Following the acquisition of FatWire by oracle in 2011, I served as Chairman and CEO of Great Land Holdings, a resort development company. I navigated the company through the 2008 recession, transforming it into one of the most successful businesses in the region. Later, I earned a Ph.D. in Computer Science and Artificial Intelligence from the University of Chicago, which led to my current position at Bridgeline.

Can you provide some insight into Bridgeline and what inspired you to start your company?

Bridgeline is a marketing technology software company dedicated to helping businesses grow their online revenue. We recognize that advances in AI and e-commerce have significantly disrupted online revenue generation. Our approach to addressing this disruption is categorized into three key areas: traffic, conversion, and order value. We provide unique tools to enhance our clients’ performance in each of these areas at the appropriate stages of their business cycle.

AI is a driving force at Bridgeline, fundamentally transforming consumer expectations and leading a paradigm shift in online shopping behaviour. Previously, consumers adapted their behaviour to fit the limitations of technology, often simplifying their needs to be understood by machines. Advances in AI, particularly with large language models, have changed this dynamic. Now, the expectation is for websites to fully understand customers’ goals and shopping contexts, offering personalized recommendations to meet their needs.

For instance, instead of searching for specific items like “leather boots” for a hiking trip, customers can now express their intent by stating, “I’m going hiking,” and receive tailored suggestions that align with their activity. This shift from explicit to intent-based searches represents a significant evolution in how consumers interact with online platforms.

My Ph.D. in AI inspired me to join this industry. I specialized in machine attention, focusing on how AI systems can determine what to prioritize and what to disregard. The advancements in AI have empowered us to transform these technical concepts into practical, impactful solutions. AI’s power allows us to create systems that understand and anticipate customer needs, enhancing their online shopping experience.

Could you share with us your vision for advancing your brand and expanding your business network?

Bridgeline is a leader in AI, leveraging thought leadership and direct customer testimonials to demonstrate how we help businesses grow their online revenue more effectively than anyone else. We actively participate in AI-centered conferences and industry-specific events where AI expertise is in demand. Additionally, we target underserved markets, such as electrical distributors, bringing cutting-edge technology to them while our competitors focus on flashier B2C industries like consumer electronics.

Our commitment to the B2B sector is another significant aspect of our strategy. B2B has lagged in technology adoption, despite the market being three times the size of the B2C market due to the multiple B2B transactions behind every B2C transaction. Today, there is a unique opportunity to surpass other B2B competitors by leveraging advancements in AI and B2C technology. This opportunity is especially timely due to a generational shift in the workforce; younger business professionals now expect the same level of convenience and efficiency in their B2B roles that they experience as consumers in the B2C world.

At Bridgeline, we focus on transforming these expectations into reality by providing advanced AI-driven solutions that enhance business operations and drive growth across diverse markets.

How do you assist clients in growing their businesses digitally?

At Bridgeline, we emphasize the significance of what we call the eCommerce 360 equation, where revenue is a product of three key components: traffic, conversion, and order size. Our mission is to empower businesses to focus on each of these elements individually, providing software solutions that enable them to track progress within each bucket and adapt over time as their customer base evolves and competition reacts to their successes.

Through the integration of AI technology, we go beyond mere tracking and optimization. We leverage AI to identify growth opportunities and enhance the customer experience, ultimately driving more revenue for our clients. By harnessing the power of AI, we enable businesses to stay ahead of the curve, continuously improving and adapting to the dynamic digital landscape. With Bridgeline, businesses can unlock the full potential of their online revenue generation, achieving sustainable growth and long-term success.

How do you ensure that your employees have a conducive workspace and opportunities for knowledge transfer?

We embrace agile methodologies to drive our projects forward efficiently. Our teams regularly engage in daily standups and are supported by dedicated scrum masters, allowing geographically dispersed engineering teams to collaborate closely. This approach fosters collaboration, accelerates decision-making, and ensures that projects progress smoothly toward their goals.

Recognizing the importance of continuing education, especially in the rapidly evolving tech sector, we empower our teams to seek out educational opportunities. We facilitate knowledge sharing through internal training sessions, where team members can share new insights and expertise with each other, fostering a culture of continuous learning and innovation.

Effective communication is paramount in every aspect of our company. Recently, we identified an exceptional expert in communication, Erin Lebacqz, whose work resonated with our values and objectives. In a proactive move, we acquired all of her books on Amazon and brought her on board as a communication coach internally. Leveraging Erin’s expertise, we aim to enhance communication skills across all departments, fostering clearer communication, stronger collaboration, and greater overall effectiveness within our organization.

How do you stay updated on industry developments?

In the dynamic landscape of AI, where innovation occurs at breakneck speed, Bridgeline remains at the forefront by attracting top talent, engaging in online educational series and events, and participating in in-person conferences. Recognizing the necessity of focusing our efforts in such a rapidly evolving field, we prioritize specific areas, such as retrieval augmented generation, to ensure that our team remains well-equipped to tackle the latest challenges and opportunities.

The pace of change in AI is exhilarating, and our team members are driven by the excitement of pushing the boundaries of what’s possible. By maintaining a keen focus on specific areas of AI advancement and fostering a culture of continuous learning and adaptation, Bridgeline is poised to lead the way in leveraging AI to drive innovation and create value for our clients and partners.

What plans do you have for future growth?

Our growth strategy revolves around two key components: existing customer expansion and new customer acquisition.

For existing customers, we prioritize innovation and regularly release new products to meet their evolving needs. Additionally, we actively seek out merger and acquisition opportunities to acquire new products and expand our customer base more effectively. By continually enhancing our product offerings and expanding our reach through strategic acquisitions, we aim to deepen our relationships with existing customers and drive sustained growth.

When it comes to acquiring new customers, we adopt a targeted approach, focusing on narrow market segments where we can achieve local dominance. Our “Be Everywhere” campaign allows us to generate widespread brand awareness and establish ourselves as leaders in these niche markets. By leveraging relevant customer references, testimonials, and localized brand awareness, we aim to reduce customer acquisition costs and rapidly expand our customer base in these target markets.

Through a combination of product innovation, strategic acquisitions, and targeted marketing efforts, Bridgeline is well-positioned to drive sustainable growth and maintain a competitive edge in the ever-evolving digital landscape.

“Innovation is not just about ideas; it’s about making those ideas happen. At Bridgeline, we turn innovation into action every day.”

“Our commitment to pushing the boundaries of AI drives us forward. With Bridgeline, the future of online revenue generation is limitless.”

“At Bridgeline, we believe that every challenge is an opportunity for growth. Together, let’s turn challenges into triumphs and dreams into reality.”

“The key to success lies in constant evolution and adaptation. With Bridgeline, we’re always one step ahead, shaping the future of online revenue generation.”