Trascrizione completa di Agentic Commerce - AI Is Choosing Your Products. Are You Ready?

on emotion, that's me, and imagery, and AI agents that 38 00:02:05.182 --> 00:02:07.477 want consistent data they can trust. 39 00:02:07.492 --> 00:02:12.903 Plus, why a wedding dress and a dress for a wedding are two different 40 00:02:12.904 --> 00:02:15.032 things that AI just may not get 41 00:02:17.163 --> 00:02:20.537 And with Meta's new Muse agent racking up downloads, we 42 00:02:20.537 --> 00:02:24.380 asked how far shoppers will really trust a personal agent to buy for them. 43 00:02:24.729 --> 00:02:28.877 Sabrina's answer, trust gets earned one step at a time, and nobody wants 44 00:02:28.877 --> 00:02:31.115 an agent selling them the day-old eggs. 45 00:02:32.304 --> 00:02:36.068 But before we dive in, let me tell you about where the Retail Razor will 46 00:02:36.068 --> 00:02:38.172 be next, and that's Retail Agent Con. 47 00:02:38.586 --> 00:02:43.418 On Tuesday, November 17th from 11:00 AM to 3:00 PM Eastern, join me and more than 48 00:02:43.421 --> 00:02:48.245 700 of your retail peers at Retail Agent Con, a live virtual event from our good 49 00:02:48.246 --> 00:02:50.146 friends at IHL Group with ClearSight AI. 50 00:02:50.537 --> 00:02:54.446 It's an honest look at what AI agents are really doing today across 51 00:02:54.474 --> 00:02:58.604 merchandising, order management, inventory, and store operations, which 52 00:02:58.604 --> 00:03:02.341 ones are real, and what has to change in your org chart to make them stick. 53 00:03:02.756 --> 00:03:06.030 You'll hear from retail leaders like Glenn Ellis of Tractor Supply, Scot 54 00:03:06.031 --> 00:03:09.957 Seiger of David's Bridal, and Justin Emig of Artisan Lane Furniture, plus 55 00:03:10.219 --> 00:03:14.857 Dr. Janet Sherlock on getting agents and people working together, IHL's Greg 56 00:03:14.881 --> 00:03:17.227 Buzek and Jerry Sheldon, and yours truly. 57 00:03:17.711 --> 00:03:22.011 Registration is free for retailers at retailagentcon.com. 58 00:03:22.099 --> 00:03:26.676 That's four hours of real-world insight you can use heading into NRF's big show. 59 00:03:26.923 --> 00:03:27.858 Register today. 60 00:03:28.460 --> 00:03:31.485 Thank you to Retail Agent Con for making this episode of 61 00:03:31.485 --> 00:03:32.951 Retail Transformers possible. 62 00:03:33.748 --> 00:03:36.937 Now let's welcome Sabrina McPherson of Publicis 63 00:03:36.941 --> 00:03:39.371 Sapient to Retail Transformers 64 00:03:46.079 --> 00:03:48.549 And we're back in the Retail Razor Tent, and 65 00:03:48.549 --> 00:03:51.632 this time we're joined by Sabrina McPherson from Publicis Sapient. 66 00:03:51.639 --> 00:03:52.720 Sabrina, thanks for joining us. 67 00:03:52.870 --> 00:03:53.678 Sabrina McPherson: Thank you for having me. 68 00:03:53.772 --> 00:03:53.914 Yeah, 69 00:03:53.945 --> 00:03:54.532 absolutely. 70 00:03:54.874 --> 00:03:58.519 So we're gonna talk, of course, because we're at RetailClub AI Festival we're 71 00:03:58.519 --> 00:03:59.704 gonna talk about agentic commerce. 72

00:04:00.358 --> 00:04:02.043 What else is there to talk about these days? 73 00:04:02.514 --> 00:04:05.091 and one of the things that we really wanted to start by asking you is, 74 00:04:05.092 --> 00:04:09.897 there's a lot of consideration around how retailers and, and brands have to 75 00:04:09.908 --> 00:04:12.243 align their product data, particularly 76 00:04:12.244 --> 00:04:14.829 around discovery by all the AI systems. 77 00:04:15.194 --> 00:04:15.849 And it… 78 00:04:15.862 --> 00:04:18.638 there's a lot of data involved, updating a lot of product schemas and things. 