WEBVTT

dcaf6127-32e8-47ad-9a6e-f7510a5d94a9-0
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Fernando, it's so nice to have
you here at the BCG Cabana.

cb5953fa-3b85-48c9-b651-cdeaa1c84e90-0
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Thanks for coming by.

e6659cf7-1665-490c-b96c-f0297154f716-0
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Thanks for the invitation to
join.

8b6fa082-fc99-4192-9b69-1b26497589f8-0
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Like it's nice to to be meeting
you.

77e7939e-c02a-4a6b-b78f-b43d5651f6bc-0
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We are both in Miami, like in a
different place.

a8ba7215-7b7e-4d33-9c43-89540be2f0f5-0
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And not the best weather today,
but I'm very happy to be here.

73c53ff3-48fe-4936-9eae-d6cb85704356-0
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The common thing is the sea.

ee0422d8-57a4-44b6-99aa-77c6374b87fb-0
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Exactly.

30fd3a5f-fb5b-40d2-b2b5-916749fd737d-0
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Good enough, right?

952e38d7-124d-46c6-9ce7-8a04f04533c6-0
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Can't complain.

5e75d24e-1117-430e-8325-f1885f161638-0
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So you've been coming to Cannes
forever. For many, many years.

5e75d24e-1117-430e-8325-f1885f161638-1
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And you stop counting the Cannes
Lions that you and your team

5e75d24e-1117-430e-8325-f1885f161638-2
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have won.

0b329286-0f79-4410-8221-9d33129b0031-0
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I believe it's more than 200.
This year, though,

b92fe377-be3c-4686-9949-5b2fa932611a-0
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you're coming to Cannes with a
different role.

007a63c3-1d1e-4e83-a4ff-4e7ec9ed14a4-0
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Tell us about the new role.

446a54d2-f228-48c3-ae00-4c3d6c478190-0
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Yeah, look, I mean, I, I love
being here, you know, like I,

446a54d2-f228-48c3-ae00-4c3d6c478190-1
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I'm a true believer in
creativity and using creativity

446a54d2-f228-48c3-ae00-4c3d6c478190-2
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to unlock growth.

79745c66-1ea6-4cd8-91f3-0ad941030ce9-0
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So Cannes, to me, represents
creativity much more than just

79745c66-1ea6-4cd8-91f3-0ad941030ce9-1
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advertising.

fda8ae87-97f5-4bda-bf94-19e3214564ae-0
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And, and that's why I've been
coming for so long.

3688a09d-62b1-46a8-b287-df766023fd68-0
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And yes, I was fortunate, lucky
enough to work with some of the

3688a09d-62b1-46a8-b287-df766023fd68-1
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best in the industry and create
some really cool campaigns that

3688a09d-62b1-46a8-b287-df766023fd68-2
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get a ton of recognition here.

061b2c12-6788-4087-a387-5101622a701b-0
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I always presented on the Cannes
Academies, like especially on

061b2c12-6788-4087-a387-5101622a701b-1
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the the Brand Marketer Academy.

9583c3ed-c35b-4e5a-9932-563b40896063-0
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It's basically like young
marketers, upcoming marketers,

9583c3ed-c35b-4e5a-9932-563b40896063-1
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and this year was invited to be
the dean of the Academy.

dd056ef2-f53d-4dae-b4cb-9e7af3108a78-0
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So I've been working like the
whole week on that function.

98f0c618-ac31-4ddf-a579-bc95ed955c86-0
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Actually, even before Cannes,
working to build the agenda,

98f0c618-ac31-4ddf-a579-bc95ed955c86-1
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booking the right speakers to
join us, creating a really

98f0c618-ac31-4ddf-a579-bc95ed955c86-2
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holistic and nice program for
the kids.

ae3a05f1-b1ae-4ab5-86c9-9be2492a2b34-0
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They're not kids, but like for
the students.

b338182a-fc70-40c7-aa6e-1e76b169658d-0
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Yeah, for the students.

