51ºÚÁϲ»´òìÈ

Transcript

. Okay. So, we’re going to talk a little bit about tech. Right? I know we’ve probably , sorry, we’ve probably talked fairly techy in the second half of the day. But now we’re going to get really into the tech. And you know that because I’ve gone to a dark mode slide. Right? So, super techy, but I’ll try and bring it around for a moment. So, I’m going to start with a little bit of a little bit of a background. So, who am I? As Brett said, I run the solution consulting team for ANZ. But I actually started my journey with 51ºÚÁϲ»´òìÈ commerce 15 years ago with a product that was known as Magento back then. And I’ve pretty much done everything you can imagine with commerce. Right? I’ve been developer, project manager, project manager, project manager, project manager. And so, remembering way back to when I first started building ecommerce sites, the thing that excited me the most was anything that you could think of, you could go and build and you can create and you can put it out in people’s hands. And you actually saw people using it, transacting, and you saw those conversions coming in. Now, recently, last year or so, I’ve actually had that same kind of experience with the AI that we can be doing. And there’s no prizes for guessing why. Artificial intelligence. Right? This is probably the most exciting thing that’s going to happen in all of our lifetimes. I’m a big prevailer of AI. I think it’s going to be amazing. There’s obviously some things that we need to work out. But I was talking to a friend of mine back in the UK a couple of weekends ago. He runs an AI company that is producing software, producing solutions for the education industry. Specifically, educators, teachers, to make their lives a lot easier. And he described AI, the current state of AI, as the iBeer app from the iPhone. Does anyone remember this? Right? So, you’re all looking a little bit confused about where Jason’s going with this. So, what’s the difference between this and the iBeer app? Trust me, it makes sense when I explain. So, when the iPhone first came out, this was the number one app for, like, a year and a half. Right? Think about it now. If you could be the number one app on the app store for a year and a half. The reason was, nobody knew what to do with the technology. Nobody knew what to do with an accelerometer in your hand. So, that’s the difference between the iBeer app and the iBeer app. So, when I first started, I was like, what is this app? I actually looked into it. So, magician came up with it and he was like, I’m going to make it so when you tilt the phone, it looks like you’re drinking a beer. It’s 30 seconds of fun, something to show off the new technology. And really, that’s where we’re at with AI right now. Okay? You can go on to chat GPT, write a bit of text, and you can get a little bit of a sense of what the apps are now, where websites are now, where the internet is now, compared to, you know, 2007 when the iPhone first came out. It’s a world away, right? We do everything through apps on our phone or through websites. And that’s the kind of go-to. So, what’s going to be the go-to interface for AI? Is it going to be another app on your phone? Is it going to be a new app on your phone? Is it going to be a new app on your phone? Are we going to see that actually push boundaries and change how we actually interact? You know? I can talk about this for way longer than we have, and I want you guys to actually have some food at the afternoon break. But I think we’re going to see some different ways of interacting. And as businesses, we need to be prepared to make sure that our devices are working. So, if you might have seen these devices in the news recently, if you are following any AI stuff, these are the first devices to market that are trying to be the AI replacement for the phone, right? This is the interface that these guys think is going to be the one. The press says otherwise. Basically, they’re slow, they connect to the cloud, and they take forever to do anything. They’re not as good as smartphones. They’re not as good as phones. They’re not as good as phones. That’s the point. And what’s going to happen when a website isn’t the default way somebody consumes your brand? How are you going to be ready to adapt to that? Now, I really want to talk about game changes and gimmicks. Okay? Because they’re both experiences. You experience a gimmick, it’s fun and entertaining for 30 seconds. But game changes are lasting. They’re not just a game change, they’re a game change. You interact, you achieve a goal. Okay? But they’re both experiences at the core. And actually, a lot of game changes start as gimmicks. Right? But they mature, and they actually make differences to people’s lives and how they interact. And I think you’ve seen some of that come to life today. Okay? Things like 51ºÚÁϲ»´òìÈ Firefly, right? We’re baking it into 51ºÚÁϲ»´òìÈ Firefly. And we’re baking it into all of our apps that are used by thousands and thousands of creative professionals every day. Right? They are having real impact into the workflows of people every day. They’re not