79 00:04:18.645 --> 00:04:22.760 So I, I guess that there's sort of a joint goal of both the retail and 80 00:04:22.760 --> 00:04:24.461 the brands want to be surfaced by AI. 81 00:04:24.469 --> 00:04:28.593 So I wanted to ask, what do you think needs to happen first for, for retailers 82 00:04:28.593 --> 00:04:29.975 and brands to agree on how to do that? 83 00:04:30.551 --> 00:04:30.848 Yeah. 84 00:04:30.871 --> 00:04:31.512 No, I hear you. 85 00:04:31.518 --> 00:04:34.101 It's, it's a common thing that we're actually in the middle of dealing 86 00:04:34.101 --> 00:04:35.105 with with most of our clients. 87 00:04:35.157 --> 00:04:38.936 I would say, first off though, the, honestly, the goal has changed, right? 88 00:04:38.953 --> 00:04:41.243 So it used to be always about search, right? 89 00:04:41.276 --> 00:04:41.631 Right. 90 00:04:41.631 --> 00:04:41.641 Right. 91 00:04:41.876 --> 00:04:42.198 And 92 00:04:42.198 --> 00:04:43.500 now it's selection. 93 00:04:43.656 --> 00:04:46.808 So it's what do you have to do to get your product recommended and 94 00:04:46.808 --> 00:04:50.005 selected by the machine, by the AI? 95 00:04:50.215 --> 00:04:53.112 And so the whole conversation has shifted, right? 96 00:04:53.114 --> 00:04:54.497 Originally, it was traditional search. 97 00:04:54.499 --> 00:04:55.623 Obviously, we all know that's dead. 98 00:04:55.714 --> 00:04:58.227 But it went to AEO to disaster. 99 00:04:58.321 --> 00:04:59.503 Have you tried lately? 100 00:04:59.595 --> 00:04:59.921 Yeah. 101 00:04:59.923 --> 00:05:01.158 I just, it's a nightmare. 102 00:05:01.158 --> 00:05:04.074 And anyone who's-- It was funny 'cause I, I was talking about this a year 103 00:05:04.074 --> 00:05:06.885 ago, and people were still in denial that traditional search is dead. 104 00:05:06.966 --> 00:05:07.013 Yeah. 105 00:05:07.089 --> 00:05:09.993 Here we are a year later- and we're.. .and we're not even talking about search. 106 00:05:10.011 --> 00:05:11.256 We're talking about selection. 107 00:05:11.256 --> 00:05:11.267 Mm-hmm. 108 00:05:11.905 --> 00:05:16.211 And so I think what's happening now is you have brands and retailers discussing, 109 00:05:16.223 --> 00:05:20.163 "Okay, let's share data. Let's talk about the data that we can build to 110 00:05:20.165 --> 00:05:23.773 move us towards selection," because we're both at the same, same agenda. 111 00:05:23.792 --> 00:05:26.121 Both sides of the equation want a purchase, right? 112 00:05:26.132 --> 00:05:26.349 Mm-hmm. 113 00:05:26.538 --> 00:05:30.141 to be selecting the right product that allows there not to be a return. 114 00:05:30.328 --> 00:05:35.678 And so I think what, what that means is really for brands, the first stage 115 00:05:35.679 --> 00:05:39.514 of just having the basics done around the product data layer just becomes 116 00:05:39.515 --> 00:05:41.161 more increasingly important, right? 117 00:05:41.161 --> 00:05:41.171 Right. 118 00:05:41.177 --> 00:05:41.309 Right. 119 00:05:41.374 --> 00:05:43.491 Not just to get searched or discovered. 120 00:05:43.501 --> 00:05:48.505 It's really because the-- you really need the AI to understand the differentiation 121 00:05:48.553 --> 00:05:50.579 of your product versus other products. 122 00:05:50.955 --> 00:05:55.073 And then you need the data from the retailer to inform what the 123 00:05:55.073 --> 00:05:57.655 human is searching for, the needs, what are they really clicking 124 00:05:57.657 --> 00:05:59.047 on, all of that jazz, right? 125 00:05:59.241 --> 00:05:59.453 Yeah. 126 00:05:59.467 --> 00:06:03.982 So it's about the combination of the enough information behind the 127 00:06:03.982 --> 00:06:07.709 products from the brand side to inform sort of a differentiation. 