EP349 - Personalization's Big Moment with Google Shopping's Nicole Netland

WEBVTT

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Welcome to the Jason and scot Show, your source for the latest news and trends

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in the e-commerce industry.

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Featuring host Jason Retail Geek Goldberg, Chief Commerce Strategy Officer of

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Publicis, and scot Wingo, co-founder and CEO of ReFiBuy.

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Here are Jason and scot.

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Welcome to the Jason and scot Show. I'm your host, Jason Retail Geek Goldberg,

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And as usual, I'm here with your co-host, scot Wingo.

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Hey, Jason, and welcome back. Jason and scot at Show to Listeners.

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We are coming to you live from the Retail Club AI Festival in beautiful and

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sunny and not windy, thank goodness, because yesterday was hurricane gales, which was really rough.

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Which audio engineers do not love. No, these air things, wind-resistant things

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work, but not at past 30 miles an hour. Did you know they call them dead cats?

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I did not know they were called dead cats. Okay, thanks.

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You can always count on Jason for some fun, useless... Corverous facts. Yes.

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We have a special guest with us today. We have Nicole Netland.

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She is the head of design and research at Google Shopping. Nicole, welcome on the show.

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Super happy to be here. We're always excited to have Googlers on the show. So it's awesome.

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You're fresh off the main stage. Yeah. You like literally shot over here after

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your session, which we really appreciate.

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Yeah, it was really, it's really fun. I mean, how can you not love to sit on

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the beach and talk about shopping?

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I know. It's better. We're like, hmm, Vegas or Huntington Beach.

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Huntington Beach it is. Yeah. How often do you get beach sand in your shoes

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at a work event? I mean, I had to have a whole different type of a fit selection

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here for this conference. So it's pressing my limits. Yeah, yeah.

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I get to wear shorts, so it's awesome for me.

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Let's talk a little bit, give us a little bit of your background,

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how long you've been at Google, and what does the head of design and research

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at Google Shopping, what's that entail?

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I have been at Google about three and a half years. Our team has sort of a unique

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vantage point, and we get to work across many of the Google products.

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So we do research and design products that are part of CoreSearch,

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are part of Search AI Mode, Gemini.

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We have touch points with YouTube, et cetera. So we have this interesting sort

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of horizontal vantage point.

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Before my time at Google, I have a long stretch inside of retail,

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so really fun to be here. I was at Amazon, Target, Best Buy.

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So it's been really fun to sort of bring it all together. You always worked

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on that consumer research and how the consumer is using the product.

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Always on the design and research side, yep.

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And then so at, you know, I imagine doing this at Google Shopping,

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you're working with the team to figure out how are the products displayed?

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I call them product cards. I don't know if you guys call them that.

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How do the product cards display? How many? What happens when you go to the offer card?

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You kind of figure out, you and your team figure out where are all the pixels,

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what shows up when and that kind of thing.

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Yeah. And hopefully we're doing even a little bit more than that.

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Right. Hopefully we're fueling the team with the right insights around what

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should we be building? Like, what do customers want? What is what are some of

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those durable needs that we know are always true in retail? What are some of

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the new and emerging needs that we see?

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And how do we really build an experience that sort of meets them where they

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are in this pretty ever changing landscape?

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Hey, I just I just want to acknowledge because I work for a big advertising

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agency and 99 percent of what I talk about, like 10 people will ever see in the world. Right.

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But very rarely I'll be involved in something that like shows up in a national

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TV campaign or a Super Bowl ad. And you're like, oh, my God, that was cool. Yeah.

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You work for a bunch of retailers that had a lot of use. And like you probably

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got to tell your family, oh, I helped do that.

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But now at Google, it's a whole nother level. Like I think about like how many

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people use everything you do. It's a lot of pressure to make it right.

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Does that stress you out?

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You know, I don't want to think about the stress. I think, you know,

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one billion people come to us every day to do some sort of shopping.

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That is a lot of people. And so I think there's a you know, there's a certain

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responsibility you feel for sure. And to get that right, it's an opportunity,

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of course, in this moment. Like part of why I came here was to sort of,

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how do we shape this opportunity in a really unique way?

