Name: How AI Is Changing Shopping—and What It Means for Lifecycle Marketing
Uploaded: 2026-10-07T18:16:18.468Z
Duration: 59 min 40 s
Description: How AI Is Changing Shopping—and What It Means for Lifecycle Marketing

Transcript for "How AI Is Changing Shopping—and What It Means for Lifecycle Marketing": Give it just another minute for folks to continue joining us. In the meantime, I'm gonna say, hello and welcome. Why don't you jump into the chat and tell us where you're joining from? Give us a little bit of background about you, and then... Because apparently, we need to know more about each other. Tell me your favorite coffee order. Mine is cold brew with cold foam, but I need it upside down so the cold foam is on the bottom so that it doesn't get stuck to the lid. Weird. Right? But I'm Christy Parish. I lead strategic customer success here at Attentive Mobile. I spent more than twenty years working in marketing technology and client experience, and I've had a front row seat to a lot of changes in how consumers interact with brands across channels and as they've been added into our marketing tool mix. So way back in the day, email, social, an SMS, loyalty programs, personalization, you name it. All of these tools have been part of my client's marketing mix as they've become available. And one thing I've learned is that the interesting part of a new technology or tool isn't really the technology. It's what it does to consumer behavior. That's what we're gonna talk about today because AI isn't simply giving marketers another tool. It's beginning to change how people decide what to buy. Couple of housekeeping items here. Please use the chat. We would love this to feel like a conversation. I wanna hear what you have to say. As well, put your questions in the q and a as we go. We're gonna get to as many of the questions as we can, and then we'll follow-up on anything we can't cover off on today. We're also gonna do a couple polls, so watch for those, and I'll call those out. Please participate. It'll be really interesting to compare what you're seeing with the... What the research is telling us. And lastly, we're gonna send you the recording afterwards. So if you have to jump early or you wanna share with a team member, you're gonna have that recording. Alright? So let's get into it. We have an outstanding group joining us today, sharing their expertise and vision. Lisa Parcel, who is, one of my favorite coworkers here at Attentive Mobile, she's a strategic business consultant. She's going to lead our panel. If you haven't had a chance to hear from Lisa, you're in for some amazing brain power. She's gonna be joined by some of our incredible clients, Natalia from DSW, Laura from Cole Haan, and Reid from the vitamin shop. Before I toss the baton to Lisa, I'm gonna give you the consumer side of the story based on our research. Then I get to hand it over to the people who are actually living this dip every day and ask, okay. What does this look like inside of a real marketing organization? Because that's where it gets really useful. Alright. Here's what's in store today. We're gonna start with the research, then I'm gonna hand off to our panel for real talk about what's happening in practice. And ultimately, we're gonna bring it back to what should we actually be thinking about differently as marketers because there's a lot of AI conversation right now. I know it's our number one priority here at Attentive Mobile as we lead the market in this space. But what are the practical implications for marketers? Our goal today is to get past some of the noise and into the behavior. Let's start with what's happening in the market. Adobe reported that AI driven traffic to US retail sites increased 62% year over year in July. That's certainly an attention getting number. But actually, it's not the number on this slide that interests me most. It's what those consumers do when they arrive on your website. AI referred visitors spent 59 percent more time on the site and converted at a 60% higher rate. Let's think about why that might be. By that time that consumer reaches you, they may have already had a pretty substantive shopping experience. They've asked questions. They've compared products. They've narrowed their choices. They may know exactly what feature matters to them and why. So this isn't just a new source of traffic. It's potentially a different kind of traffic. And for those of us who spent years thinking about the customer journey, that distinction is really important because if more consideration is happening before somebody ever reaches your site or your store, we need to understand what happened upstream and what the consumer needs from us once they arrive. That's what we set out to explore. So we talked to more than 3,000 US consumers and we really wanted to answer three basic questions. Where is AI showing up in the shopping journey? How much influence does it actually have? And where do brands still matter? Because there's been a lot of conversation about AI fundamentally disrupting the traditional shopping journey. Well, it certainly is changing it, but what I find interesting in this research is that the consumer behavior is much more nuanced than AI simply taking over the journey. First of all, this is happening faster than I think a lot of people realize. 68% of consumers in the research had used an AI chatbot to help them shop in the last three months. Among those shoppers, 61% are using it at least weekly, but the third number is actually the one I would circle. 