Steph McGovern

She said, you know, people will ask people in our stores, where's the best place to sweat?

And so that's the question now.

I was like, you can't say that in many stores in Middlesbrough.

But how the question... Sorry, that's how she framed the question.

Yeah, she said that on stage.

where people go in and ask, where's the best place to sweat?

I was like, well, yeah, yeah.

The point she was making was now Lululemon, huge, you know, brand for athletic wear and, and athleisure and all that.

But their connection, their AI is used so much in the business, but they,

on a delivery point, it's them in areas where they know that, you know, the store will be in a place where they know everything about that area.

So they'll know like where the best gyms are, what kind of classes there are, people will like.

So if people come in with that question of, or, you know, people ask a chatbot, whatever, not a chatbot, or they ask chatGBT or whatever they're using, a question like, where can I exercise or whatever?

they will link into it to try and be the ones that then give them the products or on a human delivery level, if someone goes into the shop and says it, or while I'm thinking about starting yoga, let me tell you the five best places around here where you can do yoga and here are the perfect pants for it.

It's thinking in that more, yes, AI is going to make everything...

on a level easier to deliver, more efficient with more personalization and everything else.

But it's got to be connected to humans, knowing the area, knowing the people and that localization and emotional connection will be just as important.

But I think the thing for me that I took away from all of this was, if you look at like e-commerce, it's barely changed for years, has it?

You go online, you essentially get a catalog and you choose from there.

But what

But that's where the retailers are saying they have to, you know, they're the ones that are going to survive and do well are the ones who are going to be embedded in that.