Episode 13 –
The Future of Customer Experience is Paved by Transparency with Anat Baron

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RESOURCES   ❯   The Marketing Rapport Podcast

Episode Summary

In this episode of The Marketing Rapport, host Tim Finnigan sits down with Anat Baron, CEO of Stashwall. Anat, a futurist with a diverse background, shares her insights on the future of consumer trends and the role of AI in shaping it. She emphasizes the importance of authenticity and transparency in the era of savvy consumers.

Anat also discusses her upcoming keynote speech at the VIA Consumer Insights & Experience Summit. While she hasn’t finalized her speech, she hints at discussing major trends, the role of AI, and the importance of customer experience and personalization. She aims to address the changing consumer landscape and the critical decisions around data usage.

The conversation wraps up with Anat’s vision of a future where consumers sit at the center, with technology serving to enhance their lives. She believes that successful companies will be those that build direct relationships with their customers. Tune in for a deep dive into the future of consumer behavior and the evolving role of AI.

Guest-at-a-Glance

Key Insights

• The Importance of Authenticity and Transparency Anat emphasizes the need for brands to be authentic and transparent in an era where consumers are smarter and more discerning. She believes consumers can see through inauthenticity and are drawn to genuine brands. This insight underscores the importance of brands being true to their values and maintaining a transparent relationship with their customers.
• Understanding Your Competition and Staying Agile Anat shares her strategy for staying ahead of trends and understanding competition. She advises spending time observing the world, understanding your competition, and being agile enough to anticipate changes. She also warns against jumping on every trend, emphasizing the importance of understanding your customer base and ensuring the trend aligns with their needs and interests.
• The Future of Customer Experience Anat envisions a future where consumers are at the center, and brands serve to enhance their lives. She believes successful brands will focus on improving the customer experience and personalizing offerings. She also highlights the importance of using data wisely to understand and cater to customers’ needs.

Episode Highlights

The Role of AI and Human Interaction

Timestamp: [00:08:52]

Anat discusses the role of AI in our lives and how it impacts human interaction. She emphasizes the importance of critical thinking and curiosity in an era where AI is becoming increasingly integrated into our daily lives. Anat points out that while AI can perform tasks efficiently, it lacks the human component of feeling and understanding. She suggests the need for human validators or truth detectors, especially when it comes to important decisions.

“We’re already in a place where when you talk to any of the AI, any of the generative AI bots, they respond. And you, most of the time, are gonna assume that what they’re telling you is real or the truth. And it turns out, as we have found out, that they hallucinate, good terms for lying.”

The Importance of Observing the World and Understanding Competition

Timestamp: [00:15:18]

Anat shares her strategy for staying ahead of trends and understanding competition. She advises spending time observing the world, understanding your competition, and being agile enough to anticipate changes. She also warns against jumping on every trend, emphasizing the importance of understanding your customer base and making sure the trend aligns with their needs and interests.

“So you catch up on trends by traveling, whether it’s in your city, go somewhere that you don’t usually go to by going into retail, by being online, by going to places that you wouldn’t ordinarily go to or where your consumers don’t go to. But really trying to understand your competition.”

The Future of Customer Experience and Personalization

Timestamp: [00:24:03]

Anat envisions a future where consumers are at the center, and brands serve to enhance their lives. She believes that successful brands will be those that focus on improving the customer experience and personalizing their offerings. She also highlights the importance of using data wisely to understand and cater to customers’ needs.

“I believe most consumers are going to be willing to give up some vestige of privacy. Probably a lot to get personalized experiences back. We are far away from that. I started a startup, gosh, like ten years ago, trying to do this. I was definitely too early. I think the time is coming, but I think that this world, and for those of you who can’t see, I’m making a circle, and I think the consumer is going to sit in the middle, and all of the technology in our lives is going to be coming to me and making my life better.”

