- 1 day ago
When AI helps consumers discover what they want to buy, and what they love, the rules of brand-building are being rewritten. As agentic commerce matures, AI may soon become the only middleman between a brand and its audience. From protecting brand integrity in a marketplace model to navigating an AI-generated content landscape, this is a discussion about identity and trust in an increasingly algorithmic world.
Category
🤖
TechTranscript
00:01Hello, everyone.
00:03This next session, we're here to talk about brand building in an artificial world,
00:08brand building in the world of AI.
00:11And there is something really interesting I find fascinating about the marketing industry.
00:17Whenever there is one of these big questions coming to us,
00:21the first thing that comes is quite a bit of a catastrophic reaction to the question.
00:30You see a lot of statements here, and they have a few things in common.
00:33First of all, they are made by people that are quite influential in the industry,
00:37and they have a pretty strong opinion about the future of it.
00:40The second thing they have in common, as you can see, they are very optimistic comments.
00:44I mean, you know, brand building is as dead as Elvis.
00:47It's the end of brands.
00:49It's the graveyard of advertising.
00:52But they have a third thing in common, which is they were all made before 2015.
00:59And what is interesting is, if we look at what has happened to brands since then,
01:05and this is the top 100 most valuable brands in the world,
01:09actually, brand value has nearly multiplied by four.
01:13So that's quite different to that pessimistic view of the industry.
01:18And even in the last year, which is at the helm of AI disruptions,
01:23brand value grew 22%.
01:26And that happens for a very simple reason.
01:30Brands are very important to consumers, and when consumers are disrupted,
01:35they tend to pivot towards things that they trust.
01:38And we have a lot of evidence that shows that when brands in consumers' minds are meaningful,
01:44that means they are relevant either emotionally or functionally.
01:48When they are different, they offer some element of differentiation to other brands in the category,
01:54and they are salient.
01:55Of course, they come to mind at the moment of truth.
01:57They grow five times faster in penetration over a period of years than brands that aren't.
02:04So brands' perceptions in human minds drive growth, and they drive value.
02:11But it would be silly for me to stand here and to say nothing has changed.
02:15The reality is that we know that globally, about 82% of consumers today have used LLMs recently to inform
02:24themselves.
02:25And what is really interesting is when we ask them, how do they see the future?
02:30Whoops, that went too far.
02:32As much as 25%, they say they will be willing for their agents on their LLMs to make decisions on
02:39brands on their behalf.
02:41So that is changing, and what it means, the unit of marketing is also changing.
02:48You have to actually understand and predispose agents in LLMs if you are a brand.
02:54You continue to need to predispose people.
02:58But to me, the most important thing is that coming together.
03:03Because at the end of the day, LLMs are interacting with humans, and humans are interacting with LLMs.
03:08And we call that the hybrid consumer.
03:11Now, at Canta, we've started to work on that, work on the hybrid consumer.
03:16As you know, we're on panels across the world, millions of people that work in those panels.
03:23And we've been interacting with them for decades, so we know a lot about them.
03:27What that has allowed us to do is create what we call consumer twins,
03:32things of replicas of people that we can interact with.
03:36And that video didn't work.
03:38If it had worked, it would actually say that you can then launch,
03:45yeah, no, it didn't work.
03:46But you can launch, actually, conversations with 1,000 people in the U.S., for example,
03:52about how they feel about the wine and the spirit industry,
03:56and get answers at a speed, which is what AI really brings.
04:01So, there you go.
04:02That is the output of that survey with hybrid consumers.
04:08We call it consumer twins.
04:09Now, so to conclude, we strongly feel that brands are probably more important now than they've ever been.
04:18But that brand owners need to think on how do they predispose machines
04:22as much as how they continue to predispose humans.
04:26And the important thing is how those two come together.
04:30Now, to continue the conversation, I think Clarice is going to introduce now a fascinating panel
04:38to continue that conversation.
05:02Good morning.
05:03Bonjour tout le monde.
05:05I'm Clarice Magnan.
05:07I'm a senior partner at McKinsey, and I lead our consumer practice.
05:09I'm delighted to welcome an exceptional panel of professionals in the space.
05:18And I'm going to give a very quick introduction before asking them some questions on the theme of
05:26how do we tackle branding in a world of algorithm.
05:33A few years ago, we had to impress Google.
05:37It was all about referencing with the traditional search engine.
05:42And today, they have become number two in the queries that people make online.
