Episode 268 - A Better Framework for Using AI + Leveling Up the Customer Journey

eCommerce Evolution

I love this episode.

Not just because my guest, Rabah Rahil, is a super smart dude with an eye for fashion.

I love it because we tackle two of the biggest issues facing brands, agencies, and developers in the DTC space:

• How to think about and utilize AI for better results (especially if you’ve resisted it a bit).
• How to evolve the customer shopping experience to wow customers and drive better conversion rates.

If you’ve been somewhat bearish on AI or maybe just slow to experiment with it, perhaps you need a better framework.

Rabah lays out his framework by comparing AI to oil companies and how oil companies find land, drill for oil, and refine it for profit-producing products.

It might not be clear right now, but this is a pretty accurate analogy for getting the most from AI.

We also talk about the social dilemmas of using AI in our daily lives.

For example, if I use AI to write my wife a poem, does that count, or is it cheating? If I use AI to help me craft answers for a job interview, is that a sign I shouldn’t be hired or that I know how to utilize tools? Or does it depend?

We also talk about a few of his favorite tools:

• Gong(.io): A tool that Fermat now uses to analyze sales performance and run sales meetings. It’s a game changer in taking data from your CRM and delivering actionable insights and talking points.
• Riverside: The podcast recording tool that now has AI features that are awesome (and getting better all the time).

Plus, we discuss some AI features masquerading as businesses. These will undoubtedly come crashing back to reality.

On the customer journey side, we talk about how creating a cohesive experience that’s also customized at scale is the future of the DTC industry.

3 things have to be in alignment:

1. The ad
2. The post-click experience
3. The offer

We talk about when and how this goes wrong and what to do.

And we throw in some fun 80s/90s references.

Super fun. I hope you enjoy listening as much as I enjoyed recording.