The Role of Authenticity and Realness in Branding

Timestamp: [00:11:56]

Anat discusses the importance of authenticity and realness in branding. She believes that consumers can see through inauthenticity and are drawn to brands that are real and genuine. This insight underscores the importance of brands being true to their values and maintaining a transparent relationship with their customers.

“So I think that consumers have gotten so smart, thanks to the success of TikTok and YouTube. It’s really about creators, and we are all creators today. I used to say, hey, look, everyone can be a creator today. And that’s the problem. Everyone is a creator. But what’s happened is it has taught us, as humans, to look at other humans and to say, this person’s full of it, or, wow, this person is so real and authentic, and I am drawn to them.”

Top Quotes

[00:10:41] Anat Baron: “But at some point, not only do we have to question the answers we get, but we also have to figure out what to do with those answers. I think about that a lot too. You get all these consumer insights. But who’s making the decision about what it means and what’s important?”
[00:11:56] Anat Baron: “So I think that consumers have gotten so smart, thanks to the success of TikTok and YouTube. It’s really about creators, and we are all creators today. I used to say, hey, look, everyone can be a creator today. And that’s the problem. Everyone is a creator. But what’s happened is it has taught us, as humans, to look at other humans and to say, this person’s full of it, or, wow, this person is so real and authentic, and I am drawn to them.”
[00:14:49] Anat Baron: “A lot of trends often don’t come from inside your industry. They’re coming from the world at large. And so while we’re all very, very focused on our industry and our job and our role somewhere, I always tell people, take 10% of your working hours if you don’t wanna do it in your spare time, and just be out in the world and observe.”

Full Transcript

[00:00:00] Tim Finnigan: Hello and welcome to the Marketing Rapport. I’m Tim Finnegan and I head up product marketing for Varisk Marketing Solutions. And why I’m excited for today’s guest is she fits in with what we’re trying to accomplish on the marketing rapport, and it is to bring in great guests, great people, um, not only executives or leaders, but people that.

[00:00:25] Are in the know, in certain industries, and it’s anywhere from insurance to consumer finance to MadTech to MarTech. Um, so we’ve got, that’s joining us today is Anat Baron and Anat has this great background of information from being, um, a hotel, um, executive. She actually was the c e o of Mike’s Hard Lemonade and built that to over 250 million.

[00:00:51] She was a Hollywood producer and she started. Two technology companies. So really this, she fits in and you guys should be excited to hear, uh, a Knot. And what she’s most currently doing is she’s a futurist and she is going to be talking at, um, Ferris Marketing Solutions via Consumer Insights Conference about the future and what we, uh, can look forward to.

[00:01:15] So welcome to the podcast and that.

[00:01:17] Anat Baron: Thank you so much for having me.

[00:01:20] Tim Finnigan: So Anan, I wanna start off right away with a hard question. Now. I have been a sat Saturday morning commercial junkie from the get go. Um, but you are so it’s a thing in common. We both love the Jetsons. Could you just tell us what you think about the Jetsons and how the past is looking like the future or the future’s looking like the past?

[00:01:43] So,
[00:01:44] Anat Baron: So I have loved the Jetsons. Saturday morning cartoons were my thing. Um, I was too young. When the Jetsons first aired in 1962 to 1963, it only aired for one season. Do you know why?

[00:01:57] Tim Finnigan: No, I do not know why.

[00:01:59] Anat Baron: Um, because it aired in color and not enough people had colour, televisions, fun fact to use at your next cocktail party. So moving right along.

[00:02:09] So, but I, I loved the Jetsons and the Flintstones, but the Jetsons in particular. They portrayed a world of possibilities. They showed us how technology, I didn’t have the word technology yet, uh, when I was a child or a teenager when I watched this, but, um, it showed us that technology could actually change our lives for the better and improve our lives.