05:51And people obviously turn to AI and Gen AI.
05:56And what is very impressive is if you look at the numbers in Europe, 84% of the Europeans are
06:03using it on a daily basis.
06:0438% are using it to search, discover, and make a buying decision.
06:11If you look at the younger generation, it's over 50%, and it is rising, right?
06:17And when you ask CMOs, 50% of them see a drop in SEO effectiveness.
06:25So they see it firsthand.
06:27And again, there are lots of statistics.
06:29Some of them are on the page.
06:30But many websites experience a drop of 80% of the registered users.
06:35So, you know, you could see the opportunity.
06:39By 2030, we expect 10% of the global commerce to be intermediated by agents.
06:46That's $3 to $5 trillion.
06:49So this is very massive.
06:51But obviously, it triggers a lot of questions.
06:55So I would share, like, a few core beliefs.
07:00We're going to need to be able to not only influence consumers and people, humans.
07:06We're going to need to be able to influence agents and work on what makes us visible, understandable, and recommendable.
07:17But we should not forget the consumers either.
07:20And I think that's what you also explained in your introduction.
07:24LLMs are actually becoming now a media channel as such.
07:29And if you think about the investment, the strategic thinking, and the optimization that has been put against all the
07:37other channels,
07:39it's going to probably come for this channel as well.
07:42So there's a lot of investment needed.
07:44And obviously, the winners, and I think, again, you said it in your introduction,
07:50are going to be brands that are not only able to bolt AI in their existing ways of working,
07:59but actually brands that are able to reimagine their workflows, their capabilities, and so on.
08:05So it gets to the questions.
08:0942% of the marketers are using Gen.AI in their daily lives, in their function, professionally.
08:16But only 21% of the organization have reached a level of maturity by which they really scale AI.
08:23So that's really the challenge we are in.
08:26So the questions I will have for the panel is, how do you remain emotionally distinctive
08:35while being visible, understandable, and recommendable by AI agents?
08:42How do you transform your marketing model?
08:46It's not only doing books or adopting for, let's say, content production,
08:51but how do you really rewire your marketing operating model?
08:58And I think that the last point is, it's not only a tech story.
09:02It's going to be a story of brands, operating model, and ultimately of leadership.
09:08So to help us unpack all of this, and we've heard you on stage already, Gonzalo.
09:16So maybe, and you are the CEO, I think you said the CEO of Cantar in EMEA,
09:24so you oversee all the strategy across these markets.
09:28You say in your research that marketers see the potential in AI, 9 out of 10 see the potential.
09:37So that's very positive.
09:39But they feel their readiness is only 5 on the same scale of 10.
09:43So it's not a gap, it's a big gap.
09:47So maybe tell us about how do you see the difference in talent, in governance,
09:56in the way they rethink measurement between the brands that are really ahead
10:00and the ones that are still more in exploratory stage?
10:07Yeah, obviously, as you said, I mean, the thing is, all of us can imagine a world of AI and
10:12what it can deliver,
10:13but then implementation is a bit of a challenge.
10:16I mean, we work with a lot of companies.
10:18And what I will say, there are three things that I think really kind of segment the ones that are
10:25a little bit ahead.
10:26The first thing is, they don't look at AI just as a simple way of automate tasks.
10:30They see it as an opportunity, as you said in your introduction, to really rethink entire workflows.
10:37And I can give you an example.
10:40A lot of brands depend on innovation, even more so now than ever before.
10:45And the innovation processes in many companies, especially big legacy businesses, is a bit clunky.
10:51And the challenge is that we know we have data that only two in three innovations that are launched in
10:57a market,
10:57two out of three, fail within two years.
11:02So this is a great business case for AI because you can think, okay, how do we reinvent the workflow
11:08of innovation?
11:09How do we use technology to think on how do we identify new opportunities?
11:14But then how do we build on those opportunities?
11:16And how do we launch those opportunities?
11:19And think the big FMCG companies, for example.
11:22How many innovations do they launch in the last 10 years?
11:26If they could actually use all that data and expertise through AI to inform the next, it's a huge way
11:32of changing.
11:33So the first one is that one.
11:35The second one, I will say, is data.
11:38A lot of people are thinking technology.
11:40A lot of people are thinking agents.
11:41The fascinating thing about AI is that I can give you a very structured answer, very logical, and very professional,
11:51regardless of what data you are using.
