1 02:34:33,597 --> 02:34:36,066 Unless there is a very, very big change 2 02:34:36,066 --> 02:34:37,635 in how these AI and 3 02:34:37,635 --> 02:34:39,003 large language models work. 4 02:34:39,803 --> 02:34:41,605 One thing that they still don't have and 5 02:34:41,605 --> 02:34:43,007 probably won't have in 6 02:34:43,007 --> 02:34:45,943 the near future is judgment 7 02:34:46,310 --> 02:34:47,044 and taste. 8 02:34:48,045 --> 02:34:54,051 Hello everyone and live 9 02:34:54,051 --> 02:34:56,754 from SBC Summit America's 2026. 10 02:34:57,221 --> 02:34:59,556 We are here for another episode of Eye 11 02:34:59,556 --> 02:35:00,858 Gaming Daily brought to 12 02:35:00,858 --> 02:35:02,559 you by OptiMove, the creator 13 02:35:02,726 --> 02:35:04,495 of positionless marketing and number one 14 02:35:04,495 --> 02:35:05,562 play engagement solution 15 02:35:05,562 --> 02:35:06,697 for Eye Gaming and sports 16 02:35:06,764 --> 02:35:07,665 betting operators. 17 02:35:08,065 --> 02:35:09,800 I'm Fernands Nonot, media manager for SBC 18 02:35:09,800 --> 02:35:11,135 and your host for today. 19 02:35:11,735 --> 02:35:13,837 We'll wait a very special guest today, 20 02:35:14,038 --> 02:35:15,105 someone from OptiMove 21 02:35:15,105 --> 02:35:16,440 themselves, Shai Frank. 22 02:35:16,874 --> 02:35:17,641 How are you today? 23 02:35:17,641 --> 02:35:19,610 Shai Frank, SPP of product and GM of 24 02:35:19,610 --> 02:35:20,377 America's for OptiMove. 25 02:35:20,377 --> 02:35:20,911 Yes, that's right. 26 02:35:20,911 --> 02:35:21,245 Thank you. 27 02:35:21,245 --> 02:35:21,979 Hi, good morning. 28 02:35:22,246 --> 02:35:23,047 Happy to be here. 29 02:35:23,047 --> 02:35:23,480 How are you? 30 02:35:23,781 --> 02:35:24,615 All good, all good. 31 02:35:24,615 --> 02:35:25,716 How you find the event? 32 02:35:26,283 --> 02:35:27,418 Yeah, very exciting event. 33 02:35:28,585 --> 02:35:29,119 We've been here for quite a 34 02:35:29,119 --> 02:35:30,921 few years in these events. 35 02:35:30,921 --> 02:35:31,789 We have a big booth. 36 02:35:33,223 --> 02:35:36,060 We enjoy the industry and the people that 37 02:35:36,060 --> 02:35:36,860 we know our clients 38 02:35:36,860 --> 02:35:38,462 and prospective clients, 39 02:35:38,896 --> 02:35:39,663 some of our competitors. 40 02:35:39,963 --> 02:35:40,764 It's an exciting event. 41 02:35:41,298 --> 02:35:41,899 Happy to be here. 42 02:35:42,766 --> 02:35:43,801 And happy to have you 43 02:35:43,801 --> 02:35:45,002 back on Eye Gaming Daily. 44 02:35:45,402 --> 02:35:46,203 It wasn't with me, it was 45 02:35:46,203 --> 02:35:48,272 with Joe Streeter back then. 46 02:35:48,906 --> 02:35:53,577 But ever since you were with us last 47 02:35:53,577 --> 02:35:55,946 time, OptiMove has launched OptiMove AI. 48 02:35:56,380 --> 02:35:58,582 So I want to get into AI because of 49 02:35:58,582 --> 02:36:00,818 course it's a big topic of conversation. 50 02:36:01,185 --> 02:36:02,086 Everyone is talking AI 51 02:36:02,086 --> 02:36:03,821 here at SBC Summit America. 52 02:36:04,188 --> 02:36:06,857 So you launched OptiMove AI. 53 02:36:07,057 --> 02:36:10,294 So how does that impact your positionless 54 02:36:10,294 --> 02:36:11,795 marketing vision going forward? 55 02:36:12,129 --> 02:36:13,864 And what does it mean for OptiMove? 56 02:36:14,898 --> 02:36:15,699 It's a good question. 57 02:36:15,966 --> 02:36:18,102 And maybe a short refresher on what 58 02:36:18,102 --> 02:36:19,269 positionless marketing is 59 02:36:19,269 --> 02:36:20,504 because I'm not sure everyone 60 02:36:20,637 --> 02:36:22,106 is aware or remember. 61 02:36:23,273 --> 02:36:24,007 It's a simple concept. 62 02:36:24,441 --> 02:36:26,777 It means that over the years technology 63 02:36:26,777 --> 02:36:28,078 in general and 64 02:36:28,078 --> 02:36:30,180 obviously AI in particular is 65 02:36:30,180 --> 02:36:34,218 allowing people to extend their range and 66 02:36:34,218 --> 02:36:36,487 be less in a small box. 67 02:36:36,787 --> 02:36:39,056 So think about historically how companies 68 02:36:39,056 --> 02:36:41,225 in general scaled 69 02:36:41,225 --> 02:36:43,026 their processes, marketing 70 02:36:43,193 --> 02:36:43,394 including. 71 02:36:43,727 --> 02:36:46,230 You establish an assembly line with 72 02:36:46,230 --> 02:36:47,698 multiple workstations and 73 02:36:47,698 --> 02:36:49,600 multiple teams or people 74 02:36:49,600 --> 02:36:52,302 that are specializing in specific tasks. 75 02:36:53,237 --> 02:36:56,306 So if it was a car assembly line, you had 76 02:36:56,306 --> 02:36:56,940 the Henry Ford 77 02:36:56,940 --> 02:36:58,976 situation like 100 years ago. 78 02:36:59,576 --> 02:37:01,779 But even with marketing campaign, you had 79 02:37:01,779 --> 02:37:03,647 the people that if you 80 02:37:03,647 --> 02:37:04,615 wanted to do a campaign, 81 02:37:04,948 --> 02:37:08,318 you had to request assistance from IT or 82 02:37:08,318 --> 02:37:09,119 engineering to help 83 02:37:09,119 --> 02:37:10,254 you with the audience. 84 02:37:10,487 --> 02:37:11,555 They would run some SQL 85 02:37:11,555 --> 02:37:13,190 queries to pull up a list. 86 02:37:13,190 --> 02:37:14,091 So you had to wait for that. 87 02:37:14,658 --> 02:37:16,426 And then once you have the list, you need 88 02:37:16,426 --> 02:37:17,928 to hire an analyst to 89 02:37:17,928 --> 02:37:19,663 design an A-B test experiment. 90 02:37:20,764 --> 02:37:23,033 And you go and you wait for creative to 91 02:37:23,033 --> 02:37:23,934 come up with assets. 