For the last two decades, the primary question for marketers has been “How do we rank on Google?” What happens when the primary question becomes “How do we become the answer for an AI?”
Agility requires not just adapting to new tools like AI, but fundamentally rethinking the systems and organizational structures that support them. It’s a shift from optimizing channels to engineering a connected growth engine for the entire business.
This show is brought to you by Moburst, an award-winning digital marketing agency leading how brands succeed in the age of AI.
Moburst helps brands grow through data-driven strategies across app marketing, media buying, creative, and Answer Engine Optimization (AEO), helping you win visibility in AI-powered search and generative engines. Everything they do is built to connect brands with the right audience and drive measurable growth. Learn more at moburst.com.
Today, we’re going to talk about the significant disruption AI is causing not just to marketing tactics, but to the very foundation of how customers discover and interact with brands. This isn’t about a new channel to manage; it’s about the emergence of a new operating system for marketing, one that demands a move from siloed activities to integrated systems, from Search Engine Optimization to Answer Engine Optimization, and a new way of thinking about the teams we build.
To help me discuss this topic, I’d like to welcome, Gilad Bechar, CEO at Moburst.
About Gilad Bechar
Gilad Bechar is the CEO & Founder of Moburst, an award-winning digital marketing agency helping brands succeed in the age of AI. Moburst helps brands grow through data-driven strategies across app marketing, media buying, creative, and Answer Engine Optimization (AEO). Gilad brings a practical, operator-level perspective on how brands can stay visible, relevant, and competitive as marketing shifts toward AI-powered discovery and performance-driven growth.,Yes,This will be completed shortly
Gilad Bechar on LinkedIn: https://www.linkedin.com/in/begilad/
———- Resources ———-
Moburst: https://www.moburst.com/
This show is brought to you by Moburst, an award-winning digital marketing agency leading how brands succeed in the age of AI.
Moburst helps brands grow through data-driven strategies across app marketing, media buying, creative, and Answer Engine Optimization (AEO), helping you win visibility in AI-powered search and generative engines.
Everything they do is built to connect brands with the right audience and drive measurable growth.
Learn more at moburst.com.
Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74
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Don’t miss We Make Future – the International Festival of Innovation in AI, Tech, and Digital Marketing, June 24-26 in Bologna. Learn more: https://aglbrnd.co/r/c80991afff416bb2
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Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3
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Transcript
The Agile Brand with Greg Kihlström
Greg Kihlström: Hi, I’m Greg Kihlström, host of The Agile Brand, and here’s a question for you. For the last two decades, the primary question for marketers has been, how do we rank on Google? But what happens when the primary question becomes, how do we become the answer for an AI? Agility requires not just adapting to new tools like AI, but fundamentally rethinking the systems and the organizational structures that support them. It’s a shift from optimizing channels to engineering a connected growth engine for the entire business.
Today, we’re going to talk about the significant disruption AI is causing not just to marketing tactics, but to the very foundation of how customers discover and interact with brands. This isn’t about a new channel to manage, it’s about the emergence of a new operating system for marketing. One that demands a move from siloed activities to integrated systems, from search engine optimization to answer engine optimization, and a new way of thinking about the teams that we build. To help me discuss this topic, I’d like to welcome Gilad Bechar, CEO at Moburst. Gilad, welcome to the show.
Gilad Bechar: Hello, hello. How are you?
Greg Kihlström: Yeah, good. Good. Looking forward to diving in here. Before we do though, why don’t you give a little background on yourself and your role at Moburst?
Gilad Bechar: Sure. So, my name is Gilad. I’m the CEO and founder of Moburst. We’ve been around in the last 13 years and we help brands to hyper getting into a hyper growth mode, which means how to help them to achieve their goals and and meet their KPIs.
