Name: How Helen of Troy Keeps All Assets On-Brand and Compliant, No Matter Where They Live
Uploaded: 2026-10-23T21:46:18.237Z
Duration: 1 h 12 s
Description: How Helen of Troy Keeps All Assets On-Brand and Compliant, No Matter Where They Live

Transcript for "How Helen of Troy Keeps All Assets On-Brand and Compliant, No Matter Where They Live": Hello, everyone. I'm Marie Dean from Henry Stuart events, and I'm delighted to welcome you to today's webinar sponsored by Aprimo. During the session, please send through your questions at any time using the questions box on GoToWebinar. Also, a reminder that recording of this session will be sent to you tomorrow, so you can view it again at your own pace. Now it's my great pleasure to pass you over to Eric Huddleston, CEO of Aprimo. Thank you, Marie. And thank you, everyone for the time. Good morning, good afternoon, and good evening from, wherever you might be. We're gonna have an action, packed, hour. My name is Eric Huddleston, with Aprimo, and I'm joined by, Shailene Nizazi from Helen of Troy. And we're gonna talk about how, as a global, multi brand company, Helen of Troy, is able to keep their assets on brand and compliant, even in the the face of all the challenges, that is occurring with with with AI and macro. Now then, what we'll, be going over, in, the next sixty minutes? We're gonna stop... Start with a little bit, of, background on why governance is breaking down, what's changing, in the market that's causing it, And then, Shailen will take us through, the Helen of Troy strategy and roll out what they've done, in order to, cope with those, those governance challenges. We'll spend a few few minutes talking about, what you can do, to get started, and then, we'll leave time at the end, for live q and a. So definitely get your questions, in as we go, and we will try to answer them all, when we, when we get through the content. With that, let's just set... Level set and get a get a little bit of a feel, for, you know, where everybody is at, when it comes to, managing, the the the compliance, and governance of your content. So, if everybody could just, look at the questions and, you know, answer how confident are you that you know every place that your content, lives right now, across your your your enterprise, inside and out, and that will set the stage for, for our conversation. Alright. So, regardless of where you are, you know, I think that, we're all struggling with, with some of the same things. The first is that largely through AI, but then also, just through the natural demands, of a multichannel enterprise, content creation, has scaled, and content demands, have increased, but governance hasn't. So we we have almost everyone, every organization leveraging, AI in their... The content creation. I guarantee you, if you're one of the 15% that aren't, your agencies are all in the 75%. And Gartner estimates that we're, we're seeing a five x increase in the amount of content that enterprises are creating just in this year. So that's in that's in one year over year. And at the same time, you know, our budgets, in marketing have not grown 500%. They have been slightly down to flat to single digits, up in most industries. So we're dealing with at least five times the amount of content with the same resources that we weren't able to keep up with, the scale of content creation, before. And, you know, that's, you know, lack of, of governance, I think, everyone is feeling acutely. So about a third, of companies, report that they can't, consistently, enforce, the brand guidelines. And, you know, that is just the tip of the iceberg. Like, we all know, the the challenges that occurs. You know, we have, brand, equity, issues, poor customer experience. You know, we have, DRM, and contractual violations from, our, content and increasingly, legal and, compliance issues with potential for fines, lawsuits, it is a mess. And, you know, we hear it, across our customer base, you know, everything from we have absolutely no idea what's live on our 400 dealer sites, it just in one market. And, you know, we've heard probably the the worst day, for that CMO. I won't say who, but, she was not very happy, but she found out that their logo, had sparkles on it in Mexico. And it had been that way for six months. And, you know, then, you know, just the exasperation of, like, we know we have problems. We even know what some of them are, but we have no idea, how to deploy our limited resources to, you know, what do we fix first, out of all of those things. And so a few, of the shifts, that, that are required. The first is, you know, we've all, in, in the digital asset management space have always considered our repository as the the the magic talisman that was going to solve all of our government governance problems. We get all the content in here, take it through review processes, we'll manage it, and life will be good. But increasingly, via, complexity of ecosystems, you know, our markets, complexity, with local partners, social, and and now then AI, that's just no longer really, a satisfactory answer because while the the content stays governed, in the DAM, as soon as somebody hits download or as soon as it goes through an integration, it is often into the wild. And before we only had to worry about, rogue, agencies or maybe, you know, a brand marketer or or or or country, manager, doing something they shouldn't. But now then we have also AI agents, that are that are modifying that content, and all of the other governance like expiration, you know, rights, country rights, etcetera, do not follow that content, when it leaves, the dam. So we have to think beyond just the the dam, as our our sole protection, for governance. The second is, you know, just the incredible impact that AI, has had, on the market and in a very short period of time. You know, it's, it's amazing how many marketing organizations I talk to that talk about AI in their strategy. And, yes, of course, we should be talking about AI in our strategy, But when we're talking about strategy, we're talking, you know, what are we gonna do over the next three years, the next five years? But, the amazing and alarming thing that's happened is the speed at which AI has become a marketing channel. If you look at years to a majority, adoption in The US, as a as a microcosm, you know, it took the Internet twelve years. It took social six years to get where AI has gotten essentially in, just over two years. And, you know, this, that that stat is now two quarters old, so I guarantee you, it's even beyond that. We have, now over a billion, chat g t, weekly active users. 