19009d0f-4642-4cab-99b3-f817fbed55be-0
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And I'm running the show here
with the support from the Cannes

19009d0f-4642-4cab-99b3-f817fbed55be-1
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staff this week.

bb4173a2-f77d-41fc-bfc6-6065c3885ca0-0
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And it has been amazing.

e4fecfcb-c0b6-4188-8963-90e4e3469d27-0
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And what topics are you talking
about?

b186746d-609f-4b51-a6ec-2753e33879b4-0
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We have different pillars of
topics, like from--I think that

b186746d-609f-4b51-a6ec-2753e33879b4-1
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if you are here, you probably
don't need to be convinced that

b186746d-609f-4b51-a6ec-2753e33879b4-2
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creativity is important, right.

303abb8f-91ec-4e2d-a56d-685dd9710bab-0
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But still, we show how to fight
a good fight for creativity.

ff3ef730-ee4f-4b00-820d-26d4760f6399-0
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We give tools for people just
to, to help them internally.

d5f3a8f0-43cb-48b1-ba7d-457d15149a39-0
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Many companies like the invest,
but it sounds kind of like a

d5f3a8f0-43cb-48b1-ba7d-457d15149a39-1
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little bit of a fight, right?

28eef82a-9e15-4775-b67f-5e523b11bff4-0
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So to show the return on
investment, to talk about

28eef82a-9e15-4775-b67f-5e523b11bff4-1
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attribution, to talk about like
how to prove the case for

28eef82a-9e15-4775-b67f-5e523b11bff4-2
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creativity internally.

71caea15-f89e-4992-b397-e933b6a618f5-0
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There is like a whole pillar
just on that.

1da71994-8193-4a7b-bf57-1bce7bdac5b5-0
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We, we talk a lot about
relationship between client and

1da71994-8193-4a7b-bf57-1bce7bdac5b5-1
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agency and how to make the most
out of that. So very practical

1da71994-8193-4a7b-bf57-1bce7bdac5b5-2
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topics?

fbb30f60-00e6-4347-b7c8-5fbcb235bdb2-0
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Yes, we talk about technology
and of course like AI has been

fbb30f60-00e6-4347-b7c8-5fbcb235bdb2-1
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at the center of that
conversation.

a1939777-2ded-4d71-bea5-cf45e9bd978f-0
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We pepper some of the
presentations from from the

a1939777-2ded-4d71-bea5-cf45e9bd978f-1
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Cannes program, but we try to
keep the program more intimate.

bfaa0e44-bcbc-4128-aaa5-6728ca160082-0
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It's just 35 people and we have
an environment where that's a

bfaa0e44-bcbc-4128-aaa5-6728ca160082-1
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safe environment to ask
questions, you know, like

bfaa0e44-bcbc-4128-aaa5-6728ca160082-2
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interact with some of the
presenters.

a5279582-73b3-4bbd-acb9-c2a4e6228d77-0
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So it has been fun.

cc6b0e67-572f-487d-923c-0ffb6f429918-0
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I'm sure I would benefit from
joining the Academy and learn a

cc6b0e67-572f-487d-923c-0ffb6f429918-1
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little bit about the creativity.
Stop by!

bca369ee-4439-4915-84c4-0fd614128e34-0
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So you mentioned AI is
definitely the star of Cannes.

1b201639-1dc6-4508-8f6a-46dd0e70fd38-0
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It's the topic that is most
talked about.

4f490e40-c0e6-4655-bcef-f69f0f2565d8-0
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You are a big believer of
creativity as a source of

4f490e40-c0e6-4655-bcef-f69f0f2565d8-1
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competitive advantage.

d3ebef85-98f8-4692-978f-b7fd4208a329-0
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So tell us something about how
you believe creativity unlocks

d3ebef85-98f8-4692-978f-b7fd4208a329-1
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value to competitive advantage
and what's the role of AI in

d3ebef85-98f8-4692-978f-b7fd4208a329-2
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supporting creators?