63% used AI for at least half of the products they shop for online. That is a habit. They're integrating it into how they shop and having watched consumers adopt new channels over the years, this is the point where I start paying attention. Because once something reduces friction for people, once it makes an existing behavior easier, it is very difficult to put that behavior back in the box. Now this slide is particularly interesting to me because I've spent a lot of my career thinking about and helping my clients react to generational marketing. And whenever we look at generational data, I always give people one caution. Don't confuse who's adopting first with who's ultimately going to adopt. So, yes, Gen z leads here at 83% followed very closely by our millennial friends at 81%. That doesn't actually surprise me. Younger generations tend to be more comfortable incorporating a new interface into an existing behavior. But look at gen x. My generation's 69 and even baby boomers are at 45%. This is not a Gen Z phenomenon. The generations may adopt at different speeds and they may use AI differently but we're already seeing this behavior move broadly across age groups. I've watched this happen before with e commerce, social media, smartphones, mobile messaging. We tend to talk about something as a generational behavior right up until suddenly, it's just behavior. That's how I would read this slide. And here's where it gets even more interesting. Consumers are only using AI to find products, they're using it throughout the journey. 58% used it for discovery, 67% used it for some aspect of purse... Purchase enablement, but 88% are using it for evaluation. They're comparing brands and products against each other, narrowing their options, asking questions, and checking reviews. That's the big story for me because comparison has strictly been one of the messiest parts of shopping, right? You open 10 tabs, read the reviews, search Reddit, go back to Google, look at three retailer sites, oh my gosh, text a friend. Now I can say, here are three harnesses I'm considering for my chihuahua. Here's what matters to me, here's my budget, tell me what's the best fit and why. That's a meaningful change. AI isn't simply helping consumers find more information, it's helping them make sense of the information, it's the why and that means marketers need to start thinking not only about whether we're discoverable but about what information AI and ultimately the shopper has available to evaluate us. And that advice has real influence among consumers in the study who bought something after an AI assisted shopping experience, 80% purchased something that the chatbot recommended. That is significant, but only 10% actually completed the purchase inside the chatbot. And when we asked where they would prefer to buy in the future, 60% still said directly from the website or app where the product is sold. I think that's a really important distinction. AI can influence the choice without owning the entire relationship. It may help determine which brands make the shortlist, but the brand still has a huge role in getting that person from this looks right to me to yes, I'm comfortable buying this from you. It's about removing friction in the buying process outside of the AI recommendation and that's where the next finding becomes really important. Because consumers don't stop evaluating just because AI gave them an answer, 93% look for some kind of outside information or proof before they purchased. 61% went to the seller site, app, or physical store. So what's fascinating is that they weren't necessarily doing that because they didn't trust AI. Majority of consumers told us that we're highly confident in what the chatbot had told them. So this is less of I don't believe you and more of, okay. Now I need to validate this. Do you have the color I want? Is it in stock? Can I return it? What is shipping gonna cost? What do real customers say? Is this brand credible? The consumer may arrive at your door much farther down in the decision journey than they used to but you still need to get them across the threshold. And to me, that says brand experience, not just marketing is gonna matter tremendously in an AI assisted journey. The loyalty paradox. I love this because it forces us to rethink what we mean when we say somebody is loyal. I've been a a loyalty program nerd for twenty years. What do we mean by that? AI assisted shoppers actually report loyalty to more brands. 37% say they're loyal to six or more brands compared with only 13% of non AI shoppers. That's great. Right? Except 62% have also switched from their usual product or brand because their bot of choice recommended something else. And the people who consider themselves loyal to the most brands are actually more likely to switch. At first, that sounds really contradictory. I actually don't think it is. For years, we've been moving away from a world where loyalty necessarily means exclusivity. There's too much input, right? I can love Nike and still own Adidas. I can have a favorite beauty brand and still be completely willing to try something that TikTok or now AI puts in front of me. Consumers can have multiple genuine brand relationships at the same time. AI simply makes alternatives much easier to evaluate. So one of the things I take from this research is that the first purchase or even the fifth purchase doesn't entitle us to the next one. We have to continue to earn the next purchase and honestly, I think that's a much healthier way for marketers to think about loyalty anyway. And here's the part that I find really encouraging to brands. AI may make the introduction, but the customer relationship doesn't belong to the bot. Among first time purchasers, 73 took some action to to stay connected to the brand afterward. They subscribed, they joined the loyalty program, they downloaded an app, and forty four percent had already purchased again while a significant number had come back and browsed. So somebody may discover you in a way that you didn't control. That's okay. We've been living with that forever. Search did it, social did