00:00You know AI is raising the floor and creative is raising the ceiling and that's really true.
00:04Bringing those two things together is what makes this an exciting job and exciting opportunities.
00:13Bobcat Company is the global leading manufacturer of compact construction and landscaping equipment.
00:19We are located all over the world and you see our iconic brand on products in agriculture
00:25environments, on street corners, college campuses, snow scenes, you name it.
00:31Customers today, as we all are, we're all consumers, we are going to the LLMs or we are going to
00:38Google, Chrome, whatever we're going to and when we search for products it's no longer
00:45loader, it's who makes the best loader. Customers are asking questions today about exactly what they
00:50want. So our traditional customer journey would start by bringing them into our website,
00:56trying to move them through our website, figure out what they want for a next step,
00:59when they want that next step and today many customers are going right to these LLMs and saying
01:05I want the best loader for me, I do this type of work, this is the load I need to
01:09carry and this
01:09is what my trailer can hold. So they're skipping much of that research stage that we were previously
01:14able to guide and now we have to be ready with not only the information that they are searching,
01:21which has changed by every single customer who is out there, but we're trying to be ready for that
01:27information that they're looking for, but it's also pulling more of earned media, it's pulling more
01:32of reviews of the dealer of our products and that's really big for us too because we have a lot
01:41of
01:41customers operating a lot of equipment and you have to understand that the good, the bad and the ugly
01:46is out there. So it's pushed us to really focus greater on that customer experience and ensure
01:51that we are getting the good content out there to supplement everything else that's out there.
01:56We launched earlier this year what we call the Bobcab Job Site Companion and it's a really exciting
02:00technology that allows our customers who are operating in their offices, if you will, many of our customers
02:06spend the day inside their cabs and allows them to talk to the machine and ask it questions about
02:12if there is a gas line in front of them, if there's a utility line of other sorts in front
02:16of them,
02:17if there are other things that they need to avoid. It allows them to say, hey I just attached a
02:23grapple
02:24bucket, I need it to keep repeating this same movement over and over and so it allows it to auto
02:30program
02:30and it allows them to track maybe they have software where they're tracking their employee hours or
02:36different projects and it allows them to do that type of activity and it's changing and growing every
02:40single day and tying into other technologies we have. So imagine sitting in your loader where you
02:45used to be operating all day long, today you could sit back and have a cup of coffee while your
02:50machine
02:50does some of the operation and you can get ready for the next job. A lot of what we're hearing
02:54today is
02:54what it comes back to is that there is a human spirit, there is a human creativity, a gut instinct
03:01that can't be replaced. So for me I make sure that I am exercising that every single day. I'm a
03:07very
03:07curious person, I see a billboard and I think why did they do the font that size? Why is it
03:13that image? I see
03:14different types of billboards, right? I hear radio commercials, I see things online, I know what our
03:20competitors are doing and I think curiosity of what could be is allowing me to not only stay ahead of
03:27some of the things that might scare me in making myself and my team replaceable but also makes me
03:34realize how much better we can be together. So I absolutely understand there are things that are
03:39going to look different but the world has looked different year after year. When we went from horses to
03:44cars, new factories popped up. When we went from internal combustion factories to electric factories,
03:50more factories came up. So the world's going to look different. I'm confident that there is a human
03:56creative element that can't be replaced. When you're telling stories all day long, that's a big part of
04:01our business and I look forward to welcoming the challenge.
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