What makes us feel confident in what we buy? With Julia Lo Bue-Said and Tom Astill

It's no longer a question of whether AI will change how we buy, but by how much?  We're turning to AI for inspiration and advice - and soon, it may even guide or manage decisions for us. Not since the rise of e-commerce in the 1990s have we seen transformation at this scale – and how we discover, choose and engage with brands is being redefined.  At the same time, the path to purchase has shifted from being one dimensional. We no longer access retailers solely in-store or via their websites. Instead, we're relying on platforms such as social media to buy too – all with an added want for personalisation. For brands, this creates opportunity, but also pressure. Showing up in the right places, with the right experience, requires new capabilities, new infrastructures and new ways of thinking. Because as technology becomes more accessible, it's no longer a differentiator in itself.  So, what does it take to set businesses apart? What will define the brands that people choose in the future? Will human connection be replaced or become more valuable as time goes on? And if every organisation has access to the same tools, why do some experiences resonate more than others? In this episode of The Green Room, we ask: What makes us feel confident about what we buy? With Julia Lo Bue-Said, CEO of Advantage Travel Partnership, and Tom Astill, Director in Deloitte Digital. Tune in to find out: How the consumer journey is changing and why What we can learn from past shifts such as ecommerce How to balance AI solutions with human experience What will define the brands that people choose in the future This episode is part of The Green Room's series exploring the AI future for the UK. Listen to the full series now, starting with our 100th episode: What will be the last job on earth? Visit our website to learn more about this topic and find suggestions for other episodes: deloitte.co.uk/greenroompodcasts Find out more about Young Women's Trust one of Deloitte UK's charity partners. Guests: Julia Lo Bue-Said, CEO of Advantage Travel Partnership, and Tom Astill, Director in Deloitte Digital Hosts: Stephanie Dobbs and Oli Carpenter Original music: Ali Barrett Recording date and location: London, 18.05.26 - recorded in front of a live audience