 years. People are, some people are using some Gen A, some people aren't. People are, people are going through the same throws as they've always gone coming into Black Friday. I think one thing that we haven't, that we're worrying a lot less about is your website crashing on Black Friday.
I feel as though most of the major platforms now have that sort of surge technology down. From an interesting standpoint, you know, I was at, I worked with a hundred million dollar plus. Uh, uh, e tailer, and they weren't employing anything from, from AI yet. You think that it's the bigger ones that are employing more AI in their workflows.
And I suppose it has to do with, maybe it's the age of leadership. I don't, I can't put my finger on it. But there has to be some, risk taking and some embracing of, can we do, and how can we use this to make our workflows faster, better, easier, uh, by thinking outside of what are the traditional ways of getting us from A to Z in an e commerce way.
And I only mentioned that it seemed like there wasn't a lot of big change at ShopTalk. And again, ShopTalk was in October, so most of the people have already had their Black Friday, Cyber Monday, uh, game plan nailed down, right? A lot of people weren't going to make any drastic changes, but I didn't meet any retail merchants or e tail merchants that were making or doing anything that was really outside the box that was very interesting.
And I won't name any names because I didn't find any. I know there's lots of people out there that are doing really cool, great things. I just haven't had a lot of conversations with them yet. Have you had, have you talked to any merchants that have really embraced it and had any success in it?
[00:23:46] Jay Topper: Within AI in general?
[00:23:48] Brent Peterson: Yeah.
[00:23:48] Jay Topper: I think there's one area that, that merchants are starting to embrace, uh, Which is in the concept of, uh, buying and allocating product. So, if you have a thousand stores and usually seven months ahead of time, you're placing the order for what you're going to sell in seven months, how many of each SKU do you buy, and then when you get them, where do you allocate that?
Typically, a retailer might have a 50 percent or 60 percent match rate to get that perfect. And if you can get that up to 70 or 80, there's amazing returns on both sales and of course, gross margin. So I have seen some movement in that space and I've seen new platforms pop up, not one that we play in right now.
But I actually think if I were to walk into a retailer tomorrow, it's one of the first places I would look. So, there is some hesitancy, uh, people that have, you know, someone that's been a brick and mortar merchant for 20 years to embrace new technology, you know, in a merchant led company can be a challenge.
So, I don't think it's because the technology's not there as much as maybe there's a cultural shift that has to take place too.
[00:24:55] Brent Peterson: Yeah, I think you're right, and I think that culture, I mean, I'll ask you a question. Do you feel as though the culture is harder as if leadership is a little bit older? Not, not like you, but more like me.
[00:25:10] Jay Topper: I, I'm 63 young, so I'm a boomer. I'm a boomer , uh, uh, you know, I, I'll tell you, I think that, and I can usually tell this in the retailers I've worked for and the ones that I even try to sell to, it all comes down to flexibility of mind. You have flexibility of mine. You, you listen to new things every day.
And you formulate opinions on those new things. I think if you're locked in, uh, and, and conservative in your approach, I think maybe some of it could do with age, but some of it could do with, this is just the way I've done it for a really, really long time. And. And it's hard for me to trust it, uh, not only trust it, but maybe even fear it a little.
So, I've been in companies that adopted quickly and other ones that are super slow. That's the same with even if you're replatforming e commerce or putting in a POS system or, you know, whatever that, whatever those things are. I think some companies embrace speed to market and trying things and being able to go quickly and other ones are a little more thoughtful.
And I don't know that one's wrong versus right. I tend to lean towards the speed side. I'm kind of a speed freak when I was in retailer, uh, when I was in retail, but, uh, Yeah, I don't know. I think it comes down to flexibility of mind, and maybe when you get people that have been around for a really long time, the odds of getting that might be a little bit lower.
Did I answer that diplomatically?
[00:26:30] Brent Peterson: That was good. That was great. Thank you. I think one thing that we're looking at downstream would be maybe personalization and using AI to more personalize the experience you have on a website. That was one thing that maybe, uh, it is more downstream and involves more of the marketing, uh, marketing analytics hubs, uh, that are really embracing a lot of the AI tools.
And I think personalization and making that shopping experience as much for the person who's on your site as possible, uh, is something that has now taken, you know, it's really turned the corner last year, and we're going to see a lot of it next year. I think the hyper personalization, uh, not to the point of creepy hyper personalization, where it knows your name, and it, knows your dog's name, um, but to the point in which they really know what you want to buy next.
