Velocity Sellers Podcast
We are Velocity Sellers, a full-scale Amazon Agency! Our Podcast features our talented and knowledgeable employees and guests, and of course our host, Velocity Pete. Join us as Velocity Pete interviews these Amazon experts on various topics that will help you boost your Amazon knowledge!
Velocity Sellers Podcast
#109 - Inside Atom11’s AI: Control, Guardrails, And The Future Of Amazon PPC
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What happens when shoppers stop typing keywords and start asking an AI for exactly what they need? We dive into the future of Amazon advertising with Neha Bhuchar, co-founder and CEO of Atom11, to map the shift from keyword-centric playbooks to prompt-led discovery, retail-aware automation, and guardrailed execution. The conversation moves from first principles—why control beats black-box tools—to the practical systems that free up your week and sharpen your strategy.
Neha breaks down Atom11's three AI pillars. Ask AI explains performance swings and distills massive datasets into crisp priorities. Task AI acts like a custom agent, chaining checks across inventory, price, and ad signals before adjusting bids—and re-evaluating results a week later. Consult AI turns objectives like profitability or ACOS targets into step-by-step guidance at the campaign and ASIN level. Together, they can remove most execution time from your calendar while keeping you firmly in control.
We also examine Amazon’s own AI moves. Rufus is lifting conversion by reducing friction and could soon drive a majority of shopping entry points, making prompt relevance and product clarity essential. On the practitioner side, Amazon’s Model Context Protocol (MCP) connects Ads APIs to tools like Claude for conversational analytics and, soon, bulk actions. That power demands guardrails: forecasting impact, validating constraints, and blocking risky commands before they burn budget or inventory. Finally, we look ahead to DSP and audience targeting as key pillars of a resilient, full-funnel plan that thrives in a world where chat and voice lead discovery.
If you’re ready to evolve beyond keyword-only thinking and build systems that are fast, safe, and scalable, this one’s for you. Subscribe, share this with your team, and leave a review telling us the first ad task you’d automate next.
Advertising’s Next Big Shift
SPEAKER_02Advertising may go through uh a bigger change than we are we we can even imagine right now. It's probably keyword-based, basically. Truly a great change. This is going to change how people behave with ad console. The time that is now saved is going to be used by users to create new strategies. Definitely one of the biggest launches in the last two to three years that I've been.
SPEAKER_00Yes, responsible AI is the best AI. AI that's not going to take over the world is the best AI.
SPEAKER_01So welcome back.
SPEAKER_00Thank you for doing another episode with us. Um excited now. This is our first episode as business partners here, is our first episode um with I guess it hasn't happened yet, but it might come out after ASGTG. So our first episode doing a joint booth at one of the best trade shows in the country. Um, shout out to Ed and all of the amazing food and also, of course, all of the amazing information, but mostly the food. The food there is by far the best trade show food. Yeah. Um, but yeah, I'm excited to talk with you again. I'm excited to get more into the topics that are very hot button topics, you know, always talking about PPC, always talking about AI and how those two not only work together, but also kind of compete and where things are shifting now that we're almost two months into quarter one. So very excited to have you back on.
SPEAKER_02Hi, Pete. Thank you so much. Always happy to be in your company. I think uh this is the second time that we're we're uh talking, and uh um I couldn't be more excited. And of course, the topic that you bring in for today is is even more exciting. So I don't think we're gonna have a dull moment.
SPEAKER_00Yes, no, it's gonna be a good one. It's gonna be a good one. But I'd love to start um uh with having you introduce yourself and the company and giving us some people might not have seen the last episode. So give us
Hosts Reunite And Set The Stage
SPEAKER_00a brief introduction to yourself and Atom 11.
