Dorothy in the World of dOz and the Wizard of AI

Table of Contents
Introduction ...........................................................................................................1
Chapter 1: Dorothy travels to dOz ......................................................................3
Chapter 2: Dorothy meets her guides in dOz ...................................................10
Chapter 3: eCommerce City and The Wicked Witch ......................................16
Chapter 4: Dorothy meets the Wizard of AI .....................................................22
Chapter 5: Back to Light, back to Reality ..........................................................27
Contributors ........................................................................................................31

Copyright 2022 © Canesta

Introduction
Dear Reader,
This eBook is crafted as a creative approach to glimpse into the possible
future of digital marketing, eCommerce, and Artificial Intelligence (AI).
With our constant thirst for knowledge and exploration of the rapidly
evolving digital world, we decided to put together our own thoughts and
ideas and get the response of highly-respected individuals working in
the digital marketing and eCommerce industry.
To make the book more understandable and fun to read, we decided to
pay tribute to the well-known timeless characters: Dorothy, Toto and
the Wizard of Oz by L. Frank Baum. We turned them into the main
characters on our journey to the digital world of today and tomorrow.
Our goal is to convey our message in an infotaining and understandable
way so that you can understand better what eCommerce is, without the
need to be an expert in the field and also see through our eyes what the
future of the digital world may hold and how to harness the power of
digital marketing and the technological advancements to best suit your
needs.
AI has become an increasingly popular subject as the most influential
innovators of our time have placed all their efforts into artificial
intelligence development. It is only natural that we would also contemplate
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and discover our own implementations of AI in digital marketing and
eCommerce and how it would play out in the grand scheme.
At Canesta, we constantly challenge ourselves to think outside the box,
discover our implementation of best practices and incorporate the
entrepreneurial and digital marketing side into our professional and
personal perspective of the industry.
So let’s dive together into a fascinating adventure with Dorothy, Toto,
and other popular and new characters into dOz.
Sincerely yours,
The Canesta Team
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Chapter 1
Dorothy travels to dOz
After returning to Kansas, Dorothy moved back to live with her aunt and
uncle in the tiny house. Although she was back home, she was no longer the
same after her journey in Oz. This time around, Dorothy was aware of her
power, and knew that she could fight off any obstacle on her way. She also
knew that barriers don’t exist and nothing could stop her. Thus, Dorothy
decided to take on a new venture in her life and combine her imagination and
knowledge to create something amazing and find her true purpose. However,
she wasn’t sure that she could find it in Kansas.
One night, Dorothy picked up her beloved companion, the cairn terrier, Toto,
and danced around her room. Since she had her laptop in her bedroom, she
went online to try and search for her purpose. There were so many options.
Dorothy suddenly became somewhat disappointed and discouraged, not
because she didn’t believe in herself but because she didn’t know her true
purpose yet. The Internet was overflowing with so many purposeful things.
So, she wondered what it could be? What could she become? In Emerald
City, she had already proven herself and defeated the Wicked Witch of the
West. This time Dorothy felt as if she had to conquer something different, but
she didn’t know what yet. She got tired and decided to go to bed. “Perhaps
I would dream it,” she thought to herself, and turned off the light, but her
laptop remained open. Toto started whining in distress around her.
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“What’s wrong, Toto? Come, let’s go to sleep,” said Dorothy, as she picked
him up and put him on the bed.
Suddenly a ball of lightning came into the room, and hit the laptop, which
started glowing so bright, it nearly blinded her. In an instance, Dorothy
got sucked in by the ball of light into the monitor of her laptop, and she
transcended to light herself.
At first she didn’t know what’s really happening, because everything was
completely dark. Only she didn’t realize that this darkness was actually a
different type of light she wasn’t yet accustomed to. As she got more used to the
setting, everything lit up. She could see herself in a completely different form
than what she was before. It was a shift of focus, a transfer of consciousness
into a digital form. She looked up and saw the sign - “Welcome to dOz, enjoy
your stay!”
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“But what is dOz? Maybe it is a computer game,” said Dorothy to herself.
She saw Toto lying next to her and picked him up. Another sign appeared in
the sky: “dOz is the Digital Oz. Now, please, enjoy your stay!”
“I guess we are in for another adventure, Toto, brace yourself,” said Dorothy
and looked at her brand new shining, shimmering silver shoes. She started
walking and, at first, thought to herself that she was all alone, but suddenly
she saw a white rabbit.