92 02:37:24,735 --> 02:37:25,803 And everyone is a 93 02:37:25,803 --> 02:37:27,104 specialist in their role. 94 02:37:27,604 --> 02:37:29,173 But the end result is that you have an 95 02:37:29,173 --> 02:37:30,274 assembly line with multiple 96 02:37:30,274 --> 02:37:32,543 weights and multiple people 97 02:37:32,543 --> 02:37:34,044 that have to work in order to get one 98 02:37:34,044 --> 02:37:34,945 campaign out the door. 99 02:37:35,646 --> 02:37:37,548 And it scales well because now you can do 100 02:37:37,548 --> 02:37:40,384 in theory, you can do more of that. 101 02:37:40,717 --> 02:37:43,020 But in practice, the time from idea to 102 02:37:43,020 --> 02:37:44,521 execution was very long 103 02:37:44,521 --> 02:37:45,956 because you had to wait for 104 02:37:46,023 --> 02:37:47,724 all these five or six different 105 02:37:47,724 --> 02:37:49,993 specialists to give you 106 02:37:49,993 --> 02:37:51,395 their input in order to get one 107 02:37:51,395 --> 02:37:52,930 campaign or one journey out the door. 108 02:37:54,231 --> 02:37:55,799 And especially in the iGaming industry 109 02:37:55,799 --> 02:37:57,468 where things are moving so 110 02:37:57,468 --> 02:37:59,570 fast and player expectations 111 02:37:59,837 --> 02:38:02,639 are always growing. 112 02:38:03,507 --> 02:38:06,376 So we cannot afford having such a long 113 02:38:06,376 --> 02:38:08,612 period from idea to execution. 114 02:38:10,013 --> 02:38:12,616 And we believe that as technology has 115 02:38:12,616 --> 02:38:14,985 evolved and AI is 116 02:38:14,985 --> 02:38:16,119 becoming more and more prominent, 117 02:38:16,720 --> 02:38:19,022 you no longer have to have so many 118 02:38:19,022 --> 02:38:20,891 different teams and 119 02:38:20,891 --> 02:38:23,360 specialists involved in one task. 120 02:38:24,061 --> 02:38:27,831 A person that could never run SQL queries 121 02:38:27,831 --> 02:38:29,199 is still able to 122 02:38:29,199 --> 02:38:30,334 analyze data on their own 123 02:38:30,434 --> 02:38:31,101 because technology 124 02:38:31,101 --> 02:38:33,537 surfaces data insights to them. 125 02:38:34,438 --> 02:38:35,839 And technology allows you to design a 126 02:38:35,839 --> 02:38:37,207 Navy test without 127 02:38:37,207 --> 02:38:39,042 being a PhD in statistics. 128 02:38:40,043 --> 02:38:42,045 And you can analyze campaign performance 129 02:38:42,045 --> 02:38:44,314 without understanding the 130 02:38:44,314 --> 02:38:46,016 math behind it because technology 131 02:38:46,016 --> 02:38:47,451 just does it for you. 132 02:38:48,318 --> 02:38:50,420 And clients that we see and brands that 133 02:38:50,420 --> 02:38:51,421 we see that adopt this 134 02:38:51,421 --> 02:38:53,223 philosophy no longer are 135 02:38:53,223 --> 02:38:55,225 moving faster, but they also change their 136 02:38:55,225 --> 02:38:59,696 own processes and their org structures to 137 02:39:00,531 --> 02:39:03,433 facilitate faster, more agile movement. 138 02:39:03,967 --> 02:39:05,202 And they adopt the technology to just 139 02:39:05,202 --> 02:39:06,236 scale and move faster. 140 02:39:06,236 --> 02:39:07,804 And we have a lot of examples like that. 141 02:39:08,105 --> 02:39:08,906 So let's position this. 142 02:39:09,406 --> 02:39:12,276 The inspiration is from 143 02:39:12,276 --> 02:39:13,243 positionless basketball. 144 02:39:13,844 --> 02:39:17,814 In the past, the tall player had one job, 145 02:39:18,615 --> 02:39:19,483 stand under the 146 02:39:19,483 --> 02:39:21,118 basket, catch a rebound and 147 02:39:21,118 --> 02:39:21,885 dunk it in. 148 02:39:22,319 --> 02:39:23,420 Nobody would expect them 149 02:39:23,420 --> 02:39:24,354 to shoot three pointers. 150 02:39:25,656 --> 02:39:27,991 But in the last several years, we see 151 02:39:27,991 --> 02:39:30,560 tall players, very tall 152 02:39:30,560 --> 02:39:32,162 players like Wambaniyama, 153 02:39:32,496 --> 02:39:34,164 are shooting three 154 02:39:34,164 --> 02:39:35,132 pointers, are dribbling. 155 02:39:36,166 --> 02:39:38,402 And this is positionless. 156 02:39:38,402 --> 02:39:39,403 So same thing with 157 02:39:39,403 --> 02:39:40,237 positionless marketing. 158 02:39:41,605 --> 02:39:45,075 And the recent release of, to your actual 159 02:39:45,075 --> 02:39:46,243 question, the recent 160 02:39:46,243 --> 02:39:47,978 release of OOptima AI 161 02:39:49,579 --> 02:39:50,113 accelerates that. 162 02:39:50,581 --> 02:39:53,817 So marketers, the power of data and the 163 02:39:53,817 --> 02:39:55,152 power of creative and 164 02:39:55,152 --> 02:39:56,286 the power of optimization 165 02:39:56,920 --> 02:39:59,122 so they can do more by themselves. 166 02:39:59,723 --> 02:40:01,325 And the system supports them to do that 167 02:40:01,325 --> 02:40:02,793 so they can move even faster. 168 02:40:03,193 --> 02:40:05,128 They can work from within OptiMove 169 02:40:05,128 --> 02:40:07,364 platform to ask questions 170 02:40:07,364 --> 02:40:08,599 about their customer data, 171 02:40:08,865 --> 02:40:11,935 understand hidden gems in customer 172 02:40:11,935 --> 02:40:13,770 segments, design 173 02:40:13,770 --> 02:40:15,639 campaigns, design audiences, design 174 02:40:15,739 --> 02:40:18,809 experiences, including the creative work 175 02:40:18,809 --> 02:40:20,344 itself within the 176 02:40:20,344 --> 02:40:21,612 brand guidelines, within 177 02:40:21,612 --> 02:40:23,714 the compliance and regulatory 178 02:40:23,714 --> 02:40:26,483 constraints, and just move faster. 179 02:40:27,150 --> 02:40:28,085 And we can probably 180 02:40:28,085 --> 02:40:30,087 talk more about that later. 181 02:40:30,454 --> 02:40:30,854 Yeah, absolutely. 182 02:40:31,455 --> 02:40:36,126 And AI in CRM is often related or often 183 02:40:36,126 --> 02:40:37,394 linked to finding the 184 02:40:37,394 --> 02:40:39,062 right campaign for each player 185 02:40:39,062 --> 02:40:40,764 and personalizing the 186 02:40:40,764 --> 02:40:44,668 campaigns that reach the end user. 187 02:40:44,735 --> 02:40:47,437 So at the same time, operators have 188 02:40:47,437 --> 02:40:49,106 different goals, different objectives. 