This is a YouTube interview (host Richard Canfield with guest Neil Tua) about how AI systems are reshaping ecommerce: vendors must first "sell" their products to AI ranking and intent engines (examples named: Rufus for training, Cosmo for ranking) because those engines select and present products to consumers. The speakers discuss how these engines use massive data and customer signals (social posts, viewership) to infer intent and surface relevant products, and argue that true product validation occurs when the buyer physically receives the item. The conversation emphasizes data-driven product positioning, automation of fulfillment/returns, and the shift from consumer-facing marketing to optimizing for AI-driven ranking.
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That engine's entire job is to use petabytes, zettabytes and whatever bytes it goes above that to pull these language models together to find that right product with a customer need and intent.
We're excited to be joined with Neil Tua today. He is a co founder of Voltage Holdings. He's a CEO. They specialize in launching, consulting, selling and acquiring brands.
So we say we sell products to AI engines and the AI engines sell the products, deliver them, handle the customer returns and run the automation. That engine knows it's a good experience, it's a great product. When does it become about the product? When you physically have access to the product, that's when it becomes about the product. You have the equation of selling the product and the product success in hand. And these engines love to see that. As you mentioned, AI systems, even three years now, Amazon has been switching over its own systems into AI driven analytics, AI driven ranking engines, and AI driven training engines to train the models that are ranking. The training model is called Rufus and the ranking engine is called Cosmo. And that's changed a lot of situations with this learning curve that people have now to kind of get in. And so they're going to have to understand how AI is impacting those models, relationship to the data and how they present their product to those engines so that it believes that they're the best product to be sold. So as shopping agents come online and other things change, that engine is now driving the sellability of that product.
Before you sell your product to a consumer, you got to sell your product to Cosmo, the AI AI engine, 100%.
So we say we sell products to AI engines and the AI engines sell the products, deliver them, handle the customer returns and run the automation. And as that engine is looking for that intersect between our product data and a customer who's searching for, you know, a product in 30 seconds or less, that engine's entire job is to use petabytes, zettabytes and whatever bytes it goes above that to pull these language models together to find that right product with a customer need and intent that this person may be going on a trip next week. So they put a social media post out that goes, I'm going camping next week. And Amazon's large language model now realizes that if you go camping, guess what you need. Well, I've seen them purchase some things like propane before and a fire, but I don't see that they purchased a tent or a camping chair. So this customer intent model is now going to start showing them camping supplies Tents and other things they don't have as an intent to get them to buy that product, knowing what their purchasing behavior and even viewership on Prime, Twitch and Freebie is doing to present products just in time to them. Think Minority Report so that they can see a product right in front of them and be able to purchase that product and go, oh that's right, I don't have any camping chairs or oh my gosh, I don't want to forget the propane. I'll order it from Amazon. It'll be here tomorrow before we leave on our trip. Those customer intent engines, that's what we sell to and it is all data brokering. It is so much that way now it's not even funny. When does it become about the product? Any idea?
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No, I'm curious. I mean I don't know if it's when, at the point in time that it lands at someone's door, but when.
You physically have access to the product, that's when it becomes about the product. What is it about before then? The faith. This is a tough one for people. And belief that the product you're purchasing will not only show up, that it's a legitimate business you've given your money to and that the product that shows up will fulfill the solution or outcome or desire that you ordered it in the first place to run for farther, jump higher, have a propane and be able to, you know, use your camp stove in the woods where you forgot, oh crap, I forgot propane. And be able to do the things with the product you need to do so that you have a great experience with it. And that closes this new engine of e Commerce in 2025 and beyond to have the reviews and the successful product and the whole engine completed that cycle. So that engine knows it's a good experience, it's a great product. You have the equation of selling the product and the product success in hand and these engines love to see that. So if we're selling that product engine data that says I am the better product. I am the competitor to that Coke. I look, feel, taste and add the same value to people who want Coke, but you need to try Pepsi. We're now basically telling that engine over a period of time, 30, 60, 90 days, we're it. So we are literally selling that engine so that it knows exactly who that avatar is that needs that product and will intersect that with millions of people on its own 24, 7, 365 while I'm sleeping and sell the product for me.
That's really, really cool. I love it. And you know, the power of all this put together is a number of elements. You talk about system, process, language, mindset, and then, you know, a little bit of faith. So there's a lot of things kind of all tied together there. But the faith is really just in that you're going to have the power of a well constructed, historically based at this point in time because Amazon, Amazon's been around for a while. Data machine deliver the end result to a person with a credit card and they don't even need to put the credit card in because it's literally a one click purchase option now.
Take care of it for you 100%.
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