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LSU Experts Break Down Artificial Intelligence Boom Behind Holiday Shopping Trends

Consumers are increasingly turning to artificial intelligence tools for holiday shopping—especially Gen Z shoppers, who are using platforms like ChatGPT and social media not only for gift inspiration but also to find the best prices. Andrew Schwarz, professor in the LSU Stephenson Department of Entrepreneurship & Information Systems, and Dan Rice, associate professor and Director of the E. J. Ourso College of Business Behavioral Research Lab, share their insights on this emerging trend. AI is the new front door for search: Schwarz: We’re seeing a fundamental change in how consumers find information. Instead of browsing multiple pages of results, users—especially Gen Z—are skipping to conversational AI for curated answers. That dramatically shortens the shopping journey. For years, companies optimized for SEO to appear on the first page of Google; now they’ll have to think about how their products surface in AI-generated recommendations. This may lead to a new form of “AIO”—AI Information Optimization—where retailers tailor product descriptions, metadata, and partnerships specifically for AI visibility. The companies that adapt early will have a distinct advantage in capturing consumer attention. Rice: This issue of people being satisfied with the AI results (like a summary at the top of the Google results) and then not clicking on any of the paid or organic links leads to a huge increase in what we call “zero click search” (for obvious reasons). For some providers, this is leading to significant drops in web traffic from search results, which can be disconcerting due to the potential loss of leads. However, to Andrew’s point of shortening the journey, it means that the consumers who do come through are much more likely to buy (quickly) because they are “better” leads. This translates to seemingly paradoxical situations for providers: they see drops in click-through rates and visitors/leads, yet revenue increases because the visitors are “better.”  There is a rise in personalized shopping journeys: Schwarz: AI essentially acts as a personal shopper—one that can instantly analyze preferences, budget, personality traits, or past behavior to produce tailored gift lists. This shifts power toward “delegated decision-making,” in which consumers allow AI to narrow their choices. Younger consumers are already comfortable outsourcing this cognitive load. However, as ads enter the picture, these personalized journeys could be shaped by incentives that aren’t always transparent. That creates a new responsibility for platforms to disclose when suggestions are sponsored and for users to develop a more critical lens when interacting with AI-driven recommendations. Rice: This is also a great point. The “tools” marketers use to attract customers are constantly evolving, but this seems in many ways to be the next iteration of the Amazon.com suggestions that you find at the bottom of the product page for something you click on when searching Amazon (“buy all x for $” or “consumers also looked at…,” etc.), based on past histories of search and purchase, etc. One of the main differences is that you can now create virtually limitless ways to compare products, making comparisons less taxing (reducing cognitive load and stress), which may, in some cases, increase the likelihood of purchase. These idiosyncratic comparisons and prompts lead to the truly unique journeys Andrew is discussing. You no longer have to be beholden to a retailer-specified price range. You could choose your own, or instead ask an AI to list the products representing the best “value” based on consumer reviews, perhaps by asking to list the top ten products by cost per star rating, etc.  Advertising is becoming more subtle and conversational: Schwarz: With ads woven directly into AI responses, the traditional boundary between content and advertising blurs. Instead of banner ads, pop-ups, or clearly labeled sponsored posts, recommendations in a conversational thread may feel more like advice than marketing. This has enormous implications for consumer trust. Retailers will likely see higher engagement through these context-aware ad placements, but regulatory scrutiny may also increase as policymakers evaluate how clearly sponsored content is identified. The risk is that advertising becomes invisible—something both platform designers and regulators will need to monitor carefully. Rice: This is definitely true. I was recently exploring an AI-based tool for choosing downhill skis, but the tool was subtly provided by a single ski brand. I’m not sure the distribution of ski brands covered was truly delivering the “best overall fit” for a potential buyer, rather than the best possible ski in that brand. At least in that case, it was somewhat disclosed. It does, however, become an issue if consumers feel misled, but they’d have to notice it first. Still, the advantages are big for retailers, and the numbers don't lie. According to some preliminary Black Friday data, shoppers using an AI assistant were 60% more likely to make a purchase.  Schwarz: This shift is going to reshape multiple layers of the retail ecosystem: Retailers will need to rethink how they show up in AI-driven environments. Traditional SEO, ad bids, and social media strategies won’t be enough. Partnerships with AI platforms may become as important as being carried by major retailers today. Because AI tools can instantly compare prices across dozens of retailers, consumers will become more price-sensitive. Retailers may face increasing pressure to offer competitive pricing or unique value propositions, as AI reduces friction in comparison shopping. Retailers who integrate AI into their own websites—chat-based shopping assistants, personalized gift advisors, automated bundling—will gain an edge. Consumers are increasingly expecting conversational interfaces, and companies that delay will quickly feel outdated. As AI tools influence purchasing decisions, consumers and regulators alike will demand clarity around how recommendations are generated. Retailers will need to navigate this carefully to maintain What I think we are going to see accelerate as we move forward: AI-powered concierge shopping will become mainstream. Within a couple of years, using AI to generate shopping lists, compare prices, and find deals will be as common as using Amazon today. Retailers will create AI-specific marketing strategies. Instead of optimizing for keywords, they’ll optimize for prompts: how consumers might ask for products and how an AI system interprets those requests. More platforms will introduce advertising into AI models. ChatGPT is simply the first mover. Once the revenue potential becomes clear, others will follow with their own ad integrations. Greater scrutiny from policymakers. As conversational advertising grows, transparency rules and labeling requirements will almost certainly. A new era of “conversational commerce.” Buying directly through AI—“ChatGPT, order this for me”—will become increasingly common, merging search, recommendation, and transaction into a single seamless experience. I can speak to this on a personal level.  