68% of Google searches now end, without a click to the open web, largely in part, to AI overviews, and only 1% get a click if an AI answer appears. So we are in a wild, new world and and and that's all on the discovery side. And, obviously, we know on the influence side, we've seen, all of the the holiday, stats, from, what now seems like a lifetime ago, ten months ago, and I guarantee you that, here, over the next three months, it's going to it's going to blow away, 700% increase, and, 20% of, AI influenced, decisions. We saw it in Prime Day over the summer, that number was closer, to half, And so that tells you the trajectory, that influence... On. So in addition to AI as a channel and how it's disrupting our our own, properties and channels, we also have this this macro trends, of, of regulation. You know, AI itself is generating an entirely new class of brand risk and regulation. We have the the EU AI Act article 50, that just, went into force a couple of months ago, that governs, the disclosure of, AI influenced content, which we as the deployers of the content, now own the responsibility for even if our agency, created it or if we licensed it from a third party. And we're also seeing it, in The US as well. We have, California House Bill nine forty two, and eight fifty three, which, largely follow similar guidelines. Both of them have additional complexity for specific verticals, like if you are in retail, if you're in health care, if you're in financial services, all of our our governance, requirements are now slightly different. And even outside of AI, the regulatory, regime is, much heavier. We have the EU, green claims ban, that requires, third party auditing. So now then, we have a responsibility for us to to be able to trace back the, you know, whether a a particular piece of content is making a claim and whether that claim has been substantiated if you signed off on that. You know, we have the EU Accessibility Act, which has been in in, in force, since about this time in 2025, but we're now through, the, the transition period. So now then, fines are going into effect and, you know, you have Sweden leading the way with, you know, million dollar, fines, for that. And, you know, the accessibility act, not only does it say every one of my assets, like on my website, has to be give, an unsighted or or deaf person the same experience as, as a sighted, or someone that can hear. It also says that, if we do business anywhere in the EU, then that applies to every market, that we do business in. So now then, the multilingual requirements, for all of that rich alt text, or other metadata that we're that we're leveraging, to comply, becomes that much harder. We have 30, 50, different sets, of of metadata that's, that we have to produce, for every piece of content and needs to travel, with that content no matter where it goes. We're also seeing, in The US, the analog, which is... We had over 5,000, ADA lawsuits, in '20, '25 around accessibility, mainly hitting online retailers, about 70% of them. We've had a 29% increase in 2026. So both fines, and lawsuits, are now the norm. And both as a result, of AI and the increase in content, brand consistency, brand safety, are now significantly more challenging for organizations to be able to cope with. And with that backdrop, Aprimo, we've been spending time trying to answer the question, if we fast forward into the future two years, which seems like a lifetime, you know, what is gonna be required in order for us to to deal with that, with that complexity. And so, many of you may have seen we released a product called Content Portfolio Management, that's, that allows organizations, to discover all of of the contents, that, is out in the wild, in the the content ecosystem, provide governance at scale. So all the checks for all of those regulations, all the checks for your brand guidelines, all the brand safety checks, all accessibility checks, etcetera. And then allow you to to act on that content as a portfolio of risk, so that you can scalably deal, with those findings, on a risk based, broad action, framework. And that's, is built on, an agentic framework, that we built, and, something we call a Primo Mesh. Aprimo Mesh, is an extension of our digital asset management platform that allows you to to expand the governance, past the repository and into all the other places where content comes to rest. So that's upstream in the creative tools, so that governments can be brought, even before, the content, is finished, lowering costs, as as well as, getting you through reviews more quickly, with fewer passes. And then, of course, down stream in all of the places, you know, the SharePoints, the partner portals, the agency microsites, you know, the s three buckets, social, your websites, all those places that that that content is gonna come to rest. When it leaves the dam, you can now manage holistically in a similar manner, that you do, in the dam. And that's, also, made possible, with, Aprimo open agent framework. And this open agent framework, you know, provides the, the human to agency oversight so that, you can scale human judgment, you know, up a trust ladder, we call it, so that you can have the human reviews while the the AIs learn, your rules, then you could have, the agents, reviewing the