it, influencers, marketplaces, but what matters is what happens after you meet them. Can you turn that transaction into a relationship? That's where life cycle marketing becomes incredibly important. And I think this may be the biggest long term implication for all of us. AI assisted shoppers have significantly higher expectations for personalization, 72% compared with 41% of people who aren't using AI to shop. Again, this makes complete sense when you think about the experience we're training consumers to have. I can go say to an AI to my chat g p t, I'm five foot something. I'm going on stage. I wanna look polished but not corporate. I'm a 50 year old woman. I'm not gonna wear anything with giant shoulder pads, and I don't wanna spend $2,000. And it can work with all of that context. Context. Then I go to the brand I've purchased from for five years and they send me 20% off women's clothing. That's going to feel increasingly strange. And this is where my cross channel marketer brain kicks in. Personalization isn't about inserting someone's first name into an SMS. It's not about having an email strategy over here, SMS over here, push back their loyalty program on that platform. I've said this for years and in so many ways. The customer does not experience channels. The customer experiences your brand. They expect us to understand the signals they're giving us, what they browse, what they bought, what they're responding to, what they're ignoring, and make the next interaction make sense. And our research is telling us these interactions still matter. So direct marketing isn't becoming less valuable. I would actually argue the opposite. But I would state definitively that the standard for relevance is going up. Alright. Here's a poll. Yay. Let's see where everybody stands on these things. Right? Take a look at the poll. Thank you for answering. I really appreciate you answering. Your point of view is very important and it's really great to compare and contrast with some of these numbers that we're looking at, so I appreciate that. Alright. So when I step up from all these numbers, here's what I'm seeing. AI is changing the shopping journey. It's changing where discovery happens. It's changing how people evaluate their options, and it's raising the standard for what consumers expect from brands, but it's not eliminating the relationship between the customer and the brand. If anything, I think it makes that relationship so much more valuable. Alright. I am so excited to hand off to this team who is going to share what that actually means in practice. Lisa, over to you. Thanks, Christy. Hi, everyone. I'm Lisa Parcel. I'm a lead business consultant here at Attentive Mobile. I work under our services team. So I work with enterprise brands really on cross channel life cycle and CRM strategy, road map definition, and executive workshops. So, really, the emphasis is on turning goals and chaos into clear sequence plans. And we're gonna build on the research you just heard from Christian and talk about what these shifts actually look like from a marketer's perspective, From how AI is changing the shopping journey to loyalty, personalization, and what teams are learning as they evolve the overall AI assisted shopper experience. Today, I'm joined by three powerhouse marketers from DSW, Cole Haan, and The Vitamin Shoppe. Let's bring them out as they say on the virtual screen. Thank you all so much for joining us today. We're gonna start with a round of introduction. So, Natalia, why don't you kick us off, and then we'll hand it over to Laura, and then we can help. Absolutely. So I am Natalia Moncadu. I am the life cycle CRM manager at DSW, and I manage our email push and SMS programs. Hi, everyone. I'm Lara Prosky. I'm the director of CRM for Cole Haan, and I manage everything, email, SMS, direct mail, and loyalty related. And I'm Reid Pankratz. I'm our director of CRM at the vitamin shop handling all things own channels. Amazing. Thank you all for being here today. In the research that Christy just discussed, she talked about how AI is rapidly influencing online shopping, especially in the discovery and in the evaluation shopper journey. So as consumers are finding your brands, your products online in the first place, and then evaluating price feature comparison. And AI is very much seeming to become this new assisted shopper decision layer for shoppers. So it's not shortening the customer journey at all. In fact, it's quite the opposite. We found that Google just did a recent study that showed that those who who use AI engage with 12 times as many touch points as those who don't. So it's very much complicating this shopper journey. So it's basically making your jobs harder. So I'll throw this question over for Reid to start. Based on this new AI shopping reality we are all in, how is this changing the way you think about the customer journey before the click? And then what shoppers need once they're on-site at the vitaminshop.com? And I know last time we discussed, how you were talking about AI referred traffic today and how you're adjusting adjusting strategies accordingly. Yeah. Absolutely. So if we look at our sources of traffic right now, we definitely see that, you know, we're receiving traffic from our different AI, shopping assistance, if you will. As both a consumer and a marketer, like, I know that's happening more because I'm doing it on my own for things that I'm looking at. But we're we're starting to see more and more traffic come from those places. It doesn't make up a huge portion right now of the traffic to our site, but it's growing at the fastest rate. So if we look at where we were at this time last year, you know, we're getting far, far more, traffic to the site from our AI friends. And so as we start to think about how we treat that traffic, you know, I think we can