SPEAKER_02Absolutely. Um so hi everyone, I am Neha Butcher. I am the co-founder and CEO of Atom Eleven. Uh, we are an advertising automation software uh for Amazon brands, sellers, and agencies. What we do is we um bring together uh retail signals from your seller central as well as advertising and brand analytics. So all the data from your uh Amazon, Amazon ads, AMC, all of that together in one place. And we allow you to set up automations basis, data that may or may not reside in advertising. Um, so we call this retail aware advertising. We pioneered this uh, you know, advertising automation strategy, which is retail aware, uh, because we did not find it uh, you know, existing in the software. And we found that advertisers need something
Neha And Atom Eleven Overview
SPEAKER_02like this as they grow and increase their advertising spends. Um so, you know, bringing everything together, de-sileing data from your seller central, like inventory data, pricing data, bestseller rank data, um, your search rank data, all of that with ads, and then helping you create automations basis, some of these signals is what we do, uh, apart from, of course, the table stake features that you see. Um, so yeah, and that's a little bit about us. And just to touch upon the topic a little bit, um, you know, what Pete talked about, I think um AI is something that we are taking very seriously. And I'm very excited to talk about how atom at Atom 11 we are thinking about AI and uh, you know, in which direction are we taking Atom 11 with AI? Uh so thank you so much, Pete, for bringing this topic up.
SPEAKER_00Thank you for being a guest again. Thanks for coming back on. No, it's it's in a very interesting one. Like I said, it's it's on the forefront of a lot of people's minds, or at least it's very close to the forefront. Um, it's always a topic that comes up in every one of interviews, whether it's we're talking directly about AI or some it affects some aspect of your job. So it's very crucial and it's very, I think always important to bring this up and to talk about it and see where it's affecting everywhere else within the Amazon ecosystem. So I'd love to get your sense of again, um, we can get into uh the individual topics, but just in general, you know, tell me a little bit more about how Adam 11 is directly using AI and how it's affecting your your sellers. You know, we're again I'm asking you this because we're we're partnered, obviously, with Atom 11. So I know how it's affecting our partners and it's affecting them in a great way. Um for those out there that might not understand what happens when it gets into an account, you know, what is happening on the back end with Atom 11 and your seller accounts.
SPEAKER_02Absolutely.
Retail-Aware Automation Explained
SPEAKER_02So uh before I start talking about AI uh and Adam 11, would love to uh you know clarify what are the different kinds of softwares which are there in the market today. So there are two main types of softwares. One is something which is plug and play, which means that everything is being done with you know uh some kind of an AI. It could be AI-based AI, I don't know, but uh it is plug and play. Uh which means what it what it does is that it gives you a lot of um uh you know an automation, but it takes away all of your control, right? So it's about plug and play. Uh the second type of automations or the automation software in our space is control-based softwares, where you have 100% control on what kind of bit changes, budget changes, everything that's going to happen on your account. Uh, so these are called control-based softwares. Uh, Atom 11 is always is is currently and is always going to be a control-based software. Uh, we believe that, you know, because since we work with immediate intermediate to advanced users, we believe that they know exactly what they want to do. And that is what we are going to allow them to do. Now, until now, we uh how we help them with automations was mostly workflow automations basis, you know, uh bit automations, budget, search term, harvesting, retail aware, inventory aware automations, pricing aware automations, so on and so forth. With AI, we are bringing in three types of um capabilities on Atom 11.
Control vs Black-Box Tools
SPEAKER_02One is called Ask AI, two is task AI, and three is consult AI. So let me tell you what we are bringing in. Uh ask AI, which is already live on Atom 11, is basically where you are able to ask our trained AI two types of questions. Either they are root cause analysis questions as to tell me why did my sales go down, tell me why did my ACOS go up, so on and so forth. So these are root cause analysis. Something has already happened and you want to figure out why it happened. That is called root cause analysis. The second type of Ask AI is basically just summarize data for me. And this is the most common, right? Like you just want you so much data, you just want to see which ACEs should I be focusing on, or hey, just to summarize this entire, you know, 100,000 ASIN data and give me the gist in a couple of lines. So those are the two kinds of ask AI. The second type, which is coming up on Atom 11, is called task AI. Task AI doesn't mean that we are going to go in the legacy AI direction of bid automations or black box bid automations. It means that we are going to give you even more control than what you had earlier. Think of it as custom agents for Amazon advertising.
