Chester Scott

speaker

356 appearances 4 recordings 1 series first heard Aug 2026 last heard 16 Aug

Chester Scott’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 4 in all, peaking in Aug 2026 with 4.

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Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast · How Bad Data Corrupts AI Bidding and CAC Performance · 12 Aug 2026 podcast

And the reason that I say that is because, you know, Amazon have done a great job for the past twenty five years in building consumer trust and confidence in their shopping experiences.

And I think that if there is a business that is able to get the consumer comfortable with leveraging agents on their behalf to make purchases, to research and to make bookings, I think they're probably the closest to it.

Now, what's then also happened in that time frame, we've had Google Marketing Live and Google I.O.

And as part of Google Marketing Live and Google I.O., they've announced Google Ask Advisor, which is equally an agentic um capability for the consumer, which could also

see real scale of agentic uh traffic and it may be even agentic commerce that becomes a reality.

So then the second question or the next sort of challenge or thought that that that that raises is then, well, if a genetic traffic becomes a real um reality, then how do we begin to understand

The quality of that traffic that's coming to site.

And so if you think about the fraud industry and that is the big incumbent players that have been in the market, the IESs, the double verifies, the moats of of of old um other players in our space, well, it's largely been built on the understanding that

If you're able to d identify what is a real human

Then you have a good understanding of whether that user is of value or not.

Because if it's a real human, it's of value.

And if it's not a real human, then

It is either of low value and low propensity as a chance of low propensity to purchase, or it's fraudulent.

And so that quite binary definition as as essentially being the backbone of of kind of verification and fraud solutions within the abtech space.

Now

With the rise of agentic commerce and those now accepting that that's gonna become a reality.

You know, that completely changes the picture because we're no longer having to understand what's a real human and what's a what's not.

We now need to understand what's a real human.

What is a bad bot, a fraudulent bot or a a fraudulent user?

And what is a good bot, a bot that's maybe there with real human intent?

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