My college-aged son is interested in college football, and I wanted to get him a streaming subscription to watch the games.  However, the football landscape is fragmented across multiple, expensive platforms. I asked ChatGPT to generate a series of options. Hulu is $100/month for Live TV, but ChatGPT recommended a combination of ESPN+, Peacock, and Paramount+ for $400/year and identified which conferences would not be covered.  What would have taken me hours only took me a few minutes! Rice: On the other hand, AI isn’t infallible, and it can lead to sub-optimal results, hallucinations, and questionable recommendations. From my recent ski shopping experience, I encountered several pitfalls. First, for very specific questions about a specific model, I sometimes received answers for a different ski model in the same brand, or for a different ski altogether, which was not particularly helpful, or specs I knew were just plain wrong. Secondly, regarding Andrew’s point about the conversational tone, I asked questions intended to push the limits of what could be considered reliable. For example, I asked the AI to describe the difference in “feel” of the ski for the skier among several models and brands. While the AI gave very detailed and plausible comparisons that were very much like an in-store discussion with a salesperson or area expert, I’m not sure I fully trust when an AI tells me that you can really feel the power of a ski push you out of a turn, this ski has great edge hold, etc. It sounds great, but where is the AI sourcing this information? I’m not convinced it’s fully accurate. It also seems we’re starting to see Google shift toward a more AI-centric approach (e.g., AI summaries and full AI Mode). At the same time, we’re also starting to see AI migrate closer to Google as people use it for product-related chats, and companies like Amazon and Walmart have developed their own AI that is specifically focused on the consumer experience. I can’t imagine it will be long before companies like OpenAI and their competitors start “selling influence” in AI discussions to monetize the influence their engines will have.  

Playing "Ketchup": Kraft Heinz, Food Industry Work to Meet Evolving Consumer Trends

In September, the Kraft Heinz Company revealed its intention to split into two smaller entities—one focused on in-demand products, like shelf-stable meals, spreads and sauces, and the other on slower-growth businesses, such as the Oscar Mayer, Kraft Singles and Lunchables brands. The move is among the latest in a series of breakups and spinoffs announced by major "Big Food" conglomerates, including Kellogg's, Keurig Dr Pepper Inc. and Unilever, and experts speculate more divvying and downsizing are bound to follow. Beth Vallen, PhD, a professor in the Villanova School of Business who studies consumer behavior and food marketing, contends these demergers and restructurings are the direct result of a recent yet significant shift in shoppers' spending habits. "It is certainly a possibility that we are moving away from 'Big Food,'" says Dr. Vallen. "The companies are likely to be more agile as smaller entities, and the more targeted businesses will allow them to focus on their different market segments as we face increasingly complex consumer and macro trends in the food industry." Among the more noteworthy factors the professor cites are changes in how shoppers evaluate products and how often they make purchases, particularly amid rising costs, economic pressures and increased competition in the marketplace. When it comes to groceries, a LendingTree survey from earlier this year found that nearly nine in 10 Americans are reassessing what items they cart to the checkout lane. "Inflation and uncertainty have driven consumers to look for more value when they shop," says Dr. Vallen. "This might result in behaviors like switching to lower-cost alternatives, and along these lines, consumers are seeking out retailers with high-quality store brand offerings that might replace their typical, branded items. "Consumers are also shopping less frequently. This could be due to reliance on technology, like online grocery purchases, which requires more planning, as well as a desire to make groceries stretch between purchases to save money." Another development affecting the industry is a broader drive across the population toward health-conscious options and low-calorie meals, heightened to a degree by the rise of GLP-1 drugs like Ozempic. A recent KFF Health Tracking Poll evidences that these medications, which have been shown to promote weight loss, are taken by roughly one in eight American adults; and households with users are expected to account for more than a third of food and beverage sales by 2030. According to Rebecca Shenkman, MPH, RDN, LDN, the director of the MacDonald Center for Nutrition Education and Research at Villanova's M. Louise Fitzpatrick College of Nursing, the impact of these drugs' usage on consumers' eating habits should not be underestimated. "GLP-1 receptor agonists reduce appetite and food intake through multiple mechanisms, and evidence suggests both a reduction in snacking frequency and a shift toward healthier choices among users," shares Shenkman. "They report fewer cravings for sweet, salty and fatty snacks, particularly during the first 12 to 24 weeks of treatment. In addition, consumer surveys and clinical trials indicate increased intake of fruits, vegetables and water, and decreased consumption of processed foods and sugary beverages. "With millions of users and average daily reductions of 700 to 900 calories, demand for calorie-dense snacks could decline significantly." Among the brands and businesses at greatest risk, in Dr. Vallen and Shenkman's respective estimations, are "packaged and processed foods" as well as "sugary beverages and high-fat treats." In turn, with shoppers increasingly moving away from these "unhealthy" options and expressing an openness to dispensing with long-term staples, companies in the sector will need to emphasize adaptability in the coming years, making a conscious effort to understand customers' distinct preferences and needs. "Altogether, there are numerous trends that are seemingly pulling consumers in different directions—between health, taste, value and convenience," concludes Dr. Vallen. "Looking ahead, it will be important for firms to understand how these trends impact different consumers—and in different categories. Health likely means something different to Gen X and Gen Z and may vary further based on whether we are talking about a family dinner or a late-night treat. Taking efforts to understand consumer motivations will be crucial for companies to appropriately respond to current trends."

