The Meta AI Reset

In this session from Commerce Roundtable San Diego 2025, Luke Cook, Co-Founder of Shakewell and coach at Ecommerce Equation, breaks down how Meta’s AI has evolved from 2023 to 2025 and what it means for brands heading into Q4. He explains how to adapt your content strategy to stay competitive and why founder-led storytelling is more powerful than ever. Known for his work with brands like Koala, True Classic, and The Lad Collective, Luke shares how to blend entertainment, authenticity, and performance marketing to create content that resonates and converts. Learn how to master Meta AI, craft creative that stands out, and crush your Black Friday and Cyber Monday results. ______ 00:00 Introduction: The Big Mistake in Content Creation 00:46 Understanding the Meta AI Reset 01:05 The Importance of Q4 for E-commerce 02:50 E-commerce Equation: Who We Are 04:35 The Evolution of Media Buying 08:36 The Power of Creative Content in 2025 11:42 Effective Content Strategies for E-commerce 15:28 Styling the Ultimate White Pant 16:03 Empowering Founders to Create Content1 6:22 The Importance of Founders in Branding 17:09 Overcoming Content Creation Fears 17:56 The Two-Week Content Challenge 18:41 Black Friday and Cyber Monday Strategies 19:07 Buy Now vs. Why Now Content 19:51 Effective Content Examples 23:49 Case Study: Nikki's Jewelry Business 28:11 The Power of Creative Content 28:43 Conclusion and Call to Action ______ Follow Luke Cook at: LinkedIn: https://www.linkedin.com/in/luke-cook-7a590775/ IG: https://www.instagram.com/thelukecook/?hl=en Follow Commerce Roundtable at: X: https://x.com/commerceround LinkedIn: https://www.linkedin.com/company/commerce-roundtable IG: https://www.instagram.com/commerceroundtable TikTok: https://www.tiktok.com/@commerceroundtable Contact [email protected] for sponsorships or general information!