128 00:06:07.930 --> 00:06:09.062 It's not just price. 129 00:06:09.076 --> 00:06:11.406 It's not just attributes anymore, right? 130 00:06:11.422 --> 00:06:15.268 It's a lot more that's required- Right … to move, to be able to get to a selection. 131 00:06:15.303 --> 00:06:17.334 And, and there's a sense there's the more detail, the better. 132 00:06:17.392 --> 00:06:17.804 Yes. 133 00:06:18.163 --> 00:06:18.549 Yes. 134 00:06:18.603 --> 00:06:18.983 Absolutely. 135 00:06:18.987 --> 00:06:21.584 And it's not just about have the detail. 136 00:06:21.609 --> 00:06:26.388 It's also consistent data, that detail that basically the AI can trust, right? 137 00:06:26.707 --> 00:06:29.681 And context, like so much context around the brand that like, 138 00:06:30.089 --> 00:06:33.590 a lot… ChatGPT does not know the difference between Ralph Lauren Purple 139 00:06:33.591 --> 00:06:35.858 Label, Blue Label, Right … double RL. 140 00:06:35.872 --> 00:06:39.061 Like, it has no under- concept of the house. 141 00:06:39.395 --> 00:06:42.330 There's that… it's not on the website, right? 142 00:06:42.356 --> 00:06:44.116 It's definitely, not on reddit. 143 00:06:45.036 --> 00:06:45.329 I know. 144 00:06:45.445 --> 00:06:49.222 No, absolutely, and it's- it's usually scrapping from the same places, right? 145 00:06:49.397 --> 00:06:49.746 Yeah. 146 00:06:49.827 --> 00:06:53.654 A- and I think it's this thing, too, around it's not, the- it's 147 00:06:53.654 --> 00:06:56.366 not just marketers that need to- brand marketers that need to be 148 00:06:56.366 --> 00:06:57.857 speaking to the retailers anymore. 149 00:06:57.861 --> 00:06:59.479 Like,

this is about commerce execution. 150 00:06:59.695 --> 00:07:00.040 Right. 151 00:07:00.141 --> 00:07:00.425 Right? 152 00:07:00.428 --> 00:07:00.469 Yeah. 153 00:07:00.469 --> 00:07:03.161 Like, so it's- Yeah … it's not that marketing isn't involved, of course, 154 00:07:03.166 --> 00:07:08.149 but getting those products sort of data layer in place that- so that the AI can 155 00:07:08.150 --> 00:07:12.427 recommend or pick you, that's an ex- that's commerce execution, next level now. 156 00:07:12.829 --> 00:07:16.488 You know, GEO and AEO and like mach- your, your site being 157 00:07:16.488 --> 00:07:20.586 machine-readable, it's like the lowest hanging we have right now. 158 00:07:20.596 --> 00:07:20.828 Yeah. 159 00:07:20.981 --> 00:07:23.154 it's not launching a new channel necessarily. 160 00:07:23.274 --> 00:07:24.463 Just some basics. 161 00:07:24.496 --> 00:07:24.777 Yeah. 162 00:07:24.969 --> 00:07:30.179 And I can say like how many brands that I've done analysis on that 163 00:07:30.399 --> 00:07:35.714 haven't done anything yet, and we're less than, we're less than s- 164 00:07:35.831 --> 00:07:37.965 we're like 30, 45 days from holiday. 165 00:07:38.209 --> 00:07:38.800 I know. 166 00:07:39.024 --> 00:07:42.807 You know, and, we don't have a commerce solution for the GEO and 167 00:07:42.817 --> 00:07:45.163 AEO and all of this new sales channel. 168 00:07:45.165 --> 00:07:48.316 We're usually just plug into a TikTok shop, or now there's 169 00:07:48.318 --> 00:07:49.485 an Instagram shop, right? 170 00:07:49.485 --> 00:07:53.886 Like it was a simple channel integration, and with this we 171 00:07:53.886 --> 00:07:55.865 need like a full tech stack. 172 00:07:56.223 --> 00:07:56.254 That's right. 