Ask AI: RCA And Summaries
SPEAKER_02For example, until now you were telling us that if my ACOS is low and if my, you know, if I have more than 15 clicks, all those conditions increase my bid. In future, you will be able to tell Adam 11. If my ACOS is low, or let's say if my ACOS is high, first check my inventory. If my inventory is also okay, check my pricing, uh, and then check XYZ, check other things which may or not be directly uh related to ads. Once you have checked that, if everything else is everything is okay, then change my bid. Once you have changed my bid, don't stop there. After a week, check if the uh new bid is improving my ACOS or improve not improving my ACOS. Also check if it's improving my orders or not improving my orders. If everything is okay, then keep the new bid, otherwise revert my bid. So just look at the kind of actions that you know you will be able to do with the task AI when it comes to atom 11. Again, retaining all this control, but you will be able to like just do exactly what's in your head, just mimicking human behavior. So that is what is coming up with task AI.
SPEAKER_00That's nuts. That's very uh next level
Task AI: Custom Agent Logic
SPEAKER_00because you're right. Right now, you know, it seems simple to just say, hey, if X is Y, if X is X, then make it Y. Correct. But to execute all those steps in tandem and then have it revisited a week later is also very, very fascinating.
SPEAKER_02Absolutely. Um, but yeah, so it doesn't stop there, right? Uh, like even today we have this functionality of revisit and figure out what happened when you changed your bid. But again, it it's resting in two different places. So I think we're gonna be bringing one of that in. The third one is consult AI, and we are very excited about this. Consult AI is basically where we are training our AI with all the algorithms that we know about optimizing Amazon ads. Now, this can be uh, you know, basis profitability, this can be basis increasing my sales, this is this can be you know improving my ACOS, increasing my orders, so on and so forth. So you will be able to define objectives at an ASIN level and then consult AI how what should I do to increase profitability, or what should I do to improve my ACOS? What should I do to increase improve ACOS as well as increase sales, right? So, what consult AI is going to do is it's going to look at our algorithms, or it can also ask for you for your strategy. So you can uh save a custom strategy, and then it will start telling you, okay, you know what, on this campaign, do this, on this campaign, do that, so on and so forth. So those are the three that is the breadth of AI that we are bringing in on Atom 11. Uh, and what we believe is that uh those three are going to take away. Uh, like today, we say that with Atom 11, you are able you are will you will be able to save around 10 to 12 hours per week per account. Um, I think this is going to take away more than 70% of the time the device is spending on Amazon ads automation. And I think the time that is now saved is going to be used
Consult AI: Strategy Guidance
SPEAKER_02by humans to create new strategies, to take notice of what the competition is doing, to figure out things in a much more nuanced way rather than you know spending it on implementation time.
SPEAKER_00You read my mind. I was gonna say we're gonna be not using all this time to move ads around, move budgets around, analyze things. What do we do? Do we go to the beach and drink my ties? Like what do we do? Um, so it's very interesting. It it it that's the age world question with AI, you know, it is what are we gonna do now that we have all this time to spare? So you read my mind on my next question, um, which is great, you know, to come up with different strategies or new ways to maybe not even just Amazon strategies, new ways to use, you know, reach out on social media and do all these different things. So um, and then that's and then all that's coming next to the automation, you know, tool of what can we automate there and all that kind of good stuff. Um, it almost seems like you could just have one guy uh running a whole plethora of accounts, you know, just with Adam 11, and he could do everything. He'd probably spend a good amount of hours a week on managing all, you know, let's say you had a hundred accounts, but they can Adam Eleven can take a lot of that responsibility away from him in a in a good way, not in uh in a negative, you know, AI is gonna take over the world way.
SPEAKER_02I think uh one of the things that we also want to do in the long term is um not just desilo everything within Amazon, but also desilo with you know a TikTok or a Walmart ads, right? So uh I think uh with AI, all the biggest things that you know you what humans bring to the table is responsible AI. Uh that is something that is very often overlooked, Pete. Uh, you know, people think that yes, AI is going to take over the world and you know they're gonna take over all our jobs, but responsible AI needs a lot of oversight uh and you know, guardrails to be set up. And what we want to bring in on Adam 11 is to ensure that you know people are able to set up those guardrails,
Time Savings And New Roles
SPEAKER_02keep uh revisiting those guardrails, make sure that you know AI is being used responsibly. Um, and and for that you need people. So AI basically becomes that co-pilot uh you know that helps you do things faster and whereby you are able to think.
