0:00 Welcome, everyone, and thank you so much for joining us today. I am so excited for today's conversation. As we all know, there's a lot of noise right now around AI shopping assistance and what the future of commerce is going to look like. 0:16 But when you really step back and look at shopper behavior, one thing is still very true. Humans are making the final decision. 0:25 AI might help narrow the choices, but shoppers will still want to validate what they're buying with their own eyes. They want confidence. They want trust. 0:34 And increasingly, that decision is happening in just a split second on a mobile screen. Today, we're going to talk about what that means for brands. 0:43 From AI driven discovery to glance readability to why visual trust and mobile first experiences matter more than ever on the digital shelf. 0:56 My name is Amy King, and I'm vice president of client success at Bazaarvoice, where I work closely with many of the world's leading brands and retailers on digital shelf strategy, shopper engagement, content performance, and helping teams adapt to how consumer behavior is evolving in the AI era. 1:15 And joining me today is Oliver Bradley, the chief digital officer at Neem. Oli brings a really unique perspective that combines behavioral science, mobile user experience, and AI driven commerce trends. 1:28 And I'm genuinely excited for the discussion because this is one of the most practical and important conversations that brands should be having right now. 1:37 Ali, I would love for you to introduce yourself and share a little bit about your background and the work that you're doing in this space. Hey, Amy. Thank you. It's great to be here with you today. 1:49 I have to admit, I'm a bit of a self confessed tech geek with a penchant for shopper insight. 1:58 I have led extensive eye tracking and then and enjoyed it, locked myself away for two full summers at Unilever with Toby eye tracking to figure out how do people really shop online. 2:13 What do they look at, observe them, interview them afterwards? I became a vocal champion for AI and automation within Unilever. 2:21 I headed up content as a service and digital shelf for over eight years and helped transform how digital content was created, optimized, and deployed. 2:33 I'm proud that to say that I helped Unilever win DCG's award for best at digital commerce in the DCI index in October twenty four. 2:44 I now work for a tech startup, NIM, and we've created a new tech tool called Rhino AI that helps you work out whether the text on images is glance readable on mobile screens. 2:59 Wow. What an impressive background. And I am just so delighted for this conversation. You know, AI is absolutely influencing discovery and narrowing our choices. 3:11 But as I mentioned at the start, humans are still the ones that are validating what they buy and often doing so in just a split second. And so I am just looking forward to having the opportunity to speak with a true expert in this space, and I'm looking forward to how we break down where brands are winning and where they're losing and why this visual experience still matters so much. 3:36 Let's ground this session in some hard numbers. We've all seen that AI is starting to influence retail in a massive way. 3:45 According to Adobe, traffic is flowing directly to retail sites from generative AI tools, and it recently skyrocketed by twelve hundred percent. 3:55 Now that's jumping from a small starting line, but a trend that is big and really impossible to ignore. In the latest forecast that I've seen as I've been looking at eMarketer and other sources show that AI platforms will hold one point five percent share of total US ecommerce sales this year, and that's climbing to nearly nine percent by twenty twenty nine. 4:21 But the critical pivot point is that ninety five percent of those AI driven sales are completed off-site or on a retailer or the brand website, and they're not actually completed inside the AI tool itself. 4:35 Even when shoppers have an automated checkout feature right inside of an AI tool, the research is revealing that two thirds explicitly say, no, thanks. 4:45 I prefer to actually finish this purchase directly on the brand's website, which is a good thing, you know, for all of our brands. 4:55 But one of the biggest mistakes that brands can make right now is optimizing only for the algorithm or only for the shopper. 5:03 Ideally, you really need both. Your content has to be structured in a way that AI systems and platforms can understand and they can surface the data. 5:14 But once a shopper lands on your PDP, the human experience takes over immediately. And if your product imagery isn't glance readable or if shoppers can't quickly understand what the product is, the size, the variant, or why it matters, inversion breaks down, and it breaks down fast. 5:33 That handoff between machine discovery and human validation is where so many brands are either winning or they're starting to lose today. 