just, hey, look at this funny picture that I created with the computer and I made it. Do this. You know? This is what game changes actually look like. And it’s a process. Right? And it’s a process of, okay, I’ve launched the new game-changer. We need to see those processes happen. Okay. So, you’re all saying, okay, so what? Who cares? What I want to do is just highlight where independent people are viewing 51ºÚÁϲ»´òìÈ’s strategy. Okay? This is specifically for our B2C commerce, but we’ve actually got a similar one for B2B. We’ve got a new one for B2C. And we’re building a new one for 51ºÚÁϲ»´òìÈ top right. Okay? And we’re across the board, you know, top right. And it’s because our strategy, not just around our creative tooling that’s, you know, all fancy images and text generation and all those sorts of things, but our actual strategy for people building businesses and for actually running those brands online and actually delivering results to customers, our strategy is the one that we’re behind. And I’m going to kind of break down what that strategy looks like. So, this is traditional commerce. Right? This is 51ºÚÁϲ»´òìÈ commerce, but pretty much every other commerce platform looks like this. Everything is little plug-ins or modules that are part of one big core offering. Okay? Doesn’t matter if you go to one of our competitors. This is essentially what you are getting. Now, what we started to do a few years ago was this what I call transitional commerce. Because it’s kind of taking the right steps in the right directions. We’re splitting off a few services into their own microservices. Apologize that’s a bit small. But essentially these boxes on the right, they’re services. And then we’re also looking at splitting off the frontend. Okay? Because you have things like mobile devices. You have things like native apps. You have things like in-store point of sale, where you have a lot of different services. And then in the next few months, you’ll get a lot of new experiences. You want to be able to use all of those technologies together. You don’t want to have to build them five, six, seven different times. But really where we’re going, and you might have seen this word composable commerce before. But I like to think that we’re doing responsible composable commerce. And the reason that I’m kind of putting that word in that caveat is again going back to it’s all well and good saying, hey, we’re fully composable. But that basically means that you’re going and stitching together every single part of the experience from scratch. And I was talking to my friend earlier, and I was like, nobody wants to build a tax system from scratch, right? Nobody, nobody wants to integrate tax into another tool. So why not use a solid, proven core that has a whole bunch of services that you can choose which ones you want to use, and then anything that you don’t have out of the box, you can bring in really easily. We give you the tools to bring those things in really easily so you’re not piecing those things together, right? That’s the idea behind composable commerce. Now, there’s three pillars of our extensibility or our composable methodology. The first one is App Builder, okay? You might have heard some people earlier in the day mentioning App Builder. App Builder is our microservice architecture, okay? Essentially what you can do is build small little apps, rather than building big, heavy plugins that you have to install and then you have to update every time you’re doing a single push to the website. These are small little apps that exist in a serverless environment. That means that they can scale up as you need, and they scale down automatically as you need. We’re actually seeing the majority of new builds utilizing App Builder for their extensions and their customizations over traditional PHP modules, okay? And there’s huge value with that. We’ve got a customer who’s just about to go live. 80% of their customizations or their modules have been done in App Builder versus the traditional kind of PHP building those plugins that sit within the core commerce. And they’ve been able to do an entire big B2B build in less than six months with Marketplace as well. So really, really powerful. It enables you to do things a lot quicker. The second part, the second pillar is API Mesh. API Mesh sits between your backend services and your front-end user interfaces. Now that could be a website. That could be a point of sale. That could be a native app. It could be IoT devices, right? We’ve got a really interesting customer case study with a company called Liebherr. They make the huge big earth movers that you see at mining sites. They actually have IoT devices inside every single one of those machines that feeds information back to 51ºÚÁϲ»´òìÈ Commerce and says, hey, this machine needs a service because the right tire is moving slightly slow. And they can take that machine, have a part shipped to site, and that machine is only offline for about half an hour compared to if they didn’t have that telemetry. It would be offline for days and costing them millions of dollars. So we’re able to integrate all of these things