Jon Heller, Co-CEO and founder of Firsthand, pioneers AI Brand Agents to revolutionize online shopping. He discusses how these agents personalize customer journeys and transform marketing interactions into valuable insights. Heller elaborates on the shift from traditional search to more intuitive, data-driven experiences, highlighting their role in bridging publishers, advertisers, and consumers. He explains the complexities of building these agents and the importance of context-specific strategies to enhance engagement and satisfaction in retail.