SPEAKER_00Um and we're we're seeing AI be implemented a lot more in a lot more uh different places here and there. Um and a big topic we're gonna get into today was of course Amazon's own AI, which is Rufus. Um, you know, I think you mentioned this at the beginning of the show, or I also I think I've seen this, but I think you brought it up today that uh over the last, I want to say it was about a year or so, that 10 billion in sales have been attributed to Rufus. Um, I believe they're starting to do a little bit of ads on Rufus as well. I don't know if that's fully ruled out or if that's something I heard in the background. Um, but there's a lot happening with this with Amazon's AI, and there's a lot that they're doing and a lot that they're leaning into. How do you see that affecting the sales process? How do you see that affecting the ads process? And also how do you see it affecting Adam Eleven's development and future?
SPEAKER_02Very good question. Um, so let me start with what how does Rufus going to affect the customer, right? The end customer who's buying. Um, I don't remember the exact conversion number, but from what I I have read, when Rufus is in the play, conversion, which means if the customer who was at first just looking or browsing, how many of them actually purchase? So that is what I'm defining conversion as. Conversion increases when Rufus comes into play. So customers trust Rufus to suggest the best possible thing to purchase, and they actually go ahead and purchase it. So Amazon is going to be
Responsible AI And Guardrails
SPEAKER_02on a roll. Uh, Amazon is, yeah, either more people use Rufus, the more they are going to buy. The buying time is going to come down. I mean, even now we see uh buying times on Amazon, which is like less than an hour, right? I think this is going to come down because people will be able to find things faster. Um until now, I'm not sure how personalizable Rufus is, or like how much it remembers your uh preferences. Uh, but I'm pretty sure that Amazon is going to look into these things, right? And then once Rufus becomes a personalized shopping assistant, it will always remember that hey, last time you brought this uh item and you know, this is what the reviews were. How did you feel about it? Now that you're ready to reorder, should I look at a different product or you know, a similar product, so on and so forth. So I think that personalization bit is something that I'm not clear about, but I'm pretty sure this is one of the things that AI is or that Amazon is going to look into. Um now let's talk about you know our tribe, which is you know, agencies and sellers who are advertising. Um I think this is going to get some getting used to, and even I am you know just like literally getting used to right now. Amazon very recently rolled out something called uh a prompt section on sponsored ads, where we are able to see where or which kind of prompts led to our sponsored ads showing under Rufus so that we are able to uh optimize ads according to those. Having said that, it's not very well uh uh well developed yet. So we don't see a lot of those prompts. So uh for me to actually understand, but I think if I were to just extrapolate where this is going to go, um a big percentage, and it could, when I say a big percentage, I mean it could be more than like
Rufus Impact On Conversion
SPEAKER_0260% uh of um actual buying or actual like searches might come through Rufus, and hence advertising may go through uh a bigger change than we are we we can even imagine right now, not be keyword-based basically, right? Um and and personalization or audience targeting, which Amazon has already rolled out with DSP, uh with you know, Amazon Marketing Cloud, uh, you know, uh um uh creating audiences uh or you know going more targeted uh for more targeted audiences, that might be something that would be a saving race. But like I said, a lot will um reveal itself, I think, as we go further in 2026. But I think 2026 is going to be pivotal, um, a pivotal year for advertising too.
SPEAKER_00I would say so interesting because I usually when I ask that question, I want to uh uh jump on something he said. Usually when I ask that question, people always say keywords aren't going anywhere. Um no matter what you say, keywords are always gonna be the number one purchase. So you're saying Rufus could account for more than half. So that they they could Rufus could be the majority of purchase opportunities, yes, or entry points, yes, for purchases. That's so interesting. I I I I want to believe that because I think that's where a lot of you know smart people and uh maybe a lot of people in my generation are really just leaning very heavily into AI. Um not even just my generation, you know, I was just telling this to another another guest. My mom went from saying, look it up to then to Google it, to now it's oh, I just chat GPT'd or I'll chat GPT something. So she's she my mother, you know, who has made that transition from looking things up in a dictionary or in the library somewhere to Googling it, not to make, you know, make fun of her age. I love my mom. Um, to but she went from she did these leaps from look from searching for things. And so it's so interesting to hear that you're in agreement with again, I think that's what's happening. I don't know if I want it to happen,
From Keywords To Prompts
SPEAKER_00but I think that's where Amazon would maybe want to move, even if it costs them some ad revenue. But so it's interesting. I feel like that's one of the first times I've ever really heard that uh from someone that's not directly in on the Rufus team or you know, working directly with it. So I'll explain.
