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agile brand guide.com. Welcome

0:54

to season 7 of the agile

0:57

brand, where we discuss the trends

0:59

and topics marketing leaders need to

1:01

know. Stay curious, stay agile, and

1:03

join the top enterprise brands and

1:05

Martec platforms as we explore marketing

1:08

technology, AI, e-commerce, and whatever's next

1:10

for the Omni Channel customer experience.

1:12

Together we'll discover what it takes

1:14

to create an agile brand, built

1:16

for today and tomorrow, and built

1:19

for customers, employees, and continued business

1:21

growth. I'm your host, Greg Kilstrom,

1:23

advising Fortune 1000 brands on Martec,

1:25

AI, and marketing operations. The agile

1:27

brand podcast is brought to you

1:30

by Tech Systems, an industry

1:32

leader in full-stack technology services,

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talent services, and real-world application.

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For more information, go to

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T-E-K systems.com. To make sure you

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always get the latest episodes, please hit subscribe

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on the app you listen to podcasts on,

1:45

and leave us a rating so others can

1:47

find us as well. And now on to

1:49

the show. As

1:52

AI reshapes the retail advertising landscape, are

1:54

you leveraging it as a competitive advantage

1:56

or are you at risk of being

1:59

left behind? in a data-driven world.

2:01

Today we're joined by Aldis

2:03

Balmerts, chief operating officer at

2:05

Bridge Technologies, a leader in

2:07

driving AI-powered innovations for the

2:09

retail industry. Aldis has extensive

2:11

experience in transforming the way businesses

2:13

approach advertising and customer engagement, making

2:16

him the perfect guest to discuss

2:18

the transformational role of AI in

2:20

retail advertising and the future of

2:23

marketing technology. We're going to be

2:25

talking about Bridges' recent report, the

2:27

2025 Ultimate Guide to AI and

2:29

Advertising and Retail Marketing, and more.

2:32

Welcome to the show, Aldis. Thanks

2:34

so much for having me, Greg. Yeah,

2:36

yeah, looking forward to talking about

2:38

this with you. Before we dive

2:40

into the research report and the

2:42

rest of this, why don't we

2:44

start with you giving a little

2:46

more background on yourself and your

2:49

current role at Bridge? Absolutely. My

2:51

journey in tech world began over

2:53

15 years ago. Over this time

2:55

I had the privilege of leading

2:57

service and product development, implementing scaling

2:59

e-commerce platforms and managing global IT

3:01

operations. And a standard experience during

3:03

the years was being part of

3:05

growing one of the biggest European

3:07

e-commerce agencies from 25 to over

3:09

500 professionals across Europe and the

3:11

US. And this really helped us

3:13

to demonstrate how technology can drive

3:16

growth. Currently I'm the chief operating

3:18

officer at British Technologies. or seeing

3:20

our AI-powered solutions and global operations.

3:22

We have great products in the

3:25

mobile application and mobile analytics space,

3:27

but real highlight for my role

3:29

at bridge has been launching Chatteri,

3:31

which is an AI powered platform for automates,

3:33

that automates marketing campaign creation

3:36

and optimizes ads. At bridge

3:38

we focus on innovation and learning

3:40

value to our products, and

3:42

I'm very passionate about helping

3:44

organizations succeed in the evolving

3:46

landscape. Especially with AI being

3:48

one of the things that

3:50

keeps constantly progressing and

3:53

changing. Yeah, yeah. Love it. Well, yeah,

3:55

let's dive in here. One quick note.

3:57

We did feature chat ROI on our

3:59

other show. amazing thing. So I definitely

4:01

I encourage anybody listening to this to

4:03

check out our YouTube show as well

4:06

and you can see it you can

4:08

see it firsthand. So just a call

4:10

out a call out there. But yeah,

4:12

let's let's dive in here and you

4:14

know want to. We're going to talk

4:16

about a few things, but I want

4:18

to start with by talking about the

4:21

transformational role of AI in retail advertising.

