In this episode of The New Frontier, Max sits down with Gaétan Rougevin-Baville , CEO of Diffusely, an AI-powered visual production platform serving major players in fashion and automotive.

Gaétan shares the remarkable story of how he led a hard pivot from a global photography marketplace into a verticalized AI SaaS business—scaling revenue to $11 million in just three years. Originally joining a company called MERO, Gaétan witnessed the rapid rise and fall of the traditional content production model as COVID-19 and advancing tech disrupted demand for professional photography.

The conversation dives deep into the operational and emotional complexities of the pivot. At its peak, the company had over 800 employees and $45M in GMV, but pivoting to AI meant a complete overhaul - downsizing to 100 employees and realigning leadership. Gaétan opens up about making tough decisions, navigating mass layoffs, and building trust through transparency. He also offers insight into leading with empathy, supporting those affected through job placement efforts, and maintaining morale during massive organizational change.

Looking ahead, Gaétan explains how Diffusely now helps enterprise clients in fashion and automotive generate and manage visual content at scale using AI. By focusing on deep verticalization, robust enterprise integration, and blending AI with human expertise, Diffusely delivers fast, high-volume image production. Gaia shares go-to-market strategies, lessons in hiring and customer success, and how to drive adoption in large, change-resistant organizations. It’s an honest, deeply practical look at modern leadership in the age of AI transformation.

This podcast is brought to you by ⁠⁠⁠⁠⁠⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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In this episode, Tory Bradley, Global E-Commerce Retail Search Director at Mars Wrigley, dives deep into how Mars is navigating the evolving world of GenAI, search, and digital commerce. Drawing on Mars’ legacy of embracing technology - from pioneering electrified chocolate production in the 1920s to revolutionizing vending machines- Tory explains how the company is once again at a pivotal inflection point. She shares how Mars, in partnership with Azoma, is embracing generative AI to stay visible in an increasingly digital path-to-purchase landscape, where tools like Amazon’s Rufus and OpenAI’s ChatGPT are reshaping the way consumers discover and shop for products.

Tory breaks down the difference between traditional SEO and the newer, fast-moving world of Generative Engine Optimization (GEO), highlighting how retail search now demands cross-functional collaboration across content, PR, legal, and marketing. She emphasizes the need for both top-down leadership support and bottom-up experimentation to drive AI adoption. With real-time changes in how platforms like Amazon, Walmart, and others surface product information, Mars is investing in partnerships and agile processes to stay ahead of shifting algorithms, new discovery channels, and consumer behaviors.

The conversation also explores the broader industry implications of AI-powered shopping assistants, such as Amazon’s Rufus and Walmart’s emerging integrations, which are already driving significant incremental sales. Tori shares how she stays informed in a fast-evolving space, the organizational challenges of aligning large teams toward innovation, and why she believes e-commerce and search are the most dynamic and exciting areas in marketing today. With a clear passion for building future-forward strategies, Tori is helping position Mars Wrigley as a trailblazer in Answer Engine Optimization (AEO) search during the AI era.

This podcast is brought to you by ⁠⁠⁠⁠⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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In this episode, Max, founder of Azoma, breaks down insights from his team's latest whitepaper (read here), co-authored with Andrew Bell, on Amazon’s AI shopping assistant, Rufus, and its transformative role in the future of e-commerce. Drawing from this deep dive and his own years at Amazon, Max explains how Rufus is rapidly evolving into a hyper-personalized shopping agent—one that remembers user preferences, reasons contextually, and incorporates data from external sources to deliver smarter product recommendations. He explores how Amazon is shifting from building the best e-commerce website to creating the most advanced shopping AI, poised to redefine how people shop online.

Max outlines the strategic importance of Rufus for brands, emphasizing the need to rethink product detail pages in this new AI-first landscape. Rather than keyword stuffing, successful PDPs now focus on five key elements: property, event, activity, purpose, and audience—criteria drawn from Amazon’s own research. With Rufus fetching data from authoritative external sources like media reviews, Max stresses the importance of visibility across trusted third-party platforms. He also shares how brands, both large and small, are adapting differently—some investing in off-the-shelf AI tools like Azuma, others experimenting with custom GPTs to meet AI optimization demands.

Looking ahead, Max predicts a near future where Rufus replaces the traditional search bar entirely, becoming the default interface for shopping on Amazon. He envisions an agent that not only understands users’ preferences deeply but also curates purchases based on aesthetics, past behaviors, and real-world context—ultimately offering a seamless, personalized, and highly efficient shopping experience. With AI reshaping every layer of commerce, Max leaves listeners with a clear takeaway: e-commerce is entering a new era, and those who adapt fast will lead the pack.

This podcast is brought to you by ⁠⁠⁠⁠⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠

In this episode of The New Frontier, hosts Jo and Max sit down with Jonny Plein, a repeat founder, investor and advisor. Jonny sold his first business Pouch for 7-Figures, and just announced a $11m Series A for his current business Yaso. YASO is a next-generation solution for ambitious brands looking to enter the $1.7tn Chinese ecommerce market and sell directly to Gen Z consumers, using the power of social commerce.