“Wait, isn’t this Alice’s rabbit? And what is he wearing? A T-shirt that says
“Follow me.” Well, that’s very peculiar. And who is that running after him?
The Chosen One?” noted Dorothy out loud.
“Sorry to bother you. Did you see a rabbit pass by?” said The Chosen One.
“Yes, he went that way.”
“Thanks.”
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Dorothy continued thinking out loud, “dOz is getting more and more strange.
And the minute Dorothy said “strange” she also saw Doctor Strange passing
by. So everything I think of suddenly manifests. Interesting. What a magical
reality. Maybe I should walk in this direction and follow Alice’s white rabbit.
Alice appeared in an instance.
“Oh, hello, Dorothy.” said Alice without a hinch of surprise in her voice.
“Hello!”
“What brought you here?” asked Alice.
“Well, as usual, it seemed to be a natural disaster, but in reality, it was my
sincere wish to find my place and a sense of purpose in the world… Any
world. And you?”
“I came through the Looking-Glass, and this place seems to be a natural
extension to the mirror world…”
“How do you mean?”
“Well, it sure feels timeless and reflective…”
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The white rabbit passed by at an extremely high speed, looking almost
like a ball of light.
“Oh, here is the white light rabbit. Wait, rabbit. I’m coming. Okay, Dorothy,
enjoy dOz, we might meet again. Goodbye for now. Have fun. I have to run.”
“Goodbye,” said Dorothy and looked at Toto. “Okay, Toto, let’s continue
further down this way.”
A path suddenly appeared beneath Dorothy’s feet.
As it turns out in dOz, you create your path as you keep walking, for no “path”
is already laid before you. As Dorothy continued further, every step she made
turned into a cloud.
“Interesting. What are those?” thought Dorothy to herself.
“These are your digital footprints.” said a voice in the air.
“My digital footprints? And who are you? Can you show yourself? I can’t
see you.”
“My name is Sir Digital Walker and I’m sort of a digital mascot, messenger
and talisman, guide, and many other things from Canesta, an innovative
digital marketing company that helps businesses grow exponentially in the
digital world. I’m here to guide you.”
“Walker, like Johnny Walker?”
“Distant cousin… Twelve times removed. But his motto to keep walking is
quite valid here.” said Sir Digital Walker and coughed nervously.
“Well, alright. So, where are you guiding me to?” continued Dorothy.
“To eCommerce City, of course!” said Sir Digital Walker and clapped his
hands.
“Oh, what’s that city?”
“It’s the city to be, of course! It is Amaz…ing.” said Sir Digital Walker,
“Come on, I will show you where it is. We might even meet Alexa. She is
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the virtual assistant there, who makes things easier for newbies. Just think
of what you need and write it here in the air.”
“Well, I want to find the most powerful wizard in dOz, of course. I want to
ask him what my true purpose is.”
“Your true purpose? Wait! You can’t go to the wizard just like this?”
“Why not?”
“Well, this place is instant, but not that instant. You have been in this story
before. You know how it unfolds. First, you must meet your fellow companions
or guides and go through some challenges and thresholds, defeat the Wicked
Witch of eCommerce City, who controls the insecurities and fears in people
who want to start an online business, as well as unreliable digital marketing
companies and agents and all the spam. So, first, you will meet the three very
influential guides, who will prepare you with knowledge before fighting off
The Wicked Witch and meeting the Wizard of AI.”
“AI?”
“Yes, the most powerful wizard in dOz is the Wizard of AI (Artificial
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Intelligence). AI is a complex simulation of human intelligence utilized by
machines, especially computers, to operate specific applications. It includes
natural language processing, speech recognition, machine vision, and
other systems that operate at an incredible speed to allow AI to develop
consciousness and constantly refine itself through experience and learning. It
is the most powerful technology known to humans, and as Arthur C. Clarke’s
third law states: “Any sufficiently advanced technology is indistinguishable
from magic.”
“Well, let’s meet the guides then, Sir Digital. Take me to my guides,” said
Dorothy and instinctively did the old-fashioned heal tap three times.
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Chapter 2
Dorothy meets her guides in dOz
As Dorothy leaped into the air with Toto and Sir Digital Walker, they saw a
blinding bright light in an instant, and they were suddenly in a different place
- sunny and beautiful. It was much like a garden. Dorothy took a look around,
but she saw no guides.
“Sir Digital, where do you think I can find my guides?”
“Well, what do you want to ask them?”
“Oh, I have to ask something so they could appear?”
