Inside XGEN

Most so-called "personalization" in eCommerce has really just been segmentation — grouping customers based on incomplete data and best guesses. Generative AI finally makes true, real-time, individual personalization possible by analyzing every action and preference at the customer level. For the first time, brands can deliver unique, adaptive product experiences that genuinely fit each shopper — not just the average of a group.

Most vendors talking about GenAI are full of it – and brands are being taken for a ride and need to ramp up their vendor diligence. Back-channel references encouraged.

Brands are under a constant assault by folks trying to repurpose their IP in a way to diminish their margin. Google took their margin by making them protect their keywords. Amazon took their margin by making them protect their keywords + their product placement + creating imitation brands. TikTok is taking their margin by making them protect their content. Brand DNA and Brand Equity is a Brand/Retailer’s most important asset – and most valuable moat --- otherwise, a brand is more vulnerable to commodification than ever before.