work for suggestions, then you can have the agents the agents doing the work with human sign off. And then when you trust it, you can make the agents autonomous for the subset of things, that you have confidence, that they will do a superior job. And that allows you to scale, more quickly. That also includes a full MCP so that you can leverage all of those capabilities, in your enterprise, AI frameworks. And then it's all of the review agents, that are needed for your brand guidelines, checks, for all of those, those, you know, regulatory, compliance rules, that we need to abide by, and then all of the digital rights, management, issues that we have to. So we can attach those contracts, and those agreements, to the assets, what markets can we use them in, what brands can we use them in, when do they expire, and have those follow the assets everywhere that they go. And then it provides a portfolio risk dashboard, because, you know, for a lot of people, they struggled with the volume of content that they had even if they had a well functioning dam. And if you increase that by five x, if you start to, also look upstream and downstream, it's a really daunting concept. And so, this risk dashboard aggregates up all of the risk, into easy to understand, groups and findings, with a severity, a criticality, and then, you know, a strategy for how you're going to deal with it so that you can manage large chunks of your content estate as one, unit or one action to get more scale out of the the limited, resources that we have, to drive governance, in our organizations. So some of the the use cases, that that, enables, you know, keeping your your your websites on brand, you know, with, you know, when we, when we roll out new marks, when we update our brand, when, products, and packaging change, you know, we we have to go find all of that content. If you have an ecosystem, you have dealers, you have brokers, you have, you know, agencies in, in in markets, or, you know, minor, brand agencies, you know, you wanna be able to control and govern their content in the same way. You know, expiring, and retiring, campaigns and content, so, you know, continuously monitoring, content and knowing when you're no longer allowed to use it. There's so much liability, tied up, into the digital rights management, in particular. And then, you know, extending, your compliance, you know, to, to the rest of, your storage. So wherever that content is coming to rest, let's do all of those things, everywhere that the that the content, is is going to land. So, you know, I'll I'll I'll maybe take, a pause there before we talk about, you know, you know, how we solve this as marketing practitioners, and and I'll ask, you know, the second question. You know, is your content structured and governed enough for AI agents to retrieve it safely and have all the metadata that they need to know how that content, can be used? And, of course, that's just one, of those challenges we're having to deal to deal with, but it's definitely a brand new one. Just a second. Yeah. So, you know, no matter where you, you end up, there, I think, you know, we we all have, the problem. So, you know, what I would love, to do, is to turn it over to, Sheila, from Helen of Troy. It's, as I'm sure most of you know, Helen of Troy, is a global multi brands, company that's, you know, has some of the most iconic, brands around. I know my... One of my wife's, favorite brands, Hydro Flask. I have no idea why somebody needs 50 Hydro Flasks, but it's actually a great analog to the to the dam because I tell you, my ability to manage the scale of hydroplasts that my wife brings into our home is analogous to what's happening, with AI and the explosion of content that we have to govern. So I'm I'm looking forward, Shayla, to learning, maybe something from you that I can I can apply, outside of, digital asset management? Thank you, Eric. And it's... Gotta say, it's about the vibes. I love my... Like, this is my kinda, like, summer bottle. I have to transition to my fall bottle, and, yes, I have a fall bottle. It has to match your outfits. It actually matches my bags. Joking aside, hi. My name is Sheila. I work with Helen of Troy. I focus more on the home and outdoor division, but we also have a beauty and wellness division. The brands I focus on are OXO, Osprey, and, Hydro Flask. As noted, I'm a huge fan of our brands and use them every day. So I love talking about them. And for beauty and wellness, we're gonna be covering Drybar today. This was the example that we were, we decided to start with as we were talking about the content, portfolio management and piloting the program with Aprimo. So, we'll be talking lots of... You'll be seeing lots of dry bar content today. But all of our brands that you can see listed here, they're, under our umbrella, and we we're talking about them. So, as the digital asset manager at Helen of Troy, I was re... Responsible for helping move from a legacy system to a Aprimo in 2023. We moved about 30 terabytes of data, including lots of metadata stamping and trying to get the system set up in a way that was... Hit the ground running, and the teams could use it right away. We have about 12 active brands over our two divisions. Again, home and outdoor and beauty and wellness are sort of split, but we use a Aprimo, and we'll use Ardan as our global tool. And that's across, across the world as well. And currently, I like to note that we do have a few AI agents deployed in the system. We do use AI to talk, for enhanced captioning, all text generation, and a little bit of predictive metadata to help speed along some of our tagging, especially things that are very tedious to do, and a computer can do it. But if you've heard me speak before, you've heard me say how much that it's important to have human intervention whenever we're using AI tooling, but, you know, we... Sometimes we need help and this... The topic that we're discussing today, as Eric