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So how does, I'm a software guy, how does it work?

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Like you guys run like software releases, like there's version 1000 of Google

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or you're always, I imagine at this point it's like what you could call continuous

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innovation where you're always,

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or is there like a project-based type of a way of this thing?

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Yeah, I mean, I think, you know, it's a big place.

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You know, there's many different ways in which it can work. With a lot of cafeterias.

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With a lot of cafeterias. We love the food. They're very good cafeterias.

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Super thankful for that.

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You know, but I think, you know, there's many different types of work streams.

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So, of course, we have part of the job right now is we have,

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you know, a core part of our business is that just needs to continue to work

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and do great things, core search, right? And there's also many different work

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streams that are highly innovative, that are trying to look many chapters ahead.

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And so I think in terms of what the work looks like, it really depends on the

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type of product and focus that we're working on.

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But like most product teams, we work deeply with engineers. We work deeply with

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product managers and data science is a whole slew of people that helps bring

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to bear kind of the future of where we think things are headed.

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So you just gave a talk, walked us through some of the, unfortunately,

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we had a podcast, so we were not able to make it, but we're fresh.

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Yeah. So you have a fresh audience. I love it. I love it. What were some of

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the big points that you were hitting on on the main stage?

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I mean, I think it was funny because we talked about personalization,

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which, and I think in the opening sort of had this exchange in which I think

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I shared, like, it's been a little bit of a sleepy topic.

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I would say up until now, I feel like personalization is having the moment that

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we all wanted it to have. And sort of it's starting to finally being able to,

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you can see the beginnings of where it's really going to provide some value.

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And that comes down to the word you hear a lot right now, today,

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context, right? And sort of how are we providing that context?

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And so we think of, you know, it's coming in two different ways.

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One is quite familiar because there's been a lot of discussion about it,

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but just the context that people are naturally giving us, given the nature of

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the tools, they can just provide us more.

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In fact, in AI mode, we see three times longer queries than we do on traditional search.

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Keywords moving to sort of problem statements, if you will.

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But the second type, which is probably a little bit more emerging,

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is this ability for shoppers to be able to connect to other Google apps that

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they already trust and use, such as Gmail, Photos, Calendar.

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And that sort of rich context can provide, you know, a really frictionless way

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to sort of provide tailored experiences. So I shared on stage one of my favorite

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examples of that. Personally, I like to bike.

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I live in San Francisco. I needed a new bike rack for my car.

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Are we doing Mountain Street Hybrid? What are we doing? Gravel.

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Ooh, gravel. gravel, right? Very specifically gravel. Okay.

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So I went context, important context. It is actually important context.

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I, I went into AI mode and you know, I said, Hey, recommend a bike rack that would fit my car.

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And the response came back. I have chosen to connect to my other Google apps.

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It came back and it was incredibly tailored. It understood and reflected the

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make and model of my car that quickly narrowed the set of results that would fit.

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I mean, I've been in retail a long time. That would have been a many multi-step

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journey to figure out one. I don't remember the make and model my car, nor the year.

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I would have pulled out my insurance app to remind myself. I would have then

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typed it in. And I am many, many clicks and steps away from having a set of

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beginning recommendations.

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That's the type of sort of frictionless context that I'm pretty excited about.

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So personalization in Google, you said earlier, a billion people come every

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day to shop. Are there a billion different Googles that they experience?

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How personalized is everyone's Google slash Google shopping experience?

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It's a really good question. I think, you know, we think of personalization

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on both on top of the core personalization and the context that they're providing.

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So what do they need in that moment behaviorally?

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Hopefully we're meeting the mark of just understanding you well enough to get

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you the right level of personalization to match you with the product.

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Like that old matchmaker kind of statement of like, our job is to match people

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or shoppers with the perfect product for them.

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I'd be curious to get your read. So personalization is a double-edged sword

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for me. So I live in a world where people have been discussing it for a long

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time and it's been the promised future.

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And I tended to be annoyed.

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Because I'm too good looking for the camera. I don't think we're going to be

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able to. That's why I thought.

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I come from a world where like people are like, oh, man, the future is personalization.

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Do you know who the best example of personalization is?

