The Shopper has No Eyes: Branding in a World without Human Perception (Working Paper)

Abstract

Branding has historically relied on sensory appeal and emotional resonance to influence human consumers. However, the emergence of AI agents that execute purchasing decisions autonomously presents fundamental challenges to traditional branding paradigms. This paper introduces the concept of "The Shopper Has No Eyes," a theoretical framework for understanding how branding must evolve when decision-makers lack human sensory and emotional capabilities. Through synthesis of empirical research on AI agent behavior and established branding theory, we propose that brand value is shifting from emotional persuasion to verifiable data transparency. We introduce the "Great Value Sort" as a market realignment mechanism where algorithmic evaluation redistributes market share based on objective performance metrics rather than perceived brand equity. Drawing on platform economics and signaling theory, we develop a conceptual framework for data-driven brand management and explore its implications for competitive strategy. This research contributes to understanding how fundamental assumptions about consumer behavior and brand building may need revision in an era of AI-mediated commerce.

Rights Notice: © 2025, 2026 Paul F. Accornero. All rights reserved. Academic citation, quotation, and non-commercial scholarly use of this work are freely permitted with appropriate attribution. Commercial use — including incorporation into consulting deliverables, training programmes, client presentations, or commercial advisory services — requires a written licence. All proprietary frameworks, terminology, and methodologies referenced herein are subject to the Intellectual Property Terms of The AI Praxis™ (www.theaipraxis.com/legal-and-ip).

Keywords: Branding, AI Agents, Algorithmic Commerce, Brand Equity, Signaling Theory, Platform Economics, Data Transparency, Artificial Intelligence, Consumer Behavior, Digital Marketing, Brand Management, Competitive Strategy, Market Realignment, Algorithmic Decision-Making, Agentic Commerce, The AI Praxis

JEL Classification: D82, D83, L15, M31, L86