Budget 25 – initial reactions related to personal financial wellbeing

As the director of the Aston Centre for Personal Financial Wellbeing, and a professor of taxation, I obviously take particular interest in the annual budget day as it sets a tone for much of the personal finance changes that are likely to occur in the near future. The lead up to this year’s budget had unprecedented levels of speculation with much of the press and commentators trying to get attention with ever more it seemed wilder guessing of what the chancellor might do – largely unhelpfully and worrying people and the markets unnecessarily. Almost all of this proved wide of the mark as the budget didn’t increase any of the main taxes at all, and where it might nudge National Insurance contributions (NICs) up for some, this won’t be for a few years and only in a small area (pension payments for employees) that won’t actually affect most people. Small and cautious steps to reform The reason for all this speculation of key changes needed was that everyone suspected there was a big hole in the national finances. This was shown not to be the case. In fact, predictions provided in the budget documents are we’d in fact be in budget surplus by the end of this parliament period even before the changes announced take effect. This was a surprise to many and meant the chancellor could actually focus on at least some small and cautious steps towards reforming how our tax, benefit and government spending systems work. What she proposed therefore is currently predicted will raise circa £26bn and give the government ‘head-room’ to cope with economic changes later rather than needed to fill a feared financial black hole now – good news all round! This meant what we actually got was lots of smaller changes with fewer ‘rabbit out of a hat’ big tax surprises than we have had in recent years – a welcome steadying trend I hope will continue. She also promised some short-term spending that can be paid for with a combination of extra borrowing now and with increased taxes later – again a trend of recent budgets. If these tax changes actually happen in the end, then it will be down to what happens between now and when these were proposed to commence – by no means a guarantee these will ever happen. Later budgets, or other rule changes in the future, could easily retract or counter them (all chancellors like to announce planned tax changes aren’t going to happen for obvious political gain reasons!). Income tax changes The largest share of the extra £26bn raised will come from extending the income tax thresholds for a further period – now to 2031. These have been fixed (at £12,570 for example for the point at which income tax starts to need to be paid on personal incomes) since at least 2023, some well before this. This matters, as, when wages rise due to inflation, people are not better off in reality (you get more income but things cost more), but may end up paying more tax than before as the thresholds haven’t increased with inflation to the same degree (what we call ‘fiscal drag’). As such, holding these thresholds fixed for longer will raise extra money for the government (predicted to be over £12bn a year in 2030-31 for example) – largely unnoticed as to many it doesn’t feel like the tax rise it clearly is. The threshold fixing extension announced today will mean that as many as 700,000 more people will start to pay some income tax when they wouldn’t currently, and up to 1 million more people will start to pay higher rates of tax than currently – all without being actually better off in real terms. Some call this stealth tax, but it feels very real when it starts to affect you if your total taxable incomes fall near these threshold levels. There were in total more than 70 other tax measure changes in this budget – a huge number and lots to get your head around. However, most of these will not affect most people and are relatively small in nature – targeted at making the tax system a little fairer (i.e. those on higher incomes, with more savings, dividends, receiving additional income from property they own etc – paying more taxes as a proportion of the total amount raised in tax from all sources). This is clearly welcome news (at least for those not being asked to pay this extra) in the current climate. The biggest changes for financial wellbeing As a research centre focusing on individual and family financial wellbeing, what do we think are the specifics announcements made that are most likely to affect people – several headline announcements are worth highlighting: -  1. The removal of the two-child limit on benefit eligibility is obviously a key headline – long touted as a key reason larger families are much more likely to be in poverty than smaller families. This is a key change that many Labour MPs wanted to see happen and the chancellor has delivered on it. This is very welcome news – although it won’t start to affect these families until after April 2026 to give time to bring these measures into place – but then predicted to lift 450,000 children out of poverty. 2. As part of making the tax system more progressive, a brand-new tax was announced on very expensive houses in England – to be snappily called the High Value Council Tax Surcharge (or HVCTS) – although expect it to be called the ‘mansion tax’ by everyone! The UK’s main local tax (council tax) isn’t going to be reformed as such in this change – despite being the target of much speculation that it is just too regressive to leave unreformed any longer after we haven’t revalued houses in most of the UK since 1991. This will instead be an additional tax, commencing in April 28, on those whose properties are valued (now) at £2m or more – with higher rates rising to those with properties over £5m. Clearly this will affect relatively few in most of the UK (only expected to affect 1% of properties nationally), but will affect some and will raise extra revenues (expected to raise circa £400m+ a year) to directly support provision of local services – much needed in many parts of the UK. 3. New taxes on electric cars – given fuel duty is not paid by those who drive electric cars (as they don’t buy petrol or diesel) there have been calls for new taxes to be charged to electric car drivers. While these cars may be better for the environment when driven, they continue to wear roads and contribute to congestion. The government is proposing a per mile charge from April 28 (to be called the Electric Vehicle Excise Duty or eVHD) for these vehicles which will be painful for electric car divers – not least as this cost as not known when purchase decisions were made. No-one likes a tax charged on something you have already made the decision to buy so expect this to be unpopular. It is proposed currently to cost EV drivers