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It was this e-commerce retailer. This is other people talking.

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This e-commerce retailer called Zulily.

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And the reason that they got cited was because we generate a million unique

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landing pages a day. Every landing page is unique. Right.

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But like it was superficial. It was like the personalization was I put scot's

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name at the corner of the homepage and now it's personalized.

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Right. And so I used to always kind of pivot and say, hey, we do need personalization.

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But the reason we need it is to be relevant.

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And so if that personalization means it's more relevant, then it's a win.

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If it's just unique for unique sake, it's not necessarily a win.

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Right. And I think what is super exciting to me about all the the AI driven

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personalization is it tends to be way more about like actual relevancy.

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Yeah, I think I think that's exactly right. And I think if you if you think

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of my example. That could be a short clip. Yep.

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Just cut it there. No more context. Jason was exactly right.

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You know, to maybe address a few things that you said, like if you think about

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the example I just provided, the bike example, I didn't expect an entirely new

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layout because you know who I am. I expected just an incredibly relevant response

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based on what you know about me.

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And I think that's really the key to sort of making this feel valuable.

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Like it turns personalization from being a sort of a term into something we're

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actually truly feeling and the experience that we're having in these products.

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Let's go from the Discovery to the Checkout, one of my favorites.

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So you guys have famously at NRF, you guys made a really big announcement about

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UCP, really embraced the NRF audience, and then since then have been just like

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on a tear releasing things.

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And the Universal Cart is I'm particularly excited about. I kind of stumbled

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upon it one day, and that was fun to go through that. And it's really interesting.

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It's very nuanced because, A, it works great, first of all.

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And then, B, it's like more than a cart. It's kind of a wish list,

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which is really neat. So it kind of like embodies a lot of things that used

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to be separate concepts that like like an Amazon, Amazon, you have your wish

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list over here in your cart.

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Some people it's funny, I find people that actually use the Amazon cart and

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maybe you had some insight from that, like a wish list. They'll just throw a

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lot of stuff in the cart. It hangs out there.

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I call it downtown. Yep. And then, you know, you propagate it up when you get to where you want it.

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Walk through, like, how do you guys end up at that? Like, were there certain

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consumer insights or where are we on the cart adoption at this particular moment?

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Okay, I'll start with the consumer insights.

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That, you know, one, those are the things that when you get them right and they're

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durable, you can sort of innovate on top of them for quite some time.

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And so I think the cart does come from that. And so one of the statements I

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made earlier in the session was, you know, shopping can be messy.

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We know that shopping is happening over many different places,

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over many different sessions.

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And one of the things we hear, that classic problem of I have 10 browser windows

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open. I'm trying to collect some things that I'm buying.

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One of my personal examples is my daughter for a period of time was just texting

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me products and I couldn't figure out why.

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And just like a stream of products. And I said, what are you doing?

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She's like, you're my wish list. Like essentially, she didn't want me to buy

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them. She wanted them to be used as a place to save.

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And so I think the durable insight is that carts have been many things over

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the years. One of the things they do is they help you collect things, right?

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And then they help you make some decisions about those things,

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final decisions, et cetera. And so I think that is one of the things we're quite

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excited about is, one, the base understanding of how do you help people organize their shopping?

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How do you then help them make decisions about that? That's sort of the extra

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layer of intelligence we've been talking about, sort of on top of that.

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Because I don't think it's, you know, we want the extra layer of intelligence

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to be what's pretty interesting in bringing this forward.

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And so I think that is where we're excited to go, regardless of where someone

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chooses to check out. Like there's a ton of value in helping them sort of organize

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and provide intelligence. Got it.

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I was glad to see you stumbled upon it. That was really fun.

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It was fun to watch the free user session.

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Also glad you liked it. Please keep sending feedback. But we,

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you know, so it's testing.

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We're out there. We're working to get it right. Of course, as you know,

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there's a bunch of complexities in that space. And so, you know,

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one of the things that we're looking forward to is having more people try it

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out as we come closer to the holidays and send me your feedback.

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I get a lot of questions, and I actually don't know the answer to this, so I'm glad you're here.

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Some people come to me and they say, Google announced that everyone's default

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is AI mode, but I'm pretty sure that's not true.

