The Psychology of AI in Commerce: Agentic Shopping and Consumer Behavior | Luca Cian, Marketing Professor - Retailgentic

Topics in this episode

agentic retail ecommerce optimization trends

Episode notes

What happens when consumers start trusting AI agents more than friends for shopping advice? On this episode of Retailgentic, we welcome Professor Luca Cian from the University of Virginia’s Darden School of Business. Luca brings a unique perspective as a psychologist turned marketing scholar whose research spans visual persuasion, AI adoption, and consumer trust. We dive deep into how shoppers perceive AI in utilitarian vs. hedonic purchases, why trust in AI depends on “augmented decision-making,” and how brands should prepare for an AI-first retail future. From the paradox of choice to the emerging world of “GenAI Engine Optimization (GEO),” this conversation is packed with insights on how AI is rewriting the rules of marketing, loyalty, and consumer psychology.