Greg Kihlström: Great. Great. So yeah, we’re going to talk about a few things here, but want to start from the from the strategy level and what I what I touched on in the intro, and just really this, this idea that AI in particular and and other changes too, but you know, AI has really driven a lot of marketers and a lot of brands to rethink the their marketing operating models. But many large organizations are still operating in those, you know, old school functional marketing silos, you know, you got paid media, content, email, social, each with its own KPIs. How does this traditional structure fundamentally break down when you try to build a more connected data driven growth system?
Gilad Bechar: That’s exactly where it breaks. and I think that that’s part of the reason why we are saying like 80% year year over year growth for ourselves because we are kind of one stop shop for for growth. And that means that the creative department and media department and social media and everything related with the PR and podcast and lots of, lots of those capabilities are coming all together in handy. you used to have an SEO agency that would only do SEO things. So they would do all of the technical things into the website and implement this code in this way and schema and and frequently asked questions and what have you. but they will not see what happens on the other departments. They don’t care about those KPIs. It’s a different type of a thing. Social department will only care about engagement and likes and follows and and they don’t really mind about too deep of content because who reads this it and things of that nature. and you’re seeing the creative departments that are trying to get you the best hooks possible, like how to actually grab the user’s attention, but not necessarily telling the brand story or things of that nature. And what you’re seeing on those on those instances is that basically for media buying you need specific things, for the organic side you need other things. Like each and for social, you want to grow your follower base. And and it all makes sense. It’s all logical, but AI is kind of coming and changing the entire thing and mixing it together, because AI doesn’t just care about your your Google ranking for a specific a query. Uh it cares about the trust signals. And when it carries the trust signals, it basically looks about what happens on every single one of those venues. So it will read your reviews on on on third party sites that are actually ranking you compared to your competitors. It will look on what happens on Reddit and how people that engage with your brand or or product actually gave the fair feedback about what they thought about it. Good, bad or ugly, it’s it’s there on Reddit. And you can see questions on Quora that are impacting it and how you’re looking on Wikipedia is is is making an impact of it. And and things that you’re having on LinkedIn like if you have a longer post that are actually called the pulse uh type of of content pieces, that’s also being kind of triggered into those LLMs. And and if you have YouTube YouTube videos, how much views they got and how they engagement there was, and you can get ranked for a lot of different type of queries that are very long, because if you are marked as number one answer on YouTube for that, you’re probably good enough to also be cited by ChatGPT, Gemini, Perplexity, or Claude. So when they’re kind of factoring the the ecosystem, they’re not just looking about what happens on on Google or Bing. ChatGPT was was trained on Bing, not even on Google. So when you’re looking on on all of those elements, each and every one of those engines that are being questioned every single day and being trusted by hundreds of millions of people every single day to make their decisions. and and and it’s not just factoring what you’re doing on the website. So it’s not just an SEO problem, it’s the brand problem. And and a lot of times when you’re thinking about how to create content, how to produce the right type of trust signals for those algorithms, you need to not just thinking about it from the level of engagement or the level of how many followers did I get, but also is it clear enough for AI to read it in a snap and understand exactly that I’m the best for X or Y or Z. and if you’re not planning this more holistic type of a strategy, you will basically shoot in the wrong direction. And and you will be hitting your chances of getting ranked and cited by all of those LLMs. And and the level of like people that are actually getting a recommendation by ChatGPT, you’re asking, who is the best mobile marketing agency? And if you see that Moburst comes there in the top three, you’re probably going to be going to all of those three sites, all of those three agencies saying, well, okay, let’s shoot them an inquiry, let’s, let’s get their pitch and things of that nature. but but this is kind of your research phase instead of having like what you used to do before actually going through for 40 different 40 minutes about like scouting the internet on so many different things and then creating your short list, you trust ChatGPT, because it recommended it and it checked all all of those things already for you. So you’re creating a short list and then within that short list, okay, I’m comparing this vacuum or this vacuum. Like which one I will be better for pets? Or or you know, very kind of nuanced type of of of queries and if you’ll be able to get the AI to recommend you, the user is already coming with a 90% trust that this is the right this is the right direction for them, rather than you know, questioning every single thing that you’re about to say. so if you’re thinking about holistic approach, and that’s why I think that we that our growth is is being where where it is today. and we are working with you know, startups, we are working with enterprise solutions, we are working with Microsoft Copilot for example, or or we work with Samsung and Google and and and Uber and like those type of big and and we also work with startups that just raised a round or or B round and they’re trying to reach the market. And each of them is coming with a different pain point. Each of them is coming with a different positioning or a different type of maturity of the business. They have hundreds of thousands of users, they want to go to the millions. They have millions, they want to go to the tens of millions or hundreds of millions. The the methodology will be different, the execution will be different, but the strategy has to be holistic about how do we are actually creating the right trust signals for every single one of the channels to make us more reliable by those AI engines.