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Where are we in the adoption of AI mode? Oh, in terms of consumer mindset?

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No, like when I go, you know, a consumer goes to Google, you know,

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some people tell me they're defaulted into it. Is that just fake news and they

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don't realize they clicked on it or something?

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That is not one I'm familiar with. Me either. So, you know, you land on search,

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you may, depending on what you're looking for, get a AI overview,

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which to some people may feel like AI mode. Maybe they're confused in the...

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You know, when you have follow-up questions about that, you are then led into AI mode, right?

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Sort of, again, help the customer get to the bottom of whatever it is they're

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trying to find out. Maybe that's what they're kind of conflating is AI overviews,

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like, gives you a quick gateway in. That's exactly right. Whereas before you

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had to kind of like click yourself into it. Yeah. Okay.

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I do think it's fair. Like there's at least three AI surfaces at Google,

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right? So there's that AI overviews, which is one snippet amongst other search results.

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There's AI mode, which is a complete agentic response. And then there's a separate tool, Gemini.

00:13:50.919 --> 00:13:56.120
And I think it's fair to say the branding could have been better or more clear.

00:13:56.780 --> 00:13:58.450
Yeah. I mean, no comment on the branding.

00:13:59.690 --> 00:14:02.480
I'm not saying you picked it. Yeah. Yeah, but doing a lot of experiments and

00:14:02.480 --> 00:14:04.410
getting a lot of data, a lot of experiments, getting a lot of data.

00:14:04.670 --> 00:14:08.939
No, I think, look, we it's a it's a very unique position to be able to experiment

00:14:08.939 --> 00:14:10.009
in all these different ways.

00:14:10.009 --> 00:14:13.410
And I think that's what you see us doing. And I think there's there's there's

00:14:13.410 --> 00:14:17.349
things that people come to that are really greatly suited to get a search answer

00:14:17.349 --> 00:14:20.829
to very quickly and then continue to pull on that thread that leads them to I mode.

00:14:20.829 --> 00:14:24.909
So I think, you know, using the different tools and just sort of product experiences

00:14:24.909 --> 00:14:26.769
to meet the customer, whatever their need is.

00:14:27.129 --> 00:14:33.270
Yeah. And I'm assuming the the decision, the internal decisions that the Google

00:14:33.270 --> 00:14:39.259
robots make to decide what when to trigger those those more agentic answers

00:14:39.649 --> 00:14:41.129
are way smarter than we realize.

00:14:41.129 --> 00:14:46.249
Because, like, when it's a query that would best be solved by traditional search.

00:14:46.929 --> 00:14:51.000
Let's not use all the compute and take out the rainforest to to do that.

00:14:51.000 --> 00:14:54.610
But when it's something that the robot can do better, like, yeah,

00:14:54.610 --> 00:14:56.810
we want it. Exactly. That's exactly right. Thank you.

00:14:57.329 --> 00:15:00.079
One of the, so there's a reporter, Jason Delray at the aisle.

00:15:00.079 --> 00:15:03.839
He sadly isn't here. So he's the second best Jason. The sad booth is used.

00:15:03.839 --> 00:15:05.959
It's just got a trash can in it. It's kind of sad back there.

00:15:06.570 --> 00:15:10.930
And the, he kind of, he branded me an agentic commerce maximalist.

00:15:10.930 --> 00:15:14.140
And I kind of made the mistake of putting that on my LinkedIn.

00:15:14.260 --> 00:15:18.590
So all the naysayers come at me pretty hard. And obviously I post a lot of videos

00:15:18.590 --> 00:15:19.940
about what you guys are doing.

00:15:20.099 --> 00:15:25.819
And so the naysayer take is Google has tried this like 600 times before.

00:15:25.899 --> 00:15:28.610
And I've actually lived through them at ChannelVisor every one of those times.

00:15:28.610 --> 00:15:30.632
Got shopped all 600. Yes.

00:15:30.910 --> 00:15:36.830
And I got to ask Ashish at Google kind of on the merchant side of what y'all are doing.

00:15:37.133 --> 00:15:41.149
And his answer was, yes, we've tried this many times, but we've never seen the

00:15:41.149 --> 00:15:43.059
pull. The consumer pull is there.

