Your Ranking Model Is Optimizing the Wrong Thing with Zoe Weil

In this episode, Zoe Weil, co-founder and CEO of Sequen, joins us to discuss how ranking systems can use live behavioral signals to optimize for purchases rather than clicks or search relevance alone. Zoe explains why approaches developed at data-rich social platforms don’t necessarily translate to retailers and how Sequen uses scroll speed, hover duration, and other in-session interactions to infer shopper intent without relying on user identity. We explore the company’s large event models and its architecture of specialized models that transform streaming events into features for downstream rankers. Zoe describes the infrastructure required to serve dynamic rankings within milliseconds, why the team chose Rust for its backend, and how evaluation harnesses connect model improvements to business outcomes. We also discuss the tradeoffs between advertising and organic revenue, continuous model improvement, and the boundary between useful personalization and surveillance.