Stephens, the CEO of Brij, a first-party data platform for retail brands, explained that shoppers are less concerned with where they make a purchase than with the brands they choose. For brands, however, where those transactions take place matters. As consumers shop across an expanding number of channels, maintaining direct relationships with them has become increasingly difficult. That’s where Brij comes in.

Brij, one of The Artemis Fund’s investments, helps brands identify who bought what and where, even when transactions take place through third-party retailers such as Target or Walmart. Quip, an oral care company known for its popular electric toothbrushes, is one of the brands it works with.

For Glansberg, two things matter most: data and content.

“Data is everything,” Glansberg said. “And content is everything.”

Quip offers a practical example of how brands can use data to strengthen customer relationships. Each product includes a QR code inside the packaging that customers can scan to receive a discount on replacement brush heads. In the process, Quip gains valuable information about who purchased the product and where.

This allows the company to maintain direct relationships with customers, better understand their purchasing behavior and create more relevant content to reach potential buyers.

Glansberg underscored the stakes for brands that fail to make effective use of this information. If you're not using your data, “then you're dead,” she warned. And if you're not using that data to create better content, “you're also dead.”

Artificial intelligence is adding another layer of complexity to the rapidly evolving consumer landscape. Glansberg shared that her team is already using AI tools such as Claude, arguing that the risks of failing to embrace the technology far outweigh those of adopting it.

From an investment perspective, Campbell noted that many investors are concentrating heavily on AI, often at the expense of other sectors. The Artemis Fund, however, is also focused on businesses addressing enduring needs, such as healthcare. She sees significant opportunities for emerging technologies to make essential services, including healthcare and legal support, more affordable and accessible.

As one example, Campbell highlighted a portfolio company using AI to connect employers with skilled workers, including traveling nurses and electricians, offering an alternative to traditional job-search platforms.

The conversation also touched on the implications of AI for the next generation of workers. Glansberg expressed concern about how rapidly the workplace is changing for young people entering the workforce, while Campbell emphasized the importance of teaching creativity, critical thinking and entrepreneurship in schools.

Across the discussion, one message emerged: businesses can no longer rely on established ways of operating. Whether through better use of customer data, the adoption of AI or investment in enduring consumer needs, companies must be prepared to adapt as technology continues to reshape industries.