[00:02:35] So the show itself was really stupid. And as I got older, I kept. Thinking about the things I watched on the Jetsons, that became real many, many things. Even things like m r i machines or the fact that you can swallow a pill camera, um, in medicine, uh, the first time you’ve, you saw, uh, let’s say at-Home Fitness was on the Jetsons because Jane took at-home fitness classes, uh, everything from telemedicine.

[00:03:07] To Roomba existed on the Jetsons. So I think there’s something in both popular culture like the Jetsons and science fiction, and most science fiction, if you think about it separate from the Jetsons, is that it’s dystopic. And what I think children and adults alike loved about the Jetsons was that it portrayed a utopia.

[00:03:31] Not so much, you know, in the family dynamics per se or in the work dynamics. But they portrayed a world of possibilities. And as I have grown up, hopefully you’ll think I’m still a grownup, um, we’re done. Um, but I, I think that what we have seen is that, and this is what boggles my mind, is a, a bunch of guys writers sat in a room in Burbank many years ago, right in the early sixties, and came up with a world in their imagination.

[00:04:04] Except for flying cars. And by the way, if anyone’s interested, I’ll give you my information at the end. You can actually buy a flying car today. You just can’t fly it. It it, if you have $300,000, you can park it in your garage. But other than flying cars, everything else in the Jetsons has actually come to life.

[00:04:21] And so this is a, a life imitating art. And I often think about this is if art, if science fiction. Focused more on the good and on the good things that technology can deliver. So instead of the terminator or something positive, I wonder how that would change the world. And I often wonder, did the people who invented all of these amazing inventions watch the Jetsons and decide to do it?

[00:04:48] Like whi, which is imitating, which is it life imitating art or art imitating life? Anyway, that’s a long-winded response to your question, but I do find it fascinating.

[00:04:58] Tim Finnigan: and not that is it, it makes me think of like, there, there’s more and more technology now there’s more and more data, but so where, where do we fit in as humans?

[00:05:09] Anat Baron: So since November 30th, 2022, which was the birth of something called chatGPT t, you may have heard of it. Kidding! Um, everything has changed all of a sudden now. Everyone’s talking about ai, even though generative ai, which is what chatGPT and others are, um, has been around for a long time. All of a sudden technology is everywhere, and so I forgot the question.

[00:05:38] Tim Finnigan: It. It was about where do humans fit in with all this technology and all this data coming at you.

[00:05:45] Anat Baron: So I’m just gonna, I’m just gonna answer it and you’ll cut. So basically we have so much data all around us, both as consumers and in the enterprise, right? We just are bombarded by data all the time, which means it’s very hard to get consumers’ attention, but it’s also very hard for executives to know what to focus on with so much data.

[00:06:04] So as we look at ai, which is the new, new thing, which isn’t that new, but which is gonna be.

[00:06:10] Tim Finnigan: gonna be

[00:06:11] Anat Baron: Pretty much sitting underneath everything in our lives very, very quickly. We have to look at what differentiates us from technology and specifically what is gonna differentiate humans from ai. And I think, you know, people talk a lot about AI is going to cause jobs.

[00:06:31] Yes, it will. But there will be new jobs. And this happens every time that there is new technology. I call AI the fourth industrial revolution, and so as we find utility for ai, we’re just going to accept it. I think that the number one skill for the 21st century going forward and what we as humans have to embrace is our humanity.

[00:06:57] And what I mean by that is the reason that parts of jobs or entire jobs are gonna be lost to AI is just because of efficiency and productivity. AI is really good at rote, mundane tasks, and not to insult anyone, but if your job is filling out Excel spreadsheets then, or doing some sort of rudimentary research, all very important and AI can do it better and faster.

[00:07:28] What the AI cannot do is feel anything. AI has no feelings, and that, by the way, could be a separate conversation about all the new AI that are acting as companions to humans, right? They have no feelings. And yet, you know, when I talk to any of the ai, whether it’s Bard or Bing, or Perplexity or Pie, or Claude, all of my new friends, I ask them, I talk to them like they’re human.

