51ºÚÁϲ»´òìÈ

Transcript

I’m going to get my glasses, because when I checked this tech out yesterday, I was like, I can’t read my notes. I’m a little bit stumped for a moment, because Alex covered off really, really well what is generative AI, what is machine learning, and the ethical usage of AI, especially in Australia. There’s a little bit more on top of that that 51ºÚÁϲ»´òìÈ does, which is in relation to the content authenticity of the app. And I think that’s a really important part of the process. In relation to the content authenticity initiative, which I’ll get into a bit more when we get into Firefly. Today, really, what I was going to cover is, I was going to cover, you know, what is the case? Why should we be using AI in commerce, and how is 51ºÚÁϲ»´òìÈ doing that? Also look at what are the tools we’ve currently got in platform, and where are we going with them next? What is generative AI? More from a creative point of view than from a large language model point of view. And then I’ll jump into 51ºÚÁϲ»´òìÈ Express, which is a cool tool we’re using to be able to pull in generative AI, use it with commerce to be able to create all of that content at scale. And then a couple of things that have come out of Summit that I’d like to recap. So, as we’ve sort of, I think, got pulled this slide up earlier, there was a really huge demand for large masses of content. You know, we know every company has about 1,000 products. When you get about 1,000 products, you get about 25 images, 30 images, 40 images. You start to look at your regions, you start to look at your different customer bases. That’s expanding out to, like, 37,000 assets that you’re holding. And then, all of a sudden, you’ve got millions of assets when you start to think about, how can I personalise that? How do I personalise that for someone in WA versus someone who’s a Gen X versus a Gen Y, someone who’s very old, who apparently isn’t going to be shopping anymore because I’m not just thinking about my superannuation? So, where do we use AI? Let’s start with commerce first. I’m going to jump into commerce and I’ll show you a little bit about how we’re using it. We use it, in commerce, specifically, I find, for improving the decision-making process, helping customers to find what they want and to enhance that experience, get them to the product they want and the product they’re interested in faster, and also to increase efficiency, not just efficiency for the customers, but efficiency for your marketers and for your merchandisers to be able to produce the recommendations, the searches and the content that they need. And within 51ºÚÁϲ»´òìÈ Commerce itself, there’s three main tools that I’ll show you now, and they are product recommendations, search, and merchandising services. So, I’m going to jump into a commerce environment. I’m going to hit my demo screen, pick up my HDMI, which you’ll be able to now. Excellent. Worked in the tech track yesterday. So, here we are. We have my spare parts company and I’m going to do a search for a car now. 51ºÚÁϲ»´òìÈ Commerce, as I was saying, has search, product recommendations and merchandising services built in as AI tools. If I search for wipers, I will have search as I type. Didn’t come out quickly enough, so it will give me recommendations. Now, these search recommendations can be boosted or buried within the back end, and I can click to view all. But the most important component to this is sitting in the back end. It gives you reporting on what are your unique searches, your click positions, your click-through rates, so what are your conversion rates. You can set campaigns and you can kind of gamify that search experience based upon different campaigns or periods that you’re running it for. You’ve got your zero results, your unique searches, popular results, synonyms, and what’s really good is faceting. So, this gives you the ability to be able to create faceted lists that are relevant to the products that are returned in the search results. So, if my search results return a list of products and I’ve got wiper blades as well, what it will give me is it will give me facets that are related to the products that are returned in the search. And I can boost certain facets so that they are always in the results. So, if price is something you always want in the results, you can boost that. So, it’s what we call a pin facet. You can do your synonyms, bidirectional and unidirectional, and if I do some search merchandising, I can set up campaigns. Here’s one where I did earlier. I’m just going to go to edit it, where my search is based upon certain machine learning algorithms and this is where you can start to embed that personalisation, what is recommended for you based upon your prior purchasing history, your prior browsing history. And this is using all of those events that we were looking at when we were looking at the speech from Mike a little bit earlier and we started talking about events, server-side and front-end events. All of these rules are being based off those events. I can then manually override it and I can boost or bury certain products and I can set it up as a campaign. So, I can be running multiple campaigns and seeing how those campaigns are competing against each other at any time. I’m going to cancel out of there. I can do the same with merchandising. So, this is when I’m actually looking at my category pages. So, if I have a category page, normally you’ve got a merchandiser