{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Retailgentic | Consumer Behavior & Retail Trend","title":"Behavior Beats Identity: FERMÀT Co-Founder & CEO Rishabh Jain","html":"","width":"100%","height":180,"duration":2644,"description":"This week’s episode is a deep dive into personalization, a huge category in e-commerce that’s getting rebuilt from the ground up for the AI era. \n\nFERMÀT is an AI-native personalization platform that sits on top of your e-commerce platform and customizes the site experience based on a visitor’s behavior, not their identity. That distinction sounds subtle, but it turns out to be the whole ballgame and it connects directly to agentic commerce because agents show up with intent, not an identity. We also pick up Rishabh’s founder journey and some very candid company-building advice along the way.\nHighlights \n𝗧𝗵𝗲 𝟮𝟬% 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗹𝗶𝗳𝘁: FERMÀT's data shows personalizing on behavior alone, even for fully incognito visitors, converts roughly 20% better than personalizing on identity and past purchases.\n𝗠𝗮𝗻𝘆 𝘁𝗼 𝗼𝗻𝗲, 𝗻𝗼𝘁 𝗼𝗻𝗲 𝘁𝗼 𝗼𝗻𝗲: the marketer's dream of one-to-one was \"a lack of imagination\", the same person is a different shopper on Instagram, Google, and ChatGPT. \n𝗗𝗲𝘁𝗲𝗰𝘁, 𝗿𝗲𝗰𝗼𝗺𝗺𝗲𝗻𝗱, 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗲: instead of humans watching a sample of session recordings and shipping site changes months later, agents trained on commerce watch every session, recommend changes, and generate the new experience.\n𝗧𝗵𝗲 𝗕𝗹𝗼𝗼𝗺𝗿𝗲𝗮𝗰𝗵 𝗽𝗿𝗼𝘃𝗼𝗰𝗮𝘁𝗶𝗼𝗻: identity-based personalization was state-of-the-art 10 years ago. Rishabh's take on the incumbents: if nothing changes, \"their 3 to 400 million of revenue will become 2 to 300.\"\n𝗠𝗶𝗻𝗲 𝘁𝗵𝗲 𝗮𝗱, 𝗻𝗼𝘁 𝘁𝗵𝗲 𝗜𝗗: even when an Instagram visitor is anonymous, the ad they clicked carries demographics, performance history, and frequency data… context most brands never use.\n𝗧𝗵𝗲 𝗿𝗲𝗮𝗹 𝗲𝘀𝘁𝗮𝘁𝗲 𝗮𝗴𝗲𝗻𝘁 𝘁𝗲𝘀𝘁: an agent is only as good as the feedback, context, and iteration speed you give it and every \"actually, I also care about the collar\" update is behavior data.\n𝗦𝗮𝘆 𝘄𝗵𝗮𝘁'𝘀 𝘁𝗿𝘂𝗲: Platforms are using AI to verify your pages and truth gets rewarded, not dinged.\n𝗦𝘂𝗽𝗽𝗼𝗿𝘁 𝗮𝗴𝗲𝗻𝘁 ≠ 𝘀𝗵𝗼𝗽𝗽𝗲𝗿 𝗮𝗴𝗲𝗻𝘁: support agents should stick to facts and policies; shopper agents should infer.\nRishabh is...","thumbnail_url":"https://img.transistorcdn.com/jyq4gzL8GtJPwkKazAV0YqDIJx5HXtdIt_4jcLqe_8A/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9lNThm/NDdlNDU0ODM5MTMx/YmM5NDcyYjM5YTNh/YjEzYS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}