189 02:40:49,373 --> 02:40:52,542 So can AI, like OptiMove AI specifically, 190 02:40:53,143 --> 02:40:55,579 help arbitrate between objectives and not 191 02:40:55,579 --> 02:40:56,246 just campaigns? 192 02:40:57,948 --> 02:40:59,016 Yeah, that's a very good question. 193 02:41:01,118 --> 02:41:02,619 You know, I think intuitively when you 194 02:41:02,619 --> 02:41:04,521 think about how AI can help us 195 02:41:04,521 --> 02:41:06,056 personalize our customer 196 02:41:06,123 --> 02:41:07,324 experience further, right? 197 02:41:07,524 --> 02:41:10,560 I think the recent, it's funny to say 198 02:41:10,560 --> 02:41:11,561 intuition because it's all 199 02:41:11,561 --> 02:41:13,664 like very new, but the recent 200 02:41:14,031 --> 02:41:16,767 intuition would be, okay, I want to 201 02:41:16,767 --> 02:41:18,769 target my customers or 202 02:41:18,769 --> 02:41:20,337 my players with a specific 203 02:41:20,604 --> 02:41:23,573 context or a specific offer, but I want 204 02:41:23,573 --> 02:41:26,376 to give the AI a bank of 205 02:41:26,376 --> 02:41:28,278 potential options, right? 206 02:41:28,745 --> 02:41:31,081 Different levels of generosity, different 207 02:41:31,081 --> 02:41:32,816 reward types, right? 208 02:41:32,816 --> 02:41:34,484 And I want AI to decide 209 02:41:34,484 --> 02:41:36,720 what's the best offer per player. 210 02:41:37,587 --> 02:41:40,257 That seems to be very 211 02:41:40,257 --> 02:41:42,359 intuitive of how AI can help you. 212 02:41:43,026 --> 02:41:44,661 And that is perfectly correct, right? 213 02:41:44,661 --> 02:41:48,532 And part of the OptiMove AI suite is what 214 02:41:48,532 --> 02:41:50,267 we call offer decisioning. 215 02:41:51,101 --> 02:41:52,936 But here's the thing, offer decisioning, 216 02:41:53,203 --> 02:41:53,937 like the one that I 217 02:41:53,937 --> 02:41:54,905 mentioned, or even content 218 02:41:54,938 --> 02:41:55,806 variations, right? 219 02:41:56,139 --> 02:41:58,675 It works within the context of a specific 220 02:41:58,675 --> 02:42:00,977 campaign or a specific journey, right? 221 02:42:00,977 --> 02:42:02,846 I now want to cross sell 222 02:42:02,846 --> 02:42:04,581 players from sports to casino. 223 02:42:06,249 --> 02:42:06,783 That's the context. 224 02:42:07,451 --> 02:42:08,985 And within that, I can offer multiple 225 02:42:08,985 --> 02:42:11,321 levels of, you know, free 226 02:42:11,321 --> 02:42:13,423 bets, free spins, deposit 227 02:42:13,657 --> 02:42:15,559 matches, each of them with different 228 02:42:15,559 --> 02:42:17,227 levels of generosity and 229 02:42:17,227 --> 02:42:19,496 the content creative changes, 230 02:42:19,496 --> 02:42:21,264 but it's still within the context of one 231 02:42:21,264 --> 02:42:22,365 campaign on one journey. 232 02:42:23,300 --> 02:42:25,736 But what happens when a player is 233 02:42:25,736 --> 02:42:27,771 eligible to different 234 02:42:27,771 --> 02:42:29,306 campaigns or different journeys 235 02:42:29,306 --> 02:42:30,841 at the same time, right? 236 02:42:32,776 --> 02:42:35,045 You have a life cycle journey for risk of 237 02:42:35,045 --> 02:42:36,680 churn and you have 238 02:42:36,680 --> 02:42:37,581 some seasonal campaign, 239 02:42:37,814 --> 02:42:38,014 right? 240 02:42:38,315 --> 02:42:40,083 The World Cup, right? 241 02:42:40,751 --> 02:42:44,121 And maybe someone happens to be, it's 242 02:42:44,121 --> 02:42:45,021 their birthday week or 243 02:42:45,021 --> 02:42:45,722 their birthday month. 244 02:42:46,089 --> 02:42:47,791 And we also want to cross sell whatever 245 02:42:47,791 --> 02:42:49,459 players from sports to casino. 246 02:42:49,459 --> 02:42:52,329 And now all of a sudden, CHI is eligible 247 02:42:52,329 --> 02:42:54,097 to four different campaigns. 248 02:42:55,198 --> 02:42:57,934 But the underlying reasoning behind the 249 02:42:57,934 --> 02:42:58,702 campaigns are 250 02:42:58,702 --> 02:43:00,203 different objectives, right? 251 02:43:00,270 --> 02:43:03,840 If I'm a big sports fan, an operator may 252 02:43:03,840 --> 02:43:05,876 want to leverage my 253 02:43:05,876 --> 02:43:07,978 sports affinity to get 254 02:43:07,978 --> 02:43:08,712 me more and more 255 02:43:08,712 --> 02:43:10,547 engaged with World Cup, right? 256 02:43:10,547 --> 02:43:13,083 So I have, so my World Cup campaign is 257 02:43:13,083 --> 02:43:13,950 trying to engage 258 02:43:13,950 --> 02:43:18,021 customers and players who are more 259 02:43:18,288 --> 02:43:19,055 into sports. 260 02:43:20,123 --> 02:43:22,492 At the same time, the same operator in 261 02:43:22,492 --> 02:43:23,693 general wants to cross 262 02:43:23,693 --> 02:43:24,895 sell from sports to casino, 263 02:43:24,895 --> 02:43:25,162 right? 264 02:43:26,163 --> 02:43:28,832 I might be in a high risk of churn and 265 02:43:28,832 --> 02:43:30,433 there is a life cycle that goes on. 266 02:43:30,433 --> 02:43:32,869 So we have different objectives, save 267 02:43:32,869 --> 02:43:35,405 customers from churning 268 02:43:35,405 --> 02:43:37,774 and usually you're willing to 269 02:43:37,774 --> 02:43:39,009 sacrifice some margins. 270 02:43:39,509 --> 02:43:40,644 So you're willing to be 271 02:43:40,644 --> 02:43:42,145 more generous when you do that. 272 02:43:42,546 --> 02:43:43,713 And I want to exploit 273 02:43:43,713 --> 02:43:45,182 more of my sports affinity. 274 02:43:45,882 --> 02:43:48,051 So I'm more engaged with World Cup. 275 02:43:48,418 --> 02:43:50,921 At the same time, the operator wants to 276 02:43:50,921 --> 02:43:52,389 get me hooked into casino. 277 02:43:53,156 --> 02:43:54,891 Now I'm eligible to all 278 02:43:54,891 --> 02:43:55,859 of these three campaigns. 279 02:43:56,259 --> 02:43:57,994 Each one of them has different offers and 280 02:43:57,994 --> 02:43:59,062 different levels of generosity. 