Greg Kihlström: And so you know, what you’re what you’re talking about really is just this this connected system where we we used to think in silos, you know, as as you’re saying earlier, now there’s really this connected system rather than a collection of channels. So from the from the brand’s perspective, what is this mean? You know, so so everything that you’re saying, you know, makes sense. It’s the way that consumers are are consuming and and making decisions and everything like that. What’s the mindset shift, what’s the collaboration shift that needs to happen internally at a brand to make to really get the most out of this this connected system?
Gilad Bechar: I think that it’s not just even the consumers. It’s also about the businesses themselves. Like you can actually see a research that that was posted asking like 300 C-level executives about their decisions about, should I choose Salesforce or HubSpot for example? Or or queries like that. and basically they are on the verge of going with Salesforce, for example, and then because ChatGPT recommends them to change to HubSpot because it’s more about one, two, three, 64% of them will actually change their mind. Even though they they got whole pitch and you know, they can have nine meetings about solutions and all of those things and they will actually go in the other direction just because ChatGPT, Gemini, Perplexity, or Claude gave them that recommendation and they feel like this is a PhD level of someone that something that knows everything and it will give me the right answer. So you see that even the most executive teams worldwide for the biggest companies on Earth, making their decisions based on those engines. And if you are understanding kind of the the the level of impact of how credible it appears to be by by the consumers or by the brands, you’re saying this is where the decisions are being made. This is where I can win or lose. And I was doing every single part of my sales team and marketing and every single, but if AI did not recommend you, you’re going to be in big in in big trouble and you’re not going to know why your conversion rate drops and and your sales pipeline leaks and and it’s a big part of making the decision to say, is this thing trustworthy or not? So I feel like this is something that impacts the day-to-day life of both consumers and businesses. And now because of that there is a massive kind of wave of, okay, SEO, I understand. That’s a problem of of the past. I I need to see how I’m getting in front of those engines. it’s not like Google doesn’t give you massive amount of traffic to your website. It does. And and and it’s doing it also by AI overview and lots of different things that you are coming in. But the the the the decision on when you’re asking a very large query, when it’s built of, I’m a B2B company that does cybersecurity and looking to do a new website, should I actually work with WordPress or Shopify template for this or that? Like and and and the answer is so specific that it’s exactly tailor-made to me and I feel like this is the way for me to make the right decision. And never mind with how many experts I’m speaking with, it’s like another thing that sits behind the back of my mind and basically saying, this is kind of the the north star for me of how of how to choose, how to make sure that I’m not making a horrible mistake.
Greg Kihlström: To dive into that a little bit more, so you know, I would say we take a very positive and optimistic stance on AI on the show. You know, I think there’s a lot of, you know, benefits, a lot of potential benefits with it. But you know, for those for those leaders that are taking, you know, just to pick on ChatGPT, but you know, taking AI answer, you know, answers almost at their word, like where where are they most reliable and maybe where is their where is there a need for a little skepticism still?