discussed earlier, I think everyone needs help in being able to manage their assets downstream. So we're excited to to talk about CPM, which is concept portfolio management. Okay. Next slide, please. Thank you. So, we started from a very, very fragmented place in our legacy system where everything was very folder based. There was, I can't even remember the... I I wanna say there's over a 100 metadata fields. There was no ownership across the entire dam. There's, like, pieces of ownership, but no one holistically managing things. So I think there were, a lot of problems coming into when we decided to migrate from one system to another. And systems be... Problems that we couldn't always predict or preempt, but we knew that there was problems. So one of the things that, migrating to our new system helped us with is really being able to confront what we're working with. We noticed, there were a lot of possible ADA compliance issues, especially around, text and contrast in, on images. There was no way in our, like... There's no way in our legacy system to produce, any kind of alt text. So a lot of our images were going from spam to website without alt text generation or someone with a human was just manually typing them, which is, like, that's a lot, and not really the best use of resources. Other, compliance risks such as image quality issues, comply... Like, any kind of claims that may not be totally correct, we weren't... We had no way to flag those things. Another, issue that I talk a lot about and then focusing... It's actually been my whole morning, is talking about usage rights and licensing. It's very easy to take a pretty picture and put it on your website, but is anyone managing when that if it's licensed? Does it have a three year license with your photographer? Is it being recalled in some way when that expiration is hit? Is it being used in the manner that it's supposed to be? And those are, or is the talent, contract being respected as well? So all of these things were swirling in our heads. We're facing them head on, and it's still something that we are working through and trying to troubleshoot and find the best way to work through it. But it's... We have no oversight, and it's been very challenging. So, we have a few things that we've been doing to try to address this. We've identified... With the help of the, CPM program that we're piloting with Aprimo, we've been able to identify workflow problems between softwares. This is a huge, part of our of our content creation is working with designers and making sure that the things that they design end up where they're supposed to go and making sure that all the pieces in between are being acknowledged. We have, just... We are figuring out a process and ways to, flag our issues to... Like, from, that we're noticing to the stakeholders. So being able to find ways to, like, export the data and say, hey. These 30 images have some text, the contrast issue. Can you check them over? Or is there a, is there other suggestions we can we can hand over to design teams in order for them to preempt these issues going forward? So really, solidifying the the the communication channels with our stakeholders but also closing the loop. So it's like we see the problem, we're identifying the problem, and we're also communicating the problem, and then is it actually getting fixed. This, will include weekly checks from the damn team. So, me and a very small team will be monitoring, this program to see for anything... Check for anything new. Do a little bit of troubleshooting first before we send off a report to a team, and they're like, hey. Actually, all of this is fine. What are you talking about? We can do a little bit of vetting first and, you know, really prioritize the problems for them. And I think that's something that, we did... We were really lacking before, especially as we're working with IT and the website teams in order to identify the most important issues, so we can help triage that a bit. So far, just within, like, a couple weeks of using this tool, we've had so much more oversight than we've had before. Again, we had none. We had none. I had no idea what was going on with the websites. I would go to the website myself and be like, hey. I'm not sure about this logo. Is this right? Or, is this really a brand voice? And, you know, of course, people are like, what are you doing? You should be in the day. I'm like, yes. I also, like, use our website too. And so, being able to have data to back up the things I'm seeing has been very helpful. And not just, like, me poking around, but actually having something... Having a system read the website and give us back actual valuable insights. This is also giving us a chance to have cross brand standards. We have lots of brands, and everyone has their own voice, their own vibe, and, having... That's great. We want everyone... We want the brands to be themselves. But on the back end, on the governance end, we really need standards, and we need everyone to to be on board with that. And at the end of the day, hopefully, that's the saving as time time and money. I don't have enough time to go through every website on the day... On the day... Or on the website. So having a system that can do a scan, report back to me, kind of flag things I've I've said I need help with and being able to, manage that is... It's a game changer. Okay. So so far, again, we're new to this program. So, the first things that really stuck out to me was just, like, the sheer numbers that we saw. On the Drybar website, we saw about a thousand assets were scanned. I'm like, oh, okay. Cool. Alright. Great start. One of the first things that I was kind of shocked by was, we received... We saw a number, and I think I had this in a later slide, of 72% of our assets were, that were scanned on the website were, were on the dam. And that's a really great number, and I need to be able to have that kind of insight. So I was like, okay. We