5:46 This handoff point is right where what's called zero click commerce as a narrative breaks down. Most shoppers, like me will use tools like ChatGPT, Gemini, or even the Rufus and Sparky shopping assistant to filter down choices. 6:04 But the moment they click through to your product listing, your human visual habit kind of takes over and takes back control. 6:13 Shoppers scan images, they don't stop to read product titles, which brings us to the hard reality you see on the slide right here. 6:21 Seventy eight percent of all digital commerce traffic is sitting on mobile devices, and this is where conversion is won or lost in under a second. 6:29 Now AI platforms might decide what shows up in search results, but visuals own the moment of conversion. 6:42 AI search curates to give this online shopper the top two or three best matched results, but then the real magic happens. 6:51 The moment of truth conversion is still driven by a hero image visual and rating stars. Holly, what's the disconnect that you've noticed that's been left unresolved by brands in digital commerce? 7:05 That's a great question, Amy. The disconnect is this, is that the majority of traffic is mobile first. Seventy eight percent is the slide shows. 7:17 And I've been testing lots of PDPs with first mover, and over ninety five percent of PDPs on Amazon, on Target, on Walmart, Amazon UK, Amazon Canada, the primary images fail glance readability or mobile readability. 7:34 That's a big opportunity to fix the experience. Huge. Huge. Why does this really matter? Like, what do brains need to know about designing for human eyes and attention spans and reading speeds? 7:51 Yeah. Brilliant. On this slide, the fixations that we showed in ice tracking, which are the little red dots, show that shoppers don't read product titles. 8:05 And the reason we do that is it's much higher cognitive load. Our brands prefer to process images because it's just easier, and it's eight hundred times faster than reading text. 8:18 So the biggest enemy of mobile conversion is the phrase looks fine to me because brand managers essentially stand in front of these brilliant thirty two inch six k retina displays and go, yeah, I'm gonna sign that visual off. 8:36 But actually, the same asset gets squished into a twenty millimeter square box that gets fast scrolled on a mobile device. So when you eyeball an image under ideal desktop conditions, you're gonna fundamentally ignore the reality of the shopper's screen, and that's a real issue. 9:00 I've got an example here. So when any of the agents, the LLNs, we had Alexa in the US, Rufus in Amazon Canada and Amazon UK, we haven't updated over here yet, and chat GPT surface results. 9:15 They'll typically show you two or three results. For instance, if I was searching for best nappy rash based on ratings or reviews, it may come up with these choices. 9:27 In fact, pseudocrem is in the top choices. And what you can see here is people tend to exclusively look at the image as well as the tool three curated results, and they're looking at the ratings. 9:41 And it's really important that they can work out from the hero image, brand format, variant size, because actually the product title is truncated and you can't see size. 9:54 You know, I know we've had an opportunity to work together and talk through this with you in the past, and I know many folks on the webinar today tuned in to to one of your previous presentations as well. 10:07 But in the past, you've referenced your a b c framework for understanding how that human eye and the human brain process which product they wanna buy. 10:15 Can you help us unpack that again quickly for the audience today? I'd love to, Amy. It's a really simple framework. A is for attention and emotion. 10:26 B is for brand identity recognition, and c is for communication. So let's unpack it one by one. 10:35 On attention, it's all about winning the glance, and you could use Dragonfly or VisitAI or three m visual visual attention scoring to surface this. 10:47 But let's use Dragonfly first because that this is a great example from them. On the left hand visual, you can see the visual's really, really cluttered. 10:58 There's more than eight hot spots to look at. Your eye doesn't know where to look, and your brain doesn't know what to process, and then will suffer with a really poor attention score. 11:07 The right hand visual, on the other hand, you have a much simpler visual, and your your your brain is able to process the Petal Noir bottle, the complementary falling petals don't distract from what, I guess, the brand marketeer wants you to look at, which is the hero shot of the bottle. 11:32 On branding, it's useful talking about three Red Star beer brands, Estrella, Red Star, and Heineken. 