make some reasonable assumptions that they're coming from a more informed place. And so while we may not have the perfect playbook for how we treat them, we do know this customer is coming in, probably at a different stage in how they're shopping. And so some of those signals are things that we can use throughout our CRM channels to help push them along perhaps in a different way than we would someone that's coming from direct search or someone that's coming from email. And so there's there's a lot of things for us to look at as, AI continues to shape how and where those customers are coming from. And and every CRM or own channel person is gonna have to lean into their favorite three words, which are test and learn. We're always testing and learning, aren't we? Thanks. That's super helpful. Yeah. And I think it's an interesting point, how there's just so many more touch points. I think it kind of makes you think that attribution might need to evolve, in the future with all of this AI involved. But I think to your point, yes, people are landing on your site more informed. They, you know, ask an AI chatbot however many questions. For instance, you know, in relation to shoes, are there brands that support high arches? Are there brands that are more comfortable? Things like that. So I don't know that we are necessarily treating AI referred traffic, so differently yet. But I just think, overall, we're trying to focus on a better experience regardless of the visitor's entry point. So, you know, using browse, category, purchase signals, just to really make sure that whatever that next interaction is, it feels more relevant for that one to one experience that the customer, is expecting coming from a a source like that. Yeah. I couldn't agree more with that. I think at DSW, we are focused on making sure that we are creating consistent experiences regardless of how a customer arrives within our ecosystem. And as AI does become more of that, you know, discovery channel, it's important that our product information and our content and all the customer experiences are clear and relevant because that's... Those are the factors that will likely influence how brands are showing up in these AI recommendations. And we've already started applying some of those principles here at DSW, and some of them may sound so simple, but I think they're really important, like clear subject lines and strong call to actions. And, again, basic fundamentals, but I think they're becoming more important now with AI readability in inboxes and shaping how customers are discovering brands today. Yeah. I love all of that point of just ensuring that you're there and showing up for the customer when they want to be informed and then having that information lead them through their consistent buying journey over time. I I think it was Laura that mentions the multi touch attribution reporting lens. I'm curious if anyone else has started to even touch what AI... How that might disrupt NTA reporting, testing, and learning. And if there's anything, maybe if it's too early, how you're starting to adjust for this shift in terms of reporting and insights and how that intel is guiding your strategies on the marketing team. So I... We have not really started looking at it, from that lens. But again, I just think it's really important to make sure that everyone is aware that what you do put in front of the consumer when they come to your site or when they receive your email or your SMS is relevant for them, because of all of these touch points that they may have, come across before even landing there. So I just think that the whole AI, experience that everyone is pulling into their journey is affecting how we need to speak to them as marketers when they do land on our brand site. Yeah. Love that. I think it's important just to acknowledge that that's the shift that's happening, and sounds like you're in a good place to plan accordingly when maybe more AI referred traffic does seem to increase year over year. So we'll wait for that. I think we've been chatting through, you know, AI may be changing how shopper gets to your to your site, to your store, but getting onto the shortlist doesn't guarantee that next purchase. The next challenge is consistently staying within this consideration set. So staying top of mind with your consumer. I think that's the the challenge over time of beyond the first purchase. How are you top of mind? How are you continuing to earn, that relationship and value with the customer? One or more surprising findings in our research was that shoppers who are loyal to more brands are actually more likely to switch. You heard that correctly. They're more likely to switch, not less because of an a a... AI recommendation. But loyalty doesn't necessarily mean exclusivity. So I'll throw this over to to Laura first to start. If if customers are always evaluating their options, what does it take to earn that next purchase and stay top of minds? And I know that you manage the loyalty experience at Cole Haan. So, you're thinking through these things and how to establish and foster this relationship over time. So can you speak a little bit about how you envision AI loyalty, those two worlds colliding? Yeah. And like you said, I don't feel that loyalty means exclusivity anymore. You know, there are how many shoe brands out there. Cole Haan might just be one of them that you feel loyal to. And I think to your point, AI makes discovering and comparing brands easier than it's ever been. And I also saw that about 68% of consumers increasingly trust AI recommendations. That's huge. So I think that makes us... Puts pressure on us to make sure that what we are putting in front of these customers, whether they're viewing our emails or SMS, relevant. And I think it all comes down to relevance. Saying relevant beyond