11:53But what makes a good answer to a bad answer is not how professional it looks or how logical it
11:59looks, is how real it is.
12:02So what I see those advancing more are they looking at the data ecosystem and how they're bringing it together.
12:09I think it makes a beautiful transition, actually, to Eduardo.
12:14Eduardo Barbaro is the chief omni-channel and digital officer at Tiffany, and you've been at LVMH for over 20
12:23years.
12:24So that's the temple of craftsmanship and experiences, and I think you've worked a lot on client engagement and CRM
12:36and data and AI and so on and so forth.
12:42So I would say, you know, when you think about agents comparing products in your categories and doing a little
12:48table between two bracelets, which bracelets should I offer my mom for Mother Day, and I'm going to get a
12:56table with the price and whatever, like different attributes.
13:00So, you know, how do you think it changes the way you think about omni-channel and also the relationship
13:09between the consumer and the brand?
13:12Okay, I think this question is fascinating because, in a way, luxury and AI are built on very different principles.
13:21In luxury, for decades, we've been creating desire through symbolism, emotion, meaning,
13:28while AI, in a way, is looking at processing information, identifying patterns, and generating answers.
13:35One is creating mystery, and the other is trying to dissolve it.
13:39So when it comes to luxury, I think, to me, what was the first sparkle was when we look at
13:47data, and I go back to the data of Gonzalo,
13:50because I started seeing on the website that clients were coming, but they were spending less time to make their
13:57decision.
13:58That usually is good.
14:00Unfortunately, direct traffic was going down.
14:03It was not too dramatic, but just a little bit to make me a bit uncomfortable,
14:07because it was like the discovery process was happening somewhere else.
14:12So I started my investigation.
14:14I started looking on the different AI platforms, trying to understand how Tiffany looked like.
14:19And what was interesting to me was not really about was Tiffany there or not, but was how Tiffany was
14:27described.
14:28And this reminded me of the brand equity study when we are comparing the brand positioning to the brand perception.
14:35And then another data came to my mind, which is one out of two people trust more AI than their
14:42friends.
14:42And I'm thinking of my parents, they trust more AI than our family doctor, which is even worrying.
14:49So I'm like, I've been obsessed for the last 10 years about MPS, about asking clients, would you recommend Tiffany
14:55to family and friends?
14:57Should I start asking to AI if they will recommend Tiffany?
15:01And so I got with three basic questions.
15:04The first one is, is Tiffany visible on AI?
15:07And this is really omnipresence.
15:10Is, to me, an evolution of the old SEO, of this old digital métier called SEO?
15:16It's about attributes, it's about crawling, and so on.
15:19The second is about, if a customer is asking for advice, will AI suggest Tiffany?
15:24But the last one, which is the most important, and is, does AI understand what we stand for?
15:31Because if you feel, when you're buying an engagement ring, this is not only carrots.
15:38There is an emotional value behind it.
15:41And so this omniscience, being understood for what we are, is really the key.
15:46And so we start measuring the gaps.
15:48We start adding information to making sure that the AI understands what Tiffany stands for.
15:55So, in a way, I think that when we look at the future, it's not only about letting AI understand
16:02what Tiffany says,
16:03but it's about making sure that she understands what we stand for.
16:07Because I feel the future is for companies that are understood by the AI because they are loved by humans
16:14and by people.
16:16Beautiful.
16:17Beautiful.
16:17And I know you slept in a plane, but you kept your energy, so I'm very impressed.
16:22Turning to Sarah Tayeb, you are the country manager for eBay in France,
16:28and you've been leading a lot of strategic efforts to promote secondhand and refurbished and repair-friendly commerce on eBay.
16:38So, having heard what we've just discussed on algorithm and visibility and who gets surfaced first,
16:48what do you think will determine who stands out and earns preference in the years to come?
16:57Thank you, Clarice.
16:59Thank you, Clarice.
17:00Indeed, the main question, the main focus for all is algorithm.
17:04Who gets surfaced first?
17:06But I'm bouncing back on what you just said.
17:09And I believe in the coming years, I believe in the coming years, the main differentiator will be trust.
17:15At eBay, we have 136 million buyers and sellers.
17:19We do have 2.5 billion live listings, and 40% of them are unique inventories, being refurbished items, being
17:29pre-loved items.
17:30So, AI is not new.
17:33We've been using machine learning on the marketplace data for almost 30 years.
17:41But AI makes discovery more relevant.