281 02:43:59,696 --> 02:44:00,497 Now how we decide? 282 02:44:01,164 --> 02:44:02,966 And this is where I think to your 283 02:44:02,966 --> 02:44:04,835 question, OptiMove can, AI 284 02:44:04,835 --> 02:44:06,369 can arbitrate between different 285 02:44:06,403 --> 02:44:07,737 objectives, right? 286 02:44:08,004 --> 02:44:09,339 So this is what we 287 02:44:09,339 --> 02:44:10,740 call journey decisioning. 288 02:44:11,374 --> 02:44:13,376 So when a player or a customer is 289 02:44:13,376 --> 02:44:14,611 eligible to multiple 290 02:44:14,611 --> 02:44:16,513 different campaigns or journeys 291 02:44:16,513 --> 02:44:19,282 at the same time, typically those 292 02:44:19,282 --> 02:44:21,284 campaigns or journeys are serving 293 02:44:21,284 --> 02:44:22,185 different objectives. 294 02:44:23,653 --> 02:44:25,121 Then OptiMove AI needs 295 02:44:25,121 --> 02:44:26,256 to arbitrate between that. 296 02:44:26,856 --> 02:44:29,125 So it's no longer within a specific 297 02:44:29,125 --> 02:44:30,427 campaign I'm trying to 298 02:44:30,427 --> 02:44:32,162 maximize casino bet amount because 299 02:44:32,162 --> 02:44:32,862 I'm cross selling. 300 02:44:33,630 --> 02:44:35,665 Because the other campaign is trying to 301 02:44:35,665 --> 02:44:36,900 maximize retention rates in 302 02:44:36,900 --> 02:44:38,301 general and the other campaign 303 02:44:38,335 --> 02:44:41,738 wants to maximize NGR and not GGR. 304 02:44:42,038 --> 02:44:43,540 So how do I arbitrate between all of 305 02:44:43,540 --> 02:44:44,808 these different objectives? 306 02:44:45,642 --> 02:44:48,445 And OptiMove AI in that case looks at 307 02:44:48,445 --> 02:44:49,246 kind of like the 308 02:44:49,246 --> 02:44:52,015 primary metric that determines 309 02:44:52,215 --> 02:44:53,617 the player's lifetime value. 310 02:44:55,118 --> 02:44:58,521 Beat GGR, beat NGR, doesn't matter. 311 02:44:58,521 --> 02:44:59,756 Each operator with their own definition 312 02:44:59,756 --> 02:45:02,626 of what a player lifetime value might be. 313 02:45:02,893 --> 02:45:04,694 And then OptiMove AI can arbitrate within 314 02:45:04,694 --> 02:45:06,997 that and say, okay, shy 315 02:45:06,997 --> 02:45:08,064 is eligible to a cross 316 02:45:08,064 --> 02:45:11,001 sale to a World Cup offer to a risk of 317 02:45:11,001 --> 02:45:12,669 churn their birthday. 318 02:45:13,603 --> 02:45:16,539 What is the campaign today that puts shy 319 02:45:16,539 --> 02:45:17,841 on the path to maximize 320 02:45:17,841 --> 02:45:19,542 lifetime value in general, 321 02:45:20,210 --> 02:45:22,212 regardless of the specific objectives of 322 02:45:22,212 --> 02:45:23,280 each and every campaign? 323 02:45:24,147 --> 02:45:27,150 And then data changes, sports calendar 324 02:45:27,150 --> 02:45:29,552 changes, customer 325 02:45:29,552 --> 02:45:31,454 preferences changes, and we rinse 326 02:45:31,454 --> 02:45:32,522 and repeat and we 327 02:45:32,522 --> 02:45:33,623 personalize for each customer. 328 02:45:34,024 --> 02:45:35,425 Learn how OptiMove's positionless 329 02:45:35,425 --> 02:45:36,359 marketing is changing 330 02:45:36,359 --> 02:45:37,861 how iGaming teams operate. 331 02:45:38,161 --> 02:45:39,462 Discover how operators are using 332 02:45:39,462 --> 02:45:40,497 OptiMove's positionless 333 02:45:40,497 --> 02:45:41,765 marketing platform to launch 334 02:45:41,831 --> 02:45:43,800 personalized CRM campaigns, dynamically 335 02:45:43,800 --> 02:45:45,101 change casino lobbies and 336 02:45:45,101 --> 02:45:46,770 bet slips, and create engaging 337 02:45:46,803 --> 02:45:48,004 game-of-life experiences. 338 02:45:48,338 --> 02:45:50,140 Learn more at OptiMove.com. 339 02:45:50,373 --> 02:45:52,309 And, of course, AI tools have already 340 02:45:52,309 --> 02:45:54,177 made it into the life of 341 02:45:54,177 --> 02:45:56,079 most people and most marketers 342 02:45:56,112 --> 02:45:58,515 actually use already Claude 343 02:45:58,515 --> 02:46:00,817 or ChatTPT into their work. 344 02:46:01,117 --> 02:46:03,486 So how does that change the way iGaming 345 02:46:03,486 --> 02:46:05,889 teams approach or 346 02:46:05,889 --> 02:46:08,658 strategize around campaigns, segments 347 02:46:08,758 --> 02:46:10,593 and personalized player experiences? 348 02:46:12,495 --> 02:46:14,698 Yeah, I think it's funny. 349 02:46:14,864 --> 02:46:18,068 As a product person, for many years, when 350 02:46:18,068 --> 02:46:19,002 you wanted to build a 351 02:46:19,002 --> 02:46:19,836 product or you wanted 352 02:46:19,836 --> 02:46:22,706 to decide how your organization needs to 353 02:46:22,706 --> 02:46:23,740 work, there were always 354 02:46:23,740 --> 02:46:25,108 best practices, right? 355 02:46:25,108 --> 02:46:27,644 The world has figured out how to do 356 02:46:27,644 --> 02:46:28,845 software development 20 357 02:46:28,845 --> 02:46:30,480 years ago with agile and things 358 02:46:30,480 --> 02:46:30,914 like that. 359 02:46:31,247 --> 02:46:32,983 So you didn't have to reinvent the wheel. 360 02:46:33,783 --> 02:46:37,053 It's funny in these times, right? 361 02:46:37,053 --> 02:46:38,955 There are no best practices, right? 362 02:46:38,955 --> 02:46:41,057 Everyone is trying something and every 363 02:46:41,057 --> 02:46:41,958 day someone posts 364 02:46:41,958 --> 02:46:43,293 something on Twitter on LinkedIn, 365 02:46:43,326 --> 02:46:44,861 "Hey, look at this framework I created 366 02:46:44,861 --> 02:46:45,562 and look at the way 367 02:46:45,562 --> 02:46:46,463 that I'm doing things." 368 02:46:47,330 --> 02:46:49,499 And it's really exciting 369 02:46:49,499 --> 02:46:51,101 to be a part of that time. 370 02:46:51,368 --> 02:46:52,936 And we see different 371 02:46:52,936 --> 02:46:54,304 patterns emerging, right? 