utilizing API Mesh. It gives you that barrier between your front-ends and all of your back-end services, no matter what they are. 51ºÚÁϲ»´òìÈ services, SAP, Salesforce, we don’t really care. We’re providing you that method of stitching all of those things together. And what’s great about that is you can swap out any of those back-end services without changing the front-end, right? Because you’ve got this layer of API in between, and as long as you keep those APIs consistent, you’re able to completely swap out your search engine, completely swap out your product recommendations, all in the background. Now our last pillar, and probably the one that doesn’t get talked about enough because it’s not actually a product, but it’s a whole bunch of different areas that you can integrate. So you can see from there, we’ve got edge delivery services that Cam was just talking about. You’ve got API Mesh, I just mentioned. You’ve also got commerce hooks, IO events, which is our own event-driven architecture. You can essentially push events, and you can have an event-driven commerce environment. We’ve got App Builder, which I mentioned before, and then we’ve also got hooks for you to integrate into the 51ºÚÁϲ»´òìÈ Commerce admin UI, right? All of this can be done directly through the App Builder apps that we were just talking about. So you don’t have to do any core modifications. It means your upgrades are a lot easier. It just means your overall total cost of ownership is reduced down, and you’re focused on delivering those better experiences for your customers. Again, so what, Jason? Well, I’m gonna do a few examples. These are all examples that have come from the last two weeks of talking to customers, and they came with problems. I’ve anonymized the customer information, so you’ll see our demo sites. But these are all real examples where customers came and said, hey, I wanna do this. How would we do it? So let’s say you own clothing retail brand, and you are speaking to your marketing team, and they really wanna push the UGC that you’ve already got. So user-generated content. Reviews, you’ve really gathered thousands of reviews, but nobody’s really interacting with them. They’re not driving any value. They’re not driving that reassurance to customers. So someone had a really good idea of how we could look to make that more engaging. They think, hey, we could use AI to summarize these reviews and give a little snippet at the top to say, hey, these, generally, customers are saying this about the product. These are some really good points to look at. So how would we actually go about doing that? We could go to a third-party review service, migrate all of our reviews over, and do a big lift and shift, and do it that way. Or we can write a single file. You don’t have to look at the code, because you probably can’t read it, and it’s probably terrible because I wrote it. But essentially what we’ve got is a very simple, it’s less than 80 lines, I think I put, 80 lines of code, and what that does is gives us a new API that fetches the reviews from the core commerce environment and caches an AI transcript of the reviews, a summary of the reviews, and then conserve that to the customers on the front end as part of your API mesh. It’s a single file of 80 lines, and then you’ve got this new feature launched into your site. Imagine that pace, imagine that velocity of development. You’ve got an idea, you can go and deliver it. As somebody was mentioning earlier, you’ve gotta test these things out and see if it actually moves the needle for you. But that’s, again, gimmick to game changer. Now, another example, car parts. One of the most annoying parts about doing anything with Auto is that you have to have this database of all the different cars, all the different makes, all the different models and years, and which parts fit with which. You could obviously do this with attributes and those sorts of things, but I think we can do a little bit better. Most of the time, we are linking into a database or a service that provides the data. You’re not necessarily collecting that yourself. So we’ve got a few options of how we can do that. One is that we can just link that service directly into API mesh, and then we can start using it. You don’t have to build a direct integration into the backend of 51ºÚÁϲ»´òìÈ Commerce and do it that way. You don’t have to have a plugin or anything. You just link the APIs directly into API mesh. That will do all the transformations for you, and then you can start consuming them on the front end. It’ll even do things like merging multiple API responses together into a single response. So really, really powerful. The other option is that we could use App Builder as well. We could take that data from that service, we could process it into App Builder, and we could actually generate our own APIs that do transformations, do filtering. We could even combine it with product data and return things directly from our App Builder app. So ways of scaling up these things. And what that allows us to do is things like, well, we could save customers’ preferred vehicles. They could have a