around £20/month – about half the rate of fuel duty on average – and expected to raise circa £2bn a year by 2030-31. I expect this tax will become more nuanced in future perhaps as technology enables perhaps different charges to be applied to use of congested city roads compared to open rural driving perhaps - we will see.  4. National Insurance deductibility for pension contributions via salary sacrifice schemes operated by many employers for their employees is to be capped at £2,000 (although only from April 29 – so no immediate effect). This now very widely used approach to making pension contributions if you are an employee that in effect avoids you having to pay NIC on this income going into your pension. For those with larger pension contributions the bit that can be made before NIC is due on the extra this will be capped in the future to £2,000 per year – again affecting those who receive higher pension contributions most and affecting those at the bottom of the income spectrum, little if at all (74% of employees are predicted not to be affected). Is this a breach of the Labour manifesto promises not to increase the main taxes? For some it certainly seems that way. What didn’t happen? There are many smaller measures to explore, or ones that are not coming into effect for the next year or more that might have been missed from the news headlines but that will almost certainly affect lots of people. To name just a few (including highlighting several things NOT going to happen – which will obvious not save people money per se, but help by not costing them more): - above inflation increases to national minimum (‘living’) wage for all age groups from April 2026 (+4.1% for those over 21)– although still not raising this to ‘real living wage’ levels. further extension of holding off on the 5p/litre fuel duty rise not increasing prescription charges (staying at £9.90 for the next year) confirming state pension rises by 4.8% from next April (worth £575/year) confirming £150 winter fuel payments again this winter to over 6 million homes freezing regulated rail fares – preventing the usual annual increases from January (the first time this has happened in 30 years) extending the government’s Help to Save scheme to more benefit recipients than previously No immediate impact for most Overall, this is therefore probably a welcome budget for many, those on lower incomes will likely get the most from these measures, if all are applied as proposed, but most won’t see much of an immediate impact immediately – and with the largest benefit likely to all on larger families in receipt of benefits from next April.

Why Are Canadian Banks Not Protecting Seniors? The $40 Billion Dollar Question

After an 89-year-old Victoria man lost $1.7 million to phone scammers despite bank red flags, retirement expert and authour, Susan Pimento, exposes a critical protection gap: while U.S. banks like Bank of America offer "Trusted Contacts" (designated people banks call to verify suspicious transactions) for all accounts, Canadian banks restrict this safeguard to investment accounts only—leaving everyday banking vulnerable where most fraud occurs. In Canada, senior fraud is vastly underreported (RCMP estimates only 5-10% surface), and banks are treating this as a cost issue rather than a moral crisis.  Susan Pimento is available for interviews to discuss practical solutions, industry insights from her decades of work within financial institutions, and why Canadian banks are failing to implement a simple fix that could save seniors' life savings. Connect with her directly through ExpertFile to schedule TV, radio, podcast, or print interviews.  As I was polishing this post for Canadian Financial Literacy Month, another senior fraud story flashed across my screen. This one stopped me cold. According to this CBC story, an 89-year-old man in Victoria, B.C., was tricked into handing over nearly $1.7 million of his life savings in a months-long phone scam. The caller claimed to be from the fraud department at CIBC and said he was helping with a national money-laundering case. (Spoiler: he wasn't.) Despite red flags and staff awareness, the bank still allowed large in-person withdrawals. He was told to buy gold bars — yes, actual gold bars — with drafts of up to $395,000, which couriers then collected like some twisted Uber Eats retirement fraud. Every week in Canada, we see another heartbreaking headline: a senior sends thousands, sometimes millions, to a scammer pretending to be their grandchild, the CRA, or — the ultimate irony — their bank.  These scams targeting seniors don't require fancy hacking. They rely on fear, isolation, and misplaced trust. Once the money's gone, it's gone—no refund policy. And here's the kicker: what we're reading about is just the tip of the iceberg. For seniors, fraud now ranks as the top crime, and most fraud goes unreported—especially in this demographic. In a previous post, I showed how the data suggests the real figures could be 10 to 20 times higher than what's officially reported.  The RCMP estimates that only 5-10% of fraud victims come forward. Many victims never speak out due to embarrassment, fear, or confusion. Translation? For every story that makes the news, countless others suffer in silence. How The Banking Industry Can Actually Fight Fraud I've worked within financial institutions for decades. Let's just say I understand how the process works. Banks have billion-dollar tech stacks, layers of compliance, and advanced fraud detection systems that can flag a suspicious $47 transaction in milliseconds. But the solution for this type of fraud isn't a multimillion-dollar algorithm or a new "AI-powered fraud prevention dashboard." Instead, it's a human-based approach called a Trusted Contact. What's a "Trusted Contact," Anyway? It's not an app, a chatbot, or some new gadget that requires a firmware update every Thursday. It's a person.  