17:46It helps our buyers find the right products.
17:49It helps our sellers optimize their businesses.
17:53That's so crucial.
17:54For now, in terms of traffic, and I saw your projections, Clarice, it's still very small.
18:02It's less than 1% of our traffic.
18:05But moving forward, I think we are entering a new era.
18:10And when AI is helping people search today, I think tomorrow, AI will help the decision increasingly.
18:21And when AI is making recommendations, then your most competitive advantage can be trust.
18:29And it's the most important signal that the consumers will look for.
18:34I'm taking an example.
18:36You all compare standardized products.
18:39You're looking for buying a laptop.
18:41You will look at the product, the price, the features, the delivery.
18:45But let's say you're asking an AI assistant to find for you the best refurbished iPhone for below 500 euros
18:54with the best condition for that price.
18:56Or an authentic vintage watch from a pre-loved.
19:02Then AI will not only have to find you the best product and price.
19:07You'll have to be confident that the item is authentic, that the seller is reliable, and that as a buyer,
19:16you will have the greatest experience.
19:19And that's where, of course, eBay is investing heavily.
19:23To give you just a few figures, our AI systems prevented 21 million listings potentially unsafe from being published on
19:35the platform in 2025.
19:36And also 300 million IP and policy violations.
19:43Great help.
19:44Of course, trust goes also beyond moderation.
19:49And we also have programs that are building this trust for our brands, such as authenticity guarantee or refurbished program
19:59by eBay.
20:00Or even our seller performance standards that helps buyers buy with confidence on the platform.
20:07In short, AI is not changing commerce fundamentals.
20:11And the most important of them is trust and will remain trust.
20:15We do believe that AI is not just a technology but a trust engine that helps us create a safer
20:23and more reliable experience for millions and millions of buyers and sellers around the world.
20:34Derya Matras, you're the Vice President Global Business Group EMEA at Meta.
20:41So Meta, I'm sure everybody knows, but includes the platforms of Facebook, Instagram, WhatsApp, and Messenger.
20:49So you are the EMEA VP for all of them.
20:54And I would love to ask you, you know, AI is really changing the creativity part of the agencies and
21:04the media companies.
21:06It's not only how the ads are made, but also leveraging the data, how they are targeted and optimized.
21:14So I would love to know, because you talk to CMOs and agency leaders all the time across EMEA.
21:22How is the conversation shifting and what's the mood right now?
21:30Yes, many questions to unpack there.
21:33I love this quote that AI can automate the creative, but not the creativity.
21:39So I'll start with that.
21:41But these conversations with business leaders, CEOs, CMOs, CTOs, I think it's important to understand what is happening in the
21:50backdrop.
21:50And there are two things come up in every single conversation.
21:56One is the world that we operate today, which is the super volatile, and there is a lot of changes
22:03from a geopolitical perspective and trade tariffs, etc.
22:06What is this doing is increasing the pressure on the CMOs to optimize for effectiveness, deliver profits, and prove the
22:16incrementality of their spend.
22:17So I think that's like one pressure that they are dealing with.
22:21And then on the other side, we have this thing called AI that I guess everyone is talking every single
22:26day in every family, in every meeting room.
22:29And there is the FOMO of, okay, now it has become a commodity, a utility.
22:34So what do we do with it?
22:35How do we deploy?
22:36How do we transform our organizations to AI native?
22:39And what do we build with it?
22:41And you said very beautifully, how do we really stand out of that abundance, that crowd?
22:47How do we build trust with our customers?
22:49So I think those are the two tensions that most executives are dealing with.
22:53And when you come to marketing side of things, today's modern marketing has really become a memory challenge.
22:59Jenna Gonzalo, I love how you talked about how do you communicate to consumers' brains and then how do you
23:06position yourself in the best possible way with the algorithms to deliver your brand at the right moment.
23:12You also mentioned that, Eduardo.
23:14And when you show up in the right way, consistent with your brand tone of voice and delivering and not
23:21doing mistakes, you are actually achieving both objectives.
23:25Where AI is really influencing marketing, creative, and advertising is you need the surprise.
23:33If you just say the same thing and do the same thing every single time, you're just not going to
23:39claim your space in the brains of the consumers.
23:44So you need that creative element.
23:46So I see that impact in marketing being shaped by AI in four levels.
23:52The first level is all the machine learning systems, the delivery and ranking.
23:57I mean, that's always been a major part of how AI has influenced marketing.