Gilad Bechar: So I I I think that you always need to be skeptic about that. And that’s even though that we have like we I have a VP AI and six six AI directors and then I have BI developers that are only working with AI and then another 16 AI champions with the company. So we are big believers on that. And that’s outside of the growth labs that only builds AI products with AI. So I’m saying all of that, to to to explain that even though that I have that and I’m using it on a day-to-day basis on everything, I usually don’t trust one tool by itself. Usually I I’m asking like if this is a big question for me or or big decision for me, I want to get the second opinion so to speak. So my go-to just for example is is is Claude and Gemini for example at this at this stage. And and basically compare the answers between them. And if this one recommends A and this one recommends B, I’m kind of taking the answers and blending them together and trying to see why this is better in here and this is better over there. And besides that, obviously I’m I’m speaking to the to the team. You know, I have VPs, I have a lot of different directors and and and and lots of great team members in the company. But I feel like this is something that kind of do does a sanity check to make sure that I’m not going in the wrong direction. And taking exactly the same prompt, copying it on two windows and actually asking in here and there, just to make sure that you’re not getting a hallucination. There are hallucination. I think that if you are using the most the the the newest models you have less of those, but you also need to be very specific about how you are questioning that specific thing. So within Claude Co-Work, when I’m asking a query, one of my directions to that is that if you’re not sure, tell me. That’s okay. I don’t try to invent an answer. Or if I’m using just for example with different tools that I need to make sure that there are no hallucinations whatsoever. I’m I’m inserting everything into notebook LLM for example. And only from the things that I uploaded here, only from here give me the the recommendation. Don’t take it from the web, from any other things. So it’s only based on what I’ve trained the model to think about based on documents of 500 pages. Find me the answer in here based on that manual and don’t go crazy to to other places. So there are lots of different ways of using AI. You need to know what to use on which type of instance and then how to actually make sure that what you’re asking, you’re actually getting the the best answer. We built an internal tool that also asks the same query in four engines at the same time. Perplexity, Claude, Gemini. And then you’re seeing kind of a consolidated view about which one or what is kind of the the best answer based on all four of them. and and and again, implementing XAI for example, should we, shouldn’t it. It’s big enough. So again, it’s it’s kind of you’re always going to add more and you can always kind of do it a bit deeper. but it’s a question of what type of a question are you asking? What is the cost of a mistake of going in the wrong direction? So I think that we are not kind of the standard user. The standard user is just hooked into ChatGPT or Gemini or Claude, whatever that might look like. And just going with it and this is kind of their source of truth. I do think that you do need to make sure that you’re checking yourself before just relying on that blindly, but the more that you work with it and the more you see that it’s reliable and you most of the times it’s not hallucinating. So you’re saying, okay, that’s that that will work. I did do a mistake two weeks ago. I bought like something that connects my I moved homes and then I moved the the office. And I needed to connect a Sonos subwoofer to the computer. And and connecting it, it’s not HDMI regular. I needed to have another plug there in in in the center. and I asked, hey, Gemini, what will be the best thing for that? I bought exactly what it recommended. And then it said, well, I’m I’m deeply sorry about that. this is really embarrassing. That was the the but but I I I recommended you the wrong, the wrong the wrong system. You need the the the one that is upgraded to do this and this and that and this is only doing this and and basically, I’m so sorry. If you want, I can help you to get the return label by Amazon and and and getting you that fixed. but at that time it’s okay. The cost of a mistake, $50 to actually get another box connected to the computer, it’s not a big deal. but I’m saying that most of the times when it’s a big decision, you want to make sure that you’re relying on the right on on on the right platforms.
Greg Kihlström: Well, I mean, you know, it goes back to you kind of do the same thing. In real life you, I mean, you may have very trusted people that you rely on for certain things, but generally speaking when you make a a big decision, you’re asking a few other people, you know, you’re not just asking a single person, hey, what do you think about this and following their their advice? So, you know, in in a sense it echoes that, but I do wonder, you know, the the examples that you give are great and I you know, I’ve I’ve done some of the same things as far as, you know, kind of seeing posting the same prompt and and kind of seeing results. In platforms where that’s not possible. So, you know, let’s talk a little bit about media buying for instance. So, you know, AI-powered media buying, certainly there’s a lot of opportunity there and and a lot of benefits to using the AI optimization, but I mean, I guess you could buy media in multiple, you know, multiple different platforms or whatever, but it’s a little harder. It’s it’s less of an apples to apples comparison. What should leaders be keeping in mind about this, you know, as as far as balancing that the human strategy part with kind of trusting the algorithm and and when it can be a little bit more of a black box?