who comes along and has to sit there and build out how they want the products to be resultant on the merchandising pages. Now, what you can do is you can use those same algorithms, whether they be wisdom of the crowd, personalisation, to be able to define how the products will appear on the merchandise page. So, you can boost, bury, pin products on your merchandising page, again using the same algorithms, manual overrides and if you’ve got a large category tree, you can set one algorithm and you can have that apply to all of your subsequent category pages. If you’re running a sale category, you might want a completely different algorithm on that. And these are two of the tools that we’ve embedded into 51ºÚÁϲ»´òìÈ Commerce with AI and the third one is our product recommendations product. Yes, I didn’t save it. Let me leave. And I can build product recommendations that I can embed anywhere in the customer journey and I will see different types of product recommendations. Excuse me, let me cancel out of here for a moment. Go back, create a new product recommendation. I can do product recommendations and I can embed them anywhere in the customer journey. So, if I go product detail, I can see cross-sells, popularity, high-performing, personalised type product recommendations. I can choose to use them with Page Builder. Just a show of hands, how many people in this room are actually using Commerce today and using Page Builder for building any of their content? So, yeah, really small group of people. If you do start to use Page Builder, which you can use with PWA, and you will still be able to use the product recommendations, search and merchandising with edge delivery service as well, you’ll be able to embed your recommendations anywhere in the customer journey. I can define how many products I want to be in my recommendation and what I really like about product recommendations is it’s not so much about boosting and burying, it’s more about monetising those recommendations. So, I can include or exclude product based upon what I possibly get a better margin on or possibly what I might have made an agreement with a supplier where I will boost their products for a certain month. And you can include or exclude based upon any of those things, including out of stock or low stock. So, I’m going to go back to slides now. And that was a quick look at three of the tools within Commerce. And the way these work is that they’re not embedded into your Commerce environment. They’re not PHP modules. These are actually separate SaaS services that are running outside of the Commerce server. So, what happens is it’s syncing your catalogue to that SaaS service and the product recommendations are running there. It enables us to be able to do a lot more releases and to do them a lot more faster and it’s also following that core tenet we have of keeping the 51ºÚÁϲ»´òìÈ Commerce core as small as possible and minimising it. So, as we release new services, we will be releasing them as SaaS based services. Product recommendations, live search and merchandising services. I definitely suggest if you’re looking at Commerce, you look at embedding these into your product. They’re available for you today and we push releases out for them constantly. Generative AI in Commerce. So, this is where we start to get a little bit more creative and bring the creative into Commerce. One of the things I use a lot of is I use a lot of 51ºÚÁϲ»´òìÈ Stock assets and within 51ºÚÁϲ»´òìÈ Stock it’s great because I’ve got worry-free licensing. My teams can go through and they can licence product and I can see the licensed product and I can then use that included into my libraries across my full creative suite. What a lot of people don’t know is that your 51ºÚÁϲ»´òìÈ Stock is integrated into your Commerce environment. 51ºÚÁϲ»´òìÈ Stock has now got a lot of creatives who are creating generative AI images and assets and they’re actually putting them back into 51ºÚÁϲ»´òìÈ Stock. So, you can licence them at a lower licensing price to a normal stock image and then use them within your Commerce environments. And here I’ve just popped in a video of where I’m in my page builder grabbing some, as you can see, licensed assets. I’m going to go down. I can filter. Choose what type of orientations I want, colour schemes I want, what fits with my brand. If I have a brand library that I’m holding within 51ºÚÁϲ»´òìÈ Stock, I can use that. That will be the default of what I will see. I can licence directly from 51ºÚÁϲ»´òìÈ Stock and then embed that into page builder. Confirm and that will now be available on my Commerce page. It takes a lot of the… So, what can happen now is your creatives can be creative, your creatives can licence product and then that product can be available to your Commerce teams to use directly within the Commerce tool. So, your Commerce people aren’t having to leave the tool. They’re comfortable to be able to get something. They don’t have to be taking large files, downloading them and then installing them into their Commerce environment. Now I’ve got that available in a page builder page. The next area of Gen AI… Let me just make sure this plays. Yep. Is Gen AI background generation on your product assets. So, there’s now a module for 51ºÚÁϲ»´òìÈ Commerce available where you can actually go into your Commerce environment, pick up your product assets and say you’re running a winter campaign or you’re running a New Year’s Eve campaign. You