3ba9c0e8-6b09-4295-8d9c-9f40146039f8-0
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I grew up in a school of
marketing that believed in

3ba9c0e8-6b09-4295-8d9c-9f40146039f8-1
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creativity, right?

a72f0e4b-eff3-4bbd-90ee-652edacb639b-0
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I mean, I spent 18 years in
Unilever from an intern to a

a72f0e4b-eff3-4bbd-90ee-652edacb639b-1
00:03:22.130 --> 00:03:24.200
global VP for, for the Dove
brand.

921c4496-add9-4cd7-9469-d06c0307314c-0
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And, and I grew up looking at
people unlocking business growth

921c4496-add9-4cd7-9469-d06c0307314c-1
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by building strong brands and by
being creative.

9ee80108-5c0f-46be-8771-f419b59d21f6-0
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I think that especially in
the--today, like where we don't

9ee80108-5c0f-46be-8771-f419b59d21f6-1
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pay much attention to anything,
right?

ccdd5a93-194b-4ba2-ba44-036f1b50889d-0
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I mean, our attention is divided
among screens among our lives

ccdd5a93-194b-4ba2-ba44-036f1b50889d-1
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among like all the messages that
we get bombarded with on a daily

ccdd5a93-194b-4ba2-ba44-036f1b50889d-2
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basis.

baad0f0d-5c3b-4679-b8b9-e06acdc9d937-0
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Whatever you do, whether it's
design, advertising, product,

baad0f0d-5c3b-4679-b8b9-e06acdc9d937-1
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innovation in this you, grab
people's attention, right?

f128cbe0-f1df-4f0e-9565-48bd1aef0489-0
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And I think that creativity can
help you with that.

c11a2aa0-bc2b-488f-a817-af37b759175e-0
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So so that's why I pushed so
hard on that.

cfb350f5-593f-4226-9063-05c41e58ca53-0
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I could think about a company
like NotCo.

a3b1717f-5a1f-4e45-a2a1-700b5b4981d2-0
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I'm advising for NotCo these
days.

efcdcac3-d103-438d-a2e7-4518ced89354-0
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Like it's very small as a start
up, right.

b5dea5c9-ae02-4bc2-b28d-7624bbaa9c0e-0
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I mean, so I'm not able to win
the fight just through budget.

cee059ce-0c79-4349-aca4-bdf66bf8394f-0
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Like when I was at Burger King,
RBI, McDonald's had four times

cee059ce-0c79-4349-aca4-bdf66bf8394f-1
00:04:20.778 --> 00:04:23.640
our budget. Four times the size,
four times the budget.

1899a4bd-5f08-4f90-9add-d60b175f24b0-0
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So if I'm just like buying
attention, I will lose the war

1899a4bd-5f08-4f90-9add-d60b175f24b0-1
00:04:27.474 --> 00:04:29.920
even before the first battle
starts.

88fe6960-d33b-4bb4-b4d5-809d0cf5c1c5-0
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So that's where creativity needs
to come and kick in.

a7baec86-2ece-4992-9c09-91a0b39a217a-0
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And I think AI is an enabler,
you know, for you to do better

a7baec86-2ece-4992-9c09-91a0b39a217a-1
00:04:38.622 --> 00:04:43.556
creatively. For you to do rapid
prototyping, for you to do more

a7baec86-2ece-4992-9c09-91a0b39a217a-2
00:04:43.556 --> 00:04:48.181
agile testing with things, for
you to get to an asset maybe

a7baec86-2ece-4992-9c09-91a0b39a217a-3
00:04:48.181 --> 00:04:50.880
faster than you would normally
do.

8081d572-a822-4816-8f05-12675120a8b1-0
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I see AI as a tool, you know
what I mean?

7897181c-57e5-47c7-a09c-5e98e2ae4ab0-0
00:04:54.480 --> 00:04:57.814
Like I, I truly believe that AI
is a tool and that the

7897181c-57e5-47c7-a09c-5e98e2ae4ab0-1
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combination of AI plus humans
equals something better,

7897181c-57e5-47c7-a09c-5e98e2ae4ab0-2
00:05:01.148 --> 00:05:04.240
something that we would not be
able to accomplish.