promotions, putting newness in front of them, giving them opportunities to to discover our products, category affinities, recommendations. We are trying to remove promo actually where we can. So we are trying to lean more on relevance and product intent to do more of that work. But, again, I think the the starting point here is getting people, signed up to receive messaging from you so that you can continue that, relationship with customers beyond just one visit to your site. We've actually seen some really strong success with AI Grow. We have seen 25% more SMS sign ups, 23% more email sign ups, and 28% more welcome revenue versus the, the holdout group. So, again, growing your lists and being able to communicate with the customers with the relevant information, to keep them loyal to you, is super important important to us and something that we are really leaning on and growing. Wow. That's fantastic. Go ahead, Natalia. I was gonna say just building on that, you know, I I agree. I think AI is obviously changing how customers are shopping, but it's not really changing what they're looking for from brands. They have really high expectations now. So I do think relevance is really important. I think convenience and value is also really important. So the challenge does come from the fact that they have more information and more options at their fingertips than ever before. So I... When thinking about loyalty as something that has to be earned continuously and a customer can love your brand, but, every interaction still matters. So, you know, are we sending the relevant communications? Are we, recognizing their preferences? Are we delivering value when it matters most? And that's actually something that, you know, at DSW, we've been thinking a lot about recently because we've had recent evolution of our loyalty program, and we're making it easier for customers to earn rewards, through everyday shopping and more quickly. And so I do think recognizing that behavior and that value is really important, and that'll help drive that loyalty. And it just reinforces that, again, loyalty isn't static. And even when a customer loves your brand, you do still have to continue to earn that next purchase. Yeah. I think one of the things that we see too is as we think about what AI is doing for us and what it's doing to the customer, you know, that's certainly one piece of it. If we look at just the world that... As a whole right now, we also know that customers are feeling a lot of other impacts. Right? And so, you know, there may be, pressure, from a price perspective that also challenges some of our loyalty components. And so, you know, what we look to do now a little bit is, you know, we have to be really responsible for our brand. We have to do the great things as as marketers to reinforce that so that when an AI shopper or when we have the opportunity to use AI tools comes into play, we have set up the things that we need to do from a brand perspective to keep the customers coming back. And so if we're, you know, AI Grow is a great example for us too. Like, we can't talk to our customers if they don't sign up. And so we're seeing some of the great, results that you are as well, in terms of sign up rates, email sign up rates, and then also, revenue per welcome message. So it's like that's how AI helps us get that customer, then it becomes part of the marketer's job to make sure the brand is positioned in the way that it should be. And then there's things that we can do from both an AI and non AI standpoint to help nurture and keep them along. But it's... Both pieces are kind of playing together right now in a shopping environment that may be a little more stressful for for our customers. And one more thing to add just, to your point. AI is helping us grow our lists here in in these examples, but it's still on us as marketers to get the right content and the right experiences in front of them so that they do feel that they would like to be, loyal to us as a as a brand. Yeah. That's a great point. I think it emphasizes the balance of AI utilization with the human brand touch on what that experience looks like together, which I think is really important. So staying relevant really depends on understanding what the customer actually needs, which brings us to personalization, which I feel like we could talk for three days on personalization. Within our research, we found that AI assisted shoppers have higher expectations for personalization. And as customers increasingly expect brands to recognize what they've browsed, what they've bought, what they've engaged with in a non creepy way, that really first party context becomes even more valuable. So I'll have Natalie start... Natalia start this question. How are you at DSW using customer signals and AI to make the experience more relevant as these behavior changes over time? Yeah. It's a good question. I think AI does reinforce the value of first party relationships. Through our loyalty programs and our own channels, we do have a much better understanding of how customer preferences evolve over time and not just based on one single interaction. And, honestly, that's where AI journeys within Attentive Mobile really becomes valuable for us because we're able to use signals like, browse behavior, purchase history, engagement data, send time, and adapt those experiences based on what customers are telling us through their actions. And we're also using AI Pro to determine whether a customer should be receiving a message or not receiving a message, which is just as important. I think the goal isn't always to send more messages, but making sure that we're sending, you know, the right time to the right customer and that's what AI Journey and AI Pro have really helped us accomplish. Yeah. And I think in today's world, you know, personalization is more