Tobias "Tobi" Konitzer

So what we did is we looked very carefully.

Where is product usage?

Which are the product elements today that are used?

And how can we basically upgrade these properties, these primitives one by one with elements towards that vision such that we basically battle test all the components?

Think about it as a car.

You want to build this luxury car.

Instead of building it in a vacuum, you build the components.

You infuse the existing primitives that have a guaranteed and known usage with these primitives or with these elements towards the vision that you build.

You get customer feedback.

And by the time all these components are validated, then maybe...

You put it all into the big, beautiful Ferrari that is waiting there, the hull, the shell, and then you go.

So it's a very different way to think about infusing AI into product and building new AI product.

And now, of course, the big question is, can you go top-down?

in terms of your thinking and prioritization?

And can you take such a vision as this compounding marketing engine, this autonomous outcomes optimized decisioning system and break it down into components that are small enough that make sense to infuse into existing products and to also ensure that you get usage out of these so you can iterate over them, you can make them better.

And I think that's probably the biggest challenge in this underpinning.

So here, I probably spent a month to try to turn this vision into a sequential order of elements that can be built and infused with the existing products, most notably audiences and journeys.

And I can walk you through this process.

This process is still higher level, but essentially taking the vision, which we haven't quite talked about yet, but taking the vision and then saying, okay, what is naturally the first step?

And it turned out that the first step was building experimentation, infusing capabilities into particularly audiences, which is our most used product, that pulls experimentation back from the downstream systems