Reflecting on his first exit, Jonny shares hard-earned lessons on what it takes to build and scale a company: staying obsessively organized from day one, learning to delegate low-value tasks, and being ruthless but fair when hiring and firing. He emphasizes the importance of storytelling in fundraising — how effectively you can communicate your company’s vision in 90 seconds — and reveals that Yaso’s success hinged on the strength of its founding team, whose complementary backgrounds in Chinese internet governance, technology, and finance gave them a rare edge in a complex market.

The conversation dives deep into Yaso’s model, which enables brands to sell across China’s fragmented social commerce landscape through one streamlined system — integrating logistics, payments, and storefronts under a single roof. Johnny discusses the challenges of convincing brands to adopt a consignment model over traditional distribution and how data-driven results and trust have fueled their traction. With major clients like Pixi, Faith in Nature, and Cowshed, Yaso is positioning itself as a “revenue-based SaaS” company redefining cross-border e-commerce. For founders and brand leaders alike, Jonny’s story is a masterclass in execution, persistence, and building a global business with conviction.

This podcast is brought to you by ⁠⁠⁠⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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In this episode, Jo is joined by Bryce Warning and Rob Hahn, the CRO and COO of Pattern, fresh off their highly anticipated IPO. The conversation kicks off with reflections on the milestone: how an IPO is not just the end of a journey, but the beginning of a new phase - one with higher expectations, greater scale, and renewed focus on delivery.

They dive deep into what makes Pattern unique: the marriage of data, technology, and operations. The backbone of their success lies in automating and augmenting decisions across every part of the business - from ad tech to supply chains. But automation isn’t enough - it must be paired with world‑class expertise and rigorous data hygiene, because bad data leads to bad decisions. They also explore how AI is reshaping discovery, forecasting, and fulfillment, and how Pattern’s proprietary data gives them a competitive edge.

The conversation then turns toward broader trends: the increasing importance of consumer journeys beyond Amazon, the evolving role of physical retail, and the challenges of international expansion. Bryce and Rob stress that despite industry headwinds - higher fees, raised barriers to entry - the fundamentals for success remain: great products, smart supply chains, and strategic brand building. For Pattern, the IPO marks a stepping stone, “the next leg,” not the finish line.

This podcast is brought to you by ⁠⁠⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠

This week, our usual host Max Sinclair, founder of Azoma and former Amazon search leader, takes a turn in the hot seat to dive deep into the transformation AI is bringing to consumer search. With clients like Mars, Zappos, Arla and Mars, Zoma helps global brands optimize their visibility within AI-powered platforms like ChatGPT and Perplexity. Max explains how the shift from keyword-based ranking to reasoning models with memory and personalization is forcing brands to rethink how they surface online—and how this new era rewards early adopters.

Max shares how Azoma has driven 5–7x increases in brand recommendations on AI platforms by auditing AI visibility, then generating optimized content like product listings, FAQs, and recipes tailored to trending conversational prompts. With insights on consumer behavior—like Gen Z’s heavy AI tool usage—and practical strategies for brands to stay relevant, Max outlines the narrowing window for competitive advantage as AI search rapidly becomes the default experience.

Looking ahead, Max envisions a future of agentic commerce, where AI browsers and embedded assistants handle end-to-end shopping. As consumer trust in AI deepens, he predicts brands will need to focus less on traditional website storefronts and more on clear, human-first content that resonates with both people and models. He also offers powerful advice for aspiring AI founders on timing, founder-market fit, and going all-in to seize emerging opportunities.

This podcast is brought to you by ⁠⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/max-sinclair-ai/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠

-Show Notes/Events-

(1) Join us at our exclusive afterparty during Amazon Accelerate in September in Seattle: ⁠https://www.eventbrite.com/e/seattle-seller-shell-ebration-tickets-1527728730759 ⁠sponsored by ⁠Azoma⁠ & partners.

(2) If you are a Brand or Retailer, you can apply for a free ticket at the 2025 Digital Shelf Summit in October 16th: https://www.digitalshelfinstitute.org/dss-europe

-Episode Description-

In this episode of The New Frontier, Jo and Max are joined by Lauren Livak Gilbert⁠, Executive Director of the Digital Shelf Institute and co-host of Unpacking the Digital Shelf. Lauren shares insights from her recent research (download here), where she interviewed 90 brand leaders across industries to explore how organizations are evolving their structures to adapt to AI.

Rather than simply tacking AI onto existing e-commerce departments, Lauren emphasizes the need for a broader, omni-functional shift—highlighting that true AI enablement requires rethinking everything from data governance and HR strategy to cross-functional alignment and brand voice clarity.