173 00:07:56.268 --> 00:07:58.474 Like a new stack of software that does this 174 00:07:58.477 --> 00:08:00.023 because have a soup to nuts yet. 175 00:08:00.137 --> 00:08:00.313 Yeah. 176 00:08:00.348 --> 00:08:03.741 And so a lot of people, brands that I'm speaking to, they don't wanna sign 177 00:08:03.742 --> 00:08:07.870 seven contracts …when everything's so new and half …the stuff everybody's 178 00:08:07.874 --> 00:08:08.127 looking 179 00:08:08.134 --> 00:08:09.499 at is, pretty much vaporware. 180 00:08:10.028 --> 00:08:12.740 Well, and it's all like- changing- … point solutions… every week. 181 00:08:12.892 --> 00:08:13.153 Right? 182 00:08:13.161 --> 00:08:13.308 It's 183 00:08:13.978 --> 00:08:16.948 it's like if you want a specific thing, go buy this technology. 184 00:08:17.112 --> 00:08:17.604 Right 185 00:08:17.629 --> 00:08:18.482 … Sabrina McPherson: that's not… the problem. 186 00:08:18.530 --> 00:08:18.869 It's not 187 00:08:18.965 --> 00:08:20.652 of people are waiting because they don't 188 00:08:20.652 --> 00:08:21.846 wanna get into those contracts. 189 00:08:21.846 --> 00:08:23.258 They don't know which vendor to choose. 190 00:08:23.262 --> 00:08:25.520 The vendors are changing on a weekly narrative. 191 00:08:25.584 --> 00:08:26.894 But at same time, everything's moving so 192 00:08:26.894 --> 00:08:29.814 fast it's like you're losing more and more the more you wait 193 00:08:29.814 --> 00:08:30.489 yes, right. 194 00:08:30.489 --> 00:08:30.531 That's right. 195 00:08:30.531 --> 00:08:31.161 So you gotta something. 196 00:08:31.782 --> 00:08:32.140 You gotta do something 197 00:08:32.600 --> 00:08:32.727 Yeah. 198 00:08:32.745 --> 00:08:33.055 Yes. 199 00:08:33.467 --> 00:08:34.278 Yeah Agree. 200 00:08:34.514 --> 00:08:39.125 do you feel like commerce experiences need to start 201 00:08:39.126 --> 00:08:42.054 supporting both the human shopper 202 00:08:42.532 --> 00:08:43.184 and, 203 00:08:43.692 --> 00:08:44.791 aI agents? 204 00:08:45.161 --> 00:08:45.876 Oh, for sure. 205 00:08:45.888 --> 00:08:49.037 So right now it's absolutely two audiences, right? 206 00:08:49.058 --> 00:08:51.689 And I think that's also the big shift, and that, that takes work. 207 00:08:51.691 --> 00:08:55.854 So I think humans and AI obviously value different things, right? 208 00:08:55.883 --> 00:08:59.965 And you have to design commerce experiences for both audiences. 209 00:09:00.022 --> 00:09:00.258 Yeah. 210 00:09:00.437 --> 00:09:03.475 and I'm literally gonna talk about AI like it's a human, because it is- 211 00:09:03.777 --> 00:09:04.596 it is like a human. 212 00:09:04.900 --> 00:09:05.165 Yeah. 213 00:09:05.165 --> 00:09:09.190 So but real humans, right, still value the brand, experience, how it makes them 214 00:09:09.191 --> 00:09:14.010 feel- Mm-hmm … the imagery, the emotion that makes them want a product, right? 215 00:09:14.384 --> 00:09:18.739 But the AI, right, the machine, values really good, consistent 216 00:09:18.740 --> 00:09:20.089 data that it can trust. 217 00:09:20.436 --> 00:09:21.843 It wants walls of text. 218 00:09:22.206 --> 00:09:22.448 Yeah. 219 00:09:23.937 --> 00:09:24.121 Yes. 220 00:09:24.581 --> 00:09:24.909 Yes 221 00:09:25.224 --> 00:09:29.155 Where we close our laptop and put our phone in our pocket 222 00:09:29.155 --> 00:09:31.271 When we see a… when we see a wall of text. 223 00:09:31.416 --> 00:09:31.426 Right. 224 00:09:31.426 --> 00:09:31.934 Basically. 225 00:09:32.349 --> 00:09:35.160 but so, so you have, you have two audiences and they value different things. 226 00:09:35.160 --> 00:09:35.176 Yeah. 227 00:09:35.176 --> 00:09:38.846 And I think the opportunity right now is for companies to basically, 228 00:09:39.190 --> 00:09:42.898 you, you still need the human to want your brand, but you need to find a 229 00:09:42.898 --> 00:09:47.363 way to translate the product, the, the differentiation of your product 230 00:09:47.363 --> 00:09:49.239 and your brand into language- Mm-hmm. 231 00:09:49.239 --> 00:09:50.442 That the machine can read. 232 00:09:50.712 --> 00:09:51.052 Point blank. 233 00:09:51.060 --> 00:09:51.079 Yeah. 234 00:09:51.085 --> 00:09:54.946 Like, it sounds like i- obviously easier said than done,

