Arielle Trzcinski

When Algorithms And LLMs Become Sellers, Your Commerce Strategy Must Change AI Agents Are Your New Customer, But Can You Target And Grow Their Trust In Your Brand?

AI is compressing consumer discovery, decision-making, and service into fewer, faster, and increasingly invisible moments. Answer engines and AI agents now decide what customers see – or don’t. Long-standing assumptions about how brands (the first “B”), intermediaries (the middle “B”), and customers (the “C”) create value no longer apply.

AI is no longer a side conversation in customer experience. It’s influencing how experiences are designed, how personalization scales, how self-service operates, and how leaders make decisions — often faster than organizations can establish clarity, governance, or shared intent. For CX leaders, the question is no longer should we use AI? It’s where AI belongs inside CX strategy, how to deploy it intentionally, and what must remain unmistakably human as automation accelerates.