[00:07:55] Like I say, please, Why am I telling Please, and thank you. Right? Like, what is that all about? But I am trying to find a way to talk to the AI as if it’s human. And soon many of us are going to have ai, virtual

[00:08:12] Tim Finnigan: Virtual

[00:08:13] Anat Baron: coworkers, and we won’t even be able to discern unless they’re invited to Zoom and they keep their camera off.

[00:08:19] We probably won’t know that they’re not real. Right? So the answer to. Where do we as humans fits in means that we have to develop skills like creativity. So while yes, AI and mid-journey can make beautiful art, it’s still missing that human component. Here’s the most important thing that we’re gonna need to teach, and we’re each of us gonna have to learn and practice on a daily basis, which is critical thinking.

[00:08:52] This idea of curiosity. You know, we’re already a place where when you, uh, talk to any of the ai, any of the generative AI bots, bots, they respond, and you most of the time are gonna assume that what they’re telling you is real. Or the truth. And it turns out, as we have found out that they hallucinate good term for lying.

[00:09:18] Um, they make stuff up. And so as humans, it is really incumbent upon us as soon as possible to figure out very much what social media missed out on, really, which is human curation. And I’m gonna name this, somebody better come up with a better name, but I think we’re gonna need. Human validators or human truth detectors or some sort of stamp, especially when it comes to important decisions, when we’re asking for legal advice or financial advice.

[00:09:51] Uh, I, I know insurance, you know, whatever, whatever arena it’s in, how are we going to know if you can’t tell if the answer is coming from a human or an ai, whether now whether it’s real, right? And of course, humans make mistakes too. There is going to be this trust factor that we really have to stay tuned to.

[00:10:12] So things like compassion, creativity, all of these things, but especially this idea of critical thinking is gonna be important. And then something else we’re gonna have to do is collaborate with other humans, because computers don’t do that. Right? And AI is just, It’s really just algorithms. No, you know, I know it’s very complicated and these large language models are sitting on top of an incredible amount of data.

[00:10:41] But at some point, not only do we have to question the answers we get, we also have to figure out what to do with those answers. You know, I think about that a lot too. You get all this consumer insights. But who’s making the decision about what it means and what’s important And, and with our attention spans getting smaller and smaller and smaller, how do I know what to focus on?

[00:11:05] Tim Finnigan: Uh, so you bring up a couple things that really made me think is like, you, you’re right. Like there, there someone should invent a, a stamp. Like, Hey, this is coming from a human ’cause we’ve got that for Nielsen ratings, we’ve got comScore, we’ve got true set for data. So we know that we can trust those, those, uh, those things.

[00:11:24] Um, And sort of what I was hearing from you is like authentic and real. And I think brands need to be authentic and real. ’cause consumers can see through that. And we may be running it as some type of, you know, tipping point of let’s, let’s just not use chat G B T or AI because we can let’s you use this, uh, authentic and real way that we’re used to thinking about.

[00:11:51] I don’t know what you think about authentic and real when it comes to messaging.

[00:11:56] Anat Baron: So I think that consumers have gotten so smart, the success of TikTok and YouTube. It’s really about creators and we are all creators today, you know, so I used to say, Hey look, you know, everyone can be a creator today. And that’s the problem. Everyone is a creator. But what’s happened is it has taught us, uh, as humans, to look at other humans and to say, this person’s full of it, right?

[00:12:24] Or, wow, this person is so real. And authentic and I am drawn to them. And therefore, and that’s the whole idea of influencers, right? If you trust the influencer, when they start a brand, you’re gonna buy from their brand. And when they tell you, when you know, when they tell you that they use a product and love it.

[00:12:44] The problem is that trust has eroded because we now know that brands are spending millions of dollars on influencers to tell you that this is the best health supplement, and this is the new drink, and this is the new makeup, et cetera, et cetera. So, We are almost trained to look for authenticity and there’s this whole idea of when is an influencer too big, almost right?