Someone you trust — a family member, attorney, accountant, or another third-party who you believe would respect your privacy and know how to handle the responsibility of communicating with your bank in your best interests if something suspicious occurs. They don't access your money or view your accounts. They can't see that you spent $47 at the LCBO last Tuesday (Your secret is safe). They're simply your human safety net — a fraud wing person, if you will. The Origins of the Trusted Contact The concept began in the U.S. in 2018, when FINRA mandated investment firms to request a Trusted Contact Person. Canada followed in 2022, when the Canadian Securities Administrators introduced similar guidance for investment accounts. What things can be discussed with a trusted contact? As its name implies, a Trusted Contact is a designated person who is inherently trusted by the individual (and has no authority to transact business on a client’s account), so there is little to no danger that any reasonable disclosure would violate a client’s trust or give rise to any material issue.” What Canadian Banks Are Doing...And Not Doing Here's the good news. If you invest through Wealthsimple, RBC Direct Investing, TD Direct, or BMO InvestorLine, you can already designate a Trusted Contact. But here's where it gets ridiculous: RBC Direct might have that security feature — but your regular RBC chequing account? Not so much. That protection vanishes the moment Mom or Dad logs into their everyday banking. And that's where most fraud actually occurs. It's like installing a state-of-the-art security system on your front door but leaving the back door wide open with a welcome mat that says "Scammers Enter Here!" Fraud in Canada for Banks is Still a Budget Item: Not a Moral Crisis Here's the uncomfortable truth: For banks, fraud is considered a "cost of doing business." And since most of those losses are borne by customers, not the bank, there isn't much urgency to innovate.  The Big Five earned over $40 billion in total last year. They have the means to care. They're not particularly motivated to actually do so. The Big Opportunity for Banks: Add a Little Humanity to the System Banks like to boast about their AI, blockchain, and next-gen fraud analytics. But most scams don't occur because of breached firewalls — they happen because of breached hearts. A Trusted Contact provides an additional simple, low-tech layer: human verification. Picture this: The bank spots an unusual transaction — a large new payee, an international wire transfer, or a sudden gold-bar purchase (it happens). Instead of sending another automated text alert, the system could ask: "This looks unusual. Would you like us to confirm with your Trusted Contact before proceeding?" or “Just a heads-up: scammers often use urgent or unusual requests. Prefer we run this by your Trusted Contact before we proceed?” That's it. One additional step. One extra set of eyes. One brief conversation could save someone's life savings. This isn't about limiting independence — it's about safeguarding autonomy. Ensuring your decisions are genuinely yours, not the scammer's. Banks could even call it "Senior Protection Mode." I'd sign up tomorrow. Heck, I'd pay extra for it. (Shhh, don't tell them that.) Here's the Proof Trusted Contacts Work: Bank of America Did It In 2022, Bank of America became the first major bank to extend Trusted Contacts beyond investment accounts to everyday banking clients. Customers can now add a trusted person the bank can call if something seems wrong, if they can't reach you, or if staff suspect undue influence. That person can't access your money — they're just the human speed bump before disaster: one simple form, one phone number, and much heartbreak avoided. If Bank of America can do it, why can't ours? Canadian banks already have the tech — and indeed the profits — to make it happen. What's Holding Canada's Banks Back? Cue the usual excuses: "Our legacy systems can't handle that." Sure — some of your code still thinks "Y2K" is an active threat. But if you can build an app that tracks my latte points and sends me notifications about my "spending insights,"  you can add one field for a Trusted Contact. "Privacy laws make it risky." Nope. FINRA and the CSA already provide safe-harbour protections. With consent, banks can legally contact a Trusted Person. Just add a checkbox. You love checkboxes. You make us check dozens of them every time we update our password. "Customers haven't asked for it." They're asking now. Loudly. With megaphones. And pointing at stories like the Victoria gentleman who lost $1.7 million in gold bars. The business case has historically been weak because most fraud losses affect customers, not the bank's balance sheet. But here's the catch: every fraud story damages trust. And in banking, trust is supposed to be the core of the business. For Canadian Banks There's a Competitive Advantage in Caring Rolling out a Trusted Contact feature isn't just good ethics; it's good business. Imagine the marketing campaign: "We don't just protect your password — we protect your peace of mind." Seniors would love this. So would their kids. That's multi-generational loyalty money can't buy. If EQ Bank or any challenger brand wanted a PR home run, this would be it. It's Time to Take Action on Fraud To the Banks: Stop waiting for regulators to force your hand. Lead. Be the first to offer Trusted Contacts for all customers — not just investors. You have the framework, the talent, and the budget. You absolutely do not need another consultant to tell you this is the right thing to do. To Policymakers: The Financial Consumer Agency of Canada should update its Code of Conduct to include a mandatory Trusted Contact option for all customers, safe-harbour rules allowing banks to pause suspicious transactions, and annual public reporting on outcomes. Because sunshine is the best disinfectant, even in banking. To Consumers: Don't wait for policy — be the policy. Ask your bank today if you can add a Trusted Contact. If they say no, ask why not — and post it. Loudly. Talk to your family. Choose your Trusted Person now. Write your MP or MPP and ask why U.S. banks protect seniors better than ours. Remember the $3 ATM Fee Rebellion?  Canadians once revolted over paying $3 to access their own money at ATM's. We later got no-fee accounts, digital challengers, and a whole new generation of more innovative banking.  If we can rally over an ATM fee, surely we can rally to protect our parents and grandparents from losing their life savings. Fraud isn't an inevitable part of aging — it's a solvable problem. And Trusted Contacts are one of the simplest, most human solutions we have. Don't Forget Two-Factor Authentication for the Soul Adding a Trusted Contact won't stop all fraud — let's be clear about that. But it will go a long way toward slowing it down, adding a common-sense pause, and potentially saving even one senior from losing any part of their hard-earned money. It's unfortunately too late for that gentleman and his family in BC, but it's not too late for countless others. This won't crash legacy systems or drain bank profits. It just adds a little humanity back into banking — right where it belongs. Because the best kind of security isn't just two-factor authentication. It's two people who care. And if we don't care about protecting our elders, who exactly do we care about? Sue Don’t Retire…Re-Wire! Want to become an expert on serving the senior demographic? Just message me to be notified about the next opportunity to become a "Certified Equity Advocate" — mastering solution-based advising that transforms how you work with Canada's fastest-growing client segment.