4:23

And you know, you've certainly, as you

4:25

mentioned in your experience, have a lot

4:27

of experience in retail and retail advertising

4:29

and marketing. How have you seen AI

4:31

transition from being a nice to have

4:34

to an essential tool in retail marketing

4:36

today? Indeed, it has changed. And

4:38

AI has truly transformed the

4:40

retail marketing. Initially, it was

4:42

the luxury for companies with

4:44

big budgets and technical teams,

4:46

but with the explosion of

4:49

data and increasing customer expectations

4:51

for real-time personalized experiences, AI

4:53

has become indispensable. It's not

4:55

just about transforming retail marketing,

4:57

because it's cool tech. It's essential

4:59

because it allows retailers to reconnect

5:01

dots between Martec, ad tech and

5:03

customer lifetime value. And a key

5:05

enablers, such as mobile engagement specifically.

5:08

Also, let's put it in a way. Resellers

5:10

today are operating in a super crowded market

5:12

and the ad costs are rising day

5:14

by day. And that's where AI can

5:16

step in. It's not just about using

5:19

prompts and crunching data, it's turning insights

5:21

into actionable strategies. Gen AI alone isn't

5:23

enough. The real value comes when

5:25

you combine AI with media mixed

5:27

modeling. Systems like Bijian frameworks for

5:30

humanizations, optimization and end-to-end workflows. For

5:32

example, at bridge we use our

5:34

own product chatter, right. This helps

5:36

us automate complex tasks, complex tasks.

5:38

that used to take us hours.

5:40

Now, campaign creation, optimization is faster,

5:43

it's smarter and more effective, not

5:45

just for us, but for our

5:47

clients. Essentially, we see that AI

5:49

has moved from being a helpful

5:51

add-on to a must-have in any

5:53

serious marketing strategy. We've also seen

5:55

how AI can reduce human error

5:58

in decision-making when dealing with like... data

6:00

sets, even experienced marketers, can miss

6:02

subtle patterns of user behavior, but

6:04

AI can help pick up this

6:07

much faster and help refine strategies

6:09

accordingly, that alone is a game

6:11

changer. Maybe not so recent, but

6:14

one of the first examples, or great

6:16

examples, with a large user base, was

6:18

eBay. In the early days of AI

6:20

adoption, they partnered with an AI-driven platform

6:23

to optimize their email marketing.

6:25

and by analyzing historical user

6:27

behavior they were able to

6:29

predict the best content and

6:31

timing each user segments. This

6:34

led to significant improvements in

6:36

open rates, click-through rates and

6:38

ultimately higher conversions without increasing

6:40

costs. It wasn't and still

6:42

is a testament to how

6:45

AI strategies can make a real

6:47

difference in the marketing outcome. And right

6:49

now you can see how this functionality

6:51

and approach is being added to many

6:53

products out there. So

6:56

let's talk about enhancing creativity

6:58

through this efficiency as well.

7:00

So I mean, we talked

7:03

a bit about increasing both

7:05

efficiency internally from ad spend

7:08

as well as increasing customer

7:10

engagement. But with AI automating

7:13

a lot of repetitive tasks,

7:15

how can marketers focus more

7:17

on creative strategies? This is

7:20

where AI becomes an enabler

7:22

rather than a disruptor. By handling

7:24

the heavy lifting, such as data

7:27

analysis, campaign optimization and even initial

7:29

creative drafts, the AI frees up

7:31

the time for marketers to focus

7:34

on what they do best, storytelling

7:36

creative strategy and brand building. At

7:38

bridge we use AI to enhance creativity

7:40

and not replace it. It's a tool,

7:42

it's not a destination. And tools

7:44

like this handle the routine, allowing

7:47

our teams to brainstorm, experiment and

7:49

innovate. For example, instead of spending

7:51

hours on mail adjusting bids or

7:54

analyzing data, our marketers can now invest

7:56

the time in crafting bold campaigns

7:58

that truly resonate. And what's

8:00

your advice to marketers that are

8:03

trying to balance this creativity and

8:05

analytics? I mean, you know, there's

8:07

benefits in using AI for both,

8:10

but you know, what's your advice

8:12

for marketers that are trying to

8:15

balance this creativity and analytics and

8:17

their campaigns? That's a really good

8:19

question. I think it's, first of

8:21

all, start off with the analytical

8:23

side, so captured the data that

8:25

really brings up the true

8:27

value of the campaigns and...

