Is that a, how does that comparison sort of stand up in your view?

Yeah, I think that's the interesting thing to think of, like whose perspective the agent is coming from, right? Because if you're on Amazon or Walmart, you know that agent is obviously owned by the platform you're on, by the retailer.

So they're going to be obviously trying to give you all the facts and figures, but they're there to sell your product as well.

And I think people are very aware of that and I think that's fine.

Whereas if you've got these personal agents which are coming from outside or maybe general purpose ones like ChatGPT, I guess they don't have a particular merchant in mind.

They don't even have a particular product in mind.

In theory, this neutrality is more central there.

Do you think that this is like the play or are we at version 1.2 of, you know, an infinite number of different ad types in AI services?

Is that a, how does that comparison sort of stand up in your view?

Yeah, I think that's the interesting thing to think of, like whose perspective the agent is coming from, right? Because if you're on Amazon or Walmart, you know that agent is obviously owned by the platform you're on, by the retailer.

So they're going to be obviously trying to give you all the facts and figures, but they're there to sell your product as well.

And I think people are very aware of that, and I think that's fine.

Whereas if you've got these personal agents which are coming from outside or maybe general purpose ones like ChachiBT, I guess they don't have a – particular merchant in mind.

They don't even have a particular product in mind.

In theory, this neutrality is more central there.

Do you think that this is like the play or are we at version 1.2 of, you know, an infinite number of different ad types in AI services?

is there any thing worth talking about in terms of the split between i guess like laptop desktop and mobile uh in terms of like where where your where your supply is where your inventory is

It's definitely both.

So it's like web, mobile web, and mobile apps.

So depending on the partner, obviously apps are predominantly for some certain applications.

We can target by OS as well, so Apple or Android, because of that sort of app environment as well.

And then typically just working through the flow of how you might set up a campaign is Initially, you'd sort of set out your objectives.

So you're talking about reach, traffic, or a sales objective, and that's basically buying on a CPM, CPC, or CPA.

Do I put it in the lower funnel? Do I put it in the upper funnel? Do I put it in a test bucket? And I guess the question is – true right now for like the question matters right now for the present moment uh you know because it is early innings and like marketers probably need to figure out where to stick it but then also like where you see it ending up um you know from like a marketing mix perspective i'd love your thoughts on that

Tell us a little bit about the Roger Dunn backstory.

Yeah, thanks for the plug on the newsletter as well.

That's maybe something that's been around six months now.

So there's a few additions to look at.

But yeah, my story, I guess from the UK originally.

So I grew up there, worked in London for a few years, and then I've been out in Australia maybe 17, 18 now.

So I guess I would divide it up into kind of the first 10 years were agency side.

But even then, what are the top five things people ask, Roger?

Paul.

Well, I guess the first instance of AI was always the LLMs.

It's that natural language interface.

That was the first instance where we're asking questions, we're getting answers.

But agentic is obviously where it's going to go, where the AI then acts autonomously and can carry out tasks, and shopping being potentially one of those tasks.

That's probably not here in full form today, but we're seeing agentic browsers, we're seeing instances of that coming through.

So it is here and it's being tested, but it's not the full story yet.

From your perspective where you're at the moment, Rog, how's your business working towards optimizing for LLMs and Atlas and Comet and those sorts of things?

What's your advice for marketers if we're kicking off the 2026? How do they stay in touch with all this stuff?

Yeah, it does feel like there's always something new, but the old things don't go away.

So there's always this expanding opportunity or remit that needs to be covered.

So I definitely feel the challenge there.

I guess, like with any marketing, you need to focus on where the consumer is and where the eyeballs are and where people are spending their time.

As these new platforms come in and people start gaining consumers' attention, gaining transactions perhaps even down the track, then it becomes something that you need to focus on.

Obviously, more mature channels, we're going to have a lot more you know, optimized way of approaching those will have ways of working that are well established.

What do you think a typical shopping journey is going to look like? Is it fully commerce media world, especially with AI? Is it the decision-making is embedded into the discovery? What does it look like?