75b07bdb-8ebc-4ac8-8df9-9ca8aa844d59-0
00:05:04.480 --> 00:05:07.897
I think NotCo is a classic
example of that. Not just on

75b07bdb-8ebc-4ac8-8df9-9ca8aa844d59-1
00:05:07.897 --> 00:05:11.680
advertising, but in it's--it's
at the essence of the business

75b07bdb-8ebc-4ac8-8df9-9ca8aa844d59-2
00:05:11.680 --> 00:05:12.840
model of the brand.

62d7d4cb-8425-4a8f-b471-8daf6708a7e0-0
00:05:13.080 --> 00:05:16.600
Well, as we are talking about
NotCo, tell us who is Giuseppe?

35cd0601-b005-4dce-a354-26f4044f4585-0
00:05:18.560 --> 00:05:21.240
Me telling the Italian who is
Giuseppe?

0f0dc6f6-6ada-465d-93e8-b413e5689fe3-0
00:05:22.480 --> 00:05:27.951
The name Giuseppe is there--it
comes from a painter from I

0f0dc6f6-6ada-465d-93e8-b413e5689fe3-1
00:05:27.951 --> 00:05:32.960
think it's like mid 1500s called
Giuseppe Arcimboldo.

09ea2502-39ae-4fc5-bd6f-0e470018173c-0
00:05:32.960 --> 00:05:34.200
Oh, it's very famous.

71036537-008f-4fbb-b959-dfdcc6dbfd39-0
00:05:34.240 --> 00:05:35.640
Yes, Giuseppe Arcimboldo.

2f2984b1-9c25-43c6-ab6f-c90612e8edb5-0
00:05:35.880 --> 00:05:36.800
Yes. With the fruit.

4283065e-0576-4db5-8770-ea91d6b0a9ea-0
00:05:36.920 --> 00:05:37.800
Yes, exactly.

3355a91c-5c10-4c58-b2f0-2e2323cba80d-0
00:05:37.800 --> 00:05:41.400
He used to do like the portraits
with the vegetables and fruits.

f2428c92-8b8c-4699-b9ee-5eb406412105-0
00:05:41.400 --> 00:05:43.640
So basically like creating art
with plants.

2aa267ff-1d3c-451b-b109-c64e27b733cd-0
00:05:43.840 --> 00:05:44.880
You didn't know that, right?

acabcee7-1203-4629-8d34-0d801c3174ee-0
00:05:45.320 --> 00:05:45.600
I did.

926bc33d-98e7-4f85-872f-53fa33885ce3-0
00:05:45.640 --> 00:05:45.960
You did.

55b68d4d-bd3b-48a1-b038-291368d2d2b5-0
00:05:46.040 --> 00:05:46.840
OK, I told you that.

f9c0d53b-ef54-41d2-8d6a-81a9b6b75ebd-0
00:05:46.840 --> 00:05:48.040
I am Italian, 100 percent.

cbbdfa25-34dd-4cf4-be32-ee923b8b6e60-0
00:05:49.320 --> 00:05:52.400
So it's basically creating art
with plants.

f9c7b4e7-5dc7-4ebc-a670-699ffa6a85e9-0
00:05:52.800 --> 00:05:58.115
So that's why for a company that
uses AI to create elevated plant

f9c7b4e7-5dc7-4ebc-a670-699ffa6a85e9-1
00:05:58.115 --> 00:06:03.029
based food, like the AI was
named Giuseppe, basically create

f9c7b4e7-5dc7-4ebc-a670-699ffa6a85e9-2
00:06:03.029 --> 00:06:04.640
art with plants too.