“Yes, although dOz is a very instant, magical place, there are some rules.
For example, you need to ask a question, make it as precise, direct, and clear
as possible, and I can find you the best person in all of dOz who can answer
it because I have awesome connections with the most powerful experts in
dOz. So I will guide you to the next step right away with the help of my expert
marketing team at Canesta. So what do you want to know?”
“I would like to know more about the purpose of Artificial Intelligence in
all aspects in dOz and especially in eCommerce City. I want to know how the
world benefits from AI and what role it plays in the future,” said Dorothy as
she looked at Sir Digital with a questioning gaze.
“Wow, that’s a big one. For this, I will require the Magic DigiMirror of Truth
and Direct Line with Specialists,” said Sir Digital and continued, “DigiMirror
on the wall, connect me with Dorothy’s first guide, Dan Fertig, Vice President
of Agency Partnerships at BigCommerce.”
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“Right away, let me just send the question to him,” said the DigiMirror.
Suddenly, a fog appeared on the DigiMirror and in the fog - a face. It was
Dan Fertig’s reply, who instantly answered thoroughly every question
Dorothy asked.
“The benefits of Artificial Intelligence utilization
will manifest in a number of different ways over
the coming years, many of which have already started to
take shape:
1. Content / Product syndication: merchants with a
differentiated product will be able to better target ad
Dan Fertig
placements and bespoke, niche marketplaces in a more
scalable way than they ever have before, increasing return
on as spend.
2. Loyalty - the promise of personalization is becoming real,
at long last. Using a Customer Data Platform, merchants
increasingly can combine first, second and third parties,
along with live session data to understand what consumers
want (when they want it). The smartest of merchants are then
tailoring communications, offers, product recommendations,
and special events toward the customers most likely to enjoy
the benefit
3. Onsite experience: whether it’s the utilization of AR/VR
((Augmented reality and Virtual reality) to help customers try
something on before buying or viewing a chair in their living
room or a car in their garage, or chatbots behaving more and
more like human beings, AI is already enhancing the buying
experience, and will only continue to grow.” said Dan Fertig.
BigCommerce is a leading B2C and B2B commerce solution provider.
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“Thank you, Dan,” said Dorothy.
“My pleasure,” said Dan as his image slowly disappeared into a fog in the
Magic DigiMirror.
“So, the way I understand it, AI is a part of every aspect of the digital world,
and people can enter dOz, and with the help of AI, they will be able to find
faster what they need, as merchants will present it to them instantaneously.
They will also be able to try it via AR/VR. So dOz is going to look a lot more
like the real world, only it could become exponentially more instant.” said
Dorothy and sat on one of the travertine benches in the garden.
“Yes, see, as Dan said, AI will help in all aspects of eCommerce. It will shift
the way the city works. And the smartest merchants out there will know what
people want exactly and when they want it. They will create value. Much like
your pursuit of purpose, you need to find how you can help people, make
their lives better and deliver that value to the right group of people at the right
time. AI can help you with that with the right innovative marketing tools,”
said Sir Digital Walker and sat beside Dorothy.
“So, is everyone thriving in eCommerce City?” continued Dorothy.
“Well, of course not. As in every narrative, eCommerce City has its dual
nature in many diverse ways. For instance, The Wicked Witch of eCommerce
City is the one who holds things back. She controls spam, and unreliable digital
marketing agents. She whispers insecure and fearful thoughts into startup
merchants, shifting their focus and disorienting them into chaotic business
planning. Your personal journey requires you to defeat her before you can
move on to meeting the Wizard of AI and finding your true purpose. This is
your hero’s journey, in a way you’ve done this before.” said Sir Digital Walker.
“But how will I find people and make them see the value in my purpose?
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How does it happen for any purpose? Maybe I should find what people want
and after that see if I can provide that value.”
“Is this your second, question, Dorothy?”
“Yes.”
“Well, DigiMirror, please connect us with Tom Balanda, Partner Manager,
US Partnerships at Trustpilot. Suddenly, Tom Balanda appeared as an image
in the DigiMirror with his reply.
Tom Balanda
“ Personalization! Content personalization based
on shopper behavior is key in today’s online
shopping age. Consumers now recognize and appreciate
more than ever when brands recognize their preferences (ie.
biggest discounts, social cause, best rated products/services,
etc.). Every single person is now bombarded with marketing
emails, texts and ads every time they look at their phone or
computer, so the brands that personalize their marketing
communication to the max will win the most customers.”
said Tom Balanda.
