Shaping Customer Experiences with Agentic AI & Personal Shopper Agents

That's great.

And I'm extending the travel example.

So there's been a lot of talk about the Chinese tourists in the UK, where I am.

changing their travel patterns.

So they used to always be on tour buses.

Now they're doing more solo traveling.

And presumably you would understand those trends.

You'd be able to see that type of data coming through, how and where they're spending.

So how does that inform smart creative teams? What are the smart creative teams that you're, are the people using the data, doing with that data to create campaigns, to create ideas, new innovations, to utilize that data?

Right.

Again, great question.

Listen, while I'm not really directly involved in that process because there is a sister organization that supports a brand and a company internally inside Steam, but at the

same time, again, at the category level,

If you know that people go into certain locations, the downtown Abbey or somewhere, right? And you know those because you see that, yeah, because you see the spend, right? In terms of like trends where the transaction happens, right? Or happening.

then again on a trend level you can incorporate some messaging to those destinations to those particular sightseeing sites right so and pretty much make it that more appealing if you know that there is from country a interested in seeing those particular places in the country b And that could be influenced by the creative because you can incorporate the images, you can incorporate the video materials and stuff like that, the messaging and activation.

But that's how, in general, those companies would approach that.

Great.

And moving away from the travel example, so presumably you're also seeing, for instance, within food and beverages, you're seeing, do you get to see data about what flavors the SKU level is, or are you just looking at the macro trend? So you're seeing what types of drinks people are buying more often or less often, what types of snacks people are using, and that data must be invaluable.

yeah but in that particular case no again it would be the macro trends like companies like my former employer they would see such data right uh whether they go to tesco or in UK or care for in France, right? And what kind of groceries they buy, SKU level again.

I wouldn't be able to see that, right? So it's a very high level macro trend because you see what it's called MCC code, merchant transaction code, but that's about it.

So that's why, plus you don't have a demographics.

That's why you try to identify trend at the kind of a transaction platform level, right? And you understand, for example, if this card resides here, in certain country, but then it travels cross border and spends in certain destinations.

You can help identify those trends, again, for your business partners and deliver value as such, but it wouldn't be the kind of a skew level information.

And as you know, like in payments, in my opinion, CPG, retail data, is highly concentrated as well.

There are only a few providers who have access, point of sale, skill level data, as you know, in North America, in Europe, in Australasia, et cetera.