have a bunch of assets scanned. What else? They... This, the CPM identified 630 possible ADA issues. That's a big number. So we're gonna work through, and we're identifying which, which which are the kind of the the big... Or do we see any patterns? Are there any patterns we can bulk... Like, we can manage in bulk? We... They identified 817 resolution, resolution quality issues. So seeing things like, oh, this should be a 600 by 600, but the picture says 300 by 300. And that's a pretty easy fix too. So it's like, okay. Great. We have somewhere to start. And then, out of that percentage we saw, it was about 310, assets that were found outside of the dam. So it's like, okay. Why? It'd be in the dam. Right? So, this gives us a couple of things to focus on and really kind of focus our attention. And the bottom, sorry. I forgot to mention the bottom part that this... The the key thing for me is that something needs to be repeatable. We... I need to be able to run that test run that test again. I need to be able to prove it. I I take a bit of a scientific approach, a very methodical approach to the work I do. And if it's not something that I can repeat, then it's... It might it might not be something that's actually worthwhile. But this this whole practice with this pilot program has showed me that there is, the numbers are pretty consistent, and I... I'm getting the I'm getting the exact same quality of results back. K. Now I'm ready. Thank you. So I want to give just a little bit of insight into the dashboard I see because if you're anything like me, I like I like a nice dashboard. I like to see pretty numbers. I like to see graphs. I want things to be presented to me to me in a way that makes it easy for me to see, like, what do I need to do? And, numbers are great, but if there's no action, then what are we doing? So, a lot of the numbers that I just spoke out before, you'll see in front of here, that 72% number made me, like, gasp a little. So 72% is actually a really great number, especially what we were expecting was a lot lower. But it's also... Again, all of these, numbers gave us very clear action items. You can see, in the... Kind of the front area where it says accessibility contrast, it's highlighting a top priority. We have said to Aprimo, one of our biggest issues is ADA compliance, making sure that we're vetting every asset to make sure that we are compliant. We want users of all abilities to be able to go to our websites and have the... Have a a positive experience. And, you know, in order to do that, we need to figure out what's wrong. So this is the high level view. This is what I see when I log on. I'm ready for the next one. So, I want to kinda dig in a little bit more because it's like, okay. Well, we... We've got these great high level numbers. What are you doing from there? So, I filtered for all of the assets that were not... That are flagged as not in DAM. We did discuss... We're working with the team, and this is something that I really appreciate it... About working with Aprimo is... Especially as a pilot program, as we've had feedback, we've been able to give that feedback live. Have... Yesterday, we had a wonderful in-depth discussion about, some of the sensitivities around the scans. Like, so the, like, we noticed that a couple of these assets were actually in DAM, but the file name, the casing of some of the letters was just slightly different. So how can we better catch... You know, more accurately catch what is actually not missing in Dan? Because it turns out it was, but the file name was just slightly different. And so, as we work together and, like, able to give that feedback and they're able to, you know, go test it and we get to come back and try to test it again, hopefully, we see those numbers change. But from the highest level, this is giving us the opportunity to say, oh, okay. So all of these images here, especially some might recognize, are they in the dam? Why aren't they in the dam? And we discovered that just through, like, a very quick meeting that, a lot of, designers are sending assets from Figma straight to the DAM... Or straight to the website and bypassing the DAM completely. So it's like, oh, that's a whole chunk of assets that are just never coming past us. We're not able to do our governance, components to it. And so we're able to identify a workflow issue. And that's big for us, especially in a huge company with so many people, so many stakeholders to be able to say, hey. We've got action items, and we've, here's what we need to do. K. Next slide, please. So, a big thing I talk about, ADA compliance. This view is showing us, what the system has flagged as potentially, like, critical high risk items. And a lot of these assets were just missing alt text, just even in English, just missing it completely. So this gives us an identifiable list. I can, generate the alt text using some AI programs in a pre mail and be able to actually get that... Deliver that back into the DAM, through the website, make sure that the alt text is present. There are some, nuances when you click click into these different assets, into these different lines to see, like, what exactly... Because it it... It's it's not just, like, all text review. They'll also tell you any other possible compliance issues. So we're still working through how we wanna work through that and how we're gonna prioritize. But I know all text is a is a... It's an easy one for us to fix, so we prioritize that one. Okay. We'll do the next one. Another one that we've been using, and we're hoping that with the with the content portfolio management tool that we're able to have a more systematic way to identify, text contrast and quality issues. So this is something I'm personally very excited about because this will give me the chance, and my team a chance to be able to, have a a better relationship also with designers and being able to understand their work, the the the creative parts of