We treat people as if they act along, but they don’t.

The standard way of looking at customer data is the problem. A basic database has its entries in rows, and each row is a person, merrily buying or watching or doing whatever, as if they were in a silo:

That’s just not how people are. People look like this, interacting with others around products and experiences:

We’ve always been social, and always will be. That’s one thing that’s AI proof.

Once you see this, you can’t unsee it.