Intellectual Property Law Scholar Waseem Moorad, Esq., Unwraps Crux Arguments of Smucker's Sandwich Suit

A popular on-the-go sandwich is now the subject of a mega trademark lawsuit between two food industry giants. The J.M. Smucker Company, more commonly known as Smucker's, recently filed a trademark lawsuit against grocery chain Trader Joe's over what it alleges is infringement upon its iconic billion-dollar investment: the Uncrustables sandwich. Smucker's seeks to obtain unspecified monetary damages from Trader Joe's, as well as profit from its similar product. But beyond the novelty of the sandwich suit lies a complex case built around a lesser-known morsel of trademark law, says Waseem Moorad, Esq., assistant professor of Law at Villanova University Charles Widger School of Law and director of the school's Intellectual Property Clinic. Professor Moorad, a former U.S. Patent and Trademark Office Patent (USPTO) examiner, recently discussed the actual claims of the lawsuit, and how both parties are preparing for a potential trial. Q: Since this lawsuit was filed, it has been a popular topic of public discourse, much of which has centered on the product—a crustless peanut butter and jelly sandwich—itself. Is that what this is truly about? Professor Moorad: Much of the commentary has been focused on the argument of whether Smucker's is permitted to have a monopoly of peanut butter and jelly sandwiches, or if Trader Joe's can actually infringe upon the Uncrustables product without necessarily using the actual trademarked name. While both discussions are legitimate conversations folks could have while munching on the delicious snack products, they are not necessarily the relevant legal claims at the crux of this lawsuit. Q: Before we get into what those relevant legal claims are, Smucker's has filed dozens of trademarks in its 128-year history. What sorts of intellectual property do these trademarks generally protect? PM: Most of their trademarks filed with the USPTO are registered to protect against competitors from using words, logos, slogans, symbols and other materials that are linked to the brand name of the company, its affiliates, or its respective products. Well-known examples include Smucker's, Folgers, Jif and, of course, Uncrustables. If a competing company has a brand or a product that has a similar sounding name or appearance, such as "Giff Peanut Butter," then Smucker's could sue that company for trademark infringement. That name is not only infringing upon a trademark that Smucker's has federal protection over, but also is in the same related industry (food products), within which Smucker's has protection. Q: But Trader Joe's did not necessarily infringe on any trademarked words, symbols, slogans or the like. What, then, is the basis for the claims of infringement? PM: The issue is related to a deeper subset of trademark law, specifically the concept of "trade dress." Trade dress is the intellectual property associated with the visual and aesthetic characteristics of a product or its related packaging that allows a consumer to know with whom that product or packaging is associated. For example, Coca-Cola's name, which is federally protected, is well known as a registered trademark; however, the Coca-Cola bottle, with the curvy appearance where it gets slimmer in the middle, is an example of a registered trade dress belonging to Coca-Cola. If there was no logo or word mark on the bottle, the average consumer would still be able to recognize it as a Coke bottle. There are several trademarks that Smucker's owns that are related to the trade dress of its products. Smucker's isn't alleging that Trader Joe's is copying any of the branding names of their products; they are accusing their competitor of mimicking the trade dress or aesthetic appearances, textures and characteristics of its Uncrustables products and packaging. Q: What specific trade dress trademarks are they claiming have been infringed upon? PM: There are at least two registered trademarks that Smucker's is drawing legal attention to. In 2002, Smucker's had trademarked the image of an Uncrustables sandwich that has pie-crimping indentations or marks along the circumference of the sandwich, and in 2019, the company trademarked the image of an Uncrustables sandwich with a bite taken out of it. Smucker's argument is that the Trader Joe's packaging for a similar crustless peanut butter and jelly shows an image of a sandwich with a bite taken out of it, as well as the crimping along the outer edges. Q: How does one make a legal case out of something like this? PM: In order to effectively file a trademark infringement lawsuit, the plaintiff must not only show that their federally-protected intellectual property rights are being infringed upon, but also demonstrate that as a result of this infringement, the customer or consumer is being confused. Smucker's alleges that as result of Trader Joe's actions, customers are now confused over the product and are purchasing Trader Joe's peanut butter and jelly sandwiches thinking they are actually Smucker's Uncrustables sandwiches. Smucker's is of the belief that if the Trader Joe's packaging did not show pie-like crimped edges and the image of the sandwich with a bite taken out of it, confused consumers would not have purchased the Trader Joe's products and would have instead purchased Smucker's Uncrustables. It is this argument that will be the crux of the court cases to follow. Q: Assuming this goes to trial, how will the two parties prepare and what are some of the challenges for Smucker's as plaintiff? PM: Part of the case on Smucker's end will be to gather customer feedback or testimony that demonstrates confusion in the marketplace as a result of the similar packaging and trade dress. Trader Joe's will focus on the fact that even though the packaging may be similar, there would be no reason or basis for a customer to be confused between a Trader Joe's-branded product and a Smucker's-branded product. As the plaintiff in this case, the burden shall be on Smucker's to prove the confusion element necessary to have trademark infringement. The Trader Joe's product clearly says Trader Joe's, and the chain has a marketplace reputation for selling its own products rather than other-branded products. The challenge in such a scenario will be to prove, despite this, that customers purchasing this product would still have gotten confused and either assumed that they were purchasing Uncrustables, or mistakenly believed that Uncrustables may now have a commercial relationship with Trader Joe's.