Gilad Bechar: Yeah, I think that this is a great a great question. I think that when we are looking at that, like we are trying to get all of those sources into one big CRM of ours, basically to to get all of the information because what you’re running right now in Apple search and Google and Facebook and Snapchat and Pinterest and Quora and Net Networks, RTBs, exchanges, influences, get all of that into one place. That’s step number one. once that’s there, now you can start running AI analysis about that about, okay, which are the bids that I need to make higher bids, lower bids, changing creative elements and things like nature. So, AI is really good when you have all of the information in front of you and it knows how to justify the action based on historical data that it sees and things like nature. I feel like that’s where AI is very, very strong at. but we always have a a human in the loop. So our media managers basically have all of that ingested into one place. We are creating them automatic dashboards based on what was happening in the last day, week, month, what whatever you’re kind of analyzing. And then it also gives you another kind of a big output of, this is what the AI will recommend you on doing. And you can do that with both Haiku. Like we were we’re doing it with four different models of of of Gemini and on Topic, basically of one of Google, one from from Claude. and and and what we’re trying to see there is like, okay, you’re getting the recommendations based on different AI suggestions. and you decide as the human like, what will be the right actions for me to do? So there are things that are very clear. Okay, Google is performing two times better than Meta, transfer more budget from here to there. That’s that’s easy. Like that’s any media. You don’t even need AI to do that. But in a special analysis that Gemini analyze and saying, during the weekend, between 6:00 PM till 10:00 PM, that’s the time to increase the bid by 3X because every single lead that you’re getting there is is a pure value that someone is about to buy your product. And and lower the bid between 2:00 2:00 AM to 6:00 AM because that’s usually people that are just, you know, bored, they can’t sleep at night and and they’re not really making purchases. And and and this level of analysis is something that if a human even will try to do that, searching the patterns about each and every platform, about the the the purchase behavior of each and every, it’s it’s very hard to do. I mean, like it can take you hundreds of hours to get to that level of analysis. but AI is really good at finding those patterns. So once it spots that, you you can say, okay, I want to question that. I want to make sure that the data that it was trained on is actually based on the last three weeks because we changed the funnel. We changed the we changed the the landing page. So maybe they’re looking on this landing page compared to that and it doesn’t behave the same. So there are a lot of things that the the context there and the fact that a human in the loop is kind of judging the recommendation and then deciding, okay, I need to implement that. I do not need to go after those specific flows. so I feel like that’s a very important part there because a lot of times it doesn’t have the context. It will tell you, okay, you’re running the same campaign in five languages. Kill the Spanish speaker type of campaign because it it performs lower than the English speaker one. But if your goal is to expand from the US to Spanish markets and it doesn’t make sense to to to hear that recommendation. It doesn’t have the context of understanding that we’re trying now to increase the market share in here or on there. And so I feel like a lot of those things are not as easy to just based on the last week of a week results, but also what are you trying to achieve? And and and what is the value that you’re getting? Lifetime value out of those customers. If it’s not connected to the lifetime value, maybe those users are more expensive, but they are staying five times more with the subscription later on. And and it doesn’t have that context. So, a lot of those things you need to kind of use it as another helper for the decision maker, but I wouldn’t let it do everything it wants by itself because it’s not entirely there just yet.
Greg Kihlström: So I want to go back a little bit. I know we touched on, you know, whether it’s the the terms are are varied, but answer engine optimization, GEO, what whatever you refer to it as. I know we touched on a little bit at the beginning, but want to talk more about the operationalizing it now. And so, you know, I think a potentially dangerous approach is to just think, oh, this is just like SEO, it’s just a little different here or there. I I think there are some similarities, but maybe could you unpack that a little bit for us. So, you know, what what is similar, you know, for those that had really strong SEO and content strategies already, where are they set up for success, but also where do they need to think differently?