can actually use 51ºÚÁϲ»´òìÈ Firefly, our generative AI tool, to pick up your product assets build a prompt and generate a background for those product assets. One of the really interesting things I was talking about with Jason Ford the other day, and he’s on a bit later, was how I think in the future we’re going to have these people that have jobs of prompt engineers. They will be people who actually… Their job it is to build prompts, whether they be for creative generative AI models or for large language generative models. But now you can see I can generate a background for my product assets and apply that to my product asset. There’s a review and approvals workflow built into that as well. How do we use then generative AI outside of Commerce and with Commerce a bit more to actually empower the creatives and the marketers because they don’t go into the Commerce engine. They don’t live in the Commerce world. The first way is 51ºÚÁϲ»´òìÈ Firefly and there should be some volume on this. So, 51ºÚÁϲ»´òìÈ Firefly is 51ºÚÁϲ»´òìÈ’s generative AI tool for building content and creating content and being able to personalise that content on scale. And as you can see there in the video, there was the ability to apply content credentials to the content that you’re creating. 51ºÚÁϲ»´òìÈ is part of the Content Credential Authenticity Initiative. I can never get that out. I don’t come from the creative team. But what we’re all about is that our AI models have not been trained on the full gamut of the internet. We’ve trained our AI models on the 51ºÚÁϲ»´òìÈ licensed material that we’ve had available to us within 51ºÚÁϲ»´òìÈ Stock. So, creatives have created the material and they’ve given us the ability and the licensing to be able to train our models on that. 51ºÚÁϲ»´òìÈ Firefly, as I was saying, it’s our generative AI tool and we use it across the board. So, when I was using the generative AI within Commerce, I was using 51ºÚÁϲ»´òìÈ Firefly to do that. 51ºÚÁϲ»´òìÈ Express, 51ºÚÁϲ»´òìÈ Firefly. We’ve embedded 51ºÚÁϲ»´òìÈ Firefly into AEM and integrated the two to them as well. The very interesting thing is that 51ºÚÁϲ»´òìÈ Firefly has APIs available as well. So, for the suppliers, not suppliers, for the partners that are in the room, start having a think about how you could use those APIs with our Commerce environments to be able to do things. Firefly is designed for… We kind of… It’s designed to be commercially safe. And so, like I was saying, it’s been trained on, I think it was 300 million high-grade quality assets that we own the licensing for and we’ve embedded it into Creative Cloud, Express, Commerce, AEM. So, it is being embedded into every single one of the 51ºÚÁϲ»´òìÈ tool sets. And Firefly is enterprise-friendly. So, we’re looking at ways to enable you to be able to train Firefly with your brands and we’ll talk about that a little bit later because there was a great announcement from Summit on a tool where you could start to train the Firefly engine on your branding and your brands and use it. So, 51ºÚÁϲ»´òìÈ Firefly integrated to… Um, a Firefly is a tool on its own, integrated into Creative Cloud, where you can do generative fill, generative expand, generative recolour, turning text to vectors. 51ºÚÁϲ»´òìÈ Express, which I will show you 51ºÚÁϲ»´òìÈ Express in a moment. 51ºÚÁϲ»´òìÈ Stock, you can expand the images, you can do text to images, and we’ve extended it into AEM assets and Commerce. All sitting above 51ºÚÁϲ»´òìÈ’s open APIs, the Photoshop APIs, content tagging APIs, Lightroom APIs, and then you can use any of those to integrate it through your Commerce APIs. Look at time, 15 minutes. You can use it to supercharge your creative team. So, you can start to use them to be able to create content at mass. So, if I have to create content for Western Australia and for the Northern Territory, I could use the generative fill to change the backgrounds for the content and then use that with my CDP to target the direct… the right customer and show them the right image and the right asset at the right time. I’m going to introduce you to 51ºÚÁϲ»´òìÈ Express. And we’ve got the sounds not playing again. Let’s go, let’s get it. Won’t stop, we just beginning. Came here, one goal to win it. Fight on right till the finish. Let’s go, let’s go, we on it. Toss people, power burning. Our lives on this, just watch. Bet you can’t guess what’s coming out of here. Get ready, get ready, get ready, away. We on that next level. We up, up, up, up on that deck. Up, up, up on that deck. We up, up, up, up on that deck. On that deck, on that deck. Level, level, level. Pedal to the metal. Get ready, get ready, away. We on that next level. 