11:43 Now if you just have a a Red Star by itself, it could be a bit of a clip art. But, actually, paired with the Heineken distinctive green and logo, your system one subconscious mind could quickly and easily recognize Heineken. 11:57 Now this fast recognition of shape and color literally happens in milliseconds. It's super important for brands to be able to do that, and it's important that brand needs to link brands need to link that to positive emotion. 12:11 And and this is really important in the world of AI as well because, actually, you know, this is where you want people to have those positive nostalgia memories of your brand and to choose your brand at speed. 12:26 And then lastly is communication. So communication is the framework or the last piece of the framework that's been missing, and it's it's all about being able to communicate the critical messages that you want to convey. 12:44 On this slide here, I'm showing the Monday shampoo and conditioner brand on mobile on Target dot com USA. 12:52 You're probably not gonna work that out because it's impossible to tell from the hero images, which is because the text on the pack is so low contrast. 13:02 So communication, we'll see, is the missing link Rhino was built to solve. Attention and branding are necessary, but by themselves, they're not sufficient. 13:11 There's a third step, the glance readability of critical text on the image. This is where Rhino is different and complementary to Creative Expert branding and Dragonfly or Visit or Toby for attention. 13:26 Rhino measures something fundamentally new, where the critical on text on image text will actually be legible on real mobile screens in fast scroll. 13:40 So what's the problem? What is glance readability? Now I'm showing an image of the Monday shampoo and conditioner in somebody's shower, and they've taken a Sharpie pen and written shampoo and conditioner because, really, it's impossible to see. 13:54 And I posted this on LinkedIn. It was actually a repost. It got nearly a hundred and fifty thousand views within a week, perhaps because it resonates with people's frustration that things that are difficult to read are difficult to use. 14:08 And the shampoo and conditioner are actually almost impossible to tell apart because the bottle shape's identical. And you certainly wouldn't be able to tell me what the pack size is because of this pale white text on a pale pink pack. 14:24 So taking it forward, and we are in a bit of a quandary really in the Western world, and on this slide I've got two graphs. 14:33 The first graph on the left hand side shows that the world's population in the western world is aging and the median age is well over forty. 14:43 But on the right hand graph, it shows what happens to your eyesight as you age. This isn't great news. The ocular accommodation, which is the ability for your eye to see far and see and see close, really falls off a cliff after fourteen. 15:00 And after this age, generally speaking, most people need glasses. So Amy's laughing again. 15:10 To read small detailed text, especially on small mobile screens, which is where the majority of ecommerce traffic and transactions now take place. 15:22 So on the next slide, I'm gonna get geeky on you, which I like to do. We have the Haley Robinson contrast sensitivity chart on the left. 15:34 Amy, I'd love you to read the bottom line for me. Oh, come on now. Can't happen. Yeah. Other than a tease, Amy, is as we get older and I'm a lot older than Amy, by the way, so don't worry. 15:50 I need my glasses to drive in my car. As we get older, our eyesight gets worse. Enhancing contrast is one of the simplest, least expensive, most effective modifications that we can make to help all age groups read the content that we create on images. 16:07 So moving on to the next techie slide, I've got a little eye chart here. And what this eye chart shows is that your vision is probably better than the shoppers. 16:19 I know this because Sam Waller designed a postcode sample, a household based survey, where he asked thousands and thousands of participants to read out this chart, and twenty percent of the population cannot read past row eight. 16:37 And I will bet that most people ninety nine percent of the people on this webinar can quickly and easily read row ten or eleven, which proves that you are all wearing your glasses or you've got much better eyesight and you considerably have better eyesight than the average population, and that is an issue. 16:57 How do you see that these core principles of just biological attention and the contrast applying to review photos and UGC that's on a product page or a PDP? 17:10 Great question, Amy. They apply completely, Amy. The human brain doesn't change its biological pricing rules just because a shopper scrolls down and hits a blurry, messy, or confusing UGC photo. 17:24 It creates immediate cognitive friction, their brain stalls, there's an immediate disconnect, and they leave. These rules don't stop at your official brand mobile ready hero images. 