1e66c00f-de6f-4470-a02b-9da0542f40bd-0
00:06:04.920 --> 00:06:08.860
And the whole company is rooted
into the idea that there is a

1e66c00f-de6f-4470-a02b-9da0542f40bd-1
00:06:08.860 --> 00:06:12.291
better way than the way that
the--currently, the food

1e66c00f-de6f-4470-a02b-9da0542f40bd-2
00:06:12.291 --> 00:06:15.786
industry approaches things. You
know, like in terms of

1e66c00f-de6f-4470-a02b-9da0542f40bd-3
00:06:15.786 --> 00:06:19.726
sustainability, in terms of the
development time, in terms of

1e66c00f-de6f-4470-a02b-9da0542f40bd-4
00:06:19.726 --> 00:06:20.680
inefficiencies.

dd284c67-d04c-4797-85d3-9855e943f59b-0
00:06:20.880 --> 00:06:24.403
So when Matias, who is the
founder CEO of the company,

dd284c67-d04c-4797-85d3-9855e943f59b-1
00:06:24.403 --> 00:06:28.503
started the company around 8-9
years ago in Chile, it's a start

dd284c67-d04c-4797-85d3-9855e943f59b-2
00:06:28.503 --> 00:06:29.400
up from Chile.

af8f2e71-d90c-46fc-a839-e47dc7684079-0
00:06:30.000 --> 00:06:34.693
It's a unicorn, like valuations
like $1.5 billion, like lots of

af8f2e71-d90c-46fc-a839-e47dc7684079-1
00:06:34.693 --> 00:06:36.160
very strong backers.

879c0c09-7bf7-4ca3-a477-32f6b57f6134-0
00:06:36.960 --> 00:06:41.409
And it's a data science company,
you know, like it's rooted in AI

879c0c09-7bf7-4ca3-a477-32f6b57f6134-1
00:06:41.409 --> 00:06:42.960
and it's very creative.

f04e5876-2201-46be-93cd-2383da9554f8-0
00:06:42.960 --> 00:06:46.709
So one thing is not like in
contradiction to another,

f04e5876-2201-46be-93cd-2383da9554f8-1
00:06:46.709 --> 00:06:50.320
because Matias and the team,
they use AI as a tool.

1b645794-82cf-41c8-8b83-addc795ad979-0
00:06:50.640 --> 00:06:54.249
Like we always--it's a
partnership between AI and our

1b645794-82cf-41c8-8b83-addc795ad979-1
00:06:54.249 --> 00:06:55.720
chefs, AI and R&D.

1f7ff603-3bd6-49e8-ac85-dce73e1eda4b-0
00:06:55.720 --> 00:06:57.200
So Giuseppe is the AI.

64b99ca9-f453-48c6-902a-f31036783f8e-0
00:06:57.280 --> 00:06:57.880
Exactly, yes.

0904bdb3-b695-4769-b8d5-829536dc937d-0
00:06:57.920 --> 00:06:58.880
Now I know.

d7cf37af-4988-4ef3-b079-5297a9186f8a-0
00:06:58.920 --> 00:07:00.520
Yeah. That's fantastic.

71deded3-f472-4224-9ea6-8a1f92156ec2-0
00:07:00.520 --> 00:07:03.778
So that's a clear example of how
creativity can give an

71deded3-f472-4224-9ea6-8a1f92156ec2-1
00:07:03.778 --> 00:07:04.360
advantage.

136d1076-1ec6-4035-9da0-75c104214c2d-0
00:07:04.520 --> 00:07:07.120
And AI is the secret sauce.

81bce4c0-cb70-46dc-bc98-97d380eaaded-0
00:07:07.240 --> 00:07:07.840
Exactly.

84adaa81-ff35-47e0-8019-766f17a5d7fc-0
00:07:07.920 --> 00:07:08.360
Yes.

e4057324-eb2d-4097-9663-fea5b28c7e5f-0
00:07:08.960 --> 00:07:12.178
Well, Fernando, thank you so
much for sharing your thoughts

e4057324-eb2d-4097-9663-fea5b28c7e5f-1
00:07:12.178 --> 00:07:13.680
with us and for stopping by.

5e14c315-2d81-47c4-8f09-fbf751fed5d6-0
00:07:13.880 --> 00:07:14.960
No, my pleasure.

e3096510-9a1d-4e33-b28f-6764f81d4d03-0
00:07:14.960 --> 00:07:15.680
Thanks for having me.

16490f83-fc6d-4728-8bf1-247a002fe39f-0
00:07:15.800 --> 00:07:16.160
Thank you.