In this clip from Genuin Connections, recorded live at POSSIBLE 2026 in the Genuin Suite at the…
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, breaks down what it actually means to enable commerce at the moment of inspiration — and why the old model of 15-click affiliate redirects is rapidly being replaced. Host Matt Wurst, CMO of Genuin, asks where the moment of purchase is actually happening today. Scott explains how Firmly's technology lets consumers check out with a merchant wherever they encounter the product — inside a publisher's content experience, inside an LLM, inside an ad unit, or inside a vertical shopping assistant like Wizard AI. The result: fewer drop-offs, faster conversion, and a fundamentally different definition of where commerce lives.
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