17:36 These rules extend every single visual on PDP. One hundred percent, Ollie. 17:44 Shoppers don't suddenly lower their visual standards the further down the page they go, And that's exactly why we look at visual effectiveness through a very similar lens here at Bazaarvoice. 17:56 You know, we've adapted it for our influencer community and we coach our global community of everyday shoppers and creators to use a simple framework that we call the three c's. 18:07 First is clarity. Is the lighting bright, and is that focus sharp? Second is the center of attention. 18:15 Is the product front and center, or does it get lost in all of the clutter? And third is context. Is it shown naturally in a real routine so that a buyer can actually picture it in their own life, or when their page wide visuals hit all of those three benchmarks, you can make it incredibly easy for the human eye to say yes. 18:44 In review, images are often displayed as small thumbnails. A blurry or cluttered UGC photo can break trust faster because it's hard to read at that size, And you have to treat your UGC with that same glance readability standards that we've been discussing. 19:02 And when brands get this right and they feature high quality, glance readable UGC as part of their brand strategy and brand imagery, they see some real results. 19:12 And when we tested the effectiveness of both branded assets in UGC for a CPG brand, we found that they work together well to maintain that strong brand equity. 19:24 But UGC is the key to scaling efficiently. In fact, UGC outperformed branded content with a twenty three point lift in relevance. 19:36 And to get that high quality UGC, you have to customize your review forms with specific actionable prompts. 19:44 You need to tell your customers exactly what kind of photos you want, like the product being in use or if you're looking for before and after results rather than just providing them a basic pack shot as inspiration. 19:59 And as an example, you can use Bazaarvoice's visual content coach inside your review submission form so that customers know exactly what to capture. 20:09 You can set built in do's and don'ts. You can also show two to three AI suggested inspiration images to help lift quality before they even upload. 20:20 And you can use specific calls to action, like show us how you styled your new product or snap your product in use and request one contextual data point, whether that be skin type, room layout. 20:35 This will help you to target your like me audience. And these really simple tweaks ensure that those review images are useful, that they're glance readable, and most importantly, that they're impactful. 20:48 And let's get even more specific, Ollie. Can you help us understand how brand teams, and how you work with brand teams to show what you mean about that poor contrast or poor text size like we were talking about earlier, super thin stroke typefaces, and even what happens when, you know, all caps, how those can be less glance readable. 21:11 I'd love to, Amy. It's really good that we get practical. So I'm gonna demo manually how the algorithm in Rhino works. 21:22 So I've kind of got across the top here, Contrast and text size clarity, including stroke width affects glance readability. 21:32 This slide shows the result for bold open source text. And according to the average across some Wallace from Cambridge University's experimental participants, the words underneath the blue line are typically readable at a glance, and those above the blue line are not, and that's why we've got the red crosses. 21:52 So now your eyes might be slightly better, but that's the general idea. Now as we move forward and we've gone to the next slide, you can see I've gone from bold typeface to regular open sans. 22:06 And everything gets slightly harder to see and the line closes in. And if we go to the next slide, we switch to a lightweight font and the line closes in further. 22:18 And if you go one more for me, Amy, and if we switch to uppercase or all caps, it closes in even more. 22:27 Now people assume that all caps is more legible. That is not correct. It takes up more space, and in the same available space, it's actually less legible, and I'll explain that in a bit more detail. 22:39 But let's have a look at the last slide in this sequence. Rhino is calibrated to average vision. Remember, most of you on this call have better than average vision. 22:49 Most people approving content for digital commerce have better than average vision. So only the text underneath the entire instead of the black line is what people ignore, and, actually, Rhino will still fail. 23:07 And it as in and it'll indicate to whether your shoppers are able to read that text at a glance. You know, I find this so fascinating because I I certainly did think that all caps was gonna be a little bit easier on the eyes. 23:22 Can you help us under explain, like or understand why is all caps in particular less glance readable, and why do you think brand teams and designers default to it so much if it is, you know, less readable? 