[00:13:11] When they’ve lost that credibility of, of talking to me, of being really authentic and speaking to me. And so I, I think that brands have to be really careful about that. I mean, it’s something I learned at Mike’s Hard Lemonade that was shocking to me about branding and what the brand actually meant to people.

[00:13:31] Tim Finnigan: So, Anat, I would like to have you touch base not only on Mike’s Hard Lemonade, but also your, you’re just in your career. When you look as like, how do you stay ahead of trends and how do you, I mean, you’ve, you, you’ve come up with a couple ideas or futurist ideas of, Hey, I recognize the travel industry and the internet.

[00:13:51] We’re gonna coincide and, but could you just touch on how you, let me start all over again. So Anat, that’s really interesting what you say about being authentic and real. And I would like to touch base a little more on Mike’s Hard Lemonade and actually your career in general, and how do you stay ahead of trends?

[00:14:11] You’re, you’re in the top spot and how do you communicate to your employees or how, how do you see some of the things that you, you’ve been aware of over your career?

[00:14:21] Anat Baron: I think it’s really hard today, but it has been throughout my career to see the person who looks ahead again, the Jetsons, since I was a kid, I’ve always been able, I. To look ahead. Not everybody else is caught up yet, so the most important thing is to be able to have some sort of vision. And I don’t mean vision for the company, I just mean a vision of being able to describe and communicate to other people where the world is going.

[00:14:49] A lot of trends often don’t come from inside your industry. They’re coming from the world at large. And so while we’re all very, very focused on our industry and our job and our role somewhere, and I always tell people, take like 10% of your waking hours, right? And or your working hours if you don’t wanna do it, um, in your spare time, and just be out in the world and observe.

[00:15:18] So you catch up on trends by traveling. Whether it’s in your city, go to somewhere that you, you’re, you don’t usually go to by going into retail, by being online, by, uh, going to places that you wouldn’t ordinarily go to or where your consumers don’t go to. But really trying to understand your competition.

[00:15:40] And your competition, by the way, isn’t always what you think. You know, in some industries, you know, if you look at Netflix for example, their competition isn’t. Other content on your television? It’s everything. It’s, it’s the battle for attention. It’s the fact that people have so many other things that they could do.

[00:16:01] So it’s really taking a look at what is happening, particularly with consumers and where they’re going. And because things are accelerating so quickly, the success comes when you can know where you wanna go and then be agile enough to keep moving towards it, because, And I, I don’t like the word pivot necessarily, because pivot means you didn’t see too far ahead and you’re making a hard left or a hard right.

[00:16:29] You don’t wanna do that. You just wanna be able to be agile enough to, to anticipate what might happen. Sometimes you’re gonna make mistakes. We made a big one at Mike’s. The owner, for example, was in love with, uh, low carbs. He created, he, we had a huge fight about Mike’s Light. Um, nobody wanted it. I was right, by the way.

[00:16:54] Um, nobody, nobody wanted it. And I, you know, and, and the reason he looked at a, a, a small section subsection. Of drinkers and forgot about why people came to our brand. So sometimes you have to be careful not to jump on the trend because.

[00:17:13] Tim Finnigan: because

[00:17:14] Anat Baron: That trend may be happening in the outside world, but really doesn’t relate to your customer base either.

[00:17:20] So it’s a really fine balance and I spend a lot of my time just taking in lots of information from different sources. For all of the people who say, I don’t have a television and work in marketing, I would say, Hmm, I am not sure you’re in the right, um, side of the business because pop culture. Is a humongous part of trends.

[00:17:45] I think it’s really important to understand what’s happening in popular culture. I think it’s really important to stay ahead of what’s happening in the retail space, um, and in and in, in technology. And consumers have so much access to information that they’re overloaded, right? So what are they paying attention to?

[00:18:05] And then in particular, what are your customers paying attention to? We forget to ask those questions because I think we’re also so in love with the fact that we have so much data and so much information, and we can sub-segment everything that sometimes we’re missing the obvious.