51ºÚÁϲ»´òìÈ Express is the tool that we use to bring a lot of our content to… Content and creativity tools together to enable you to be able to create content en masse, share it to your commerce engine, ingest your AEM assets and content into it and export it out through to your commerce environment as well. You can create, lock and share branded templates. So you can actually create your own branding, which I’ll show your brand library in a moment, and you can lock those templates. So your brand managers have control over that and then your marketers and your social media people can use media and assets that are controlled. You can create and generate that sort of on-brand content and you can easily do translations, resizes and repurposing for different social media outlets. So… And 51ºÚÁϲ»´òìÈ Experience Managed Assets has a plugin out of the box to 51ºÚÁϲ»´òìÈ Express so that you can easily change and do generative fill, generative expand and any other edits on your assets. I was going to show you 51ºÚÁϲ»´òìÈ Express with 51ºÚÁϲ»´òìÈ Commerce. And this is 51ºÚÁϲ»´òìÈ Express. I have my Express environment here and I showed you videos before because I am terrible at writing prompts and if I wrote a unicorn on a ball, you’d probably end up with something looking very weird so it’s much better I use the creative videos that have been created for me. But here’s one I’ve actually done myself for a campaign for a vehicle. Within 51ºÚÁϲ»´òìÈ Express, I have an integration here to my 51ºÚÁϲ»´òìÈ assets, so that’s my 51ºÚÁϲ»´òìÈ AEM dam and I can ingest and access all my assets from there. I also have this concept of my libraries. So this is where I can keep my branded libraries and I’ll have an 51ºÚÁϲ»´òìÈ branded library here for where I do 51ºÚÁϲ»´òìÈ presentations and that’s licensed things that 51ºÚÁϲ»´òìÈ have released for me. But I’ve put together a library here for Carvelo. Now, if I was working in Photoshop, I would have the exact same library available. My colours, my fonts, my logos, et cetera. If I was in Illustrator, I would have the exact same library. That library is shared across all of the creative tools and I can use that with my Commerce environment so I can pull in my assets, I can pull in any of my content. What I do really like is the fact that there are plugins as well for 51ºÚÁϲ»´òìÈ Express and these guys have already created a plugin for us for 51ºÚÁϲ»´òìÈ Commerce. So say I’m building this asset out and I want it to be free sunglasses. This is integrated through to my Commerce environment and here are my Commerce assets. I can pull in the sunglasses, pop them in there, resize them. I have the generative fill capabilities. Take my backpack out. There you go, I’ve just changed my campaign. When I integrate this through to my Commerce environment using this plugin, as you can see, I have all my Commerce information. I can use that as well. So if I’m wanting to build a campaign, whether it be for social media or for building banners for my website, I can do that. I’ve also got the ability to go bi-directional so I could actually open this asset itself and remove the background or put a new background on it within 51ºÚÁϲ»´òìÈ Express and then push that back to my Commerce environment by saving it. So, yeah, data pocket definitely worth having a look at and you get all of this generative fill, arrays, removing backgrounds, all of the benefits of using 51ºÚÁϲ»´òìÈ Express with 51ºÚÁϲ»´òìÈ Commerce. I’ll go back to my slides. So, eight minutes, what’s new from 51ºÚÁϲ»´òìÈ Summit. This I love. The fact that you can do 3D shopping. We know that 3D shopping, augmented reality, and it’s making a really big difference with our industry and with selling Commerce of any type online. So we’re introducing a product which is in beta at the moment called Project Sunrise. It hasn’t got a final name. And what it is, is it’s a workflow for taking those 3D and 2D rendered assets, turning them into 3D rendered assets, having them approved and then having them augmented to be able to be surfaced onto a Commerce environment, giving you not just AR capabilities but also hotspots. At the moment, the hotspots don’t link to product or catalogue. They are just text. We put a request in for them to be shoppable hotspots. So you can start to think about taking the Sunrise capability and using that for all of your social media. Within Summit, one of the big announcements for Summit was a native integration from AEM Assets into 51ºÚÁϲ»´òìÈ Commerce. So, do we have many AEM Assets users in the house today? Got a few? Okay. So, previously you would have had to build your own integration to the two or use a third-party integration. But what we’ve done is we’ve released an integration between AEM Assets and 51ºÚÁϲ»´òìÈ Commerce. So start to think about, okay, I can manage all of my creative workflow within my creative cloud, push that to AEM Assets where I’ve got my brand management and that’s been pushed out… Did that play? There we go. Pushed out right across to my suppliers and to my third-party users. I might have my creative teams who are in other regions of the world. And they work and push things into AEM Assets, which they never touch the commerce environment. But now I can actually choose to match my commerce assets, whether it be file name or SKU, to my AEM environment. I can, as you can see here, I’m going into my commerce environment. I’ve got my images. Okay, here’s my backpacks there. Okay, great. You know what? I’m going to go back to that. I want to add a water bottle to my backpack. So what I do, pop into AEM Assets. Excellent. Here’s my backpack. I’m going to open this up in 51ºÚÁϲ»´òìÈ Express. I’m going to be able to use my generative fill here to say, hey, I want to pop a water bottle on the right-hand side of this backpack. So I’m going to be bringing that whole cycle of creative and marketing and commerce all together. Generate my water bottle, stick it here on this side. You can see why I did a lot of these as recordings beforehand. Just in case. That’s generated that through. And then I’m saving that back into my AEM environment as a brand-new asset. And I can give it a new name. But I’m keeping my course queue because, remembering, I’m cycling back to