23:36 It's a great question. On the next slide, this talks about uppercase is harder to read. Let me answer the second part of the question first. 23:46 I think designers love uppercase because it's geometrically shaped. It's uniform. It's super neat. So I get it. From a design point of view, everything is uniform and yeah. 24:00 But that's the problem with it. So here's the truth. Our brains don't read words letter by letter. We recognize shapes of words. 24:08 And in sentence case or lowercase, each word has a unique outline. And if we look at the word shape, it's got ascenders, descenders, and an ascender might be the h, the the the ascending part of the h going up, the descending part of the p going down. 24:26 And at a glance, your brain process the entire word shape in if it's written in lowercase or sent sentence case. Whereas if it's all written in caps, you process letter by letter, and it's twenty percent slower for your brain to process letter by letter. 24:44 Fascinating. How do people try to fix glance readability then? Well, there's three main methods, Amy, and I would say ninety nine percent of people just eyeball it. 24:56 But that's a problem because a lot of brand teams are really young and designers are really young, and it's not indicative of the, you know, the western population over forty with poorer eyesight. 25:09 And eyeballing it on a giant thirty two inch six k monitor in a well lit office and saying things like I can read it, it must be fine is not a good strategy. 25:22 Yeah. So that's a massive gamble in my view. The second is actually done by very few people. 25:31 I used to do this at Unilever before I joined, it's using an eyedropper test to text test contrast, and it just takes ages. 25:43 You basically will check drop the eyedropper on top of the text and then on top of the background and may basically measure the difference in contrast. 25:53 You should be using the APCA test for screens. It's gonna take you a long time. It'll take you probably, for a hero image, about three minutes per image. 26:02 For a normal secondary image with lots of text, maybe five minutes an image set. As though it doesn't scale, it'll eat up hours of your day, and at the end of the day, you'll get so frustrated, you'll end up going back to just guessing and eyeballing it because this method is not scalable. 26:17 And then the last method is and I see this a lot as well in my conversations is probably also the most prevalent with big CPGs is bruntly trusting your creative agency to test. 26:31 So ecommerce and brand managers are stretched incredibly thin. So it's easy to say, well, look. I don't have the time to audit, but I trust the design agency. 26:42 They must be experts. I'm sure they are optimizing this correctly and testing. But here's the quite quite quiet risk as I call it. 26:53 Often they're not because they don't have the tools and manually testing is too slow and too expensive. And actually, if you aren't actively validating their output and either looking at it on a real mobile screen, which takes time, or testing yourself, you're silently leaving a lot of conversion on the table. 27:13 Gosh. I mean, surely there's an easier way to test now with all of these AI tools on the market? Exactly that, Amy. 27:22 I mean, I got frustrated when I was at. Every evening, I'd be in front of TV with my laptop testing contents. 27:31 We were doing two hundred and eighty thousand assets across fourteen markets, and I was mainly just testing hero images, the thirty thousand hero images Unilever were doing. 27:40 And I was manually testing with an eye drop. And I was like, this is this has gotta stop. When I joined you wanna jump to the next slide. 27:49 Yeah. When I joined Neem, I was like, let's I've joined a tech startup. We need to build something that automates these two tests. So the APCA algorithm is actually publicly available, and what we use is Microsoft OCR to recognize what is text, what is background. 28:09 And then the second piece is we worked with Cambridge University to create a visual clarity test, which looks at text size as well as stroke width and the type of typeface as well. 28:21 And automating both tests allows you to get a result of one second per image, and as I said before, it'd probably take you three minutes if you were doing it I wanted to kind of show you probably the most famous mobile already here image and and show you Magnum inside the rhino results. 28:46 And I probably need to spell out what I mean by furiously single-minded four w's clear. Four w's are what brand, what format, what variant, and what size or count. 