Generative AI may help turn consumers into active collaborators and creators, study finds

In the advertising world, generative AI is transforming the way brands connect with consumers, turning audiences from passive viewers into active creators who can shape and personalize campaign content. A recent study in the International Journal of Advertising, conducted by researchers at the University of Florida’s College of Journalism and Communications, determined that by letting people use AI tools to create images that fit a brand’s style, companies can invite customers to take part in their campaigns. This hands-on approach makes consumers feel more empowered, which can lead to more positive feelings about the brand and a higher likelihood of buying its products. “I came across the Coca-Cola and Heinz campaigns and was amazed by how AI can be used to transform and empower consumers,” said Yang Feng, Ph.D., an associate professor in artificial intelligence in the UF Department of Advertising, who co-conducted the study with assistant professor Yuan Sun, Ph.D. “This inspired me to reach out to Yuan to explore a potential collaboration.” The project began in 2023 following the success of Coca-Cola’s “Create Real Magic” campaign and Heinz’s “AI Ketchup” campaign, both of which allowed customers to engage directly with the brands using generative AI. To test the effectiveness of these types of campaigns, Feng and Sun set up two surveys. The first was given to participants to evaluate their familiarity with generative AI tools and the ways participants used them. This survey illuminated three areas that users felt were enhanced by generative AI: collaboration, creation and communication, which Feng and Sun refer to as the 3C framework. For the second survey, Feng and Sun mocked up a website for Harbor Haven Coffee, a fictional coffee brand committed to sustainability and ethical coffee bean sourcing. “We wanted a company that resonated with as many people as possible,” Sun said. “One of the other goals of the first survey was to find what participants cared about most, which is how we came up with the brand’s eco-friendly mission.” Along with the company’s description and mission statement, a generative AI tool was added to the homepage, encouraging participants to utilize it to produce images using prompts that fell within the brand’s guidelines. While participants were free to put whatever they wanted into the prompt box, each participant got back the same pre-generated image in order to reduce confounding factors. Participants were then asked a final round of questions to get a sense of how participating in this campaign made them feel. Findings from the surveys showed that incorporating generative AI into advertising campaigns increased the chances of turning potential customers into empowered consumers, or individuals who actively participate in brand development rather than passively receive ad content. Feng and Sun found that the reasons behind this empowerment were tied to their 3C framework. First, the collaborative nature of these campaigns fosters a sense of agency in the advertising process. Second, the reciprocal nature of human-generative AI communications boosts consumer confidence by making people feel more in control. Finally, directly engaging consumers and facilitating their creativity through AI builds stronger consumer relationships and reinforces positive brand associations. “This sense of empowerment can be further strengthened with a user interface that facilitates seamless human-generative AI interaction, which is my specialty,” Sun said. “It should prioritize user-friendly features, clear instructions for prompting GenAI and intuitive navigation to enhance the user experience.” However, among the benefits, the researchers also found a potential downside that could limit the success of these kinds of campaigns in the future. “Once AI’s creation capacity surpasses a certain point, consumers may start to feel overwhelmed and no longer view the output as their own creation but rather as the work of the AI, which ultimately diminishes their sense of empowerment,” Feng said. To this end, Feng intends to continue researching the 3C framework. Generative AI could play a big role in advertising going forward, and she hopes to explore its interpretive power in new contexts.