372 02:46:54,304 --> 02:47:00,276 We see people that they would prefer 373 02:47:00,276 --> 02:47:03,146 working with their own tools, right? 374 02:47:03,680 --> 02:47:06,116 They are already working within Slack or 375 02:47:06,116 --> 02:47:08,218 within Claude or within 376 02:47:08,218 --> 02:47:09,619 ChatTPT in their own life, 377 02:47:09,819 --> 02:47:09,919 right? 378 02:47:10,820 --> 02:47:13,023 They want to meet them where they live. 379 02:47:14,624 --> 02:47:17,427 And on the other hand, we have 380 02:47:17,427 --> 02:47:19,596 specialized products and 381 02:47:19,596 --> 02:47:21,264 tools that have their own AI, 382 02:47:21,598 --> 02:47:21,798 right? 383 02:47:22,298 --> 02:47:24,701 Optimal AI within the optimal platform 384 02:47:24,701 --> 02:47:26,503 that has the benefits 385 02:47:26,503 --> 02:47:30,306 of creating seamless user 386 02:47:30,306 --> 02:47:33,076 experience between AI and point and click 387 02:47:33,076 --> 02:47:36,012 interfaces and an 388 02:47:36,012 --> 02:47:37,213 advantage with the context 389 02:47:37,380 --> 02:47:38,515 the platform can provide. 390 02:47:39,282 --> 02:47:41,718 So I think it's not either or, right? 391 02:47:41,718 --> 02:47:43,319 There are different use cases and each 392 02:47:43,319 --> 02:47:45,221 use case you may choose 393 02:47:45,221 --> 02:47:46,823 the right path for you 394 02:47:46,923 --> 02:47:49,025 as a marketer or as a user to use. 395 02:47:49,726 --> 02:47:51,394 So when we built and released Optimal AI, 396 02:47:52,529 --> 02:47:53,930 we came up with this 397 02:47:53,930 --> 02:47:55,231 idea that says Optimal 398 02:47:55,231 --> 02:47:57,734 AI is inside Optimal. 399 02:47:59,102 --> 02:48:02,405 So you can use our own AI assistants and 400 02:48:02,405 --> 02:48:05,041 AI agents from within our user interface. 401 02:48:06,443 --> 02:48:07,710 They know everything about your data. 402 02:48:07,710 --> 02:48:08,878 They know everything about your campaign. 403 02:48:09,279 --> 02:48:10,814 You build stuff with AI and you can 404 02:48:10,814 --> 02:48:12,682 seamlessly go from the 405 02:48:12,682 --> 02:48:14,684 output of what AI generates to 406 02:48:14,684 --> 02:48:16,719 the more traditional interfaces of, okay, 407 02:48:16,719 --> 02:48:19,155 okay, now let's tweak this with the mouse 408 02:48:19,155 --> 02:48:20,824 and keyboard and point and 409 02:48:20,824 --> 02:48:22,392 click and let's approve it. 410 02:48:22,392 --> 02:48:24,561 And you can go back and forth between AI 411 02:48:24,561 --> 02:48:26,362 and more traditional interfaces. 412 02:48:26,763 --> 02:48:29,365 And at the same time, we have Optimal AI 413 02:48:29,365 --> 02:48:32,135 outside of Optimal where 414 02:48:32,135 --> 02:48:34,704 you can use your own ChatTPT 415 02:48:35,405 --> 02:48:38,641 cloud, Gemini, whatever agent harness of 416 02:48:38,641 --> 02:48:40,343 choice to interact 417 02:48:40,343 --> 02:48:42,278 with Optimal's platform 418 02:48:42,579 --> 02:48:43,279 behind the scene. 419 02:48:43,646 --> 02:48:45,682 So you can ask questions about your data 420 02:48:45,682 --> 02:48:47,317 and get results both 421 02:48:47,317 --> 02:48:49,953 from your own cloud skills 422 02:48:49,953 --> 02:48:50,854 that go to your own 423 02:48:50,854 --> 02:48:52,522 snowflake data warehouse. 424 02:48:52,522 --> 02:48:54,858 And at the same time from the data you 425 02:48:54,858 --> 02:48:56,126 have in Optimal and 426 02:48:56,126 --> 02:48:57,360 cloud in that case would be 427 02:48:57,360 --> 02:48:58,862 able to course reference between them. 428 02:48:58,862 --> 02:48:59,863 And we think this is powerful. 429 02:49:00,463 --> 02:49:02,499 So we've released a new version of our 430 02:49:02,499 --> 02:49:04,634 Optimal MCP server who is 431 02:49:04,634 --> 02:49:07,003 highly, highly capable of 432 02:49:07,103 --> 02:49:08,471 answering questions about your data, 433 02:49:08,838 --> 02:49:10,240 creating audiences, creating 434 02:49:10,240 --> 02:49:11,608 campaigns, creating journeys, 435 02:49:11,608 --> 02:49:14,511 creating content and message templates. 436 02:49:15,478 --> 02:49:18,515 And from there you move into Optimal UI 437 02:49:18,515 --> 02:49:20,216 to approve and tweak, right? 438 02:49:20,350 --> 02:49:20,917 Nothing gets sent 439 02:49:20,917 --> 02:49:22,919 without human in the loop. 440 02:49:24,521 --> 02:49:25,421 And there's a third layer 441 02:49:25,421 --> 02:49:28,791 on top of Optimal, right? 442 02:49:28,791 --> 02:49:31,694 Where now our professional services team 443 02:49:31,694 --> 02:49:32,662 can go and help 444 02:49:32,662 --> 02:49:35,999 clients with customizing very 445 02:49:35,999 --> 02:49:38,301 unique solutions and use cases that 446 02:49:38,301 --> 02:49:40,336 before SaaS companies 447 02:49:40,336 --> 02:49:42,605 like Optimal didn't really, 448 02:49:43,139 --> 02:49:43,740 couldn't really and 449 02:49:43,740 --> 02:49:45,141 didn't really want to do. 450 02:49:45,141 --> 02:49:47,744 You wouldn't customize software for 451 02:49:47,744 --> 02:49:48,912 individual customers, right? 452 02:49:48,912 --> 02:49:51,614 The SaaS industry always frowned upon 453 02:49:51,614 --> 02:49:52,582 things like that, right? 454 02:49:52,882 --> 02:49:53,616 We never do that. 455 02:49:54,350 --> 02:49:56,986 But now we have the infrastructure and we 456 02:49:56,986 --> 02:49:58,154 have the tools for our 457 02:49:58,154 --> 02:49:59,322 teams to go to a client. 458 02:49:59,656 --> 02:50:02,692 They have a very unique use case, a 459 02:50:02,692 --> 02:50:04,093 compliance, a planning 460 02:50:04,093 --> 02:50:07,764 process, some content generation. 