24:04But now, in order to claim that space, that spark, creative spark, is through the Gen AI creatives.
24:11It's like how many more copies and how many more different insights to speak to different audiences in the right
24:17moments.
24:18I think that's the second layer.
24:21And the third one is really the automation layer, which is helping marketeers to serve the right ad to the
24:30right segment with the right creative.
24:32So in the past, this was all done manually.
24:36Today, you click a button that AI runs thousands of different combinations to do the right thing to help the
24:43marketeers to deliver the impact and incrementality, that effectiveness.
24:47And we see it in our products today.
24:49In Advantage Plus Suite, for example, we do many tests to see what happens when marketeers use the AI-powered
24:56product suite versus others.
24:58There's 25% more effectiveness delivered by better execution.
25:03But then the tension is that the more degree of freedom you give to AI, better results you get.
25:11But then advertisers and marketeers think, OK, but I need control as well.
25:16So what is the sweet spot of where you keep the control and where you let AI do the job
25:22is going to differentiate brands?
25:24And finally, I mean, all of us talked about it.
25:28I think the third layer, which is the fourth one and which I believe is the most exciting thing happening
25:34right now is the agentic economy and how brands are rethinking their commerce, their relationship with their customers in this
25:44agentic world.
25:45It's how AI is leveling the playing field so that in a way that scale doesn't really matter anymore, but
25:54it's more who can move fast, who can learn and unlearn and build agile organizations to build smarter products and
26:02connect with their customers in ways that others cannot.
26:05So those are a few thoughts, but I'm sure we have more to talk about.
26:10Yeah, I will have probably some follow-ups on some of your points.
26:15Sarah, back to you.
26:17So how do you think it's going to change for consumers?
26:22What is going to change with consumers and what they are going to value most?
26:27I understand you touch upon the topic of trust, obviously, but how do you see the relationship between AI, the
26:34communities, and the human connection in the future of commerce?
26:38And we see, I mean, your numbers were a little bit more conservative than mine, but as of today, we
26:44see global commerce share intermediated by agent growing quite fast by 2030.
26:53So, you know, what's your perspective on that?
26:58We often hear that AI and human connection might be opposing forces, and on the contrary, I think they reinforce
27:07themselves.
27:08I think what we always value most is human connection, and AI is an enabler.
27:19eBay has always valued the community, and I think what makes a platform unique, what makes a brand unique is
27:27its community, and that's what we hear from our users.
27:30It's what they value also.
27:34And the more recent example I want to share with you is the successful launch of eBay Live and the
27:41success overall of the live shopping.
27:43The live shopping, it is human connection.
27:47You connect with sellers, you see them live, you have real-time interactions, and you just can interact also with
27:55the community of buyers that share the same interest you have when you attend a live show.
28:01So, it's really building affinities through participation and not just transactions.
28:08Actually, if you go on an eBay Live show, maybe you will not buy anything, but you will just leave
28:14the thrill of auctions for a very specific street art piece from the Galerie Montorgueil,
28:19or you will wait for the opening of a booster of Pokemon cards.
28:25You don't know what's in it.
28:26So, we do believe, and we've always placed communities at the heart of what eBay does for a long time.
28:34And collectibles actually is one of our biggest growth engines, with trading cards having a triple-digit GMB growth for
28:43the recent years.
28:44That's really big.
28:45And I'd like to reinstate the fact that our vision is AI is making commerce smarter, but it's not just
28:57transactions.
28:59What matters is the human connection, the emotion, and provide shared passions while shopping on eBay.
29:09All right, so, Deria, you were talking about, you know, should we let AI handle things or should we, you
29:20know, keep more human control?
29:21Because I think the question I would have is the tension between longer-term brand building, building a brand equity
29:30in particular in luxury matters, like, you know,
29:33and the short-term performance of the marketer who's going to be able, thanks to you, to measure what has
29:39been the reach, the click rate, and all those things, and potentially the purchase, right?
29:44So, I see the short-term performance, I see a bit less the longer-term brand building, and therefore, what's
29:54your view on what the best practice should be in terms of letting it to AI or keeping some level
30:01of control, having this longer-term brand building objective in mind?
30:05So, I believe the agentic economy is already here.
30:10We have more than 1 million businesses and more than 1 billion threats between businesses and consumers on agentic through
30:18agents today.
30:20So, it's becoming, I would say, just a business as usual for many businesses now building and deploying their agents.
