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The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX
#663: AI in retail marketing with Uldis Baumerts, Bryj
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A
With the all new Audi Q3, the answer's always yes. Yes to adventure, yes to escape. Yes to right now. The all new Audi Q3. Made for the yes Life
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At Strayer University, we help students like you Go from Will I to why not? For over 130 years, we've been innovating higher education to make it more affordable, accessible and attainable so you can reach your goals. Go from thinking Can I? To Yes I Can and keep striving. Visit strayer.edu to learn more. Strayer University is certified to operate in Virginia by Chev and its many campuses, including at 2121 15th Street north in Arlington, Virginia. The agile brand.
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Welcome to Season seven of the Agile Brand where we discuss the trends and topics marketing leaders need to know. Stay curious, stay agile and join the top enterprise brands and Martech platforms as we explore marketing technology, AI, E commerce, and whatever's next for the omnichannel customer experience. Together we'll discover what it takes to create an agile brand built for today and tomorrow and built for customers, employees and continued business growth. I'm your host Greg Kilstrom, advising Fortune 1000 brands on martech, AI and marketing operations. The Agile Brand Podcast is brought to you by Tech Systems, an industry leader in full stack technology services, talent services and real world application. For more information, go to teksystems.com to make sure you always get the latest episodes, please hit subscribe on the app you listen to podcasts on and leave us a rating so others can find us as well. Now onto the show
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as AI reshapes
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the retail advertising landscape, are you leveraging
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it as a competitive advantage or are you at risk of being left behind
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in a data driven world? Today we're joined by Uldis Baumertz, Chief Operating Officer at Bridge Technologies, a leader
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in driving AI powered innovations for the retail industry.
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Uldis has extensive experience in transforming the
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way businesses approach advertising and customer engagement,
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making him the perfect guest to discuss
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the transformational role of AI in retail advertising and the future of marketing technology. We're going to be talking about Bridges recent report, the 2025 Ultimate Guide to AI and Advertising and Retail Marketing and more. Welcome to the show Oldis.
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E
Thanks so much for having me, Greg.
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D
Yeah, yeah. Looking forward to talking about this with you. But before we dive into the research report and the and the rest of this, why don't we start with you giving a little more background on yourself and your current role at Bridge?
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E
Absolutely. My journey in the tech world began over 15 years ago. Over this time I had the privilege of leading service and product development, implementing scaling e commerce platforms and managing global IT operations. And a standout experience during the years was being part of growing growing one of the biggest European e commerce agencies from 25 to over 500 professionals across Europe and the US and this really helped us to demonstrate how technology can drive growth. Currently I'm the Chief Operating Officer at Bridge Technologies, overseeing our AI powered solutions and global operations. We have great products in the mobile application and mobile analytics space. But real highlight for my role at Bridge has been launching Chatteri, which is an AI powered platform that automates marketing campaign creation and optimizes ad spend. At Bridge, we focus on innovation and delivering value to our products and I'm very passionate about helping organizations succeed in the evolving landscape, especially with AI being one of the things that keeps constantly progressing and changing.
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D
Yeah, yeah, love it. Well, yeah, let's dive in here. One quick note, we did feature Chatroi on our other show, One amazing thing. So I definitely, I encourage anybody listening to this to check out our YouTube show as well. And you can see it, you can see it firsthand. So just a call out there. But yeah, let's dive in here and you know, want to, we're going to talk about a few things but I wanted to start with by talking about the transformational role of AI in retail advertising. And you know, you've certainly, as you mentioned in your experience, have a lot of experience in retail and retail advertising and marketing. How have you seen AI transition from being a nice to have to an essential tool in retail marketing today?
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E
Indeed, it has changed and AI has truly transformed the retail marketing. Initially it was a luxury for companies with big budgets and technical teams. But with the explosion of data and increasing customer expectations for real time personalized experiences, AI has become indispensable. It's not just about transforming retail marketing because it's cool tech. It's essential because it allows retailers to reconnect the dots between Martech ad tech and customer lifetime value and the key enablers such as mobile engagement specifically. Also, let's put it in a way, retailers today are operating in a super crowded market and the ad costs are rising day by day. And that's where AI can step in. It's not just about using prompts and crunching data. It's turning insights into actionable strategies. Gen AI alone isn't enough. The real value comes when you combine AI with media mixed modeling systems like Bayesian frameworks for optimization and end to end workflows. For example, at Bridge we use our own product chatter. Right. This helps us automate complex tasks that used to take us hours. Now, campaign creation optimization is faster, smarter and more effective, not just for us, but for our clients. Essentially, we see that AI has moved from being a helpful add on to a must have in any serious marketing strategy. Yeah, we've also seen how AI can reduce human error in decision making when dealing with large data sets. Even experienced marketers can miss subtle patterns of user behavior. But AI can help pick up this much faster and help refine strategies accordingly. That alone is a game changer. Maybe not so recent, but one of the first examples or great examples with a large user base was ebay. In the early days of AI adoption, they partnered with an AI driven platform to optimize their email marketing. And by analyzing historical user behavior, they were able to predict the most the best content and timing each of user segments. This led to significant improvements in open rates, click through rates, and ultimately higher conversions without increasing costs. It wasn't and still is a treat, a testament to how AI strategies can make a real difference in the marketing outcome. And right now you can see how this functionality and approach is being added to many products out there.