28:58 And here you can see the Microsoft OCR clearly reading off the pack m Magnum classic six and and able to tell you whether they pass contrast, which is the first column, and then Cambridge text size clarity, which is single a, double a, or triple a. 29:17 Triple a means eighty percent of people can read it. Now if we compare that to the packshot on Magnum, the packshot will reveal that one is you have fourteen messages instead of four w's and it's incredibly difficult for you to work out that there's six magnums in this pack because it's just too small and it's low contrast and it's kind of there's just too much else going on. 29:44 And that's one of the things that's that really set us up is is learning to declutter. If you had to pick just one thing from your experience at Unilever that gave you the traction that you needed on hero images, what was that one thing? 30:02 Yeah. So on the next slide, I show this less is more. So declutter is what helped the biggest thing. 30:12 It's it's about taking and stripping off every last piece of detail the shopper doesn't need to know, and they can work that out from the secondary images and on the rest of the page. 30:26 And to be able to instantly instantly recognize the brand, the format, the variance, and size is what the shopper really needs to know from the hero image. 30:35 So we tested it and Megan kind of made the movement to mobile ready famous because our AB test in France with Hoch and Drav against the packshot, one is we stripped went from fourteen to four messages, but we got twenty four percent uplift. 30:51 And the rest is history because that massive revenue jump is what got noticed and got everybody doing mobile ready here images. 31:00 That's incredible. And now that you started at NIEM, do you have any new case studies that you could share with us? I do, actually. So let's go back to our core framework, attention, branding, and communication. 31:13 And let's have a look at some recent work that we've done with Heineken. So a friend of mine from Jenkinson at Unilever left to go and work for Heineken, and he came to me and said, Ollie, could you redo our mobile ready here images? 31:31 We don't think they're that good. We don't think they're glance readable. And I said, have to agree. They aren't glance readable. You can tell they're Heineken. 31:40 You could probably tell they're ten, but you're not sure on how big that can is. So I'm now showing a before and after case study of Heineken. 31:48 We need to fix the hero image to make it glance readable, but I wanna go back to the ABCs and show you Dragonfly. 31:56 So on the Dragonfly results, you can see the old hero image fails, and it has an incredibly low emotion score. 32:06 That's probably because there's so much wasted white space, which makes it about as exciting as staring as a blank fridge. And it just involves no emotion basically. 32:20 And if we go to the next slide, what we've managed to do is bring everything forward and use the available space so much better by placing the can right in front of the box and making the can the hero, we've managed to supersize the distinctive brown acid of the rest are on the green background. 32:40 And together, dragonfly will show that we nearly doubled the creative impact score and seven times the emotional impact, which proves to you it has some stopping power, it wins attention. 32:53 But that's not all, let's have a look what it did in Rhino. So in Rhino on the right hand side, you can see here the OCR stripping off times ten Heineken four forty mil, which is part of the four w's and managing to achieve a contrast pass and triple a, eighty percent of people are able to work out brand format variance and size, because obviously, you can see it's a can. 33:19 That's a great example. Are there other examples of the ROI of readability from from other work that you've done recently as well? Yes. So we've been lucky enough to work with many clients. 33:31 We've got actually fourteen clients now on mobile So we've been working with SodaStream on syrups. 33:40 We've seen very encouraging results with the Glance readable mobile ready here images we've created for SodaStream. On the right hand side, we're communicating critical text like of this SodaStream syrup, how much would it actually make per bottle? 33:55 How many bottles are there? There's six. And then what does that mean in terms of kind of litreage that it would make or glasses or cans that it would make? 34:05 And basically talking the shopper language on quantity really clearly communicates the value propositions simply, easily and in under a second. 34:14 That's really important if you want to win the sale. We've done the same for Pepsi and I know this is remarkably similar because it's the same client and they published on LinkedIn. 34:25 They delivered double digit growth and their best growth in ten years as a result of the work that we've done for them. So we're very proud of the work. 34:34 So you That's incredible. So Luaca from Italy, this is an example of how we simplify their packaging to make it more what I call digital shelf ready, because everyone talks about shelf ready packaging, but what is digital shelf ready? 