30:31And the way to really distinguish oneself in a world of abundance where the price of building average product and
30:45building average creative or content is nearly zero.
30:50But then building something distinctive is extremely expensive, right?
30:55But then in this world of abundance of content and, you know, creative and competition and products, how do you
31:02really stand out?
31:04I believe the answer is going to be agentic.
31:07And businesses building one-on-one relationship with their customers in a way that is customized at scale.
31:15Because today, consumers want to talk to their businesses in a way that they are talking to their friends and
31:21family.
31:21So, we see an increase on these conversational experiences.
31:26And in order to handle those conversations, customized, specialized, and at scale, you need to bring in agents to be
31:33able to do that.
31:34And there are three sources to success there.
31:37The first, you need to be where, like the distribution, and you need to be where the customers are.
31:44Many businesses fail today because they put their agents in their website or in their apps where customers just come
31:51and maybe visit once a month, right?
31:53So, we need to be where customers spend their time.
31:56The second, and you talked about the data as well, also, Gonzalo, you mentioned it, is know your customers so
32:03well that you have deep context.
32:05So, you know what they want before they know they want it, right?
32:10So, how do we build that edge to be always there and consistently show up in where they are in
32:17a way that we know what they want?
32:18And the last point, Sarah, you mentioned the trust elements.
32:22Like, how do you deliver day in and day out and distinguish yourself and be consistent with your brand values
32:30and promise?
32:31I think those are going to be the things that are going to be distinguishing businesses that are going to
32:35thrive in this next era.
32:37All right.
32:39So, Gonzalo, if 20 to 25% of commerce is purchase decisions, purchase decisions, are going to be intimidated by
32:51AI,
32:52how do you have a layer of brand tracking to understand how the brand performs, basically?
32:59Because traditionally, we had awareness, consideration, preference, different metrics.
33:06With this intermediation of agents, how do we measure the effectiveness of the brand?
33:13Yeah.
33:14Yeah.
33:14So, at Canta, we've already built a brand tracking on LLMs, basically.
33:24Because, I mean, we are all saying the same thing.
33:26I mean, today you need to predispose people, but you need to predispose algorithms and machines equally, right?
33:33So, you need to understand the two combined.
33:35Because I really don't believe in a world where 100% is one thing or 100% is the other.
33:42You know, the world balance is the hardest work in the world in marketing.
33:47But, and what we are seeing on that is a few things.
33:51The first one, and Eduardo, you mentioned this, presence is not enough.
33:55Just being there is not enough.
33:57So, if you look at how we've always looked at search, it's just be there.
34:00It's got nothing to do with that.
34:02This is, how are you there?
34:04We have a metric that we measure in brand trackers, both with people and LLMs, which we call it brand
34:11power, which is, in essence, what is the probability of your brand to be chosen?
34:16And it's interesting to see that when you look at the human side, there are very strong brands that obviously
34:23have very strong brand power.
34:24And then you look at the machine environment.
34:26And the brand that is number one in the category in the machine environment is, like, number six.
34:31So, you need to understand in that environment why that is happening, what sources of information they are taking, and
34:38what information they are taking.
34:40Today is a pretty rational information.
34:42So, things like price, things like product benefits, composition of product, and how it compares.
34:49So, that's the first thing that we've observed.
34:52Presence is not enough.
34:53You need to understand how meaningful and different your brands are with the machines.
34:57But the second thing is that the sources of information these machines are taking is extremely fragmented.
35:07I mean, our industry is getting more and more and more and more and more fragmented.
35:11This is going to go even further.
35:13I mean, there's been a lot of talk about Reddit.
35:15Reddit, and actually, in all the work we've done across categories, it varies a lot, but, you know, Reddit represents
35:22about 2% to 9% max of the volume of sources of information.
35:27And there are hundreds, thousands of different pieces that the LLMs are picking up from.
35:34Which takes me to the last point, and we talk a little bit about this, which is interesting.
35:38I firmly believe that human experience is going to be a huge determination on how things appear on LLMs.
35:47Because the more humans share their experience with products, with services, with events like the live option that they've had,
35:56the more information is online for these LLMs to learn from.
36:00So, I think it comes full circle.
36:02Human experience will drive a lot of how your brands actually appear in the machine mind.
36:11So, maybe a final question to you, Eduardo.
36:15So, when you think about luxury, it's about something almost that money can't buy.
