Why do some AI implementations fail while others drive revenue growth? The answer lies in understanding a critical paradox: consumers simultaneously show "algorithm appreciation" (preferring AI for some tasks) while exhibiting severe "algorithmic resistance" for others.

This research-backed session provides a strategic framework for navigating AI acceptance and trust in consumer goods and retail. We'll explore the key psychological barriers behind why consumers and employees resist AI—and what brands can do about it. From there, we'll dive into the critical question of trust in agentic AI, and how to avoid the mistakes that destroy it.