461 02:50:08,765 --> 02:50:11,334 And now our teams can help with and build 462 02:50:11,334 --> 02:50:12,802 custom solutions with AI. 463 02:50:13,536 --> 02:50:15,305 So for example, we help one of our 464 02:50:15,305 --> 02:50:16,439 clients create this 465 02:50:16,439 --> 02:50:19,142 planning app that fetches the 466 02:50:19,175 --> 02:50:21,210 sports calendar automatically on a daily 467 02:50:21,210 --> 02:50:22,845 basis, analyzes data 468 02:50:22,845 --> 02:50:24,681 from Optimal, finds the 469 02:50:24,681 --> 02:50:26,449 customers that have the affinity to each 470 02:50:26,449 --> 02:50:27,617 team or each match 471 02:50:27,617 --> 02:50:30,019 automatically, shows it in a 472 02:50:30,019 --> 02:50:32,221 nice custom application front end. 473 02:50:32,655 --> 02:50:34,557 And in the click of a button, you create 474 02:50:34,557 --> 02:50:35,358 an entire marketing 475 02:50:35,358 --> 02:50:36,626 plan inside of Optimal with 476 02:50:36,626 --> 02:50:38,995 dozens of audiences and campaigns that 477 02:50:38,995 --> 02:50:40,296 are tailor made for that 478 02:50:40,296 --> 02:50:41,731 specific sports calendar 479 02:50:41,731 --> 02:50:42,231 of the week. 480 02:50:42,799 --> 02:50:43,466 This is something we 481 02:50:43,466 --> 02:50:44,534 couldn't have done before. 482 02:50:45,468 --> 02:50:47,036 And every client has their own thing, so 483 02:50:47,036 --> 02:50:47,904 it's hard to create a 484 02:50:47,904 --> 02:50:49,205 generic software like that. 485 02:50:49,572 --> 02:50:51,374 But now our teams can do it with the help 486 02:50:51,374 --> 02:50:53,109 of AI and the 487 02:50:53,109 --> 02:50:54,077 infrastructure that we build 488 02:50:54,077 --> 02:50:57,513 to support agentic workflows like that. 489 02:50:59,082 --> 02:51:01,284 So the bottom line is that we are seeing 490 02:51:01,284 --> 02:51:03,586 different patterns of usage emerging. 491 02:51:05,221 --> 02:51:07,090 And we are building our product in a way 492 02:51:07,090 --> 02:51:08,625 that supports all of them. 493 02:51:08,625 --> 02:51:10,960 So you can work inside of Optimal UI with 494 02:51:10,960 --> 02:51:11,894 the context that you have. 495 02:51:11,961 --> 02:51:14,264 You can use your own agent of choice from 496 02:51:14,264 --> 02:51:15,632 outside of Optimal and 497 02:51:15,632 --> 02:51:16,699 interact with our platform. 498 02:51:17,200 --> 02:51:19,235 And you can get help from our teams on 499 02:51:19,235 --> 02:51:20,169 top of everything you 500 02:51:20,169 --> 02:51:21,237 have to customize solutions 501 02:51:21,371 --> 02:51:22,105 for you. 502 02:51:22,872 --> 02:51:25,541 And what has been the feedback from your 503 02:51:25,541 --> 02:51:27,443 partners to Optimal AI? 504 02:51:27,710 --> 02:51:29,345 You mentioned the patterns just now. 505 02:51:29,579 --> 02:51:30,780 So I'm interested in that. 506 02:51:31,080 --> 02:51:32,215 So how does that work? 507 02:51:32,482 --> 02:51:35,585 And how do you work when you get the 508 02:51:35,585 --> 02:51:37,654 feedback from your 509 02:51:37,654 --> 02:51:39,522 partners and you identify those 510 02:51:40,023 --> 02:51:41,224 patterns that they use? 511 02:51:42,692 --> 02:51:43,760 Yeah, it's a great question. 512 02:51:43,760 --> 02:51:45,161 I think there's a lot of excitement in 513 02:51:45,161 --> 02:51:46,129 the world in general 514 02:51:46,129 --> 02:51:48,331 and with our clients and 515 02:51:48,331 --> 02:51:49,966 partners in particular. 516 02:51:51,434 --> 02:51:53,736 When we released this new version of our 517 02:51:53,736 --> 02:51:56,205 MCP server, it 518 02:51:56,205 --> 02:51:57,874 included the option of working 519 02:51:59,275 --> 02:52:01,544 with Optimal Gamify, which is our 520 02:52:01,544 --> 02:52:03,012 loyalty, gamification 521 02:52:03,012 --> 02:52:04,681 and mini games product. 522 02:52:05,615 --> 02:52:07,350 So our MCP server supports our entire 523 02:52:07,350 --> 02:52:08,317 product portfolio, right? 524 02:52:08,418 --> 02:52:10,620 So you can use AI to interact with all 525 02:52:10,620 --> 02:52:11,854 pieces of our product portfolio. 526 02:52:13,456 --> 02:52:15,558 But within less than one day, less than 527 02:52:15,558 --> 02:52:16,826 24 hours after we 528 02:52:16,826 --> 02:52:18,761 released this, we had a client 529 02:52:19,462 --> 02:52:21,597 that used it to build an entirely 530 02:52:21,597 --> 02:52:25,568 customized loyalty front end 531 02:52:25,568 --> 02:52:27,537 that lives in their website 532 02:52:27,537 --> 02:52:30,907 and app within less than one day, right? 533 02:52:30,907 --> 02:52:31,874 Before we even completed 534 02:52:31,874 --> 02:52:33,276 the release notes, right? 535 02:52:33,276 --> 02:52:35,311 We just released the thing and a day 536 02:52:35,311 --> 02:52:36,446 later a client comes to 537 02:52:36,446 --> 02:52:37,513 us, "Hey, look what I built." 538 02:52:38,381 --> 02:52:41,117 An entire webpage, which is not just 539 02:52:41,117 --> 02:52:42,185 demo, it lives in their 540 02:52:42,185 --> 02:52:43,986 actual website now that 541 02:52:43,986 --> 02:52:46,823 shows each player their loyalty points, 542 02:52:46,823 --> 02:52:47,890 their tiers, their 543 02:52:47,890 --> 02:52:49,525 progression across missions and 544 02:52:49,525 --> 02:52:51,994 tournaments and leaderboards and badges. 545 02:52:52,528 --> 02:52:53,863 And it's all customized, fully customized 546 02:52:53,863 --> 02:52:55,465 for their brand and 547 02:52:55,465 --> 02:52:56,365 the way they wanted it 548 02:52:56,365 --> 02:52:57,367 to look like and the 549 02:52:57,367 --> 02:52:58,601 mechanics of their program. 550 02:52:59,235 --> 02:53:02,338 And it's all based on our Optimal AI MCP 551 02:53:02,338 --> 02:53:03,506 server in that case. 552 02:53:04,373 --> 02:53:05,675 And I gave you the example before of how 553 02:53:05,675 --> 02:53:06,509 our teams helped 554 02:53:06,509 --> 02:53:08,378 clients build this app for 555 02:53:08,378 --> 02:53:09,645 sports calendar planning. 