than just a name and a subject line, a name and a banner header. We are moving from broad manual segmentation to, like Natalia mentioned, signal led segmentation, you know, based on browse, purchase history, category affinity, engagement, you know, depending on where you are in the customer journey and your life cycle. Everyone... One is at a different point. We just started testing about a month ago AI Journeys, and we're seeing very strong early results here. We're seeing among the fifty fifty split in traffic, 212% more revenue, a 189% more purchases, and a 130% more clicks versus the control in that fifty fifty split. So that's huge, and I think that that just shines light on the fact that people are going to respond better and the brand is going to see a better outcome when you are personalizing in a relevant way on a one to one basis for your customers. So using the information that your customers have given you already based on all of these different signals and surfacing something more relevant for them, and ultimately saving them them time. Yeah. And I think naturally that helps, like, to our earlier point you were discussing, balancing promo with customer signals, customer relevance. I think that naturally helps lead with relevance, and then you can save promo discounting as, like, maybe a third, fourth, fifth nudge down the road so that you're not immediately giving away margin, and you're being smart with how you deploy those over time. Exactly. And I also think that, you know, in regards to time saving from a marketer's perspective too, AI can just consider so many more signals than we can manually, you know, instead of us having to choose every single path in order to speak to our customer in the way that we want, you know, customer does x, they receive y. We are now utilizing AI to help us as marketers make these smarter decisions. Yeah. One of the things we've had a lot of success with is... And I know as as CRM people or life cycle marketers, we love the segmentation stuff and the strategy and all those pieces and being hyper targeted and, you know, it's still a big part of what we do. We've been leaning into AI audiences quite a bit for our audience selection or really our audience augmentation, you know, that we can help set a baseline of what message we're gonna send and then AI audiences helps us identify who else should receive it and and, frankly, who else... And who of that list should not receive it. And, you know, when we compare the performance of this group that AI audience identifies, we don't. We see a 40% revenue lift in... From those high propensity, segments targeted by Audiences AI, versus our our standard selection process. So, they're helping us find those people. And on the flip side, they're also helping us exclude some of those people so that, you know, right message, right time, right person. Right? If it's not those three things, don't send it. Not only is it a better customer experience down the road, but it also puts a little bit of coin back in our pocket that we can save for a different message or or or something else for... From a marketing perspective for our ROI. So AI audiences is is hugely helpful in how we, select our audiences for for our promotional campaigns. That... Yeah. That's fantastic. I love learning about how AI can enhance the customer experience. All these, like, anecdotes and stories are super valuable. And I know internally, as we all are using AI in some capacity today, it also changes how marketers work and how quickly the teams that you manage can learn. So I... We've talked about what AI can change from the customer experience shopping journey. I wanna close out on what it means changes for for you, for you and your team, how your teams work, how you test. I know we talked about test and learn plans and make decisions. So I'll have Reid take this last question first. How has putting AI into practice changed the way your team works and what you have learned about where it adds the most value? Yeah. For us, speed wins. The the place that we're at and the market that we're in changes constantly, new flavors, new products, new customers coming in. So, you know, AI, if if nothing else, is giving us the opportunity to react faster. So, you know, if we wanna go to test things and we need multiple variations or, you know, if we wanna bring those to market in a fast way, AI helps us do that. And so even if the if the AI test or the AI copy doesn't necessarily show us the largest lift, It allow us... It allows us to learn it and rate at a much, much faster rate. And so, I mean, that's surface level for us. That's just one of the biggest values of it. Then you layer in the selection pieces, then you layer in a creative piece. Right? All of a sudden, you start stacking these small wins, and those are the things that help us really run quickly about what the customers can respond to. So, especially as AI is still relatively new, in the grand scheme of things. Right? Test, test, test, learn, learn, learn, and and do it with a... With with speed is is what we're looking to do. Yeah. And, I think that's great. I think it... The the speed at which teams can move is is so incredible, that it's built into every single campaign and journey that you deploy, and then those learnings come back in real time. I know, Natalia, in regards to AI journeys, I'm curious if you have any learnings from using it where it's helped your teams work more effectively or efficiently with how you're changing and updating customer behavior over time. Yeah. Absolutely. I mean, I think one of the biggest learnings is that customer behavior is changing faster, and it's a lot faster than the rules that we traditionally build around it. So I think AI Journeys has helped us become more responsive to those changes by adapting based on that customer