The conversation dives into the concept of “AI-enabled organizations,” where brand leaders work alongside AI agents that assist with tasks like content creation, user testing, and competitor analysis. Lauren argues this shift doesn’t spell doom for human workers but instead empowers them to focus on higher-level strategy. She introduces the idea of the "orchestrator"—a new kind of leader who manages both human teams and AI tools. The discussion also covers organizational models like Bayer’s dynamic shared ownership and practical ways to build cross-functional collaboration through shared goals, agile experiments, and evolving job pathways.

As AI agents begin influencing consumer discovery via platforms like ChatGPT and Google AI, the trio explores how brands must adapt their digital presence—especially in spaces like Reddit, YouTube, and LinkedIn—to ensure visibility in answer engines, and the invention of the new role of the "AI Visibility Engineer" pioneered by Azoma.

Lauren stresses that success in the AI era hinges not on flashy tech but on getting the fundamentals right: clear goals, unified teams, and scalable processes.

This podcast is brought to you by ⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/max-sinclair-ai/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠

This episode of The New Frontier dives deep into the story of the founding, rapid growth and double acquisition of Seller Investigators with co-founders Robert and Lee.

The pair shares how frustrating personal experience with Amazon's accounting led them to build a specialized audit and refund recovery platform. Starting as a side project with two interns on Google Sheest, they scaled their bootstrapped business into an industry-leading solution with $3m ARR before catching the eye of e-commerce giant Carbon6, who acquired them in 2022.

Robert and Lee unpack the strategic decisions behind Seller Investigators’ success, from prioritizing partnerships and system scalability to resisting the urge to raise capital. They emphasize the value of operational excellence, ethical leadership, and maintaining a strong company culture.

The duo also shares behind-the-scenes insights into their acquisition journey - what made Carbon 6 the right fit, how they navigated negotiations, and why culture and alignment ultimately mattered more than the highest offer. Robert and Lee then reflect on adapting to new roles, shifting go-to-market strategies, and lessons learned from scaling revenues 15x inside Carbon6 to +$45m ARR.

Finally, the conversation turns toward Carbon6's eventual acquisition by SPS Commerce for $210 million and the challenges of integrating entrepreneurial teams into an enterprise environment. They close the episode by sharing candid perspectives on platform risk, AI disruption, and why grit, adaptability, and strong go-to-market execution will always be central to startup success.

If you are going to Amazon Accelerate in September, join us for a drink in Seattle: https://www.eventbrite.com/e/seattle-seller-shell-ebration-tickets-1527728730759 sponsored by Azoma & partners.

This podcast is brought to you by ⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/max-sinclair-ai/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠

In this captivating episode of The New Frontier, hosts Jo and Max dive deep into the future of Amazon Ads with Kabir Bedi, Head of Product for Generative AI at Amazon Ads. Kabir shares visionary insights into how Amazon is set to revolutionize advertising by harnessing cutting-edge generative AI to simplify and supercharge ad creation, transforming how sellers and advertisers engage customers.

Kabir unveils Amazon's ambitious plans for generative AI tooling, highlighting exciting possibilities such as hyper-personalized video ads, advanced image generation, and powerful optimization tools designed to help advertisers reach more customers faster and more efficiently. He discusses the evolving capabilities of Amazon’s AI, including Amazon’s proprietary insights and data, that will enable brands of all sizes to effortlessly produce high-quality content, experiment rapidly, and scale their advertising like never before.

Finally, the conversation explores Amazon's strategic position in the broader AI landscape, from building flexible and powerful AI infrastructure within AWS to tackling AI challenges like hallucinations and accuracy. Kabir’s unique perspective paints a vivid picture of a future where Amazon Ads’ generative AI tooling sets new standards for creativity, effectiveness, and accessibility in digital advertising.

This podcast is brought to you by ⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/max-sinclair-ai/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠

In this episode, Max Sinclair, founder and CEO of Azoma, a pioneering scale-up specializing in Generative Engine Optimization (GEO), goes deep into everything AI Engine Optimization (AEO). Max, a former Amazon search expert, highlights why traditional SEO methods are quickly becoming obsolete in the face of AI-driven search platforms such as ChatGPT, Perplexity, and Amazon Rufus. He breaks down the fundamental differences between SEO and GEO, emphasizing the critical role of creating high-quality, AI-optimized content tailored to user intent rather than relying solely on keyword-based strategies.

Max shares insightful data revealing that 58% of consumers have shifted from Google search to AI-powered platforms, with younger demographics almost entirely adopting AI tools for discovering products and services. He explains how Azoma provides brands with powerful analytics to track and improve their visibility, sentiment, and overall presence within AI-generated results, rapidly outperforming traditional SEO methods in delivering measurable results.

Finally, Max outlines actionable GEO strategies, including creating fresh, highly-contextual content designed specifically for AI platforms, proactively managing brand mentions across platforms like Reddit and Quora, and leveraging real-time data insights to adapt content rapidly for AI queries. He stresses the importance of integrating AI-driven analytics to monitor brand sentiment, continually updating content to align with evolving AI models, and partnering closely with platforms like Amazon Rufus and Walmart’s Sparky to maximize visibility and engagement in the emerging AI-driven search landscape.

This podcast is brought to you by ⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