but that's that 235 00:09:54.951 --> 00:09:57.951 whole tricky thing of like, what is the product data that I need, right? 236 00:09:57.951 --> 00:09:57.961 Right. 237 00:09:57.961 --> 00:10:00.766 How do I talk about- Right … what, what data do I put in about a wedding 238 00:10:00.769 --> 00:10:05.173 dress- that makes, the AI understand this wedding dress beyond just its price, and 239 00:10:05.174 --> 00:10:06.599 that it's a dress, and it's for weddings. 240 00:10:07.387 --> 00:10:08.533 And it's available here. 241 00:10:08.548 --> 00:10:08.796 Yeah. 242 00:10:09.008 --> 00:10:10.457 And it's white or it's cream. 243 00:10:10.544 --> 00:10:10.691 Right. 244 00:10:10.836 --> 00:10:11.171 Exactly, yeah. 245 00:10:11.211 --> 00:10:13.152 All, all the different ways you could describe it, 246 00:10:13.204 --> 00:10:16.113 that the AI might be looking for based on what the original 247 00:10:16.113 --> 00:10:17.504 search prompt was, right? 248 00:10:17.571 --> 00:10:17.810 Right. 249 00:10:17.816 --> 00:10:20.002 It has to be able to show up in, in that list but 250 00:10:20.092 --> 00:10:24.074 I think like even super random, but like wedding dress and dress 251 00:10:24.080 --> 00:10:26.524 for wedding, so not the same thing. 252 00:10:26.631 --> 00:10:27.467 Question, yeah 253 00:10:28.004 --> 00:10:28.315 Yes. 254 00:10:28.837 --> 00:10:30.296 And like the weather, right? 255 00:10:30.324 --> 00:10:32.568 Like- what- what- do wear for different seasons? 256 00:10:32.568 --> 00:10:32.590 Right. 257 00:10:32.590 --> 00:10:34.007 What kind of wedding is it? 258 00:10:34.007 --> 00:10:34.018 Right. 259 00:10:34.254 --> 00:10:37.677 I mean, all of that context, because it's intent-based search now 260 00:10:37.677 --> 00:10:37.707 Yeah 261 00:10:37.847 --> 00:10:39.442 … it all plays in more. 262 00:10:39.452 --> 00:10:39.472 Yeah. 263 00:10:39.619 --> 00:10:41.072 was never part of the product catalog. 264 00:10:41.214 --> 00:10:41.417 Yeah 265 00:10:41.501 --> 00:10:41.902 That's right. 266 00:10:42.511 --> 00:10:45.320 Well, and so I want to come back to, you, you, touched on a minute 267 00:10:45.321 --> 00:10:46.958 ago th- this trust element. 268 00:10:47.084 --> 00:10:47.125 Yeah. 269 00:10:47.471 --> 00:10:51.127 So in a sense, you're also looking for the machine, the AI, to trust- 270 00:10:51.220 --> 00:10:52.199 exactly … your information. 271 00:10:52.203 --> 00:10:52.218 Right. 272 00:10:52.397 --> 00:10:54.227 But not just on your website, right? 273 00:10:54.227 --> 00:10:57.263 You, you… Don't you also really want and need, I guess I should say you 274 00:10:57.268 --> 00:11:00.347 need other people- Yes … talking about your product, and you, need 275 00:11:00.365 --> 00:11:03.097 that to also be in alignment with how you're describing your product. 276 00:11:03.122 --> 00:11:03.392 Yeah, 277 00:11:03.392 --> 00:11:04.168 No, absolutely. 278 00:11:04.171 --> 00:11:05.868 So it's, it's two layers of trust, right? 279 00:11:05.868