it. And where, of course, we want to support creativity, but we also need to support accessibility. So being able to be advocates for both sides is sort of where we sit. And what I also appreciated about this, view that, the CPM tool gave me is it listed out text contrast and specifically, like, where the problem is. But also it's like, you also have quality issue. This says 400 by 400, and it's supposed to be a 600 by 600 minimum. Okay. Why? Why did that happen? So we can go... We can track that down, update it, and then there we go. It's fixed. So, again, being prior... Prioritization is one of our biggest challenges. There's a lot of issues that need to be governed just in the website alone. This isn't even thinking about downstream to, like, retailers and other, like, s three buckets or, any, like, syndication platforms. Just in our own website, we've got enough to deal with. This is giving us targeted ways to, to start working and to start fixing. And, hopefully, preempt problems going forward. So next step for us, again, we're in constant communication with the Aprimo team, with the pilot, giving off the feedback. One of the biggest things we wanna see, as we're building things out and start on this list because we just... We're discussing it yesterday was better ways to, to export findings. So that way we can have a really clear way to work with our stakeholders, even, like, the lot contact sheets or have a way to collect the assets into a collection. So we... I could run a job on and say, hey. Generate all text on these 300, assets that we've identified that have all text issues. We are expanding the pilot to Osprey, which I'm super excited about. As a dry bar, a favorite product, but, Osprey is close to my heart. I spend a lot of time working with them and love their pack. So I'm excited to see what's happening on our website side. Am I... If all the work I've been doing is actually helping, I hope I've... I I... I'm... I would place bets in my numbers. We're extending, the CPM, a pilot to all of the brands. Like, I hope to expand them to all of the brands and the websites. But starting with Drybar and Osprey gives us an idea of, you know, the the issues that we're seeing, piloting these resolutions with stakeholders, and really get the groundwork going before we we kind of see that explode it to everybody. And then, of course, building on all of our foundation. So we've set up the dam in a way that really has made everyone very productive very quickly. We scale fast, segment. Of course, there's gonna be issues, but we have a good foundation. And so I'm relying on that foundation in order to be able to build strategic and smart AI tools in order to have better governance over our our assets. In the AI, and accessibility area, like, of course, we're using this tool to, support all of our ADA, compliance initiatives, flagging, issues for human reviews. And, yes, we can trust the AI at some point to hopefully resolve some things, but I very... Believe also very strongly that a human should be able to do the review and sign off and be able to do that quickly and, like, not have to waste hours poking through websites. And, of course, keeping people in the loop before things are approved. I think that's one of the biggest things I could scream from the rooftops about is keeping humans involved. And then, of course, when we come to scaling across brands, everything we learn, we try to apply to everybody. Of course, we tweak for brands because everyone works just, like, a little differently, but using the general practice across everybody. We're We're gonna continue doing that. And, also, every day, we're talking through other ways that we can use, AI tooling to support our work, not do our work, and be able to help us work a little bit faster, a little bit smarter, but also keeping us involved. That way, we're we're fully aware of what's happening. Yeah. Thank you. That was absolutely fantastic. You know, one of my big takeaways is just the... On the contrast point for accessibility, that is one that's just so hard to eyeball as a human and know. Is that 1.4 to one contrast, or is that 1.3? And, you know, so being able to do that, you know, very quickly at scales, I think it's one of the one of the greatest, time savers, that's... That that AI has provided beyond just, you know, the, the the scaling. You know, the the... Going back to the the three pillars that we talked about, you know, discovering, and relating your contents, you know, 30 terabytes, into one, governed foundation is, is very, impressive. It's a lot of content to have to manage. Second pillar, is, is governance, and it's really... You know, the the thing that's impressed me is you getting, I think, ahead of the curve in going from experiments to actually getting some business value, from AI. So, you know, there's just so many meaty things to go make the the the the consumer's experience better. Like, there's just... There's a list. If if I do this, my my customer is gonna be happier tomorrow if I do it today. And I just I just love that. And then, you know, managing on on the risk, you know, I love the... Hey. Let's let's take all of these. Let's move them over here, and let's go generate the alt text because because they're missing. So now that instead of, you know, having to go through, you know, 300 pieces of content and just notice, like, oh, you know, no alt text. Okay. Next one. Oh, contrast. Okay. Next one. We could take an entire class of findings and we just say, we just need to go, you know, get some AI generated alt text that we can review on every one of these, and then we'll just, you know, you know, sit down, you know, with hydro flask full of, we'll say Diet Coke, and just and just power through, all of the generated alt texts then and put that put that fall into bed. So loved, loved the the presentation. So for everybody else, you know, this is applicable to to everyone, even if you don't, have, something