00:15:44.279 --> 00:15:46.959
So it's a great opportunity now that I have you in the hot seat.

00:15:47.279 --> 00:15:50.549
What can you tell us about that pull? Like what gets you, what are you seeing?

00:15:50.549 --> 00:15:54.339
Like people must be engaging with this in a way that we haven't seen before.

00:15:54.589 --> 00:15:57.349
Yeah, I mean, I think, I guess my take on the we've done this before,

00:15:57.349 --> 00:16:01.559
which is kind of a classic refrain on many things, is that, like,

00:16:01.719 --> 00:16:03.019
there are things that need to change.

00:16:03.019 --> 00:16:05.689
The environment needs to change. The customer mental model needs to change.

00:16:05.689 --> 00:16:09.089
The technology needs to change for those things to sort of crack open in a different

00:16:09.089 --> 00:16:10.169
way than they were before.

00:16:10.629 --> 00:16:12.939
And I think that's what we're starting to see. So, obviously,

00:16:12.939 --> 00:16:14.129
the technology has changed.

00:16:14.589 --> 00:16:18.469
I think we see an interest in, we see shoppers shopping in many different forms

00:16:18.469 --> 00:16:22.839
on many different places. They become much more familiar shopping outside of

00:16:22.839 --> 00:16:26.169
core, I would say, core commerce sites. I think that's not unique to us.

00:16:26.169 --> 00:16:28.449
That is actually a behavior that's happening elsewhere.

00:16:28.989 --> 00:16:35.439
And so I think with that opening of consumer behavior shifting to many places, I think for us,

00:16:35.779 --> 00:16:39.779
the ability to sort of build on top of trusted signals like GPay,

00:16:39.979 --> 00:16:43.489
there's a bunch of familiarity that can come in these places that sort of lends

00:16:43.489 --> 00:16:47.609
itself to be, I think, way more, you know, probably interesting than it was before.

00:16:47.889 --> 00:16:51.230
I'm potentially taking us in another direction. One of the things that's super

00:16:51.230 --> 00:16:52.490
interesting to me about your role,

00:16:53.569 --> 00:16:58.859
AI is also influencing the tools that we have as UX practitioners to do this,

00:16:58.859 --> 00:17:02.570
right? And, you know, super common tool, probably when you and I,

00:17:02.570 --> 00:17:04.830
certainly when I started my career, like split path testing.

00:17:05.690 --> 00:17:10.500
And now we have the robots in split path testing to do many more variants for

00:17:10.500 --> 00:17:13.070
us. And we have synthetic audiences and digital twins.

00:17:13.490 --> 00:17:17.150
Like, I don't know, but I imagine that you guys are on the bleeding edge of

00:17:17.150 --> 00:17:21.620
all these cool research methodologies for improving UX.

00:17:21.950 --> 00:17:26.829
I mean, that is a great question. And we, you know, we are this year has been

00:17:26.829 --> 00:17:30.989
a rampant, like absolutely amazing change in the practice of work.

00:17:30.989 --> 00:17:35.609
So, yes, the job is both transforming the products and the practice itself.

00:17:36.039 --> 00:17:40.299
And so whether it comes to how we develop, if you know, how we develop sort

00:17:40.299 --> 00:17:44.169
of what was UI copy before to how it's developed and generated today and how

00:17:44.169 --> 00:17:47.059
you evaluate whether that's good to how you research things,

00:17:47.059 --> 00:17:50.279
all of it has frankly changed across the full stack.

00:17:50.279 --> 00:17:54.749
And so it's been a year of experimentation, both with how we go about it,

00:17:55.066 --> 00:17:58.680
getting people the right sort of tools to sort of experiment in their practice

00:17:58.680 --> 00:17:59.950
and then learning from it.

00:17:59.950 --> 00:18:04.180
So still very early, but the rate of adoption inside from a tool perspective

00:18:04.180 --> 00:18:06.110
or from a people perspective has been great.

00:18:06.660 --> 00:18:09.550
Yeah. Do you find yourself overwhelmed with all the data you have access to

00:18:09.550 --> 00:18:12.650
now or do the tools kind of keep up and chop it down for you?