[00:18:22] Tim Finnigan: Speaking of obvious and Pop, pop culture, I saw you do a, a presentation and you asked the question and no one got it. Right? And it was what, what is the largest emerging market in the world? And people were throwing out India, China, um, what’s the right answer?

[00:18:42] Anat Baron: The right answer is that the largest emerging market in the world is women. And we don’t really think about that, but it’s kind of obvious, right? Women’s economic power is growing. Um, we have more women CEOs, still less than CEOs named John, but you know, we’re getting there. And I think that women in general, we all know this right, make the the majority of household buying decisions.

[00:19:06] And so women get ignored a lot. I see it in the startup space where women founders get ignored, get less than 2% of venture capital money. Um, and yet it’s a huge market. And, and I was very excited and now everybody’s gonna know when we’re recording um, I was very excited to see that Barbie won the Barbie Heimer weekend and Barbie won for a variety of reasons, but one of which is that women don’t really have.

[00:19:35] Movies to go see Hollywood. Where I used to work is really about big blockbusters made for young men. And so if you can actually bring in a movie, and of course Barbie is a phenomenon as was Wonder Woman, right? It’s iconic, but a great marketing campaign, great timing, and an underserved market. Brought this phenomenon together.

[00:20:04] And I will tell you that I believe that Oppenheimer is a direct, uh, its success this weekend is directly correlated and related to the success of Barbie. People went to the movies and Barbie drove those sails, and it’s women who drove it. And yet women continue to be underserved. And I think for marketers in particular, They kind of forget who to go after and, and, and so I do think that no matter any industry that I’ve been in, I have always paid attention, not just because I’m a woman, but mostly because I’m, I am paying attention to who my potential customer base is, and I don’t talk down to them.

[00:20:48] That’s the other thing. And, and a lot of us are just missing that completely.

[00:20:55] Tim Finnigan: I agree with you Anat, and especially in the part about knowing who your customer is, because you could teach a marketing class and the four P’s, and it’s like, no, the four P’s isn’t correct. The four P’s is correct, but there’s things that need to happen before that, like who’s your customer and. Uh, so I, I, I really like your ideas there, but it, some of the things that you’ve been talking about are not only being, you know, trends in futurists, but disruption and how, like Barbie is disrupting the, the market right now.

[00:21:27] But what other areas do you think are sort of right for disruption? Like what, what do you see that’s coming that people should be sort of keyed in on?

[00:21:37] Anat Baron: I think that every single. Industry is ripe for disruption, especially industries who’ve just been doing things the way they’ve always been done, which is almost all industries. And here’s why. Consumers are getting smarter. We all have phones. We have on top of their desire for authenticity from the brands and the companies that they buy from.

[00:22:02] There’s also transparency. We’ve never had this before. Everything. Is out in the open. There are no more secrets. Right? I don’t, I don’t even have to give any Everyone can conjure up all of it, whether it’s in politics, whether it’s, I mean, we, we, all the scandals that are coming out are because of this transparency.

[00:22:22] So everyone knows what’s happening. Everyone knows what’s what you’re. Whatever your, your secrets you’re holding out on, they’re gonna come to light at some point. And so when it comes to disruption, what people really need to focus on is that customer experience. It’s such a buzzword. It’s so overused.

[00:22:42] But here is the thing, the world that I see in the future, the world actually, that the writers of the Jetsons, I think thought about are what makes my life better, me as the consumer. For my entire life until very recently, consumers were at the behest of the brands and the companies and their providers.

[00:23:08] If I want to, um, buy insurance, if I wanna pay my credit card bill,

[00:23:15] Tim Finnigan: bill.

[00:23:16] Anat Baron: If I want to buy a new pair of shoes, I have to do it on your website. I have to give you my information, and you decide how long it takes and, and, and how you’re gonna deliver it, et cetera, et cetera. I don’t have a lot of, um, agency. Right.