Gilad Bechar: Yeah, I think that that’s a great a great question. So, SEO was the game of us bombarding with a massive amount of content. And that content wasn’t as structured because there is a big paragraph about it. It looks like more dense. A lot of time SEO people will say, well, this content is ranked and they have 3,000 words. We need to have 3,500 words. So our content will be even better than that one. and it was measured by how much content you had on the page and not how it was structured specifically. so there are differences, like both love content. Okay? You need a lot of content. That’s there there is no doubt about the the that you need content you know to be successful there and you need to educate it about what you do best, about the type of questions that people might ask. And you’re drafting the content in a different path. So it’s not just the technical side, schema and and and how fast that site loads and like how to make sure that the bots can actually read the content very easily and things like nature. Like that’s that’s obvious, okay? That’s technical part that you just need to cross V next to all of those things. Robot text, you have a lot of different things that you need to to to work on on the technical side. But the difference is that you need to structure the the answers, like with question answer, like the frequently asked questions is one thing that the AI really love because basically it tries to find a specific fit for that query. So it it runs that query. Let’s say someone is now looking for best app promotion agencies worldwide. What it does saying, okay, this is what the user was searching for. It breaks it into five or six other queries that that’s something that the engine itself is doing. Best US agencies that deal with growth for up marketing. Best like lots of lots of sub queries that can be become out of that. And then it checks all of the answers that it gets and what are the the top citations or what are the top sites that are being recommended to provide you that solution. And then it reads within those sites what is the recommended sources. And and basically if it it it read an answer about, hey, Moburst is is is one of those sources. It will go to our website to learn, what are we doing? How are we doing it? Who are the type of clients? What are the of of of case studies do you have? And then it research my own company and then two other competing agencies and then tries to kind of give you like, okay, based on the recommendation, those are the top three that I think that going to be going to be the best for this specific thing. They specialize on this, they specialize on that and they are doing much more of that. so it does that type of homework about you. So the more that you have the structured content on your website to help dictate, I’m the best in this niche. We are the this product of ours is the ideal solution for that audience. And and then it it it tries to basically find, it can’t be that you are the best at everything for everyone. Like usually it doesn’t it’s not the case. so if you if you are thinking about again cleaning devices or or or you know, refrigerators or what have you. It’s a big family, it’s a small family, it’s a a with ice maker, without ice maker, the the electricity, like what what’s what’s the most important thing for you and and it needs to find what you’re going to be ideal for and and who will be ideal type of audience for that. So it tries to match that with what they they they it knows about the user who is searching for it. How price sensitive are they? Oh, it knows that the Moburst is a company with let’s say 100 to 200 employees bracket. So it won’t going to recommend me a solution that going to be only for crazy enterprises that’s going to cost me $5 million a year because it knows that it’s not the price range that I usually spend on on architecture. While you know, Google or or Microsoft might pay tens of millions of dollars for this subscription or that subscription or that cloud solution. or hundreds of millions depending on what they need. So it matches it to what it knows about you and then the more information that you have within the site that kind of gets the AI to understand they are ideal for these cases. They are doing a really good job on those things. it helps them to dictate the relevant score that you are getting compared to the others. so I think that how the content is structured is very, very important to help guide it to your ideal persona. and and you can also there are lots of different low hanging fruits of things that you can do. You probably have a sales team. they probably have those handbooks about what we do best? How do you actually serve this company or that company? You can just publish them as kind of structured content on your blog and on your resource centers and things like nature that is very easy to find and the AI can read them very easily. It’s like question, answer, question, answer about lots of different topics and it helped dictate what you’re actually doing better than anyone else on different departments, different services, different offerings or solutions that you have.