00:18:13.050 --> 00:18:17.200
You know, I think all of us are sort of feeling this, like we're in this really

00:18:17.200 --> 00:18:20.070
unique moment. You want to take advantage of it. People are hungry.

00:18:20.070 --> 00:18:23.760
They're curious in terms of how we want to use all that data.

00:18:24.080 --> 00:18:27.330
But I think we also know we have to make use of it in a great way.

00:18:27.330 --> 00:18:31.290
I like, you can just smell the number of like UX research ports that get scanned

00:18:31.290 --> 00:18:34.090
like that. You know, you need to be able to make sure you're getting still the

00:18:34.090 --> 00:18:38.060
quality insights. Humans are still important for discerning and understanding

00:18:38.060 --> 00:18:39.980
what is key in sort of these insights. Yeah.

00:18:40.420 --> 00:18:43.630
What's the most surprising consumer thing that you've, you know,

00:18:43.630 --> 00:18:46.470
maybe in your career that you've kind of stumbled on as you've looked at all

00:18:46.470 --> 00:18:48.300
this data? Anything like.

00:18:49.430 --> 00:18:52.550
One thing I've learned is you cannot, it's foolish to make assumptions about

00:18:52.550 --> 00:18:54.900
how you do things versus the average consumer.

00:18:55.100 --> 00:19:00.290
Yeah, I mean, 100%. I think it's one of the reasons still sitting and listening

00:19:00.290 --> 00:19:03.780
to consumers, regardless of whatever we can do with fancy tools.

00:19:04.480 --> 00:19:08.470
And like still, the human voice is still actually more important than ever.

00:19:08.470 --> 00:19:12.240
And I think keeping really kind of focused on that, keeping our leaders attached

00:19:12.240 --> 00:19:17.480
to that, we just, you know, bringing our leaders into research sessions with

00:19:17.480 --> 00:19:21.180
live humans. All of that is still very true and really important.

00:19:21.180 --> 00:19:22.960
So I guess that's not a surprise.

00:19:23.319 --> 00:19:26.999
But I think, you know, I think we will continue to see trying to figure out

00:19:26.999 --> 00:19:29.920
where the right place is to pull in, you know, our unique insights.

00:19:30.320 --> 00:19:33.209
Very cool. I know you're tight for time. Was there anything else on the stage

00:19:33.209 --> 00:19:35.769
you wanted to hit on before we let you go?

00:19:35.769 --> 00:19:39.669
You know, I think the other theme we talked about, which maybe you've talked

00:19:39.669 --> 00:19:42.519
about elsewhere, it certainly relates to sort of how you think it from a design

00:19:42.519 --> 00:19:47.569
perspective, is the multimodal nature is, you know, really interesting.

00:19:47.569 --> 00:19:50.699
And I think from if you think about sort of an interaction paradigm,

00:19:51.099 --> 00:19:54.969
you know, this goes way beyond, you know, adding a photo upload.

00:19:54.969 --> 00:19:59.079
This goes beyond my fluid sort of transition between voice and text.

00:19:59.329 --> 00:20:01.739
And, hey, I'm in the kitchen and I want to move hands free.

00:20:02.069 --> 00:20:05.299
And, hey, I actually want to show you a room because I have some questions that

00:20:05.299 --> 00:20:09.529
I want you to use that context. That amount of rich context is not only interesting

00:20:09.529 --> 00:20:13.966
in itself, but I think how we can seamlessly bring it together in the experience.

00:20:14.190 --> 00:20:16.900
I don't think we all imagine we're going to have a chat over here and a thing

00:20:16.900 --> 00:20:21.290
over here. Like, I think that sort of space is super ripe for innovation.

00:20:21.430 --> 00:20:25.090
If I ask a follow up question, one of the other things that's really interesting

00:20:25.090 --> 00:20:30.689
to me about your corner of the world right now is I feel like the consumer conventions

00:20:30.689 --> 00:20:32.589
are are rapidly evolving.

00:20:32.589 --> 00:20:38.650
Yes. And so like dictation, Google's had voice transcription in search for a long time.