8:30

and then actually based on

8:32

that data make strategic decisions

8:34

and actions, instead of vice

8:36

versa, because data shows the

8:38

reality, what's happening, and what

8:40

are your users really experiencing.

8:43

Yeah, yeah. Can you share

8:45

some examples of AI success,

8:47

you know, share some perhaps

8:49

some real world stories? Excuse

8:51

me. You work with some

8:53

brands like Stitch Fix and

8:56

others that have used AI

8:58

for personalization and efficient inventory

9:00

management. Maybe give some examples

9:02

there. I think one example maybe

9:04

not one of our customers,

9:06

but a great example in

9:08

creativity is Natella as a

9:10

present. So they used AI

9:13

to create 7 million unique

9:15

jar designs and by analyzing

9:17

customer preferences and design trains.

9:19

And this allowed Nutella to

9:21

offer hyper-personalized products. As a

9:23

result, every single jar is

9:26

sold out quickly, proving that

9:28

AI dream creativity isn't just

9:30

a fun thing to do on

9:32

mid-journey. It's truly innovative and it's

9:34

effective at driving cells. I think

9:37

that's a great example right now

9:39

from recent. Yeah, definitely. So let's

9:41

talk a little bit about, you

9:43

know, we've touched on some of

9:46

the efficiency aspects, but you

9:48

hit on... rising advertising costs

9:51

as you know as another

9:53

consideration for retailers as well.

9:55

So you know advertising costs

9:58

continue to rise media. planning

10:00

remains fragmented. How does AI help

10:02

address some of these challenges? Indeed,

10:04

there's rising costs, there's fragmentation

10:07

media planning, and these are some of

10:09

the biggest challenges we see marked there's

10:12

face today. With more channels, formats,

10:14

and shifting consumer behaviors, traditional manual

10:16

approaches to media planning are no

10:19

longer sufficient. AI actually helps to

10:21

tackle these issues by providing a

10:23

more strategic approach to both media

10:25

planning and budget allocation. And again,

10:28

at bridge we've seen firsthand how

10:30

an AI-powered platform such as ours

10:32

can deliver real-time insights across multiple

10:35

channels and help to identify where

10:37

the best returns are coming from.

10:39

Instead of spreading the budget thin

10:42

across all our available platforms,

10:44

AI helps marketers to concentrate

10:46

their spending on high performance

10:48

ones, whether that's social media,

10:50

search or programmatic channels. And

10:52

by continuously relocating the budget

10:54

to the most promising opportunities.

10:56

and ensures that optimal resource

10:58

utilization is there without overspending.

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11:54

So next topic I want to talk

11:56

about is the role of AI in

11:58

predictive analytics certainly a topic. I mean,

12:01

generative AI gets a lot of

12:03

conversation, but predictive analytics is so

12:05

important in some of these conversations

12:07

as well. We've talked about AI

12:10

helping with optimization and

12:12

personalization, but what about predictive

12:14

analytics? How can marketers use

12:16

AI to predict future trends

12:19

and customer behavior? That's a really

12:21

good topic. Like, predictive analytics is

12:23

one of the most exciting areas

12:25

where AI is making a huge

12:28

impact. and by analyzing historical data

12:30

and identifying patterns, they can forecast

12:32

customer behavior, market trends and even

12:35

campaign performance. With the use of

12:37

models like the Bayesian model, to

12:39

give an example, Amazon does a

12:42

really great job with this. They

12:44

use predictive analytics to recommend products

12:46

based on customer behavior, browsing

12:48

history, and purchases. This not

12:50

only enhances the shopping experience,

12:52

but also boosts sales by

12:54

anticipating what customers are likely

12:56

to buy next. Predictive analytics

12:58

allows markets to stay one step

13:01

ahead and it ensures really the

13:03

campaigns are proactive rather than reactive.