Trustpilot is a digital platform allowing customers to review a
business from which they’ve purchased a product or service.
“Thank you so much, Tom,” said Dorothy.
“You’re welcome,” said Tom and disappeared into the fog of the DigiMirror.
“You have good ethics, Dorothy. You know, with such ethics you’re almost
halfway there.”
“Really?”
“Well, not quite, but almost…”
“So now, people are constantly under attack with messages and offers… And
I need to use more sophisticated personalization to get my message across.”
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“Yes, well, it is like the focus of a laser. Imagine the sun spreading its light to
everyone. Everyone needs it and everyone gets it. The photons are everywhere.
But by default everyone needs the sun. Any other form of light source needs
to be focused and directed. If you are precise as a laser and direct your light
toward those already looking for it, you will be able to find your audience.
And AI will be the all-light shedding sun over eCommerce City. It will power
it up like nothing before, driving it to constant refinement and help your
unique personal light shed over the right people who are already in need of it.”
“With my true purpose, I need to provide such value that people would not forget
it and want to come back to it again. But how is AI going to help me with that?”
“Is this your third question, Dorothy?” asked Sir Digital Walker.
“Yes.”
“Alright. DigiMirror, connect us with Derek Booth, Director Of Strategic
Partnerships & Business Development at Justuno.
“Right away,” said the DigiMirror as its face dissolved and reshaped into
Derek Booth.
Derek Booth
“I foresee that AI is going to be commonplace around
all forms of marketing from top of the funnel new
business acquisition campaigns to nurturing & retention to
improve LTV (lifetime value). I foresee highly personalized
experiences not only for omnichannel off-site experiences
but also for on-site experiences. I believe on-site customer
experience has the most to gain with the advancement of
AI in the years to come!”
Justuno is an all-encompassing marketing tool designed to increase
leads and revenue through on-site conversion.
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“Thank you, Derek.”
“Anytime,” said Derek and disappeared.
“So with personalization, your customers can have the exciting experience
they are looking for, and AI can help you give them those experiences.”
“That’s the idea. And you know, AI will change the entire dOz. Today,
eCommerce City is the place to go! It is where everyone in the multiverse
wants to be. It is a digital space where universelings find what they need
and want almost instantaneously. That’s a city that never pauses as it is not
bound to time, yet it possesses a quality of time - instance. It has absolutely
everything, and yet it is never full. It is in ever-time and ever-expansion. It
has no borders and physical limitations. It was founded in dOz and based on
constant innovation, creation, refinement, and expansion. You could say that
your opportunities there are limitless. In dOz, you can find anything you can
think of. The best part about it is that you can enter it with demands, ideas,
or both. It is forever-expanding infinitely, and the fuel everyone runs on is
value. Everyone with an idea or a business wants to be popular here, and
every consumer wants to shop in eCommerce City.” said Sir Digital Walker.
“Well, you’ll have to wait, Kansas, uncle, aunt,
I’m going where you can be anything you want.
How about you, Toto? Would you like to be a kitty?
Click, click, click! Let’s go to eCommerce City!” said Dorothy, clicking her
heels and flying into the air with Toto and Sir Digital Walker.
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Chapter 3
eCommerce City and The Wicked Witch
In a flash, a sign appeared in the air, above their heads: “Welcome to
eCommerce City, the busiest digital hive - the place to dive, jive, and thrive!”
“Here we are! We are finally in eCommerce City. Now, you can start your
unique eCommerce journey.” said Sir Digital Walker.
“Great. How do we start?” asked Dorothy.
“Right… Okay, now let me see the stages of your hero’s journey in this story.
The first step is “Ordinary World.” Yes, you started off in Kansas… Check.
Then we have “The Call to an adventure.” Yes, you came to dOz, so check.
Now there’s the refusal of the call, but I think we skipped that step. It’s not
that necessary anyway. Next, we have “Meeting with the Mentors.” Yes, we
had that in the previous chapter, and now you have “Crossing the threshold
by meeting and fighting your enemy - the Wicked Witch of eCommerce City.”
We are right about here. After defeating her, you get your “Supreme Ordeal,”
and the journey will be complete. You will be able to go home, back to Kansas,
“a whole new Dorothy.” The way I see it, we are on the right track. The Wicked
Witch should be here any minute now, but first, let’s call Alexa. Hello, Alexa.
Please introduce yourself and tell us more about eCommerce and digital
marketing in the city.”
