While at the 2025 CommerceNext Growth Show in New York City last week, Joe Keenan spoke with Ryan Pabelona, vice president of performance marketing at REVOLVE, and Michael Lamb, president and chief commercial officer of RTB House. Pabelona and Lamb discussed how large language models (LLMs) are enabling the fashion retailer to personalize its marketing and deliver real-time targeting, the partnership between the two organizations, and shared an example of a successful campaign utilizing LLMs. Furthermore, they shared how they're changing messaging and marketing strategies to factor in LLM technology, as well as offered their advice for other marketers thinking about incorporating LLMs into performance marketing strategies.