The article then quotes PA senior product manager, Patrick DiLoreto, who joined the company in late 2021 having been a customer in his previous role as head of ecommerce in Australia at PVH Corp, owner of the Calvin Klein, Tommy Hilfiger and Heritage Brands.
Patrick emphasizes that PA gives clients a source of data beyond the customer. Acknowledging the current race to first-party data in the MarTech landscape, Patrick explains that PA’s focus is to “build the most unique and relevant personalisation based on understanding deep relationships between item data, rather than on the user and who they are exactly.” This method uses 100% anonymous data, and creates value for retailers and customers by enabling incredible customer experience (CX) without violating personal information (PI).
CMO notes that PA is able to achieve amazing CX through a combination of technologies, chief among these being natural language processing and computer vision.
Patrick is quoted as saying “The technology will recognise that image for what it is and make recommendations – understanding more than the name and description, but also related products…It creates a better understanding of the product by allowing the machine to understand it.”
The article ends by touching on PA’s upcoming Retail Media offering, which Patrick describes as “one of the fastest growing advertising channels in the industry”.
To read the full article you can find it here at CMO.