36:21Or it's the craftsmanship.
36:23It's the heritage.
36:25It's the emotion.
36:29So, how do you, you know, translate this intangible into a machine-readable, you know, process?
36:41Or do you, don't try to do it.
36:44Or, so, how do you preserve this mystic in a world that values comparability on specs and grammage and whatever
36:57applies to jewelry, for instance?
37:00Yeah, I think it's, and I'm trying to take over also some of the inputs.
37:04Because, in a way, I mean, I've always been in the omni-channel space for almost like 10 years.
37:09And I think that in the last 10 years, we've seen the rise of different new channels, like we have
37:15mobile commerce, it was a conversational commerce, live commerce.
37:19One point was metaverse commerce.
37:20And always there was this tension on how we could translate a value which is not, which is emotion, which
37:30is the reason why, I mean, when I'm thinking about my jewelry, there is always an emotion, a feeling that
37:36is attached to them, which is a memory, which is a special occasion, which is a birthday, a marriage.
37:43So, how, as a brand, I can do that?
37:46And so, I think that the basic is about visibility.
37:49But, as Gonzalo was saying, visibility is not enough.
37:52I can be visible, I can be perceived, but why they should choose me?
37:57And so, I think we go to the point, which is to really be relevant in an omni-channel way.
38:03Because, as we are saying, like, channels have broke down, information is spreaded.
38:08I mean, everyone now is focused on Reddit, which is, as Gonzalo was saying, 10%.
38:11It's not a lot.
38:13So, how can we make sure that everything is consistent?
38:16Because I feel that we're always thinking about breaking silos in brands, but really now is about making sure that
38:24the consistency is there.
38:25Because all those elements are signals for the AI and are amplified.
38:32So, if our message as a brand is not consistent, then this consistency is translated to client.
38:39So, I think that really is about client-centricity, is about being focused on what the client wants.
38:47Because I feel that that is key.
38:51Because even if, in a way, AI, we are talking, is changing the client journey,
38:56at the end, we always have to be focused on why the client is connected to us.
39:03Very clear.
39:04So, we are right on time.
39:05Very proud of you.
39:08Maybe a last question, but a very short one.
39:12So, imagine we have in the room lots of CMOs.
39:17What would be your recommendation on the most important thing that they should do in the next 12 months to
39:27build a brand affinity in an algorithmic world?
39:32And I would add another question, which is an alternative to that.
39:37I see also some young people in the room.
39:40So, if you are a student, you want to work in marketing, in communication, in media,
39:47what's your advice on what they should study, how they will find maybe a job in this industry?
39:54So, you choose one of the two, either an advice to the CMOs in their positions,
40:00or an advice to the young people who are not yet on the job market, are excited about these professions,
40:06and want to be guided on what they should study or put forward to get a job.
40:13So, we can start any order, actually.
40:16Happy to go.
40:16Yeah, go for it.
40:17So, three things, I would say.
40:19And it's not only applying to CMOs.
40:20I think it applies to any leader who wants to thrive in this new AI era.
40:25Number one is building an AI-native organization that is able to learn complex things fast and unlearn and stay
40:35agile and be open to change.
40:37I think that everything starts with people.
40:39The second thing is really being ruthless about prioritizing what you're optimizing for.
40:47Our CMO, Alex Schultz, wrote this book, and my favorite quote from the book was,
40:51the biggest enemy of your North Star goal is your second goal.
40:57So, the more we are trying to do everything, we are just eating up from our North Star goal
41:01and creating organizational alignment on what we want to achieve in the organization.
41:06I think that clarity is really important.
41:08And last thing is getting to know your customers and rebuilding your data stack in a way that it's machine
41:16-readable
41:16so you're able to tap in and out of different models because they will keep on developing, getting better,
41:24and they will become a utility.
41:26In a way, they've already become a utility.
41:27But how do you make sense of your proprietary customer data and offer them value?
41:36Great.
41:36Great answer.
41:37So, maybe one punchline.
41:39I'll go with the students.
41:41I think that for a young professional, what to me is the value that they have to value the most
41:47and nurture is curiosity because I think that we are in a world that is changing
41:51and being eyes open, being curious to learn and to explore is key.
41:57And failure can happen, but failure is part of the learning.
42:01Beautiful.
42:04Any final words?
42:05I know we are reaching the end.
42:10Well, thank you so much, great panelists, and have a great day, everyone.
42:15Adivatek.
Comments