AI agents are getting better at helping us shop, compare products and make buying decisions. But can we really trust them to get it right? And here's a good test for brands: If someone asked an AI agent to buy your product tomorrow, would it know exactly what makes it different?
In this episode, Sarah Claeys and Rob Hoekman, CTO EMEA at Empathy Lab, dive into some of the trickier questions around agentic commerce. Do agents really understand the products they're recommending? Are brands giving them the right information? And what happens to brand preference when people increasingly let AI choose for them?
From product identity and Digital Product Passports to customer intent and the power of emotional connection, they explore what it takes to earn trust and stand out when AI starts making buying decisions on our behalf.
Tune in as we unpack some of the big questions around AI and commerce:
- Does AI know what it's buying? Why finding the right product doesn't always mean choosing the right one.
- Trust is everything: Why getting the technology right means little if customers don't trust the outcome.
- A new identity for every product: How 2D barcodes and Digital Product Passports can help AI agents find and understand products.
- The problem with product data: Why disconnected systems and unclear ownership can be bigger obstacles than the technology itself.
- Brand building still matters: Why emotion, experience and trust continue to influence what people choose, even when AI does the shopping.
Will your brand be understood, trusted and chosen?
Listen to the full episode here.
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