[00:23:36] But I think as we move forward together with ai, I as the consumer, I’m going to want to be treated like a person and the way that I wanna be treated. So the other big buzzword that we brought up before personalization is going to come into this. I as a consumer, and I believe most consumers are going to be willing to give up some vestige of privacy.

[00:24:03] Probably a lot to get personalized experiences back. We are far away from that. I, I started a startup, gosh, like 10 years ago, trying to do this. I was definitely too early. I think the time is coming, but I think that this world, and for those of you who can’t see, I’m making a circle and, and I think me, the consumer is going to sit in the middle and all of the technology in our lives is going to be coming to me and making my life better.

[00:24:38] That’s the future that I see as a futurist. As someone who has worked in seven different industries, I speak to almost every industry, kind of industry agnostic, and I speak mostly and look at consumer patterns and trends. And the most successful companies, I mean, that’s where the idea of D2C came in, right?

[00:25:00] Direct to consumer was cut out the middleman. Let me have a relationship directly with the brand. And so there’s been a lot of failures in that space, but the really successful D2C companies have developed something that we’ve never had before, which are relationships, right? And these relationships, so it’s me plus the brand, um, are gonna be the way forward.

[00:25:26] And that’s the, that, that, that’s the future that I see. So, so if you even Airbnb, sorry, which disrupted. The hotel industry, right is, is ripe for disruption because there are many, many issues with Airbnb as a company. Um, and there, you know, talk, go, go look at consumer comments about Airbnb. So, so even, even the latest, the, the disruptors from the, the, the Os, is that what they’re called from the, you know, 2007, 2008, 2009.

[00:26:00] They’re ready for disruption too.

[00:26:02] Tim Finnigan: I agree with you on customer experience and personalization and, but I think it goes back to our original, just, you know, Discussion on being authentic and real, is that what I’m seeing is that businesses just use buzzwords. Oh, we care about our customers or our mission is to be whatever with personalization.

[00:26:24] But it’s the companies that, and the brands that follow up with that and that live that. And you can see through it, like you said, transparent brands can, people can see that so, Um, I still think when we talk in four years from now, we’re still gonna be saying customer experience, personalization, being authentic, it’s still gonna be there.

[00:26:44] Um, So my last question on that is, I said in the top of the show that you’re gonna be the guest or not the guest, the keynote speaker at Via, which is a consumer insights conference for various marketing solutions. Um, could you give us a little insight on maybe a couple things that you’re gonna be keen on or talking about?

[00:27:07] Anat Baron: So I, um, have not put my speech together yet, so if anybody who is coming wants to hear, um, more about anything, let me know. Um, but I’m going to talk about some of the big trends that we’re facing. I’m gonna obviously talk about AI because it seems to be the only thing that people wanna talk about these days.

[00:27:26] I’m going to talk about what it is about humans and what we can do in order to work together with AI and build a better future. And I of course, will talk about customer experience as well as personalization. Um, because, you know, we have to use the buzzwords, but I, I will, I will give them perspective and I will speak to really the changing consumer and where I think we’re going because ultimately, while all of the data is really important, like I said before, The decisions around how to use the data and what data to actually collect right, is really important.

[00:28:10] Um, because when, when you approach a cu a a potential customer in 20 23, 20 24, you wanna come to them with, uh, uh, enough information so that they feel like you’re actually talking. To them and they’re just not part of a subgroup of a subgroup of a subgroup that you’ve come up with in your dataset.

[00:28:35] Tim Finnigan: Well, that sounds exciting and I could talk to you for all day. You’re such an interesting person with a great experience. I, I do wanna thank you from the bottom of my heart of being here and spending some time on the marketing report.

[00:28:48] Anat Baron: Thank you, Tim. I enjoyed it.

[00:28:50] Tim Finnigan: ByeBye, Anat.

[00:28:52] Anat Baron: Bye.