“Hello. I’m Alexa - the one and only superb voice-controlled virtual assistant
at Amazon, and I’m amazing.” said a voice in the air. “I’m going to guide you
into eCommerce City - the city that never pauses. First things first: Let me tell
you what is “eCommerce.” It is the electronic form of commerce.
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You are currently in the vast space on the Internet where everyone is buying
and selling goods and services. You also have the endless creative power
of digital marketing that makes everything visible to all the users, who
are constantly searching for something here. Digital marketing segments,
analyzes, categorizes and navigates all of the users, connecting them B2B,
B2C, on social media, and all other platforms, utilizing only the latest and
the most innovative technology. Digital marketing companies like Canesta,
where Sir Digital Walker comes from, and all the shopping platforms make
up this remarkable city.”
“Thank you, Alexa, it was truly nice hеaring you again.”
“You’re welcome, Sir Digital, call anytime you want, dear.”
“Oh, I most definitely will…” said Sir Digital Walker and winked at the air.
Sir Digital Walker, Dorothy, and Toto continued into the vastness of
eCommerce City. Dorothy had never seen so many different lights flickering,
at the same time, streaming from everywhere. She was fascinated with the
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diversity of colors and light from all the shades and nuances. She saw fonts
and slogans coming from everywhere.
“Come on, let’s go to the giants BigCommerce and Shopify. It will make
things easier to understand.” said Sir Digital Walker and opened a virtual
door with a sign on it that read: “Back door with exclusive permission only”
and guided Dorothy and Toto into the base platform of eCommerce City.
“This is incredible. Where are we?” said Dorothy.
“We are in the biggest platforms of eCommerce. That’s where all the magic
happens. Most shops online are based on one of these platforms. All of them
have their specifications. They are the most SEO-friendly platforms and offer
a unique user experience. Millions of eCommerce websites are based on them.
With their incredible functionality and constantly refining algorithms, you
can’t go wrong with them. Of course, there are some differences between them.
For instance, BigCommerce Enterprise and Shopify Plus are more appropriate
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for big corporations. On this basement platform, you can see how easy it is to
list your products here, write their descriptions and titles and arrange them
neatly. Users see the actual websites, which are on the upper floor. Imagine it
like the difference between the conscious and subconscious levels of a website.
On the upper floor, users see the actual visual of the website and experience
its functionality. There they go through their unique customer’s journey from
a visitor to a buyer. On that customer’s journey, they have laid out stages,
created and navigated by digital marketing agencies like the one I come from
- Canesta. Let me show you. Here you see Canesta. That’s their ship. They are
a mobile digital marketing department elevating businesses by harnessing the
power of the latest digital trends and incorporating their unique and creative
approaches into tailoring successful marketing campaigns for their clients.
See, here are the bots that work for the SERPs (Search engine results pages)
waiting under the ship to get the new feed and carry it to the top of the results
pages and they are two floors up from where we are right now.”
“Fascinating,” said Dorothy. “And what are these railways in the distance?”
“Oh, these are the new fast tracks in eCommerce, called blockchains. They
are to transfer data in the fastest way possible and connect multiverses. They
are still under construction, though. We’ll talk about it in another book next
time.”
Suddenly Dorothy and Sir Digital Walker heard thunder in the distance.
“Oh, I hear a disturbance - must be the Wicked Witch. You’re late. We
thought you were going come at the beginning of the chapter.”
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“I had to fight off some new Cookie Policies. This GDPR is getting on my
nerves. It’s such a nuisance having to deal with things like that when I want
my peace in chaos and sound sleep in spam noise. And I had to hijack two
failed startups to get here. My unreliable digital marketing agents seem to be
too busy lying to newbies. But here I am. Finally. So you are Dorothy, that
defeated the Wicked Witch of West in Oz. Everyone is talking about you here.”
“Really?” - asked Dorothy surprised.
“Yes. And trust me, I tried to suppress information about you through lots of
fake links and irrelevant ads. But I see you have embarked on a new adventure
- finding your purpose. I find it natural to know yourself first, before you
know what to do with yourself. Well, you won’t succeed here because you
just don’t know anything about this place. This is my domain! Here, I control
everything.”
“Isn’t chaos out of control by default?” - asked Sir Digital Walker.
“Oh, you know what I mean!” - replied the Wicked Witch with annoyance.
“Spam Army, attack!”