--> 00:11:09.867 We need the humans to trust the AI- Mm-hmm … and, and really believe that the AI 280 00:11:09.867 --> 00:11:11.187 is not just pushing a product, right? 281 00:11:11.187 --> 00:11:14.865 So, like, if you're going to Amazon and you're talking to chat, right? 282 00:11:14.865 --> 00:11:14.918 Mm-hmm. 283 00:11:15.013 --> 00:11:15.655 it's not gonna just push 284 00:11:15.923 --> 00:11:16.424 turns out. 285 00:11:16.477 --> 00:11:16.771 right? 286 00:11:16.771 --> 00:11:16.781 Right. 287 00:11:16.781 --> 00:11:16.854 Right. 288 00:11:16.854 --> 00:11:17.779 Whatever someone's paid for. 289 00:11:18.094 --> 00:11:18.116 Right. 290 00:11:18.166 --> 00:11:18.685 number one. 291 00:11:18.698 --> 00:11:21.320 And then the second thing is you need to trust-- the AI needs to trust. 292 00:11:21.320 --> 00:11:22.232 Again, AI is like a human. 293 00:11:22.726 --> 00:11:26.303 The AI needs to trust the data 'cause it's not gonna recommend your product 294 00:11:26.607 --> 00:11:29.563 if it feels that it's not consistent, if it's getting different signals 295 00:11:29.563 --> 00:11:30.957 across different channels- Mm-hmm 296 00:11:31.161 --> 00:11:33.480 if it doesn't think the inventory is accurate, right? 297 00:11:33.480 --> 00:11:33.623 Yeah. 298 00:11:33.646 --> 00:11:38.376 And so you-- this whole having clean data and consistent data, it's, it's huge. 299 00:11:38.376 --> 00:11:40.174 It's not even just about what data to have. 300 00:11:40.187 --> 00:11:43.377 It just needs to say the same thing across many different areas- Yeah … that are 301 00:11:43.378 --> 00:11:45.432 being, know Yeah … scraped by the aI. 302 00:11:45.504 --> 00:11:45.764 Yeah. 303 00:11:46.134 --> 00:11:51.464 And I coming back, to trust part, in the last, call it 10 days or so, 304 00:11:51.464 --> 00:11:55.341 right, there, there's new personal agent, obsession I guess I'll say 305 00:11:55.345 --> 00:11:57.833 out there when Meta released Muse, and they're not the only one, right? 306 00:11:57.833 --> 00:12:00.789 But these personal agents that it seems like a lot of people are 307 00:12:00.790 --> 00:12:03.858 experimenting with that if we go by the download numbers in the app stores. 308 00:12:04.320 --> 00:12:08.223 But at, at what level do you think consumers are really going to trust 309 00:12:08.227 --> 00:12:10.273 these agents to go out buy for them? 310 00:12:10.577 --> 00:12:10.803 Yeah. 311 00:12:10.811 --> 00:12:13.691 So I think it's, it-- we have a long to go, right? 312 00:12:13.703 --> 00:12:16.747 What is so hard that we need an agent to go buy it for us. 313 00:12:16.908 --> 00:12:20.668 I think, I think the use case first, we need to, like, narrow in on- 314 00:12:20.795 --> 00:12:21.858 Really understand use case 315 00:12:21.983 --> 00:12:22.380 I know 316 00:12:22.380 --> 00:12:23.609 Exactly. 317 00:12:23.624 --> 00:12:23.871 There's also that 318 00:12:23.968 --> 00:12:27.082 there's like function, utility, fun. 319 00:12:27.535 -->

00:12:29.221 What is this product category? 320 00:12:29.576 --> 00:12:35.482 I can say like, I need a list for certain complex product categories, but, like, 321 00:12:35.724 --> 00:12:40.388 I think we have to really nail down what is the merchandise category that the 322 00:12:40.419 --> 00:12:42.654 agents will have the autonomy to shop for. 323 00:12:42.657 --> 00:12:44.356 Yeah, I'd like some commoditized category 324 00:12:44.392 --> 00:12:46.942 … Casey Golden: that's not… that's hard to shop- and not fun.. 325 00:12:47.066 --> 00:12:47.521 Yeah. 326 00:12:47.606 --> 00:12:47.891 right 327 00:12:47.994 --> 00:12:49.247 like, or like toilet paper. 328 00:12:49.250 --> 00:12:49.430 Right. 329 00:12:49.675 --> 00:12:50.672 like, but that's like easy 330 00:12:50.692 --> 00:12:51.503 yeah, that's an easy one. 331 00:12:51.503 --> 00:12:52.682 yeah, get that off, get that off my 332 00:12:52.693 --> 00:12:52.892 plate 333 00:12:52.920 --> 00:12:53.406 button, right? 