In this clip from Genuin Connections, recorded live at POSSIBLE 2026 in the Genuin Suite at the Fontainebleau in Miami Beach, Scott Hendrickson, Chief Revenue Officer at Firmly, makes a blunt case for what publishers, apps, and brands need to do as LLMs eat into traditional attention channels: build better, data-rich relationships with customers — or get left behind.
Host Matt Wurst, CMO of Genuin, draws out Scott's step-by-step framework for merchants and media companies starting to use first-party purchase data: drive better conversion, then activate the data to re-engage users intelligently, then service them at a true individual level in ways previously impossible. Scott points to Uber as the benchmark for what data-driven customer understanding can look like, and argues most publishers and apps are further behind than they realize — but can close the gap faster than they think, given the pace of the technology.