The most important shopper of the future isn’t human

A shopper asks an AI assistant for sneakers for a 23-year-old. Another Googles a boutique hotel in Rome. Before either sees a picture of a shoe or a room, artificial intelligence has helped decide which brands deserve consideration. Mental availability is no longer formed directly by comms and shopper experience; a new intermediary has stepped in. AI is increasingly a gatekeeper between businesses and their customers. Shoppers don’t have to open a chatbot for AI to influence their choices. It...