334 00:12:53.625 --> 00:12:55.431 So it's like, it's something hard that's not fun. 335 00:12:55.621 --> 00:12:58.491 And I think i'd like to… I don't know, I think I wanna make a whole 336 00:12:58.497 --> 00:12:59.949 list of, what is that product category? 337 00:13:00.091 --> 00:13:02.384 You should ask, ask chat what it thinks. 338 00:13:02.782 --> 00:13:05.485 but I, but realistically, right, there's also everyone's like, "Oh, the 339 00:13:05.485 --> 00:13:08.764 trust spectrum from, like, we used to trust, like, AI to, to give us some 340 00:13:08.765 --> 00:13:12.664 responses in chat or in, in search to we're gonna have AI purchase." 341 00:13:12.664 --> 00:13:13.962 Like, there's a huge spectrum there. 342 00:13:13.989 --> 00:13:14.214 Yeah. 343 00:13:14.256 --> 00:13:16.881 And y- I mean, we all know that trust doesn't go from here to there, right? 344 00:13:16.881 --> 00:13:21.207 There's no jumping five levels ahead on no Trust gained as you go. 345 00:13:21.379 --> 00:13:25.826 And Right people are experimenting with, with all the new personal assistants, but 346 00:13:25.841 --> 00:13:27.842 we all know things are gonna go wrong. 347 00:13:27.904 --> 00:13:29.346 So it's gonna go this way. 348 00:13:29.346 --> 00:13:32.207 People are gonna fiddle, and that's a very small part of the population as well. 349 00:13:32.245 --> 00:13:34.147 And then they're gonna go back to being like- Yeah … "Eh, I don't 350 00:13:34.158 --> 00:13:36.418 trust it. It's hallucinating. It's, like, telling me that this thing is 351 00:13:36.419 --> 00:13:39.090 available, trying to buy something for me, and then I got a back, like a 352 00:13:39.093 --> 00:13:40.734 pushback," We have a long way to go. 353 00:13:40.787 --> 00:13:41.120 Yeah. 354 00:13:41.935 --> 00:13:44.411 What do you think this means for, like, retail and brand 355 00:13:44.415 --> 00:13:47.177 agents, versus the personal assistant? 356 00:13:47.196 --> 00:13:51.128 A lot of sites are starting to block other bots, and right? 357 00:13:51.184 --> 00:13:53.331 And that is a huge trust issue, right? 358 00:13:53.353 --> 00:13:58.524 So I think for a retailer or brand to get over the hurdle of a human not 359 00:13:58.533 --> 00:14:01.735 thinking or thinking or not trusting that they're gonna actually bring 360 00:14:01.747 --> 00:14:04.834 back a selection of something that meets their needs versus pushing 361 00:14:04.834 --> 00:14:06.711 something that someone paid for- Yeah. 362 00:14:06.758 --> 00:14:08.543 That's gonna take a long time, right? 363 00:14:08.544 --> 00:14:10.737 Like- Yeah … th- there's already so much distrust in 364 00:14:10.737 --> 00:14:11.999 like, every- I mean, I, I know. 365 00:14:12.101 --> 00:14:12.831 I'm sure- Yeah … you guys feel it. 366 00:14:12.834 --> 00:14:14.902 Every time you go on, you're " like, oh, who paid for that to- 367 00:14:15.138 --> 00:14:17.279 surface- in my selection . Right. 368 00:14:17.476 --> 00:14:18.891 So if you have your own brand, 369 00:14:18.951 --> 00:14:22.541 Well, so So much, I mean, I have to go double check to make, see 370 00:14:22.542 --> 00:14:25.825 if this is a dupe of something else, because because never heard the brand. 371 00:14:25.830 --> 00:14:26.467 Is this fake 372 00:14:26.473 --> 00:14:26.997 website? 373 00:14:27.301 --> 00:14:27.621 Right. 374 00:14:27.701 --> 00:14:29.733 Because, like, there's so many. 375 00:14:29.776 --> 00:14:31.516 I'm like, i'm trying to find the real one. 376 00:14:31.825 --> 00:14:32.386 Yeah Right. 377 00:14:32.387 --> 00:14:32.974 No, exactly!. 