The Shopper Has No Eyes: Branding in a World Without Human Perception

Academic Research / Scholarly ArticlesAgentic CommerceArtificial Intelligence (AI)
Written By Paul F. Accornero

Abstract

Branding has historically relied on sensory appeal and emotional resonance to influence human consumers. However, the emergence of AI agents that execute purchasing decisions autonomously presents fundamental challenges to traditional branding paradigms. This paper introduces the concept of "The Shopper Has No Eyes," a theoretical framework for understanding how branding must evolve when decision-makers lack human sensory and emotional capabilities. Through synthesis of empirical research on AI agent behavior and established branding theory, we propose that brand value is shifting from emotional persuasion to verifiable data transparency. We introduce the "Great Value Sort" as a market realignment mechanism where algorithmic evaluation redistributes market share based on objective performance metrics rather than perceived brand equity. Drawing on platform economics and signaling theory, we develop a conceptual framework for data-driven brand management and explore its implications for competitive strategy. This research contributes to understanding how fundamental assumptions about consumer behavior and brand building may need revision in an era of AI-mediated commerce.

Keywords: Branding, AI Agents, Algorithmic Commerce, Brand Equity, Signaling Theory, Platform Economics, Data Transparency, Artificial Intelligence, Consumer Behavior, Digital Marketing, Brand Management, Competitive Strategy, Market Realignment, Algorithmic Decision-Making

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Paul F. Accornero

Paul F. Accornero is a C-suite leader, global strategist, and the author of the forthcoming book, The Algorithmic Shopper. He currently serves as the Global Chief Commercial Officer for one of the world's market-leading consumer goods companies, where he is a key architect of its global commercial strategy. In this role, he directs a multi-billion-euro business with a P&L spanning over 120 countries and is responsible for the performance of thousands of employees worldwide.

Paul stands at the intersection of classic brand building and the next frontier of commerce. His career has been defined by leading profound organizational and digital transformations for some of the world's most iconic consumer brands. For over a decade at the L'Oréal Group, he was instrumental in shaping commercial policy and strategy across the Asia Pacific region, including serving as Chief Commercial Officer for the Consumer Products Division in P.R. China. Since 2008, he has been a driving force behind the globalization of his current company, spearheading the omnichannel strategies that have successfully navigated the disruption of the digital age. His leadership has a proven track record of delivering exceptional results, including driving revenue growth exceeding.

His unique perspective is not merely academic; it has been forged through decades of hands-on operational experience and senior leadership roles on multiple continents. He has served as CEO, President, or Managing Director for major subsidiaries in the USA, Japan, and Singapore, giving him an unparalleled, ground-level view of the global commercial landscape he deconstructs in his work.

A rigorous strategic framework complements this extensive real-world experience. A graduate of the University of Queensland, Paul completed his postgraduate business studies at Harvard Business School, where he studied disruptive strategy under the world’s foremost thought leaders, including the late Clayton Christensen. This blend of C-suite practice and elite academic insight makes him uniquely positioned to write the definitive playbook for the age of AI-driven commerce.

As an active and respected industry leader, Paul is a Fellow of both the Institute of Directors (FIoD) and the Chartered Institute of Marketing (FCIM) in the UK. He is also a Liveryman of the World Traders Livery Company and a Freeman of the City of London, affiliations that connect him to a deep network of influential business leaders.

The Algorithmic Shopper is more than a book; it is the culmination of a career spent leading on the front lines of commercial evolution.

https://theaipraxis.ai
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