556 02:53:10,279 --> 02:53:12,215 And we see a lot of excitement and a lot 557 02:53:12,215 --> 02:53:12,949 of people that are 558 02:53:12,949 --> 02:53:14,083 taking advantage of these 559 02:53:14,083 --> 02:53:16,319 new capabilities, as well as continuing 560 02:53:16,319 --> 02:53:19,922 adoption of features and 561 02:53:19,922 --> 02:53:21,257 capabilities that we had before, 562 02:53:21,758 --> 02:53:22,859 like decisioning agents, 563 02:53:23,659 --> 02:53:25,395 which are not entirely new. 564 02:53:25,695 --> 02:53:27,630 We just keep improving them all the time. 565 02:53:27,997 --> 02:53:29,365 So we have a lot of clients that are 566 02:53:29,365 --> 02:53:30,066 using our journey 567 02:53:30,066 --> 02:53:31,400 decisioning, as I mentioned before, 568 02:53:32,135 --> 02:53:35,171 and are offered decisioning to optimize 569 02:53:35,171 --> 02:53:36,506 their level of generosity. 570 02:53:37,240 --> 02:53:39,809 And as capabilities and machine learning 571 02:53:39,809 --> 02:53:40,943 and AI models are 572 02:53:40,943 --> 02:53:42,945 improving all the time, every 573 02:53:42,945 --> 02:53:44,480 once in a while you get a step function 574 02:53:44,480 --> 02:53:46,682 on the capability and the adoption. 575 02:53:46,949 --> 02:53:48,117 And it's really exciting to see that. 576 02:53:48,518 --> 02:53:49,051 All right. 577 02:53:49,051 --> 02:53:50,019 Yes, sounds exciting. 578 02:53:50,520 --> 02:53:53,222 And of course, in the future, it's also 579 02:53:53,222 --> 02:53:54,123 exciting because this 580 02:53:54,123 --> 02:53:55,858 technology keeps moving forward 581 02:53:55,858 --> 02:53:56,959 and advancing at a 582 02:53:56,959 --> 02:53:57,994 pace that is unbelievable. 583 02:53:58,327 --> 02:54:02,632 So how can AI in the future help iGaming 584 02:54:02,632 --> 02:54:04,100 operators with player 585 02:54:04,100 --> 02:54:05,134 experience and all that? 586 02:54:06,869 --> 02:54:07,970 Look, it's a great question. 587 02:54:08,371 --> 02:54:13,309 And the reality is that the planning and 588 02:54:13,309 --> 02:54:17,413 vision horizon has become very short. 589 02:54:17,713 --> 02:54:18,514 It's really hard. 590 02:54:19,382 --> 02:54:20,183 In the past, we were 591 02:54:20,183 --> 02:54:21,317 planning like a year ahead. 592 02:54:21,317 --> 02:54:23,352 We had a roadmap and a vision for like 593 02:54:23,352 --> 02:54:24,954 two, three years forward. 594 02:54:27,723 --> 02:54:30,593 Now you can plan six months ahead. 595 02:54:31,427 --> 02:54:33,296 And by the time you get to month six, 596 02:54:33,963 --> 02:54:34,931 everything is changing. 597 02:54:35,198 --> 02:54:37,166 And Tropic just released less than two 598 02:54:37,166 --> 02:54:42,405 days ago their new frontier model, Fable. 599 02:54:44,040 --> 02:54:46,242 And with early experimentation, we seek a 600 02:54:46,242 --> 02:54:47,443 step function in its 601 02:54:47,443 --> 02:54:48,377 ability to reason and 602 02:54:48,377 --> 02:54:50,179 its ability to do things that you 603 02:54:50,179 --> 02:54:51,614 couldn't do before, right? 604 02:54:52,148 --> 02:54:55,184 And long-term things, which we didn't 605 02:54:55,184 --> 02:54:57,386 really know was possible 606 02:54:57,386 --> 02:54:58,855 less than 48 hours ago. 607 02:55:00,223 --> 02:55:03,793 So with the pace of progress, it's hard 608 02:55:03,793 --> 02:55:05,161 to predict what will be the future. 609 02:55:05,595 --> 02:55:09,832 But I think it's safe to say that unless 610 02:55:09,832 --> 02:55:11,033 there is a very, very 611 02:55:11,033 --> 02:55:13,369 big change in how these AI 612 02:55:13,369 --> 02:55:16,072 and large language models work, one thing 613 02:55:16,072 --> 02:55:17,139 that they still don't 614 02:55:17,139 --> 02:55:18,174 have and probably won't 615 02:55:18,207 --> 02:55:21,410 have in the near future is 616 02:55:21,410 --> 02:55:24,380 judgment and taste, right? 617 02:55:24,447 --> 02:55:27,483 So AI is really good at getting an order 618 02:55:27,483 --> 02:55:30,186 from you and producing stuff. 619 02:55:30,820 --> 02:55:33,022 It can produce content, it can give you a 620 02:55:33,022 --> 02:55:34,156 summary and analysis. 621 02:55:34,590 --> 02:55:36,325 You can produce audiences 622 02:55:36,325 --> 02:55:37,760 and journeys and campaigns. 623 02:55:39,328 --> 02:55:41,964 But still, all of us are using AI in our 624 02:55:41,964 --> 02:55:43,599 daily basis or most of us. 625 02:55:44,200 --> 02:55:45,968 And you can see that many times you have 626 02:55:45,968 --> 02:55:47,503 to, a human being has to 627 02:55:47,503 --> 02:55:50,072 steer the model to make 628 02:55:50,206 --> 02:55:52,141 good judgment calls, right? 629 02:55:52,141 --> 02:55:52,808 The model can do 630 02:55:52,808 --> 02:55:54,577 things very quickly, right? 631 02:55:54,577 --> 02:55:55,278 Like, "Oh, give me an 632 02:55:55,278 --> 02:55:56,178 analysis with my players." 633 02:55:56,178 --> 02:55:58,381 It will give me like a three-pager within 634 02:55:58,381 --> 02:55:59,115 seconds, like a 635 02:55:59,115 --> 02:56:00,416 three-page of all kinds of 636 02:56:00,416 --> 02:56:01,350 analysis and insights. 637 02:56:02,018 --> 02:56:04,520 But what out of these insights really 638 02:56:04,520 --> 02:56:05,755 matters for my business 639 02:56:05,755 --> 02:56:07,823 is something that AI hasn't 640 02:56:07,823 --> 02:56:08,925 figured out just yet. 641 02:56:10,159 --> 02:56:13,829 So I think what we think is going to 642 02:56:13,829 --> 02:56:15,364 happen and already 643 02:56:15,364 --> 02:56:16,799 starting to happen is marketers 644 02:56:18,100 --> 02:56:21,337 or marketing organizations evolve from 645 02:56:21,337 --> 02:56:25,374 execution of plan, right? 