34:53 And then if we look at the other variants, the vanilla variant, that was it's very difficult to read and we've made that glance readable. 35:04 Back to Heineken portfolio across Campo, we've made it easy to see pack counts and the four forty mil size very similar and they're very happy with that. 35:14 If we move on and have a quick look at Strongbow, we fix contrast so you can quickly and easily see it's the dark fruit side of their end and four forty mil by ten. 35:27 Inches side of here, not only was this glance readable, it scored a massive ninety one percent on Dragonfly for creative impact, showing that beautiful can also be incredibly functional, and Inches is one of the fastest growing cider brands in the UK. 35:48 We've been working with craft hands on fixed Capri Sun, making mango and pineapple easier to read. You will notice we've got rid of caps. 35:57 No surprise there. Just a simple change. It's amazing, really, the impact it can make. Thank you. Yes. 36:06 And then moving on, pseudo creme, they've got three or four gray tubs that look identical at thumbnail, and we've managed to solve that. 36:16 So you're able to quickly and easily see this is sixty gram one, and you can see that we've put antiseptic healing cream in sentence case and then stripped off all that small text about the eight or eleven use cases for pseudoCRM because, honestly, nobody can read it, and that's better dealt with on the secondary images. 36:36 But with Primatab, we actually worked with pseudoCRM and actually won the NCAPS award for the best PDP on Amazon UK. 36:45 That's where we communicated all those eleven different benefits of Sudokrem. Congratulations. That's incredible. 36:56 So we've spent a lot of time today talking about the strict rules of visual clarity and things like text size and contrast and line weights that prevent those mobile shoppers from bouncing. 37:09 But all of that comes after discovery. And discovery in twenty twenty six, like we discussed at the start, has changed. And let's connect this back to how AI platforms operate under the hood. 37:22 Think about the conversational assistance or AI platforms where shoppers type in prompts. These platforms don't just scan the official brand descriptions. 37:33 They're actively crawling the actual text content of your customer reviews to synthesize those real time answers. And if a shopper asks a hyper specific question, like, which ice cream bars have real vanilla bean flakes? 37:47 The AI is going to crawl your user reviews to find authentic confirmation. And your reviews aren't just for humans. The AI agents are actually using them to summarize product benefits and make relevant recommendations to our shoppers. 38:03 And then when it recommends your product, a real human judges the first thing they see, your hero image, just as we've been discussing today, followed by your customer photos. 38:13 And this is where your data and your visuals work together, and this usually happens all on that product page. 38:24 Every dollar you spend on customer acquisition is a gamble if your product detail pages aren't ready to close the deal. So you need a clear playbook for building the perfect PDP, especially for all of these new standards. 38:39 So here it is. You need a baseline of high volume ratings and reviews, authentic visual UGC, responsive questions and answers to answer those buyer questions, and a clear validation signal like the Bazaarvoice Intelligent Trustmark. 38:59 Then to support this strategy tactically, you can use automated diagnostic tools like Rhino Rhino AI to continuously run bulk glance readability checks across all your SKUs, hero images, and even secondary images. 39:14 And when you pair smart visual testing with authentic UGC, you get on a path to be discovered, trusted, and chosen by both AI and humans. 39:26 I love it. I love how all of the work that we've talked about today ties together so closely. And Ollie, thank you just for sharing your expertise. 39:35 And honestly, I've learned a lot today about glance readability, and I have no doubt that our audience has to. 39:43 And to our audience, thank you for joining us today. We do have some time left for questions. And so now I encourage you, please put any questions you have in the chat, and a member of our team will be following up and providing those responses. 40:00 Thank you for being here today. Thanks for participating in this conversation with us, And we look forward to supporting you, both Bazaarvoice and Neem, as you all are working to make sure that your product pages are working for you and working for this ever evolving shopper landscape that we find ourselves in now. 40:21 Thank you so much. Thank you for having me. Of course.