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D
Yeah, so let's talk about enhancing creativity through this efficiency as well. So I mean, we talked a bit about increasing both efficiency internally from ad spend as well as increasing customer engagement. But with AI automating a lot of repetitive tasks, how can marketers focus more on creative strategies?
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E
This is where AI becomes an enabler rather than a disruptor. By handling the heavy lifting such as data analysis, campaign optimization, and even initial creative drafts, AI frees up the time for marketers to focus on what they do best, storytelling, creative strategy and brand building. At Bridge, we use AI to enhance creativity and not replace it. It's a tool, it's not a destination. And tools like this handle the routine, allowing our teams to brainstorm, experiment and innovate. For example, instead of spending hours on metal, adjusting bids or analyzing data, our marketers can now invest the time in crafting bold campaigns that truly resonate.
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D
And what's your advice to marketers that are trying to balance this creativity and analytics? I mean, there's benefits in using AI for both. But what's your advice for marketers that are trying to balance this creativity and analytics in their campaigns?
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That's a really good question. I think it's first of all, start off with the analytical side, so capture the data that really brings up the true value of the campaigns and then actually based on that data, make strategic decisions and actions Instead of vice versa. Because data shows the reality, what's happening and what are your users really experiencing.
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D
Yeah. Can you share some examples of AI success? Share perhaps some real world stories? Excuse me, you work with some brands like Stitch, Fix and others that have used AI for personalization and efficient inventory management. Maybe give some examples there.
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E
I think one example, maybe not one of our customers, but a great example in creativity is Nutella as of recent. So they used AI to create 7 million unique jar designs by analyzing customer preferences and design trends. And this allowed Nutella to offer hyper personalized products. As a result, every single jar sold out quickly, proving that AI driven creativity isn't just a fun thing to do on midjourney. It's truly innovative and it's effective at driving sales. I think that's a great, great example right now from recent.
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D
Yeah, definitely. So let's, let's talk a little bit about, you know, we've touched on the, some of the efficiency aspects, but you, you hit on rising advertising costs as you know, as another consideration for retailers as well. So, you know, advertising costs continue to rise. Media planning remains fragmented. How does AI help address some of these challenges?
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Yeah, indeed, there's rising costs, there's fragmentation media planning, and these are some of the biggest challenges we see marketers face today. With more channels, formats and shifting consumer behaviors, traditional manual approaches to media planning are no longer sufficient. AI actually helps to tackle these issues by providing a more strategic approach to both media planning and budget allocation. And again, at Bridge, we've seen firsthand how an AI powered platform such as ours can deliver real time insights across multiple channels and help to identify where the best returns are coming from. Instead of spreading the budget thin across all available platforms, AI helps marketers to concentrate their spending on high performance ones, whether that's social media, search or programmatic channels. And by continuously relocating the budget to the most promising opportunities, AI ensures that optimal resource utilization is there without overspending.
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So, next topic I want to talk
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about is the role of AI in predictive analytics. Certainly a topic. I mean, generative AI gets a lot of conversation, but predictive analytics is so important in some of these conversations as well. We've talked about AI helping with optimization and personalization, but what about predictive analytics? How can marketers use AI to predict future trends and customer behavior?
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E
That's a really good topic. Predictive analytics is one of the most exciting areas where AI is making a huge impact. And by analyzing historical data and identifying patterns, AI can forecast customer behavior, market trends and even campaign performance. With the use of models like the Bayesian model. To give an example, Amazon does a really, really great job with this. They use predictive analytics to recommend products based on customer behavior, browsing history and purchases. This not only enhances the shopping experience, but also boosts sales by anticipating what customers are likely to buy next. Predictive analytics allows marketers to stay one step ahead and it ensures really the campaigns are proactive rather than reactive.
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So it's really about using data to stay ahead of the curve, right?
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Exactly. And the best part is that with the right data, predictive models can get smarter over time, continuously improving their accuracy and value.
