The area that intrigued me the most was in enhancing customer experiences. Mathers elaborates, "We've seen consumer companies like L'Oreal, Whole Foods, and a membership club in the wine and spirits space, innovating how they can simplify, improve and remove barriers to purchase. L'Oreal has built tools into their mobile app so you can apply cosmetics while standing in a drug store and see whether it's the right shade for you. Whole Foods is using some of their tools with their recipes site so you can pop in a couple of ingredients that you have and it starts pushing you a couple more things that you might want to buy in the store. So, growing basket size or helping people expand their grocery list if they're meal planning. And then this winemaker has talked a lot about how millennials tend to experiment. They try lots of new wines, they enjoy the process of trying those wines, but they don't know a ton about the category as a whole. And so the winemaker is using conversational commerce and experimenting with chatbots to recommend the right wine for them based on a couple of easy questions So, I think a lot of cool opportunities to use AI to ease the buying process on the consumer side."