Nestlé’s Stefan Kovačević on Building Brands for Both Humans and AI

Episode notes

In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Stefan Kovačević, Global Retail Media and Digital Shelf Lead at Nestlé, about how AI is changing the way consumers discover, evaluate, and purchase products. As AI becomes a more active participant in the path to purchase, Stefan explores what this shift means for brands and why marketers need to rethink how they build trust and differentiation. Stefan introduces the concepts of "human equity" and "machine equity," arguing that future brand success will depend on winning trust from both people and AI. He discusses the growing role of operational excellence and why emotional connections may become even more valuable as purchasing becomes increasingly automated. Key takeaways The future of brand equity will depend on winning with both consumers and AI-driven recommendation systems. Operational excellence is no longer just a supply chain concern; it increasingly influences brand perception and performance. As more routine purchases become automated, emotional connections may become a key differentiator for brands.

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