SPEAKER_02I'll explain yes. I have a six-year-old. Please uh Pete. My six-year-old has never typed. So he he's a screen-free baby, but he has never like whenever he gets hold of my phone, if he's lucky enough, he has never typed a single word on my phone. He talks he he feels weird when I tell him that uh, you know, I'm typing a message. He's like, Why can't you just record voice record and just send it right? So he doesn't know the con or he doesn't um even though he has always seen me and my husband typing, he or his grandparents typing, but he's never really related to the concept of typing. He's chat, he's talking to uh either Alexa or you know, the phone, you know, whenever I talk to Chat GPT and just says, Hey, tell me chat GPT, what happened in today's cricket match, right? I feel that I and and again this is this is a gen alpha, right? If you go to the Gen Z, uh probably your derivation, I think um the uh the um adoption of technology is much faster. Um, you know, because I mean me being a millennial, I I usually type. I still do keyword research. I mean, that's why I think people that you're chatting with, it's it's hard for us to even think that, you know, I would rather like chat with something, you know, or or or talk to Rufus. For me, default is keyword because that's what I've seen growing up. But but the generations are like people, the search behaviors are changing and and people are really leaning into the chats and the voice, uh, you know, those kind of um uh
Generational Shift To Voice And Chat
SPEAKER_02browsing behavior. And and so I believe I'm not saying it may happen yet. 2076 is going to be pivotal for sure. I'm not saying that everything will happen this year, but you will start seeing a shift this year. I do feel that uh gives are not going anywhere, but but I think the the the the volume will shrink.
SPEAKER_00Hmm. That's that's probably more the short term, right? Maybe, maybe who knows? Maybe they will go away entirely. Maybe Amazon will just say, just ask Rufus for whatever you want, and he will spit it out to you. Um, you know, I know they're they're speaking of Alexa, I know they just updated their side of things. I'm sure mine just activated somewhere over there. I'm gonna shut it off in a second. But um I I know they updated that to be more AI based, and that's already almost a almost a personal personal shopping assistant. Yes. So you think, well, if they really want to integrate Rufus into into there, I'm sure they probably are working on that. So It's interesting. I'd just like to to brainstorm. But you're right. It's very it's it'd be very interesting to see where our generation and every other one that comes after it, how it how they adopt to the AI shopping experience. So, but yeah, I know it's a little sidetracked from our our previous conversation. Um, but yeah.
SPEAKER_02Yeah, no, absolutely. Always happy to uh it's all uh uh, you know, conjecture right now, like just figuring out what may happen in the future. But uh it's it's always a good topic to discuss.
SPEAKER_00But to get back into sort of the the Rufus as well, um I know I took us on a bit of a tangent there, but to get back into the um the Rufus, we were just we were the last thing I believe we discussed was Rufus is potentially going to be taking over a little the majority of the shopping experience. And so how do we as agencies play into that and adapt and help our brands and help how to sellers out there in general play into that to still be profitable and be successful?
SPEAKER_02Yeah. I think this is one thing where I um I'm I'm also looking uh into what is happening on the Google side
Preparing Brands For Rufus
SPEAKER_02of it, right? Like so whenever you have a problem on the on the Amazon side, I think what I try to do is figure out okay, what happened with Google, right? Uh so with with Google, you know, people moving towards Gemini or Chat GPT, I think now what people are trying to do is looking for tools which can tell you what are the kind of prompts that people are writing and how what is appearing on those prompts. Uh and I think very soon we are also figuring this out right now. Um, I'm not gonna lie and say, you know, we have figured it out yet, but also figuring it out how we can actually figure out what are the kind of prompts that are coming in on Amazon and what are the suggestions uh that Amazon spits out when such prompts come in. Uh, if we have access to that kind of data, if there is some kind of a scraping that we can do to actually get access to that data, I think that is what is going to be useful for velocity sellers or you know, all the agencies and and brands that we work with. Uh so uh, you know, a good amalgamation of ads plus organic, you know, uh rufous uh SEO kind of a thing would be uh would be good to have. But I am right now, I think it's just too early for me to say how things are going to change on the Adam 11 end uh to to bring in these kind of insights for our clients.