Greg Kihlström: Love it. Well, as we as we wrap up here, got to got a few things for you. I want to looking ahead, certainly we’ve talked about a lot of shifts and and a lot of changes. From a marketing team perspective, you know, as we talk about silos breaking down, as we talk about just changes and and and evolutions in marketing. What are the skills and even the roles that are becoming more and more critical as you, you know, think about the future of of a marketing team?
Gilad Bechar: Yeah, I think that one of the roles that becomes the most relevant is the ability to self taught yourself, like self-learn. and I think that becoming AI-native is something that I would always prioritize someone who is trying to test all of those tools compared to the people that are saying, yeah, well, I’m I know what I know and and I know what also I am not strong at. and AI is a bit more like again, I’m not into code, I’m not looking for everyone to be developers, not whatsoever, but you can create today a whole systems just by envisioning them, thinking about a problem, thinking about the solution and and vibe code it without without even need to know how to program. You just need to think outside of the box and you need to keep on challenging the status quo. and you need to have the mentality of saying like, I understand that it wasn’t possible before, but there is a way to solve it. And I think that that’s probably the thing that is the most important today because the pace of innovation today is insane. Things that used to take you five years and and and a team of 15 people to build, can actually be happening today in a matter of three weeks with one talented person. and I feel like the the the capabilities of one good person in the right place in the organization that is AI-native, that is trying to fix things in a in in a in a more interesting way. You know, one of my team members from the HR division just created us an HR bot. And and she’s not an AI expert. She just said, hey, you know what, if we we can actually create this type of a thing that let’s train it with the with the handbook that we are giving for each and every employee. And then if they’re asking about the next vacation or if they can do this or they can do that or based on the policies on on how much time you are getting after you gave birth in this country or that country. There are so many details in those things and just asking and getting a question on on and putting that as a as a friend of yours on Slack, HR friend type of a thing and and and and it’s just it’s innovation that you know, I didn’t expect the HR team to create something like that three years ago. But nowadays, I feel like if an HR person can actually create something like that, there is no reason that every single team member on every single department will challenge the status quo, will say, this is another repeating query. I’m I’m wasting five hours every week of answering team members about different things. Let’s try to solve it so I want again, that I only have two questions a week instead of 15. because it’s repetitive and it doesn’t make sense and they have the handbook but they are not checking into it and they just prefer to go to the HR. Let’s have an HR bot that will give them their those answers and and and getting my five hours back. So I’m saving myself an hour a day to not do that repetitive thing. So I feel like every single person that is currently employed when they’re just doing what they used to do in 2025 or 2024, they’re probably doing it wrong. And you need to rethink about systems that you can build to automate labor intensive and and kind of a low value type of things that you have to do. It’s reporting. You have to do that but it’s taking a data from here, putting it in here, creating a graph, uploading it and and and tidying up a text, looking on the font size. Like, who wants to do that? Why not creating a Claude skill that creates you automatically all of those things, pull it together and basically, you just tap on a button. Here you go. We have that. You can inspect it saying, well, just like a chef, you’re you’re tasting it. Well, it’s too sour. No, it’s it’s too salty. But but you’re basically just testing the the the the thing that was created for you instead of actually creating it every single time from scratch.
Greg Kihlström: Love it. Well, Gilad, thanks so much for joining today. Got one last question for you as we wrap up here. What do you do to stay agile in your role and how do you find a way to do it consistently?
Gilad Bechar: great question. I think that I’m just testing every single new tool that comes to market. and I think that just like my team, basically, I know that if I won’t going to be going into all of those newer tools, I will stay behind. so I keep on engaging with other CEOs, to see what they are doing, how they are doing, how they’re actually creating the new systems, how they’re doing the integrations of new new platforms and solutions. and I’m trying to kind of stay ahead of the curve by reading a lot about everything that happens in the industry and trying to see, what does that mean? And if this and that and that is kind of a trend, how do I get ahead of it, to make sure that we are not basically kind of reading the news but we are not acting on them and then basically we are staying behind.