behavior rather than, again, relying entirely on predefined paths and segments and logic. So I think from a team perspective, it's allowed us to spend less time managing those audience segments and logic and rules and more time on strategy and content and customer experiences. So I think the biggest value we've seen is helping us respond to the changing, you know, customer behavior efficiently at a scale that would be very difficult for us to manage manually. Yeah. And in regards to AI in practice at Cole Haan, I mean, I think, like I said before, it's really just helping us make smarter decisions about where us as a marketing team are putting our efforts in order to meet, the goals. So there is a lot of internal education right now happening that more volume can feel like the easiest path to more demand, but sending smarter can be just as important as sending more. You know, better targeting, timing, relevance, that all, drives more productive interactions with your customers. And I think AI is really letting us make these decisions at a scale that we wouldn't realistically be able to manage manually. So I think, you know, marketers are still important. I think AI is complementing the market strategy. We're still bringing the brand, the business priorities, the goals, the context, but AI is just adding another level of intelligence to that to help us, and to and to save time too and money. To Reid's point, audiences AI is driving a 23% increase in SMS campaign revenue through, AI inclusions. And we are using it also as cost savings, to help us remove, subscribers that may not, respond to the message that we are sending to them initially. That's great. Yeah. I think we we spoke about this earlier, but AI really gives you the spectrum of what that perfect balance of reach and precision looks like. Depending on your campaign, your goals, you can, of course, adjust that based on the program, but it's nice to know where you need to be to get the reach, but also be super segmented and targeted with that. So that's great to hear. Well, thank you all. This was such a useful look at what AI is changing and what still sits firmly with the marketer today. Now let's get into what all of this means for you and your teams. I wanna leave you with three places to focus today. The first is earning the next purchase. One thing we heard loud and clear today is that loyalty doesn't necessarily mean exclusivity, far from. Customers are always evaluating their options, and AI gives them another way to do that while brands need to earn consumer confidence and trust every step of the way with personalized recommendations, relevant content, personalized and timely follow ups, and more. And that's really part of the thinking behind products like AI Grow and AI Journeys. AI Grow helps adapt when and how sign up experiences appear to earn more opt ins, while AI Journeys personalizes triggered experiences for each subscriber over time. Together, that helps you turn more site visitors into subscribers, then make the relationship more relevant once they're opted in. The second is personalizing as behavior changes. Brands should really be matching pressure to intent. So this means treating shoppers differently based on behavior, being there allowed and in the moment to capitalize on those high intent moments, cultivating that persuadable customer, and then conserving low intent audiences to protect attention and economics. And that's really where a... Attentive Mobile AI can help. AI Pro helps optimize decisions like audience selection and send time, while AI Journeys adapts triggered experiences based on customer behavior. So marketers can make personalization more responsive while still staying in control of the strategy. And then third, influence what happens next. So make relevance, do more work using behavioral signals, curation, personalization, all the things we heard about today to continue to cultivate demand and grow value with your audience. And that's the case for SMS, email, and RCS, and push working together. Each interaction can help shape what the customer does next, whatever that next step happens to be. And if three things is too many and you will only wanna remember one thing, I get it. It is that AI is really changing where some decisions happen within the customer journey, especially with discovery and evaluation. And brands need to figure out how they show up at that moment to instill confidence and trust and keep securing that lasting relationship with that customer over time with each specific moment. Whether it's reminding a user to replenish their Alani Nu 12 pack with the vitamin shop, maybe reminding a shopper to redeem their loyalty perks through DSW VIP rewards or Cole Haan. So if you're already an attentive customer and you want to explore what this could look like for you and your team, now is the time to connect with your CSM. Please reach out. And if you're not an an attentive customer yet, we'd be happy to show you what this looks like in practice. Just fill out the form linked in the chat, and someone from our team will... And if you wanna go deeper, the full 2026 State of AI Retail Report has the complete findings behind everything we covered today so you can nerd out on your own. You can scan the QR code here to read that full report. And if you really wanna turn the research into something more specific for your business, your strategies, join us again October 14. We'll continue the conversation in smaller groups and talk through what these findings mean for your team, your customers, and where to focus next. So scan that QR code if you're interested. And before you go, please take two minutes to fill out the survey. We read every single response truly, and it helps shape our future webinars. So thank you so much, everyone. We hope to see you next week.