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D
Yeah. So the next topic I want to talk about, still following on the AI topic in general, but talk about customer retention. We've talked a bit about acquisition and a lot of marketers are focusing on acquiring new customers. But retention can be just as important. How can AI help brands improve customer retention?
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E
Absolutely. Retaining customers is often more cost effective than acquiring new ones. And AI is playing a significant role improving retention strategies. For example, AI can analyze churn patterns by identifying early warning signs like reduced engagement or changes in purchasing behaviors and trigger personalized offers on messages to be to re engage those customers. Starbucks does this exceptionally well with its AI driven loyalty program by tracking customer preferences and behaviors. And they offer highly personalized rewards and promotions which keeps customers coming back. And this approach has significantly improved their customer lifetime value. AI can also help brands enhance post purchase engagement by recommending complementary products or services. Maintains that customers feel valued even after their initial purchase. And it's not about pushing any random product, it's about products that matter to the customer.
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So in this case, AI doesn't just help bring customers in, which it does, but it also helps keep them around, right?
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Exactly. It builds a cycle of engagement and loyalty which is crucial for long term success.
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Yeah. So another thing that often comes up in conversations about AI is ethics and ethical AI in marketing. And with AI becoming more prevalent in marketing, what ethical considerations should marketers keep in mind when using AI driven strategies?
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E
That's a really important question. And as marketers, we have a responsibility to ensure that AI is used ethically. One key area is data privacy. Consumers are becoming more aware of of how their data is being used. And brands need to be transparent about data collection as well as usage. Regulations like GDPR or CCPA are a step in the right direction, but it's also about building trust. And another consideration is bias in AI models. If the data used to train these models is biased, it can lead to unfair outcomes like excluding Certain customer segments from seeing specific offers. Regular audits would be one thing to do. Diverse data sets. These are the things that can help mitigate these risks. Lastly, it's essential to maintain a human element in AI driven marketing. While AI can handle a lot of tasks, decisions that impact the brand values or customer trust should always involve human oversight.
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D
Yeah, that's a really good point. And AI should be a tool, not a replacement for responsible decision making, right?
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Exactly. When used responsibly, AI can enhance both business performance and customer trust.
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So let's talk now about a balance. As we've seen, there's a lot of benefits of using AI, there's a lot of applications of using AI. But as we also saw when talking about creative, there's a benefit to that human touch. So I want to talk about balancing those two. Automation can save time and improve IT efficiency. But how do you strike the right balance between automation and maintaining that human touch and marketing?
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Absolutely. Striking the balance is really key here. And automation is fantastic for handling repetitive tasks, things like bid adjustments, email segmentation and reporting. But human touch is essential for strategy, creativity and relationship building. For example, AI can help generate personalized, personalized email content, but it's up to the human marketers to craft the overall tone and messaging that aligns with the brand's voice. One of our clients found a success by using AI to handle initial customer interactions based on their insights, like answering common queries while ensuring that more complex issues were handled by human agents. This either approach really resulted in a higher customer satisfaction because customers got quick answers while still feeling valued. The goal is to let AI do what it's best at. And it's analyzing data, automating processes, while humans focus on what they do best, building connections and telling stories.
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Yeah, that makes a lot of sense. It's about playing to the strengths of both.
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E
Exactly. And when you get the balance right, you not only improve efficiency, but also create a better experience for your customer.
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D
So this all sounds great and lots of exciting things here with AI, but how do we implement? That's a big question and I think it's on a lot of companies minds is overcoming some of these AI implementation challenges. So again, adopting AI sounds great, but it's not without its challenges. What are some common hurdles that brands face when implementing AI and how can they overcome them?
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E
Again, really good question. While AI offers incredible potential, there are definitely some hurdles brands need to navigate. And one of the most common and talked about challenges is data quality. AI is only as good as the data. It's trained on. So you're working with incomplete and outdated data, your results won't really make any impact. Second would be Integrations with existing systems can also be tricky. Many companies have legacy tools they don't easily sync with newer AI platforms. In these cases, it's crucial to work with vendors that offer seamless integrations and robust customer support to guide the transition. And finally, there's often a skill gap. Teams may not have the expertise needed to fully leverage AI tools. That's why education and training are so important. An example that I would like to mention is Fora. When they first introduced their AI driven virtual artist tool, they invested and trained heavily their in store stuff to ensure that technology is complementing their service rather than replacing it. And this hybrid approach made the implementation much smoother and more effective. I think that's a great example to kind of bring up from what's available.
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Yeah. So you know, it sounds like it's about starting with the right foundation and then making sure that the team is ready to embrace the technology.