SPEAKER_00Right. And it's tough, right? Because we're all we're just speculating here, just brainstorming. It's all speculation about where Amazon will actually go. Um, it's all very, you know, A10 level discussions of the A10 algorithm of like, are they actually going to do it? Um so it's it's interesting, but I I do like the idea of Rufus being their biggest driver of sales. It makes sense if they really want to lean into that, if they really lean into the AI wave, that's really where things are going in the world. Why wouldn't Amazon make Rufus the center point of the first thing you do when you open up the the either the a new tab with Amazon or you open up your app is Rufus saying, what are you looking for? I mean, that could be, I'm sure it already maybe does that. And they have a button for it on the app now. Um so it'll be interesting, but just for speculation purposes, um, hopefully they don't rewrite us out somehow. I know we always like to stay on top of the trends. Of course, Velocity and NM11. We're always staying on top of what's best for our brands and what's
Prompt Data And SEO For Rufus
SPEAKER_00best for our our clients. Um, but I know it's not uh as easy as e-commerce is never as easy as that. It's just saying I'm gonna stay on top of it. Um, so we always have to make sure we're building out the different services and the different programs to keep up.
SPEAKER_02So absolutely. And I think this year is probably the toughest. Uh and uh yeah, so we're all just kind of riding storm this year and uh you know, hopefully just coming out very strong. Uh you know, by the end of the years.
SPEAKER_00And the other other AI piece of this too is I I believe you actually brought this out. I'd actually not heard this before, or maybe in passing, but AMC and and Claude have done sort of a similar type of partnership deal. Um, and I'd love to hear more about that and kind of how, again, same same question, how that affects sellers and us as agencies.
SPEAKER_02So Amazon recently launched their um MCP server, um, the model context protocol. Basically, what an MCP server does is like it opens up the APIs of Amazon ads to anything like let's say a claude, right? Um, you know, the the Cloud server, for example. So now you can just sit on Claude and you can say, um look at all my campaigns which have an A cost of greater than 30% and pause then. Right. Uh so now one of the things that has been difficult to do on the Amazon ad soft ads console is taking bulk actions and doing exactly what you really want to do, right? Like you can have like a series of statements, but it takes so long to do those on Amazon ad console that it becomes hard. Like it that it's it's it's just uh very hassle. Um it's a hassle to do that on console because it's so not user-friendly.
MCP + Claude: Bulk Actions By Chat
SPEAKER_02But with that you having the MCP server which you can connect with, let's say Cloud, or probably tomorrow, you know, even Slack. Um you can just be sitting on your Slack, chatting with your Slack and just saying, do this on Amazon ads, and then it will take all those actions. Uh today I think what it does is basically does most of your uh analytics. So it can show you, you know, how many campaigns had this or how many campaigns have that, but it's not doing the right functions yet. But I think that's coming too. That's just the next phase. Um, I think um with this launching, this is truly a game changer in what has been being developed by Amazon um ads team in in the last you know two, three, four years. When I say game changer, I mean that this is going to change how people behave with ads console. Now, like I said earlier, um now what is my role or what is Adam Eleven's role, or you know, what what Software should be thinking about is two things. One is how to stop incorrect actions from being taken. You know, when someone it's very easy to for someone to just go and you know type in an action and say, do this. But where is that guardrail which tells you that, hey, are you sure you want to do this? Because if you do this, something like this may happen, right? So high that forecasting ability and then you know, saying that, hey, stop what you are supposed going to do is not the right action because 10 of these campaigns are doing this and you will lose orders. So that is what I think we will bring in. Uh, you know, an extra layer of intelligence uh and an extra layer of uh, you know, um combining multiple apps or integrating multiple apps so that you're able to take better actions. Um, I think one of the one of the things that we want to bring in. But I think just with MCP launching, it is uh going to completely change how PPC specialists have been interacting with the ad console so far and how they have been um making changes. Um
Risks, Forecasting, And Oversight
SPEAKER_02Amazon, I mean, I think definitely one of the biggest launches in the last uh two to three years that Amazon has done so far.