646 02:56:26,275 --> 02:56:29,478 Build the audiences, build the tests, 647 02:56:30,079 --> 02:56:31,080 analyze the reports, 648 02:56:31,614 --> 02:56:32,882 create the journeys, analyze 649 02:56:32,882 --> 02:56:34,584 the journeys day in and day out. 650 02:56:35,351 --> 02:56:37,853 They evolve from that into becoming more 651 02:56:37,853 --> 02:56:40,957 of orchestrators and managers of agents. 652 02:56:41,691 --> 02:56:43,859 I have an AI agent that produces insights 653 02:56:43,859 --> 02:56:46,062 far faster and far 654 02:56:46,062 --> 02:56:47,430 more efficient than the 655 02:56:47,430 --> 02:56:48,497 human being go into 656 02:56:48,497 --> 02:56:49,565 querying some databases. 657 02:56:50,499 --> 02:56:52,234 And I have an AI agent that can produce 658 02:56:52,234 --> 02:56:54,303 dozens and hundreds of 659 02:56:54,303 --> 02:56:56,772 audiences and campaigns within 660 02:56:56,939 --> 02:56:57,239 minutes. 661 02:56:57,940 --> 02:56:59,875 My job as a marketer is to apply the 662 02:56:59,875 --> 02:57:00,977 judgment that says, "What 663 02:57:00,977 --> 02:57:03,212 objectives do I need to make 664 02:57:03,279 --> 02:57:05,281 and what campaigns matter and which 665 02:57:05,281 --> 02:57:07,450 insights actually matter 666 02:57:07,450 --> 02:57:08,784 for my business right now 667 02:57:09,285 --> 02:57:11,787 so I can steer those agents into 668 02:57:11,787 --> 02:57:13,789 producing the right stuff?" 669 02:57:14,523 --> 02:57:15,625 All right, and when I get an email 670 02:57:15,625 --> 02:57:16,926 template produced by AI, 671 02:57:17,893 --> 02:57:19,495 the human has to apply their 672 02:57:19,595 --> 02:57:22,198 taste and say, "This is 673 02:57:22,198 --> 02:57:24,433 almost great, but you know what? 674 02:57:24,433 --> 02:57:25,935 I need to change some layout here. 675 02:57:25,935 --> 02:57:27,570 I need to change some wording there 676 02:57:27,570 --> 02:57:28,671 because my brand in this 677 02:57:28,671 --> 02:57:29,972 region, we want to save this 678 02:57:29,972 --> 02:57:30,206 thing." 679 02:57:30,906 --> 02:57:31,741 It's becoming really good 680 02:57:31,741 --> 02:57:33,342 in following instructions. 681 02:57:33,843 --> 02:57:35,444 And I give it context and it produces 682 02:57:35,444 --> 02:57:37,613 email templates that are almost there. 683 02:57:38,114 --> 02:57:38,981 Right a year ago, they 684 02:57:38,981 --> 02:57:41,017 were like, "Great demoware. 685 02:57:41,384 --> 02:57:42,818 I can produce an HTML email. 686 02:57:43,119 --> 02:57:44,920 Looks great, but it's not really useful." 687 02:57:45,521 --> 02:57:46,422 And AI has evolved and 688 02:57:46,422 --> 02:57:47,523 it's now almost there. 689 02:57:47,990 --> 02:57:50,226 But this last mile is 690 02:57:50,226 --> 02:57:53,596 really hard for AI to cover. 691 02:57:54,196 --> 02:57:55,498 And I think this is the place where 692 02:57:55,498 --> 02:57:56,298 marketers still need to 693 02:57:56,298 --> 02:57:57,600 apply their judgment and taste, 694 02:57:58,100 --> 02:57:59,468 but they have more leverage. 695 02:58:00,036 --> 02:58:01,437 They can move faster and they can 696 02:58:01,437 --> 02:58:02,938 orchestrate agents that do 697 02:58:02,938 --> 02:58:05,007 most of the grunt work for 698 02:58:05,007 --> 02:58:05,274 them. 699 02:58:06,208 --> 02:58:08,411 And we are building our products to 700 02:58:08,411 --> 02:58:10,680 facilitate this idea of 701 02:58:10,680 --> 02:58:12,648 you have all these AI agents, 702 02:58:13,315 --> 02:58:14,383 you need to understand what they're 703 02:58:14,383 --> 02:58:16,318 doing, give them the rules, 704 02:58:16,318 --> 02:58:17,119 give them the instructions, 705 02:58:17,386 --> 02:58:19,989 give them the guardrails, and see the 706 02:58:19,989 --> 02:58:21,323 results, apply judgment, 707 02:58:21,957 --> 02:58:23,659 and use your taste as a human 708 02:58:23,659 --> 02:58:25,494 being to iterate on that. 709 02:58:25,494 --> 02:58:27,096 And this is kind of how we built AI 710 02:58:27,096 --> 02:58:29,398 Decisioning Studio and the 711 02:58:29,398 --> 02:58:30,366 way that we're building the 712 02:58:30,366 --> 02:58:33,135 interface for our AI assistants to help 713 02:58:33,135 --> 02:58:35,071 facilitate the production 714 02:58:35,071 --> 02:58:37,940 of stuff while you still have 715 02:58:37,940 --> 02:58:38,908 to apply your judgment 716 02:58:38,908 --> 02:58:40,943 and taste on top of that. 717 02:58:41,644 --> 02:58:43,512 Cai, it all sounds very exciting, but 718 02:58:43,512 --> 02:58:45,448 unfortunately, we've run out of time. 719 02:58:46,749 --> 02:58:47,717 We can geek out on these 720 02:58:47,717 --> 02:58:48,984 things forever, I know. 721 02:58:48,984 --> 02:58:49,585 Yeah, absolutely. 722 02:58:50,019 --> 02:58:52,521 But we will continue to be looking at 723 02:58:52,521 --> 02:58:53,889 Optimum and Optimum AI 724 02:58:53,889 --> 02:58:55,357 and the evolution of AI in 725 02:58:55,357 --> 02:58:55,691 general. 726 02:58:56,125 --> 02:58:57,993 Thank you very much, Cai Frank, SVP of 727 02:58:57,993 --> 02:59:00,062 Product and GM of Americas for Optimum. 728 02:59:00,262 --> 02:59:02,364 So that's all for today's episode. 729 02:59:02,598 --> 02:59:03,365 Thank you very much, Cai. 730 02:59:03,365 --> 02:59:04,366 Thank you very much for having me. 731 02:59:04,700 --> 02:59:05,067 Yeah, of course. 732 02:59:05,301 --> 02:59:06,435 Thank you very much, Naeem McDonald, for 733 02:59:06,435 --> 02:59:07,503 producing this episode and 734 02:59:07,503 --> 02:59:09,038 the team here at SVC Summit 735 02:59:09,038 --> 02:59:09,438 Americas. 736 02:59:09,939 --> 02:59:11,273 I'm Fernando Nott, and to our listeners 737 02:59:11,273 --> 02:59:12,775 out there, we'll see you in the next one. 738 02:59:13,008 --> 02:59:13,209 Goodbye.