13:05

So it's really about using data to

13:07

stay ahead of the curve right? Exactly

13:09

and the best part is that

13:11

with the right data predictive models

13:13

can get smarter over time continuously

13:16

improving their accuracy and value. Yeah,

13:18

so the next topic I want

13:20

to talk about, still following on

13:22

the AI topic in general, but

13:24

talk about customer retention. You know,

13:26

we've talked a bit about acquisition

13:29

and a lot of marketers are

13:31

focusing on acquiring new customers, but

13:33

retention can be just as important.

13:36

How can AI help brands improve

13:38

customer retention? Absolutely. Retaining

13:40

customers is often more cost

13:42

effective than acquiring new ones.

13:44

AI is playing a significant role

13:46

in improving retention strategies.

13:49

For example, AI can analyze

13:51

churn patterns by identifying early

13:53

warning signs like produced engagement

13:55

or changes in purchasing behaviors

13:57

and triggered personalized offers on

14:00

messages to be to re -engage

14:02

those customers. Starbucks does this exceptionally

14:04

well with its AI dream

14:06

loyalty program by tracking customer preferences

14:08

and behaviors and they offer

14:10

highly personalized rewards and promotions which

14:13

keeps customers coming back and

14:15

this approach has significantly improved their

14:17

customer lifetime value. AI can

14:19

also help brands and has post

14:21

-purchase engagement by recommending complementary products

14:24

or services, maintains that customers

14:26

feel valued even after their initial

14:28

purchase and it's not about

14:30

pushing any running product it's about

14:32

products that matter to the

14:35

customer. So in this case AI

14:37

doesn't just help bring customers

14:39

in which it does but it

14:41

also helps keep them around

14:43

right? Exactly it builds a cycle

14:45

of engagement and loyalty which

14:48

is crucial for for long term

14:50

success. Yeah so another thing

14:52

that often comes up in conversations

14:54

about AI is ethics and

14:56

ethical AI in in marketing and

14:59

with AI becoming more prevalent

15:01

in marketing what ethical considerations should

15:03

marketers keep in mind when

15:05

using AI driven strategies? That's a

15:07

really important question and as

15:10

marketers we have a responsibility to

15:12

ensure that AI is used

15:14

ethically. One key area is data

15:16

privacy. Consumers are becoming more

15:18

aware of how their data is

15:21

being used and brands need

15:23

to be transparent about data collection

15:25

as well as usage. Regulations

15:27

like GDPR or CCPA are a

15:29

step in the right direction

15:31

but it's also about building trust

15:34

and another consideration is bias

15:36

in AI models. If the data

15:38

used to train these models

15:40

is biased it can lead to

15:42

unfair outcomes like excluding certain

15:45

customer segments from seeing specific offers.