my commerce environment via SKU. Save that asset. And it’s now available within my AEM environment. There we go. And what I’m going to do now is I’m going to sync that. I can actually set an approval status. So I can say, hey, someone else, can you approve this? I can have my managers approve it or my marketing managers approve it. Cycle back into my commerce environment. And I can assign a task to say, hey, can you approve this and can you send it through to commerce? So I can have someone approve it. Thanks for that, Danny. And assign it to Danny. Comes in, uses the workflows that are built into AEM for being able to manage your approvals and all of your workflows. Yep, that’s great. I approve that to be used in commerce. And we will sync through… …through our commerce environment. It’s approved. And save. Now I go back into commerce and you’ll scroll down and you’ll see I now have my new asset. I’m able to set that as a hero asset. I can set it on a category page. I can use it in a promotion, anywhere within my commerce environment. It also goes the other way. So the… I can use it to anchor to you content. But the integration goes the other way as well. So what I can do is I can have all my assets… So my creative teams have created all of my assets, they’ve saved them into AEM, they’re all ready, they’re sitting there to go, then my merchandiser goes into commerce and starts setting up the product because we’ve finally got some stock coming in. So my merchandisers, my creative teams, have set up my assets, they’ve got all the photography done, they’ve named the SKUs, I then come into commerce. I’m doing this manually as a once-off, but this would be an input file normally and what I can do is set up my product and as soon as I’ve set up my product, what will happen is I will save it. Yep, I’ve got my SKUs there, give it the SKU name and then when I save this product, I’ve got to assign a price to it, what it will do is it will go straight to AEM and pull in the assets. So it’s going the other way as well. It’s allowing me to have my whole content supply chain happening and then as soon as I’m ready to sell that product, I can go into commerce and that product will be available. And there we are, my products are pulled into commerce. So I’ll go back to slides. Now, one of the other really, really exciting announcements out of Summit was Gen Studio. So this is where you can start to think of a single application where you can start to create your branding and use generative AI with your branding. So generate content that’s relevant for your organisation or your industry and that becomes really important when we start to touch some of the larger enterprise businesses. And again, a quick video on how that would work. You can actually have, I think there should be some sound on that. Not playing? So what you can do is you can actually create your own branding, your own creative and then once you save that branding and that creative, what it will do is it will save it to your Gen AI model. I’m just going to flip through then and show you how that would work. So it would actually sit as an intermediary layer. So you would have your proprietary images that you’ve used to train the model and that would sit between your 51ºÚÁϲ»´òìÈ Firefly and 51ºÚÁϲ»´òìÈ Stock so that when you’re wanting to use Gen AI, it’s using your branding through Gen Studio. And that’s come up with one minute. Was there any questions? Yeah. Yeah, that’s really cool. I was just wondering whether the actual customer assets are protected and not available outside? Do you remember someone scraping your store for the assets? Yeah. So one of the things we saw in one of the videos was when you are creating generative AI images and assets, you can actually embed your content authenticity into that asset. So if someone does go and scrape it, it will always have that content authenticity embedded into the asset itself. So if they went… Yeah, and you can trace it back to you if they do and go scrape your site. But scraping sites can be a pain. One of the benefits of using AEM with commerce is that it does give you a lot more protections against site scraping for people stealing your assets. Excellent. Thank you very much, everybody. Thank you. APPLAUSE Thanks, Eric. Thanks, Erica. Yeah, great presentation. It’s really exciting to see what’s happening in that content supply chain with Gen AI connecting commerce. Obviously, there’s, you know, a lot of opportunities to create a lot of efficiencies with the way you’re creating your content and improve that customer experience. So very cool stuff there. So definitely chat to Erica. If you have any more questions, she’s always willing to help. So, guys, we’ve made it to lunch, which is great. I’m sure a few of you are a bit peckish. So what we’re going to do for the next hour is if you want to head out to the front, you’ll be able to grab your lunch. We’re going to run a roundtable session covering a number of topics for today. So jump on one of these tables that really grabs your interest. These roundtables are a great opportunity to network, connect, meet new people, share insights. There’s often these types of things where you really get immense value out of when you get that sort of intimate opportunity to talk about how other people are viewing these topics, things that are on your mind. So jump on one of these, and we look forward to catching up with you after lunch. Thanks, guys.