like CPM. Yep. I... I'm all about cycle time, so I'd say don't wait till, you know, Monday morning. It's, you you know, it's for me, middle of the day on Thursday. So Friday morning, you know, the the things that you can do to prepare and to start to to build a framework, around portfolio management, is, you know, go... Just make a list. Create a registry of every repository where content comes to rest. It's amazing how few organizations just have, you know, a content registry, like, where where is everything going? And then just enumerate all of the, you know, the rules that need enforcing. Like, okay, you know, here's my brand safety, concerns. You know, here's my, you know, brand guidelines. You know, here's my, digital rights management issues, here are the markets I'm in, so here are the, you know, the the regulatory and compliance, things that are govern... Governing me, and, you know, start to to be sure that you understand what you would need to govern, if you were to to roll out, a systematic program like like Shayla was talking about. That repeatability, you know, regardless of how you do it, I think she's just one of the most insightful points, that she made. And then ownership. So keep a human, everywhere, and so part of that is being sure you have somebody accountable for every source. So if you don't have a Shayla that's going to go look at the Drybar website and say, hey, there's no alt text on that image. You know, you really do need someone, that's an accountable party for each one of those, you know, of those rule sets that that you're talking about, that that knows what they need to do, to, ensure that that your governance stance, is where, it it needs to be. And and I say that, and I use the word governance, and I, I'm not sure that that's the best word because there is there is a lot of risk, but at the end of the day, governance equals good experience. And, and that's, I think, an insight from from the presentation as well. It's not just about as we can get to find me, you know, a million euro. It's also about if somebody can come to my website and and not be able to experience my brand or an incredible product because we we messed something up. And then, the last question, you know, just as we move into, the brave new, era of robot overlords, think about your contents, and where agents are gonna retrieve that content from for all the users they're gonna use it from. And, you know, is it gonna have, you know, that governance pedigree and the metadata, and the usage that can follow it, to wherever, the the agents are are are going to to bring it to. So that's one of the things that more than anything else did help to prevent the the wild wild west, that that a lot of companies are seeing, as they unleash either creative agents or, downstream production, agents. And as, as agents become a channel, for how consumers discover, our brands and make purchase decisions, about how they're gonna solve, their problems. You know, Aprimo is happy to help. If, you want, to to get a a report, that will assess your maturity, you know, some of the category breakdowns, and recommendations to to strengthen your your content governance, snap the QR code, reach out. We'd be happy to, to provide that to you, so then you can, start to prioritize some of the things that's, that you're gonna get started with as you scale, portfolio governance. With that, let's spend, the last few minutes, on, on on folks' questions. Let's see. And, actually, to get started, what's... What's... What was the what was the impetus, for for you on kind of the governance push? Like, what... Was there, like, a a meeting, an an issue that you saw, like, with things building up? Like, what caused the, you know, the the the the team to to prioritize that? Candidly, lawsuits. It's not my favorite answer, but... Up 39% this year is happening. It... It's, unfortunate that that's the way it comes through. It kinda started a little bit, I feel like it came more from ADA compliance. I was hearing a lot of talking about it and people expressing concerns, and I was like, I think there's ways we can help with this. And so I spoke with their team and see what we could do. And then, of course, there were some usage rights and licensing problems. And so being able to, you know, being where I sit, I hear a lot of things from different teams. And so being able to to hear as much as I do and then be like, hey. So I think I think we all have something in common. I think we have solutions for this. So being able to, sit where I sit gives me that benefit, but, like, the unfortunate side came in through a way. I would have preferred a different way. But, it ultimately meant that people came together and were able to... We were able to actually have productive conversations about how we can solve these issues together. Yeah. That's actually an an interesting angle that's, that's a little bit challenging for folks, which is, you know, there is a lot of collaborative elements of this That some organizations, have have challenges with, to kinda get everybody on board. It's great that's, that you recognize the problem, but, you know, getting getting in the the buy in, not... I mean, getting the buy in from a business case standpoint to to to spend time and resources on it is one thing, but then getting the internal You know, channels and brand teams and and everyone else aligned in the same kind of time period that you can actually get business values. Are there any, like, learnings or scars or or best practices that that you'd give people to to help them, you know, maybe go a little faster? I feel like... I wish that something we were afforded was the ability to work on something and fix something and also work ahead. So I think, like, whatever plan you put in place, you know, it's... Yes. It's great for, like, Band Aids solve a solution for right now, but, I don't like Band Aid solutions. I will use them when I have to, but I'm