15:47

Regular audits would be one

15:49

thing to do, diverse datasets, these

15:51

are the things that can

15:53

help mitigate these risks. Lastly it's

15:56

essential to maintain a human

15:58

element in AI driven marketing while

16:00

AI can handle a lot

16:02

of tasks. decisions that make that impact the brand values

16:04

or customer trust that should always involve human

16:07

or website. Yeah that's a really

16:09

good point and AI should be

16:11

a tool not a replacement for

16:13

responsible decision making right? Exactly

16:15

when when used responsibly AI

16:18

can enhance both business performance

16:20

and customer trust. So let's

16:22

talk now about a balance you

16:25

know there definitely there's as we've

16:27

seen there's a lot of benefits

16:29

of using AI, there's a lot of

16:32

applications of using AI. But as

16:34

we also saw, you know, when

16:36

talking about creative, there's a benefit

16:38

to that human touch. So I

16:40

want to talk about balancing those

16:43

two. You know, automation can save

16:45

time and improve efficiency, but how

16:47

do you strike the right balance

16:49

between automation and maintaining that human

16:52

touch and marketing? Absolutely. Striking

16:54

the balance is really key

16:56

here. and automation is fantastic

16:58

for handling repetitive tasks, things

17:01

like bid adjustments, email segmentation

17:03

and reporting, but human touch

17:05

is essential for strategy, creativity and

17:07

relationship building. For example, AI can

17:09

help generate personalized email content, but

17:12

it's up to the human marketers

17:14

to craft the oral tone and

17:16

messaging the lines with the brand's

17:18

voice. One of our clients found

17:20

a success by using AI to

17:23

handle initial customer interactions. based on

17:25

their insights, like answering common

17:27

queries while ensuring that more

17:29

complex issues were handled by

17:31

human agents. The side approach

17:33

really resulted in a higher

17:35

customer satisfaction because customers got

17:37

quick answers while still feeling

17:39

valued. The goal is to let

17:41

AI do what it's best at,

17:44

and it's analyzing data, automated processes

17:46

while humans focus on what they

17:48

do best building connections and telling

17:50

stories. Yeah, that makes a lot

17:52

of sense. It's about playing to

17:54

the strengths of both. Exactly. And

17:56

when you get the balance right,

17:58

you're not only in... efficiency but

18:01

also create the better experience

18:03

for your customer. So this all

18:05

sounds great and lots of exciting

18:07

things here with AI but you

18:09

know how do we implement you

18:11

know that's that's a big question

18:13

I think it's on a lot

18:16

of companies minds is you know

18:18

overcoming some of these. AI implementation

18:20

challenges. So, you know, again, adopting

18:22

AI sounds great, but, you know,

18:24

it's not without its challenges. What

18:26

are some common hurdles that brands

18:28

face when implementing AI? And how

18:30

can they overcome them? Again, a really

18:32

good question. Well, while AI offers

18:35

incredible potential, there are definitely

18:37

some hurdles brands need to

18:39

navigate. And one of the

18:41

most common and talked about

18:43

challenges is data quality. AI is only

18:45

as good as the data it's trained on.

18:48

So You are working with incomplete

18:50

and outdated data. Your results

18:52

won't really make any impact. Second

18:54

would be integrations with existing systems

18:56

can also be tricky. Many companies

18:58

have legacy tools. They don't easily

19:01

sink with newer AI platforms. In

19:03

these cases, it's crucial to work

19:05

with vendors that the toll for

19:07

seamless integrations or and robust customer

19:09

support to guide transition. And finally,

19:12

there is often a scale gap.

19:14

teams may not have the expertise needed

19:16

to fully leverage AI tools. That's

19:18

why education and training are so

19:20

important. An example that I would

19:22

like to mention is fora. When

19:24

they first introduced their AI-driven virtual

19:26

artists tool, they invested and

19:28

trained heavily their in-store stuff to

19:30

ensure that technology is complementing their

19:33

service rather than replacing it. And

19:35

this hybrid approach made the implementation

19:37

much smoother and more effective. I

19:40

think that's a great example to kind

19:42

of to bring up. from what's

19:44

available. Yeah, so you know it's it

19:46

sounds like it's it's about starting with

19:48

the right foundation and then making sure

19:50

that the team is ready to embrace

19:53

the technology, right? Exactly. The key

19:55

is to view AI as a

19:57

long-term investment and prioritize alignment across

19:59

teams. and tools. Yeah. So let's

20:01

talk about AI for small

20:04

and medium businesses. You know,

20:06

we've mostly discussed large scale

20:08

campaigns. You've mentioned a few

20:10

well-known brands. And some

20:12

of the examples, how

20:14

can small and medium-sized

20:16

businesses leverage AI effectively

20:18

without big budgets? That's

20:20

an important point because AI

20:22

and AI platforms are not just

20:24

for big brands. They are very

20:27

accessible to smaller businesses. In a

20:29

true adoption, the key is to

20:31

start small and focus on areas

20:33

where AI can make the biggest

20:35

impact. For instance, known email marketing

20:37

tools like Mailchimp are right

20:39

now AI-powered and they can help

20:41

SMBs with personalized email campaigns

20:44

and ultimate follow-ups based on

20:46

customer behavior, social media platforms

20:48

also offer built-in AI tools

20:51

for targeted advertising, allowing businesses

20:53

to reach specific demographics without

20:55

needing extensive resources. Take the

20:58

example of... let's say a

21:00

boutique retailer using an AI-driven

21:02

chatbot to handle customer inquiries

21:04

by automating responses to frequently

21:07

ask questions they're able to

21:09

free up time for their team and

21:11

to focus on more complex customer needs

21:13

while still providing excellent service.

