In this insightful discussion, Amiel Shapiro, VP of Data & Insights at Eko, shares his journey from the Israeli Special Intelligence Unit to leading data initiatives at a tech startup. He highlights the importance of choice-driven experiences in the future of eCommerce, showcasing how major brands like Walmart have improved engagement through innovative data strategies. Amiel emphasizes the need for a cultural transformation towards data-driven decision making and the role of storytelling in enhancing customer connections. Personalization and interactive video content are the keys to revolutionizing online shopping.