In today’s episode we’re getting to know Michelle Reeves: the Co-Founder and CEO of Zipline AI, a platform that helps brands unlock next-level engagement by letting customers co-create products in real time. And when we say next-level engagement, we’re talking about turning a 54-second scroll into an 11-minute experience. With clients like Disney, Gucci, and Hugo Boss already on board, Michelle is building a future where shoppers don’t just consume: they collaborate.
With a career that’s spanned wine ecommerce, sports marketing, social media, and Web3, Michelle knows how to spot a shift before it goes mainstream. In this chat, she breaks down how Zipline AI helps brands connect directly with customers, what Gen Z expects from online experiences, and how even small Aussie brands can get in on the action.
“They’re creating all these branded assets without the brand’s permission… it’s basically counterfeit, but there’s a ton of brand passion.”
Today, we’re discussing…
How Zipline AI boosts engagement time from 54 seconds to 11 minutes
Why Gen Z and Gen Alpha expect to shape the brands they shop from
What Disney’s Inside Out 2 campaign teaches us about AI creativity
How challenger brands can use co-creation tools without breaking the bank
What it takes to turn customers into content creators
Why ecommerce teams need to own the customer experience again
The surprising truth behind digital product value (and $1,600 Fortnite tees)
0:00 Michelle Reeves Introduces Zipline AI3:20 From 54 Seconds to 11 Minutes Engagement8:42 How Zipline AI Works With Major Brands15:25 Data Analytics Disguised As Creative Playground23:19 Gen Z Expectations and Digital Value35:40 Supporting Women Who Innovate46:05 From Logan to Global Innovation49:47 Key Takeaways on Co-Creation
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