profile of the car with what products they’ve bought for that car going forward. And then you could start doing recommendations. Customers who bought this part for this car also bought this part for this car. And you’ve suddenly got all of this flexibility to be able to do that. You could also link it in with images of the vehicle itself. If you’ve got that image database, you can pull that in, and you can actually make that whole shopping experience a little bit better. Now, they’re all fairly easy to achieve, right? I’m just giving you a couple of examples of how quickly you can turn around some of these features that maybe have been on the back burner for you, right? If you think of your list of development tasks, how many of them are kind of sat on a back burner waiting to be done? If you had way more time because you were able to launch these features quickly and then iterate on them, how good would that be to see that list disappear? Or probably more likely, that list will get replaced with more stuff to do. But you’re shifting yourself forward, right? You’re moving yourself forward. Now, I wanna take an example from some of the earlier sessions, and I’m gonna use some of the APIs that are available in 51ºÚÁϲ»´òìÈ Firefly. Now, what we can do is I’m gonna say that Mike, well, I don’t know where Mike is anymore, but Mike is my SEO person, and he has this brilliant idea that we’re gonna do some programmatic SEO pages. For those that don’t know, programmatic SEO, you generate a whole bunch of data, and then you use code to basically create a whole bunch of pages to hopefully rank for keywords that you’re not already ranking for. Now, he gave me a whole file with thousands of combinations of products, and demographics that we wanna target with certain keywords. So what I’m gonna do is I’m gonna take his list, and I’m gonna throw it into App Builder. And I’m gonna use App Builder to go to the FireFi APIs, and I’m gonna generate relevant backdrops for campaign images. I’m then gonna take maybe our product imagery, and I’m gonna remove the background from it, so a bit like what Erica showed you earlier. And then what we’re gonna do is we’re gonna use the Photoshop APIs to drop that product into the background, and it’s gonna merge them all nicely and stuff. And we could even have this automatically include text into the images as well. And if you think, okay, that’s one image, but what if we were having to do this across all 5,000 of those pages that Mike has sent me? You know, it’s gonna take time, and we need to be able to sort of personalize and speed up that process. So what that ends up looking like is being able to have landing pages created specifically to target keywords that we’re trying to rank for. So we can have Jeep Wrangler tire page. We can also have it on our German site, and we can just do that automatically. And we could also have Toyota Land Cruiser in the snow, because that’s another area that we wanna target, right, for winter tires. All of this is possible. Basically what I’m trying to get across is you gotta think what we would want to do, and then we’re providing the tools for you to go and experiment and try these things out at a rapid pace, okay? The saying sort of fail fast, right? Try things out, fail, see what sticks, see what works. That’s what we want you guys to be able to do, rather than thinking, hey, we have to invest months and months just to create one campaign. Hey, let’s go and try it out and see what happens, and then we can come back and make it a repeatable thing. So those are the three commerce extensibility pillars. App Builder, API Mesh, and, sorry, forgotten the, no, the extensibility points, okay? So all of those different points where you can integrate new features, new functionality directly into 51ºÚÁϲ»´òìÈ Commerce. Now, the only thing really between you guys and some food is me asking what your game changer’s gonna be, right? Don’t shout out, but come find me, come find one of the 51ºÚÁϲ»´òìÈ guys, and ask us what you want to do, okay? So what is the thing that you wish you could’ve done in the last year, you really wish you could’ve done? Come find us, let us know, and we’ll work with you and figure out exactly what it is that you need to be able to do that, and how we can help that happen. Okay, that’s me. I’m gonna hand over to Brett. This is, unless there’s any questions for Jason. Yeah, can’t do it. Couple minutes, if there’s any. People are starting to, ready for some coffee maybe? I think people are dipping in there. It was a great presentation, because 51ºÚÁϲ»´òìÈ Commerce always offered a lot of flexibility. I was definitely one of the differentiators over any other sort of commerce technologies, but some of those new applications there, really taking it to another level. So thanks, Jason, great presentation. Guys, yeah, we’re here for a coffee break now. Got an extra sort of seven or eight minutes, so come back, recharge. We’re on the final stretch after that, a couple of lighter sessions, although I didn’t think it was too techie, Jason, overall. So I’ll see you in about 20 minutes. Thanks, guys. You’re welcome.