always trying to think ahead. So, like, currently, we're talking a lot about AI regulation. How are we managing that in the dam? How how can we expand our usage information so it's super clear for users? So trying to really have the foresight into, like, what we will need or what will be problems, which, like, I can't teach that really, I guess, in some ways, but, like, that's what I'm trying to do is I'm trying to stay mindful of how we are always working forward, and keeping that part of the plan. So people are asking, like, okay. Well, what are we doing now? It's like, well, here's what we're doing now, but this is where we're going. And this is what we want, or these are things that we should think about. And I think that's been helpful for everybody because then everyone can sort of be like, oh, right. We should we should be considering other factors too. Yeah. Yeah. Maybe when we talk about the the the ADA, challenges, how do you how do you prioritize that? Like, what what... How did you think about, you know, you've got, you know, product imagery. You've got, you know, the the commerce, you know, lifestyle, the brands, and advertise. Like, what, you know, was was there a methodology or a way of thinking about, like, hey, we need to start here because risk or we need to start here because it's a low hanging fruit. We need to start here tactically because that's where we have buy in. We need to start here because, you know, we've heard rumblings from the markets. Was there any... Anything that you could you could share? Yeah. My... I would say the rubric I use, for a lot of my decision making is what is going to be the lowest amount of effort and highest amount of reward, just to get that low hanging fruit out of the way. It also can demonstrate, like, usability or justification for resources. So really showing, like, we can make progress very quickly. So I I usually start from there and then kinda work my way sort of backwards. So if there is a really high risk that there is, a high effort attached to it, that's gonna get scoped. I really do wanna build out requirements for that and figure out, okay. What's... What is the risk? How bad is it? How many brands does it affect? And try to go from there. But I'm always looking for the low... Like, just highest reward, lowest effort first to kinda demonstrate use, and then go, like, go go from there. I try to understand the business priorities. And I know for the business priorities that usage rights and ADA compliance were, were big... Were very hot button topics for this year, so I'm following also the business's lead. Yeah. The usage rights, that's, you know, for... Like, it's... It seems very straightforward and it seems like something that's... Would be top of top of mind everywhere, but it seems to just pop up over and over and over again. I was talking to a very, very large, multinational, pharmaceutical company and I I mean, I knew this was a thing, but not at this scale. You know, they had, I wanna say, a $9,000,000 font license exposure. Rough. It wasn't even like Yeah. You know, Beyonce or something. It was it was it was fonts, $9,000,000. It's just... Yeah. Unfortunately, we're seeing that a lot. And, like, it's tough. It's tough. Like, I... My heart goes out to everyone who's, you know, feeling those... Like, feeling that. Because it feels it it feels like fonts. That's it. But it's like, no. It's fonts. It's a serious problem. It's a it's a running joke inside of a Aprimo because then all of a sudden, we heard fonts everywhere. And, you know, we we we also see it in in markets. So, you know, we had, you know, customer that's... It wasn't even really them. It was, it was one of their, affiliates, so a separate company that, you know, used a celebrity, assets, a celebrity endorsement asset that wasn't licensed, in Mexico and they didn't they didn't sue the affiliate. You know, they they they sued the brand. And so, you know, just the, you know, just the the complexity of the problem, I think, is, you know, it's it's it's it's up there, as well. So with, just the last minute, that we have left, is there anything else you'd like to leave, everyone with? Wisdom or, best practices, encouragement? I'd say I I I feel lucky that I I have the... I have access to the CPM tool because even just talking... Chatting with my team about making a registry of all of places where our assets could live already want to make our brains melt. So don't... It is overwhelming. Don't get discouraged, and, also, don't be mad if you don't catch it all. We are, as I say, we're not Pokemon trainers. We can't catch them all, but we can we can definitely, do the best that we can all the time. And I think that's where I always try to come from a place of grace. It's like, we're gonna do our best. We're going to keep track of as many things as we can and keep the important stakeholders in the loop. So that way, if there's something I'm not thinking about as, like, especially, like, when we talk about business priorities, I have someone else who can remind me of those or tell me if there's a reprioritization. I think collaboration is one of the hardest things to do in companies and, it's something that we say we're not perfect. We struggle all the time with making sure we're getting every creative director from every brand in the same room kinda kinda thing. It's it's impossible for me to do. But making sure that there's alignment across the company has been, I think it's been really helpful hearing that everyone's thinking about the same thing and that... It's like we all want the same thing. So don't get discouraged. It is overwhelming. Work with your stakeholders and listen. Do lots of listening. Awesome. Well, Shayla, I really appreciate you taking, this much time, out of your day, and sharing, your expertise and and hard won wisdom. And for, you know, everybody that that joined us today, You know, you you are not alone, and I hope that's, this helps you.