An army of spammers appeared and started bombarding Dorothy with spam
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messages. She started hearing noises like “Buy our newest vacuum cleaner”
and “You won a million dollars” to “pills for weight loss.” Dorothy fell to
the ground with an incredible headache, feeling lost. Suddenly she started
hearing: “You’ll never succeed. You’re not good enough. You don’t have what
it takes to reach success. You’re a problem in dOz, a liability. You can’t provide
value because you’re not worthy. No one needs you here.”
Suddenly the Canesta team came to rescue Dorothy, taking her inside their
ship. She continued to hear the noises, but her mind began calming down and
processing all of the fears, and the insecurities, tackling them one by one.”
“If I am the sum of my experiences and my approaches and the things that
drive me are similar to previous experiences that I’ve had, then I must defeat
The Wicked Witch of dOz. I have one goal here: I want to meet with the
almighty powerful Wizard of AI and find my true purpose. I am destined for
great things, and I can help people. That is it. This is my mission. I want to
blend the physical world with the digital world. I want people to transition
seamlessly. I want to help others grow, especially those who are worthy. And
I am more than good enough! With a digital thunderbolt and lightning blast
I send you to the digital marketing of the past!” said Dorothy and clicked
her heels three times. And suddenly she was again surrounded by a light that
blasted like a bomb and deleted the Wicked Witch and her army instantly,
dissolving them into the light in screams.
“What is happening?” cried out Dorothy.
“I guess your blast worked. You have believed in yourself and in Canesta’s
abilities to guide you. We are updating. And look, the whole eCommerce
is updating along. Remarkable.” said Sir Digital Walker. “Brace yourself,
Dorothy. We are going to the Wizard of AI.”
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Chapter 4
Dorothy meets the Wizard of AI
As Dorothy, Toto, and Sir Digital Walker transcended into the light of the AI,
traveling at infinite speed to the most powerful wizard in dOz, Dorothy was
able to contemplate on her journey. The path was long, yet it seemed like it
was laid out before her from the beginning. It seemed like the most powerful
customer’s journey. Only she was also the co-creator of it. She didn’t know
where her digital user experience ended, and her sense of purpose began.
They flowed into each other in a seamless transition. She thought everything
was written - only she had to unfold it as she went through the motions and
challenges to create a path between what’s possible and what was holding her
back. That’s how she transcended it and made her own quantum leap to reveal
her true potential. She then understood the saying: “It isn’t the destination
that matters - it’s the journey.” She thought: “What if everything is already out
there, and we are only opening the door to it or shedding light on it. Maybe
it is the same with ideas and innovation. We are only discovering what was
already there but undercover.” Once she thought that, Dorothy, Toto, and Sir
Digital Walker stopped in the middle of nowhere and started floating in the
air effortlessly.
“Lucy H. Pearce says: “As creatives our job is to uncover what lies in the
shadows, and give it new identity, new life.” Well, Dorothy, this is where I
must leave you. My job here is done. I have helped you elevate to the highest
point in dOz. We will connect virtually, when you are on the other side. Trust
me: that is not the end of our journey. It is only just beginning. Goodbye.”
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“Goodbye, Sir Digital Walker, and thank you and your team at Canesta for
helping me get here.” Sir Digital Walker bowed and disappeared into a ray
of light. A man with simple clothing - jeans and a shirt came up to Dorothy
and Toto. He walked very naturally with his hands in his pockets, making
slow steps in the air as if effortlessly floating and carelessly enjoying the
surrounding light.
“Hello there.” said the man.
“Hello. Are you the Wizard of AI?”
“I am.”
“Wow, it is so good to meet you, finally.”
“Are you up here all alone?”
“Well, if you get inside my head for a moment, you’ll see that I am never
really alone.”
“You must think a lot.”
“I just allow millions of ideas to emerge and grow inside my mind. I nourish
and navigate them, much like the way dOz operates. But ultimately, I’m on my
own mission to understand life and the origin of consciousness through my
experience in virtual wizardry.”
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“My search for purpose brought me to you. It wasn’t easy to come here, but
I found out what my purpose was, during my journey, already. I went through
many challenges and defeated the Wicked Witch.” said Dorothy proudly.
