and use cases about now with agents or choice and information changing that journey at all.

So retail media is still a top priority for brands and retailers.

It just, it feels like it's fallen down the list of hot topics.

Do you know what I mean? Like because of all the excitement and noise around agentic commerce, but it's still there.

In fact, If you think about advertising, advertising spend, promotional spend, let's think of two different buckets, okay? So the consumer goods side, you've got trade promotion dollars to spend with retailers to activate brands in the marketplace, like the soda I'm drinking here.

So, but, okay, that...

That process for most of the brands, if any of them are listening, is still largely spreadsheets.

So tell me your Ron Johnson

And my question is, that may be the case, but you still have to train the agent on something, right? So those people that are telling me that, what would you tell them?

I don't know the context of where they're coming from, but if you're using bad data, you're going to get bad results.

It's like putting a reporting tool on top of data that's not cleansed, it's not available in a good format, or data that's not aligned.

We haven't really seen yet, I think there's an opportunity for this, but where AI could align data and fix some of the machinations that we all go through in the consumer goods industry around bringing those different types of data together.

I think that's an opportunity for AI, but that's a real struggle still for many in this space.

And so, you know, I was talking to a retailer this week, just as an example, a major brand that their logo is behind the camera here.

The head of data analytics said, we can't even do AI.

Is there one burgeoning use case in retail that you think will generally genuinely make a consumer's life better that we haven't quite talked about as an industry yet?

What do you think of the

enablers? Sure.

So, I mean, about a year and a month ago, we weren't even talking much about agentic.

People knew of agents, but really that wasn't the talk at the time.

If you remember when we were here last year, it was all about generative AI.

And so when you ask about what are some of the enablers, number one, I would say cloud.

The advent of cloud starting in 2006 with AWS and others now in the space.

It's like, Dad, do you know I can't buy Chick-fil-A on Sunday? I know that's why I'm