The Meta AI Reset

In this session from Commerce Roundtable San Diego 2025, Luke Cook, Co-Founder of Shakewell and coach at Ecommerce Equation, breaks down how Meta’s AI has evolved from 2023 to 2025 and what it means for brands heading into Q4. He explains how to adapt your content strategy to stay competitive and why founder-led storytelling is more powerful than ever.

Known for his work with brands like Koala, True Classic, and The Lad Collective, Luke shares how to blend entertainment, authenticity, and performance marketing to create content that resonates and converts. Learn how to master Meta AI, craft creative that stands out, and crush your Black Friday and Cyber Monday results.

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00:00 Introduction: The Big Mistake in Content Creation

00:46 Understanding the Meta AI Reset

01:05 The Importance of Q4 for E-commerce

02:50 E-commerce Equation: Who We Are

04:35 The Evolution of Media Buying

08:36 The Power of Creative Content in 2025

11:42 Effective Content Strategies for E-commerce

15:28 Styling the Ultimate White Pant

16:03 Empowering Founders to Create Content1

6:22 The Importance of Founders in Branding

17:09 Overcoming Content Creation Fears

17:56 The Two-Week Content Challenge

18:41 Black Friday and Cyber Monday Strategies

19:07 Buy Now vs. Why Now Content

19:51 Effective Content Examples

23:49 Case Study: Nikki's Jewelry Business

28:11 The Power of Creative Content

28:43 Conclusion and Call to Action

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