378 00:14:33.096 --> 00:14:33.743 I like it, 379 00:14:33.766 --> 00:14:35.091 but like is this the real one? 380 00:14:35.164 --> 00:14:35.384 Yeah. 381 00:14:35.384 --> 00:14:36.752 Or with, within a brand, right? 382 00:14:36.752 --> 00:14:39.257 Even if it's in the same brand, I'm gonna always just assume that they're 383 00:14:39.258 --> 00:14:41.755 trying to show me something that they're trying to offload because 384 00:14:41.757 --> 00:14:42.889 they have too much inventory of it. 385 00:14:42.943 --> 00:14:43.108 Right. 386 00:14:43.108 --> 00:14:44.573 Not because it's the right fit, 387 00:14:44.611 --> 00:14:46.152 we're too savvy of shoppers. 388 00:14:46.798 --> 00:14:48.591 But like, I'm gonna be like, "Well, okay, 389 00:14:48.592 --> 00:14:49.940 this is like the day old eggs. 390 00:14:50.126 --> 00:14:51.497 Like, you're trying to sell me day old 391 00:14:51.518 --> 00:14:51.981 eggs! 392 00:14:52.060 --> 00:14:52.606 Exactly. 393 00:14:52.649 --> 00:14:52.805 Yeah. 394 00:14:52.805 --> 00:14:54.801 because I want the best egg for my need 395 00:14:54.969 --> 00:14:55.231 Yeah. 396 00:14:55.286 --> 00:14:55.583 So.. 397 00:14:55.764 --> 00:14:57.092 Well, and there's definitely one, like, I think it 398 00:14:57.092 --> 00:15:00.660 was maybe couple months ago that, someone, an influencer staged a 399 00:15:00.660 --> 00:15:04.692 direct-to-consumer, beauty product on website that was completely made up. 400 00:15:05.104 --> 00:15:07.915 But they created the entire site, they gave it all sorts of product 401 00:15:07.915 --> 00:15:11.822 descriptions, and within two weeks it started showing up in results on chatGPT. 402 00:15:11.918 --> 00:15:12.990 Oh, I mean… 403 00:15:13.029 --> 00:15:13.864 But it was a fake product. 404 00:15:13.864 --> 00:15:15.299 It didn't exist and it was getting recommended. 405 00:15:15.420 --> 00:15:16.033 Exactly. 406 00:15:16.099 --> 00:15:17.191 So yeah, there's, there's that. 407 00:15:17.706 --> 00:15:19.928 … well, Sabrina, thank you so much for, for joining us. 408 00:15:19.945 --> 00:15:21.162 This has been great conversation. 409 00:15:21.163 --> 00:15:23.895 We'll have to have you come back in the future to really dig into, 410 00:15:24.103 --> 00:15:25.477 as this is constantly changing. 411 00:15:25.752 --> 00:15:26.745 Exactly. 412 00:15:26.843 --> 00:15:27.952 Don't forget your sunscreen! 413 00:15:28.020 --> 00:15:28.033 That's right 414 00:15:28.388 --> 00:15:28.915 Sounds good. 415 00:15:28.924 --> 00:15:29.314 Thank You! 416 00:15:29.330 --> 00:15:29.576 Right. 417 00:15:29.613 --> 00:15:30.423 Thanks everybody 418 00:15:37.281 --> 00:15:39.904 I know you loved this episode, so drop us a five-star 419 00:15:39.905 --> 00:15:43.318 rating and review on Apple Podcasts, Spotify, or Goodpods. 420 00:15:43.354 --> 00:15:46.530 And if you're watching us on YouTube, like and subscribe before you go. 421 00:15:46.772 --> 00:15:47.740 I'm Casey Golden 422 00:15:48.131 --> 00:15:51.017 Follow us on LinkedIn, Bluesky Threads, and Instagram, 423 00:15:51.249 --> 00:15:54.051 and subscribe to our Substack for highlights and bonus content. 424 00:15:54.364 --> 00:15:57.083 For transcripts and guest info, visit retailrazor.com. 425 00:15:57.183 --> 00:15:58.116 I'm Ricardo Belmar 426 00:15:58.563 --> 00:16:01.176 Thanks for joining us on Retail Transformers, part of 427 00:16:01.177 --> 00:16:02.854 the Retail Razor Podcast Network. 428 00:16:03.307 --> 00:16:05.538 Until next time, stay sharp, be bold, 429 00:16:05.597 --> 00:16:07.195 and keep transforming retail. 430 00:16:07.251 --> 00:16:09.761 This is the Retail Razor Retail Transformers!