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Right, Exactly. The key is to view AI as a long term investment and prioritize alignment across teams and tools.
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Yeah. So let's talk about AI for small and medium businesses. We've mostly discussed large scale campaigns. You've mentioned a few very well known brands and some of the examples. How can small and medium sized businesses leverage AI effectively without big budgets?
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E
That's an important point because AI and AI platforms are not just for big brands. They are very accessible to smaller businesses in a. In a true adoption. The key is to start small and focus on areas where AI can make the biggest impact. For instance, known email Marketing tools like Mailchimp are right now AI powered and they can help SMBs with personalized email campaigns and ultimate follow ups based on customer behavior. Social media platforms also offer built in AI tools for targeted advertising, allowing businesses to reach specific demographics without needing extensive resources. Take the example of let's say a boutique retailer using an AI driven chatbot to handle customer inquiries. By automating responses to frequently asked questions, they're able to free up time for their team and to focus on more complex customer needs while still providing excellent service. It's about finding scalable solutions that fit with your current workflow. So at the right size you are currently.
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D
Yeah, yeah. So I mean, you know by that even smaller teams can use AI to enhance efficiency and engagement.
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Absolutely. And as AI tools continue to evolve, they'll become even more user friendly and cost effective leveling the playing field for SMBs.
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So let's look out ahead a little bit and talk about some future trends that you're seeing. You know, what do you think will be the next big thing in AI driven marketing?
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There are so many exciting developments on Horizon and one area I'm particularly excited about is hyper personalized advertising. With advancements in data modeling, AI will be able to deliver ads that feel almost tailored, made for each individual, and significantly improve engagement. Another one is the rise of AI generated virtual influencers. These digital Personas are already being used by many brands to engage with audiences. You can see that on social media, Instagram, TikTok, anywhere else, and they offer creative and unique ways and I think we'll see this space grow exponentially. Finally, voice search optimization is set to become even more important. As voice assistants like Alexa, Google Assist and Siri become more integrated into daily life, optimizing content for voice search will be crucial for staying competitive. A great example of early adoption for this, funny enough, is Domino's. Already a few years ago, they integrate voice search and AI into their ordering process, making it incredibly easy for customers to place orders. It's just a glimpse into how convenience and personalization will shape the future of marketing.
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D
Yeah, I mean, definitely sounds like a lot of possibilities out there. Endless possibilities, right?
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They are, they really are. And as AI continues to advance, it will open up even more opportunities for brands to connect with their audiences in meaningful ways.
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D
Yeah, so thanks so much for all of your insights, Aldous. One last question I like to ask everybody here. What do you do to stay agile in your role and how do you find a way to do it consistently?
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E
Well, staying agile means staying curious, actively explore new AI innovations, keep an eye on market trends, and continuously learn from both success and failures. Collaboration is key and at Bridge we foster culture of experimentation and iteration. We try new things, learn quickly and adapt. If you fail, fail quickly. And agility isn't just about being fast, it's about being thoughtful in how you respond to change. And by staying focused on delivering value to customers. And just being open to new ideas is key, that's how we can stay ahead of the curve.
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D
Yeah, love that. I think that's a great way to wrap up here. So thanks so much Uldis for joining us today.
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E
Thank you so much. It's been a pleasure.
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D
Yeah, thanks again to Oldest for joining. You can learn more about him and Bridge technologies by following the links in the show notes. You can also get a copy of the 2025 Ultimate Guide to AI and Advertising and Retail Marketing by following the links in the show notes.
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Thanks again for listening to the Agile Brand brought to you by Tech Systems. If you enjoyed the show, please take a minute to subscribe and leave us a rating so that others can find the show as well. You can access more episodes of the show@theagilebrand.com that's theagile brand.com and contact me. If you're interested in consulting or advisory services or are looking for a speaker for your next event, go to www.gregkilstrom.com. that's G R E G K I H L S t r o m.com the Agile brand is produced by Missing Link, a Latina owned, strategy driven, creatively fueled production co op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. Until next time, stay curious and stay agile.
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The agile brand.
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A
With the all new Audi Q3, the answer is always yes. Yes to adventure. Yes to escape. Yes to right now. The all new Audi Q3 made for the S life.
- [24:59]
B
At Strayer University, we help students like you Go from Will I To why not? For over 130 years, we've been innovating higher education to make it more affordable and accessible and attainable so you can reach your goals. Go from thinking Can I? To Yes, I Can and keep striving. Visit strayer.edu to learn more. Strayer University is certified to operate in Virginia by Chevinus. Many campuses, including at 2121 15th Street north in Arlington, Virginia.