And I think Amazon is good at that, right? I think that they're already doing all that, but I think a lot of the things that we're seeing at that big level, uh, in terms of when you're purchasing on Amazon and they have all those back end engines running, we're going to see that more and more in the platforms or in at least in the downstream marketing automation platforms.
[00:27:45] Jay Topper: I, I hope so, uh, actually, because I've over the last maybe 10 years. You know, when we started talking about it, I, I was, I thought it was amazingly slow how some of that went, uh, initially, and one of the trends I've heard from people that are sort of in the camp where, where we understand technology well is taking the, the customer data platform in house because they just can't get to where they want to with personalization fast enough with a third party.
I'm amazed at Facebook. I'm a Facebooker because I'm a boomer. And, uh, and my kids aren't quite as much, but I have trained Facebook where every single day I go on once a day that there's always something there I want to buy. I mean, they all, they have mastered what they put in front of me. And I kind of want that in the sites, uh, you know, when I go to shop, uh, but you, but you do have to walk that fine line between showing me what's really interesting versus I'm having a conversation at my dinner table and all of a sudden it shows up in a Facebook ad and it feels really creepy.
Um, which, which I never can quite figure out because I don't have anything on to be able to do that. But I have had a few creepy experiences. Any story behind your Hawaiian shirt? So we both agreed to wear Hawaiian shirts today. Any story behind yours?
[00:29:01] Brent Peterson: Well, you know, I think, uh, when I go to conferences, I'd like to stand out, and this is a long sleeve Hawaiian.
[00:29:09] Jay Topper: Yeah, I saw that.
[00:29:09] Brent Peterson: And I'm always cold, so I thought, oh, yeah, I'll start looking for some longer sleeve Hawaiian. Because, you know, if we're spending our winters in Hawaii, Hawaiian shirts make, is a no brainer. Costco has them for 19. 95 at the Costco in Kona. Right. It's like, they're cheaper than a t shirt. So, but I also wanted to stand out at conferences, and I think last year, the year before, I started wearing these shirts, and everybody, everybody was really commenting on them, and I'll tell you what, the ladies, the elderly ladies on the planes, that's my demographic right now.
If you're 80 plus, I'm your guy, because everybody's saying, I love your shirt.
[00:29:50] Jay Topper: So I'm going to let you close with this, Brent, and I'm going to put you on the spot, because you didn't know this question was coming. It's not really a question, but I'd like you to tell me a dad joke.
[00:30:00] Brent Peterson: Oh, geez. A dad joke. All right.
[00:30:03] Jay Topper: Well, a good clean joke. It doesn't have to be a dad joke. A good clean joke.
[00:30:08] Brent Peterson: All right. So this is one I told, I told my son, uh, I was rushing around and accidentally Sprayed myself with a mouthful of Axe body spray. Now I talk with an accent.
[00:30:26] Jay Topper: That's good.
[00:30:28] Brent Peterson: How do you move, how do you remove leaves from your lung with a Ray King?
[00:30:37] Jay Topper: What made you get on, uh, so for those that don't know, Brent always tells a joke at the start of his podcast and allows the, uh, the guest to grade it. So how did you start that? What made you start that?
[00:30:51] Brent Peterson: Uh, you know, I, I think that, uh, I wanted to be light, I wanted to have a little lightness in it. I was doing that, should it be free, I started it as the free joke project, uh, and then nobody could understand, now free, what do you mean by that?
So I, I recently changed it to give me a rating, one through five, and I just asked, don't give me a negative. Yeah, that's right. That's good. Don't give me a negative two because it's only five.
[00:31:17] Jay Topper: Yeah, I would never give you a negative two. I love, I love cheesy, simple jokes. They're my favorite, . I'm, uh, I'm known for them in my family anyway. Brent, thank you.
Well, that was awesome having Brent on. I loved being on his podcast and I loved having him on my podcast. If I could tease out three things where I think Brent thinks a lot of this is going in 2025, uh, one is. Uh, AI around analytics and predictive analytics and the actual running of the business. Uh, whereas generative AI is table stakes now for content, getting AI embedded in your analytics is, is going to be table stakes.
Uh, number two is hyper personalization. I've heard this from many of the guests we've had on Chiefly Digital. Uh, and, and I think that also is time to be prime time. And then lastly, selling at the point of intent and using AI to help that. So you have these marketing channels like TikTok even email Where they still dump you, a lot of these dump you over to the site, but being able to transact right at that moment of intent is going to be key.
So anyway, that's it for this edition of Chiefly Digital. Thank you so much for joining. I hope you had a wonderful Thanksgiving, and I hope you have a wonderful end of your 2024.
Jay Topper 
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