00:20:38.870 --> 00:20:42.390
And I'm sure it was helpful to a certain cohort of users, but most people weren't

00:20:42.390 --> 00:20:43.460
shopping with their voice.

00:20:43.710 --> 00:20:47.320
And you've had Google Lens for a long time, and people weren't really doing

00:20:47.570 --> 00:20:49.610
a ton of multimodal searching for search.

00:20:50.330 --> 00:20:53.590
We're at this inflection point where people are now thinking about it different

00:20:53.590 --> 00:20:56.910
and trying different things and they have new tools that come on their phone.

00:20:56.910 --> 00:21:01.760
And now it feels much more normal when I was only typing three words.

00:21:01.760 --> 00:21:05.030
It didn't make sense to use voice. But now that I'm typing 28 words,

00:21:05.380 --> 00:21:09.670
I want to dictate it. A hundred percent. And I think there's another generational piece to that. Right.

00:21:09.970 --> 00:21:14.499
You know, you watch younger generations. I was telling an example of watching my daughter do a recipe.

00:21:14.860 --> 00:21:18.170
Right. She has maybe started with a text, question about recipe,

00:21:18.170 --> 00:21:21.420
gets some responses, goes into voice mode because her hands are busy.

00:21:21.700 --> 00:21:25.240
Then she holds up a bunch of ingredients and says it, you know,

00:21:25.240 --> 00:21:29.940
adjust it like that. She has boundless expectations of what these things can do.

00:21:30.280 --> 00:21:35.240
And I think that is, talk about what's new and shapes kind of behavior change.

00:21:35.550 --> 00:21:38.110
That is pretty new, like that boundless expectation.

00:21:38.920 --> 00:21:44.160
Yeah, I noticed you guys did a blog post last week, and you now are asking merchants

00:21:44.160 --> 00:21:46.520
to put video into the data feed.

00:21:46.800 --> 00:21:51.080
Is that because this modality on a whole other side, it's kind of like maybe

00:21:51.080 --> 00:21:53.080
the user doesn't want to see a static product card.

00:21:53.080 --> 00:21:56.800
Maybe they want to see a video integrated into that. Yeah, I think we were just

00:21:56.800 --> 00:22:00.440
talking about multimodal from an input perspective, but multimodal from an output

00:22:00.440 --> 00:22:03.099
perspective on all those dimensions, super critical, right?

00:22:03.099 --> 00:22:06.200
That is both the merchant giving us more context about how this thing might

00:22:06.200 --> 00:22:10.650
be relevant to the customer. Again, back, how are we the best matchmaker?

00:22:11.040 --> 00:22:15.510
That type of context is really helpful. Would you say product data is somewhat

00:22:15.510 --> 00:22:18.230
important, extremely important, not important at all?

00:22:19.349 --> 00:22:22.130
I know you well enough to know, say, extremely important. Also,

00:22:22.130 --> 00:22:24.720
I've been in retail enough to know that's the truth. Okay. All right.

00:22:24.720 --> 00:22:27.690
Good answer. That's our clip. You're saying it has the advantage of it, too.

00:22:29.599 --> 00:22:33.830
Nicole, I really appreciate you coming on. Special shout out to Google PR lady,

00:22:33.950 --> 00:22:36.349
Molly, who's amazing. We love working with her.

00:22:36.590 --> 00:22:41.259
She's the nicest person in PR, but she gets stuff done. I agree.

00:22:41.259 --> 00:22:43.249
scot generally has a no PR person rule.

00:22:44.129 --> 00:22:47.059
What's the credit for getting on the show? You can't be represented by a PR

00:22:47.059 --> 00:22:49.299
person. Unless your name's Molly. Then you're good to go.

00:22:49.866 --> 00:22:53.360
That does open the door to multiple Mollies, but so far, there's only one.

00:22:53.900 --> 00:22:56.880
I agree with you. Thank you so much. Thanks, Nicole. Really appreciate it.

00:22:57.410 --> 00:22:59.690
And until next time, happy commercing.

00:23:01.090 --> 00:23:05.460
You've been listening to The Jason and scot Show. For all the latest news and

00:23:05.460 --> 00:23:12.520
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