SPEAKER_00Yeah, no, it's a huge, it's a huge move from them. And there's no other way to say it. It's a huge move to integrate this stuff. But you're right. The guardrails, and again, as someone that thinks AI is going to take over the world, the guardrails need to be there for if they are gonna allow that actions to be played. Same thing with with Adam 11. Again, showing them, hey, listen, here's what could happen, and here's all these different things, and you guys have that, which is great. It sounds like Amazon is hopefully going to be adding that or some something, or again, you guys can do that as well, um, which is which is nice again, having that in place to prevent anything extremely negative from happening, because God forbid you go in there and you say, Hey, cloud, I need to do this or I need to do that, and then it does it, and then all of a sudden you lose all of your inventory, or it it does something because you never know. I mean, every time you open an AI, the first thing it says is make sure you double check, AI can make mistakes. So why would you it's it's it's tricky. It's tricky to not want something in place to again be a little bit of a safety net or again a guardrail, so that hey, you can't do that without f really looking it over and approving it. So yeah, now it'll be very interesting to see where this goes in the next couple of years because obviously um I think Amazon uh there's some rule there where you can't roll something out without having a five-year plan for it. So they've of course got more in stock for where this is going. Uh, I think I remember uh Jeff is a Jeff Bezos something rather says something about that. But um, yeah, so it'll be very interesting to see where this continues
2026 As A Pivotal Year
SPEAKER_00um and how it affects, again, the ecosystem of Amazon.
SPEAKER_02Absolutely. I mean, we are excited and we are ready. So we'll see how this goes. Uh and I think, yeah, I think if I want to just kind of you know close in with a line, I think for us at Atlum 11, we are focused mostly on two things this year. One of them is, of course, AI. And of course, I told you about what are our plans, and of course, the second one is DSP. Um, we didn't get much time to talk about DSP, but hey, you know what? Maybe next time.
SPEAKER_00Uh another episode. Another episode.
SPEAKER_02Another episode. And uh DSP is again something that we are really, really doubling down on. And I think I gave you guys uh a little bit of a uh teaser when I said that audience targeting is going to be so important. And with Atom 11 getting DSP capabilities now, uh you know, being a full-funnel advertising software, I think uh we just really are bringing in things together so that you know every advertiser has everything they need on one software. So yeah, we are excited and uh looking forward.
SPEAKER_00Love it. Yeah, and we've talked a lot about the future, but I always like to close with also a sort of a future focused um question.
DSP Focus And Full Funnel
SPEAKER_00So where and we talked actually, this might this answer might have been found in the beginning and the middle of the episode, but where do you see the no? We answered that. See, my question was gonna be where do you see the shopping process going in the next five years? But really, you'd think if we're going, it's going towards AI and Rufus. Uh oh man, I that was that was uh you've taken my entire bit here in AI. Have you taken it and I already answered it? So we're good. So the shopping experience is is going towards Rufus. Um, and it's gonna be just important for sellers and buyers both to understand the expectations and limitations of the AI and what you can do and what you can't do. Um I think that's an important lesson to take with you at the end of this episode is know the limitations. Know what's expected of the AI, know what's expected of you as a seller, and know what you can get out of it as you uh as a customer.
SPEAKER_02Yeah. Responsible AI.
SPEAKER_00Yes, responsible AI is the best AI. Um AI that's not gonna take over the world is the best AI. So Naha, it was a pleasure having you back on. Excited to see you at ASGTG this year in March in Brooklyn. If we you are going, comment on this video. We will see you there. Um, I will also have Neha's LinkedIn as well as Adam Eleven's website down below in the description. Check out both of those. And yeah, again, thank you for being a guest again.
SPEAKER_02And thank you so much. And by the way, if since you missed it, we are going to be booting together at ASGTG. So we're gonna be Ruiz,
Closing Notes And ASGTG Invite
SPEAKER_02uh what is it called? Neighbors. Uh and uh so yeah, I'm looking forward to seeing everyone over there, and of course, you Pete.
SPEAKER_00Super excited, and thank you all for watching. I am your host, Velocity Pete, and we will see you next week.