21:15

It's about finding scalable solutions

21:18

that fit with your current

21:20

workflow. So at the right size you are

21:22

currently. Yeah, yeah, so I mean, you

21:24

know, by that even smaller teams can

21:26

use AI to enhance efficiency and engagement.

21:28

Absolutely, and as AI

21:30

tools continue to evolve, they'll

21:32

become even more user-friendly and

21:34

cost-effective, leveling the playing field for

21:37

SMBs. So let's look out ahead a little

21:39

bit and talk about some future trends that

21:41

you're seeing. What do you think will be

21:43

the next big thing in AI-driven marketing?

21:46

There are so many exciting developments

21:49

on horizon, and one

21:51

area I'm particularly excited

21:53

about is hyper-personalized advertising.

21:55

With advancements in data modeling AI

21:57

will be able to deliver ads to feel

21:59

almost Taylor made for each individual

22:02

and significantly improve engagement.

22:05

Another one is the rise

22:07

of AI generated virtual influencers.

22:09

These digital personas are already

22:11

being used by many brands to

22:13

engage in the audiences. You can

22:15

see that on social media, Instagram,

22:18

Tiktok, anywhere else. And they offer

22:20

creative and unique ways. And I

22:22

think we'll see this space grow

22:25

exponentially. Finally, voice search optimization is

22:27

set to become even more important.

22:29

As voice assistants like Alexa,

22:31

Google Assist, and Syria become more

22:34

integrated into the daily life, automizing

22:36

content for voice search will be

22:38

crucial for staying competitive. A great example

22:41

of early adoption for this, funny

22:43

enough, is dominoes already a few

22:45

years ago. They integrate voice search

22:47

and AI into their ordering process,

22:49

making it incredibly easy for customers

22:51

to place orders. It's just a

22:53

glimpse into how convenience and

22:55

personalization will be shaped the future

22:58

of marketing. Yeah, I mean, definitely sounds

23:00

like a lot of possibilities out there,

23:02

you know, endless possibilities, right? They are.

23:04

They really are. And as... AI continues

23:06

to advance, it will open up even

23:08

more opportunities for brands to connect with

23:11

their audiences in meaningful ways. Yeah. So

23:13

thanks so much for all of your

23:15

insights, Aldis. One last question I'd like

23:17

to ask everybody here. What do you

23:19

do to stay agile in your role

23:21

and how do you find a way

23:24

to do it consistently? Well, staying agile

23:26

means staying curious. I actively explore

23:28

new AI innovations. Keep an eye

23:30

on market trends and continuously learn

23:33

from both success and failures and

23:35

failures. Collaboration is key

23:37

and at bridge we foster

23:39

culture of experimentation and iteration.

23:42

We try to new things, learn

23:44

quickly and adapt. You fail, fail

23:46

quickly and agility isn't just about

23:48

being fast, it's about being thoughtful

23:51

and how you respond to change.

23:53

And by staying focused on delivering

23:55

value to customers and just being

23:57

open to new ideas is key.

24:00

That's how we can stay ahead of the curve.

24:02

Yeah, love that. I think that's a great, great

24:04

way to wrap up here. So thanks so

24:06

much Oldus for joining us today. Thank you

24:08

so much. It's been a pleasure. Yeah, thanks

24:10

again to Oldus for joining. You can

24:13

learn more about him and Bridge Technologies

24:15

by following the links in the show

24:17

notes. You can also get a copy

24:19

of the 2025 Ultimate Guide to AI

24:21

and advertising and retail marketing by following

24:23

the links in the show notes. Thanks

24:28

again for listening to The Agile Brand brought

24:30

to you by Tech Systems. If you enjoyed

24:32

the show, please take a minute to subscribe

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and leave us a rating so that others

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