As AI moves from recommendation engines to autonomous shopping agents, brands face a new challenge: consumers don't simply trust or distrust AI, they toggle between appreciation and resistance depending on context, control and consequence. 

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.