The Marketing Rapport · 2026-05-14 · 31 min
AI is changing everything about how consumers interact with brands, and not always for the better. In this episode, Tim Finnigan speaks with Professor Quentin André from the University of Colorado Boulder. André researches how consumers and marketing managers make decisions, with a growing focus on AI's role in both. The conversation revisits a paper André co-authored in 2018 and examines how much, and how fast, the landscape has shifted since then. They dig into the rising distrust consumers feel toward AI-driven advertising, including how AI makes it easier for bad actors to produce polished content that doesn't match the actual product. André also explains the "zero-click problem," where consumers get brand information through large language models without ever visiting a company's website. The episode closes with a look at a future where AI agents negotiate on behalf of consumers and what that could mean for how brands build relationships at scale. The views, thoughts, and opinions expressed are those of the speaker and do not necessarily represent the views, thoughts, and opinions of ActiveProspect.
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