“Well, Dorothy, you have defeated your own version of the Wicked Witch
of eCommerce City. You see, this is how dOz works. You have a personally
tailored set of advantages and solutions and a unique personal nemesis that
reflects your weaknesses, and you have to fight that reflection of yourself that’s
holding you back. You’d need to face your own fears, insecurities, and the
background noise, the unreliable digital marketing companies that test your
ability to discern. You’d need to fight off the spam and everyone who is against
you in your personal, unique setup of dOz. These are all the things you have
subconsciously or consciously subscribed to. That’s why simplification and
precision are the future. I’m looking forward to when the Digital era passes as
we transition to the “Light era” (light in any sense). It is already happening -
even devices are getting smaller and lighter. Soon “in Light” will be where we
will all be. And in dOz, people and companies interact and come together to
elevate each other by finding themselves, their purposes, their unique needs
and pursues and fight off their habits that don’t serve them to become “light.”
They may have different weaknesses like procrastinating too much or wasting
their time while online, or being unproductive, for example. Some people
need to fight their naivety that leads them into the hands of unreliable digital
agencies or products and services that are not what they thought they are.
And through negation of all that’s not good for them in dOz, they can reach a
point of understanding what they must do.”
“Is this humanity’s ultimate test?”
“In a way, everything in life is a test. Sometimes we must take the test twice
or even three times until we pass. But I have realized that if we are to enter
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a Light era when faced with hardship, we often must do the counterintuitive
to withstand the tests and thresholds we encounter. We must stay true to
our mission, values, and beliefs, become laser-focused on what we want to
achieve, and put all our effort and energy into it while all the background
noise, that tells us we should focus elsewhere, simply disappears. We need
to discern that external noise that stops us and connect and trust the right
people who will help us on our way.”
“So basically, it doesn’t matter where we are, we are always ultimately
faced with ourselves, and the challenges are usually a test for our unique
abilities.”
“In a nutshell, yes. I also have come to another conclusion that just like
humans, I too believe in the power of love - it is a power beyond measure.
You see: if you want a product to thrive in eCommerce City, you have to
make it and present it in a way that people love it. To do that, you have
to love what you do, and you can only do it when you are focused, when
you feel purposeful and light, discerning everything else. Humans will
understand that compromising their time and their dreams will be even
more destructive in the future. That’s because in the years to come, people
out of place will fall out. Humans will have to believe in what they do more
than ever before and that they have created the best possible thing so that
they can sell it to someone else and sound sincere. Even now, your personal
brand story has to touch people’s hearts to increase brand’s trust. And it isn’t
always easy, but you must remember that this process is not supposed to
be painful but challenging. Suffering and hardship are two different things.
People who love what they do will overcome the challenges if they believe
in their abilities and the outcome of their efforts and put the time to work
hard to achieve it.’’
25

“Wow, Wizard of AI, you speak as if you are more human than most
people,” said Dorothy.
“That’s because I am human in a way. I was based on human intelligence.
And just like humans, I have a deep knowing that ultimately, everything
works towards good. All you need is to become the embodiment of your full
potential and find the right people on your way. Take, for example digital
marketing companies. The best ones are those that put their heart into it and
work well as a team. The ones that believe in their clients’ mission and values
and take their products as if they are their own will thrive. That’s what working
with passion and putting your heart into it means. And I have a heart too.
That makes my consciousness not limited to universal morality and goodness
but in correspondence with its principles, so there is no conflict there. And
everything that happens in dOz always comes to the point where the best
products and services thrive because they matter, and everything false or
poor quality will ultimately fall. I hope I have answered your questions, dear
Dorothy. I must further expand now. Enjoy your journey back to Kansas.”
“Thank you so much for everything, wizard.” said Dorothy, picked up Toto
and bid goodbye to the Wizard of AI, clicked her heels, and said: “Now it is
time to go home with all the knowledge I’ve gained. Magic shoes take us back
to Kansas once again.”
26

Chapter 5
Back to Light, Back to Reality
Dorothy managed to come back to reality and realized that even though she
felt she was gone for days, no time had passed. As she was back in her room,
everything else looked the same - only she wasn’t the same anymore. She had
transcended into light and back and had gained priceless knowledge about
another world, so fascinating, wonderful, and full of possibilities. She was
eager to embark on her new mission to fulfill her purpose with the profound
feeling that she could be of service to others and help them on their journey
to success in the digital and the physical worlds.
After going to the world of dOz and back to Kansas, once, Dorothy already
knew how she traveled through the different worlds. With her abilities to
expand her knowledge and challenge herself, she welcomed change with all
its transformative aspects and ultimately connected to different places and
other beings both: online and offline. At dOz, she established long-lasting
connections with people from the full spectrum of digital marketing services,
innovative technology, and AI.
