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From MAICON: Robin Ross on making the shortlist when AI agents do the shopping
Robin Ross, Digital, Analytics and Loyalty Executive at Activate Insight, on how brands compete when a consumer's AI agent controls the consideration set. Recorded live at MAICON 2026 with Greg Kihlström.
- Brand preference is now decided before the customer sees the options.
- When an agent builds the shortlist, the direct-to-customer relationship enterprises have invested in for decades runs through an intermediary the brand doesn't control.
- Loyalty and first-party data have a second audience.
Ross and Kihlström look at what a loyalty program is worth when an agent weighs price and…
The skinny
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