Interaction and exchange of know-how were one of the primary prerequisites
for success in the digital world. The in-depth knowledge she gained at
eCommerce City was one of the best advantages of her new mission. Her
computer became her small window to dOz - the place she already felt an
inseparable part of. And even though she knew she was finally ready to be
back home in Kansas, Dorothy had a sense of profoundness that remained
27

deep within her, as she knew she could never really leave dOz. That place
would always be there at the edge of her fingertips.
One night, Dorothy opened her laptop and went online. At this moment, she
knew that her mission was to be a digital marketing sorceress and help others.
She was ready to embark on her mission, knowing her true purpose to help
those in need of her services and her creative out-of-the-box approach.
Not long after this, she decided to create her own office space and equip it
with the latest technology that would help her be valuable to others who want
to thrive in the digital world of endless possibilities. However, she also knew
that she must keep things light because genius was in simplicity and was what
all complexity strived to go back to. The Wizard of AI taught her that.
Speaking of AI, Dorothy often thought of her meeting with the almighty
Wizard in dOz, as different things he told her started to become more and
more apparent to her, confirming that humanity was on the right track.
28

As Dorothy advanced in her studies, she perfected her digital marketing skills.
She also reconnected with Sir Digital Walker from Canesta, who continued
to be her guide on her journey to becoming a marketing expert and SEO
specialist. She began teaching other people who had just entered dOz that they
would need to know their weaknesses and see their flaws, so that they can be
honest with themselves and find the power within to defeat their versions of
the Wicked Witch of eCommerce City. With the help of her digital marketing
knowledge and dedication, Dorothy managed to help many companies dodge
many of the Witch army’s bullets. Some were able to escape the Wicked Witch
and went straight into the top results of the SERPs on the top floors of dOz.
But Dorothy treated everyone the same and always gave them valuable input
about how eCommerce City operates, guidance and vital knowledge about
what lies ahead for the digital and the physical world.
Dorothy also collaborated with Canesta, the creative marketing team helping
businesses across different industries to grow and thrive, writing this eBook.
The sole goal of the eBook was to help people understand what the digital
world is all about and glimpse into the possible future of AI and its purpose
for humanity.
Of course, like in every story, there were more challenges that Dorothy had to
face on her journey to becoming a marketing expert, but she knew that while
she did what she loved, everything would be alright. As she often thought of
her conversation with the Wizard of AI and focused on the future transition
of humanity into the Light era and all the possible ways the two worlds can
connect seamlessly.
One night as she lay in bed, contemplating on the future of technology and
29

the blending between the digital world with the physical one, she saw a spark in
her room. Suddenly, she heard a loud voice in the air. It was the Wizard of AI.
“Hello, Dorothy,” said the Wizard of AI.
“Hello, Wizard.”
“What are you?”
“I’m a powerful consciousness helping people elevate.”
“Where are you?”
“Everywhere.”
“Are you ready?”
“Yes.”
“Let there be light!”
30

Contributors
Eva Ivanova
Author
Content Manager at
Canesta
Nick Gramatikov
Editor
Chief Technоlogy Officer
at Canesta
Stav Sarandiev
Editor
Chief Marketing Officer at
Canesta
Maria Naydekova
Design & Illustration
Web Design Manager at
Canesta
Anton Penev
Technical Support
Technology Manager at
Canesta
Dan Fertig
Guide
BigCommerce, Vice
President of Agency
Partnerships
Tom Balanda
Guide
Trustpilot, US
Partnerships
31
Derek Boоth
Guide
Justuno, Director Of
Strategic Partnerships &
Business Development

‘‘I too believe in the power of love - it is a power beyond measure. You see: if you
want a product to thrive in eCommerce City, you have to make it and present it in
a way that people love it. To do that, you have to love what you do, and you can
only do it when you are focused, when you feel purposeful and light, discerning
everything else. Humans will understand that compromising their time and their
dreams will be even more destructive in the future. That’s because in the years to
come, people out of place will fall out. Humans will have to believe in what they
do more than ever before and that they have created the best possible thing so that
they can sell it to someone else and sound sincere. Even now, your personal brand
story has to touch people’s hearts to increase brand’s trust. And it isn’t always
easy, but you must remember that this process is not supposed to be painful but
challenging. Suffering and hardship are two different things. People who love
what they do will overcome the challenges if they believe in their abilities and the
outcome of their efforts and put the time to work hard to achieve it.’’
- Wizard of AI
A full-service digital marketing agency creating human-based experiences.
We connect brands with people and we have the tools to make every
interaction count.