The Retirement Thrival Guide

(Because “surviving” retirement is like saying you survived a salad bar—aim higher, my friend. Nobody hands out medals for dodging the croutons.) Retirement isn’t about hunkering down as if you’re waiting out a storm, counting your Werther’s Originals like gold coins until the grandkids arrive. It’s about creating Act Two—the remix of your life—that’s lively, connected, and wildly fulfilling. Think less “retirement home” and more “retirement launchpad.” The good news? You don’t need to be at any specific stage to benefit. Whether your pre-retirement and plotting your escape from the 9-to-5, mid-retirement and still adjusting your sails, post-retirement and wondering “what now?”, or simply looking for inspiration to “accidentally” leave on your spouse’s pillow, this guide is your playbook. So buckle up. Here are my "10 Commandments of Retirement Thrival"— think of them as your cheat codes for aging fabulously, with style, sass, and maybe even a standing ovation at the end of the show. 1. Thou Shalt Keep Moving Motion is lotion, darling. I’ve said this before, and I’ll keep saying it until it’s tattooed on your sneakers: your body doesn’t rust—it negotiates early retirement if you stop using it. Movement isn’t optional; it’s oxygen for your joints, muscles, and mood. Don’t ignore this commandment or file it under “tomorrow’s problem.” Tomorrow never squats, stretches, or gets 10,000 steps—you do. Start early and make it a routine. Walk, stretch, lift soup cans during commercials. If you feel daring, dance in the kitchen and startle the cat (extra points if the cat looks personally offended). The trick isn’t big gestures; it’s the small moves that add up to a second act full of energy instead of tired excuses. Fact check: The World Health Organization reports that inactivity causes 2–5 million preventable deaths annually. Translation: move it, or lose it. Maxim: Thou Shalt Keep Moving... lest ye creak louder than your old floorboards. And yes, jumping counts.  Take it from someone who teaches four to five Zumba, Body Pump, RPM, Flex, and Flow, and yes, Kick Boxing to people of all ages.  As a certified fitness instructor, I've seen the transformation that even the tiniest efforts can have.    2. Thou Shalt Guard Thy Health Hydrate, sleep, take your meds, and eat real food (and no, ketchup still doesn’t qualify as a vegetable, even if you put it on kale). Think of these as deposits into your “health account.” Skip too many deposits, and guess what? Your body’s cheques will bounce—hard. Let’s get specific: Water: Most of us aren't drinking enough of it.  In fact, a 2024 Canadian study by Liquid I.V. reported that 63 per cent of respondents reported feeling regularly dehydrated. Yet, 74 percent of respondents were aware of the recommended daily amount of water they should drink (6-8 glasses of water per day). Yes, coffee helps a little, but wine doesn’t count. Also, keep in mind that as cooler weather approaches, dehydration can often become less noticeable. However, through skiing, snowboarding, skating, or simply the regular course of daily activity, hydration must be monitored just as much in the winter as in the summer.  Hydration isn’t optional — it fuels your energy, digestion, and even cognitive sharpness.  Forgetting to drink water?  That's no excuse.  Just download an app for your phone.  The "Water Reminder" App is great and it's free!  Sleep: Aim for 7–9 hours of sleep per night (CDC, 2024). Less than that doesn’t make you a hero; it makes you a cranky health risk. Chronic sleep deprivation is linked to heart disease, diabetes, obesity, and depression. Translation: bedtime is self-care, not surrender. Meds: Here’s the reality—According to the WHO, about 50% of people don’t take their medications as prescribed. Missing doses isn’t “oops, I forgot”—it’s a slow-motion sabotage of your health. Non-adherence leads to unnecessary hospital stays, complications, and yes, premature exits from the party. The solution? Create a system: use pill organizers, set alarms, download apps, or keep sticky notes on the fridge—whatever helps you stay consistent. Fact check: According to Harvard, good health routines can reduce the risk of chronic disease by up to 40%. That’s not a suggestion; that’s a bargain. Maxim: Guard thy health… lest thy golden years turn into waiting-room marathons 3. Thou Shalt Simplify Thy Finances Paper statements from 1983? Cute. But clutter isn’t just untidy—it’s risky. Scammers thrive on confusion nearly as much as raccoons love your green bin. Automate what you can, consolidate what you must, and shred the rest. Remember this fact: how we handle one aspect reflects how we handle everything. If your finances are a chaotic jumble of forgotten accounts and mysterious charges, you’re likely bringing that chaos into other areas of your life. Money can be daunting for many, but don’t make it worse by spreading it across multiple banks, credit cards, and half-finished spreadsheets. We want to engage with our finances, not withdraw from them because of overwhelm. And let’s be honest—leaving a financial mess for your heirs isn’t just uncool, it’s the opposite of building a legacy. Don’t be the reason your kids fight over who has to sift through shoeboxes of bank statements and expired loyalty cards. Make a pot of coffee, hold your nose, and simplify. If it feels too overwhelming, hire a trusted professional—yes, it’s an investment, but peace of mind pays dividends. Also, don’t wait. Tomorrow is not guaranteed, and too many people run out of tomorrows before they ever get around to cleaning up their finances. Here’s a simple formula: Simple = Automate, Consolidate, Eliminate, Delegate. (If it doesn’t fit one of those buckets, it’s clutter.) Fact check: Canadians aged 65 and older lose more than $500 million annually to fraud (Source: RCMP). A streamlined financial life makes you a smaller target. Maxim: Simplify thy finances… lest ye become the star of Scam-baiters: Seniors Edition. 4. Thou Shalt Build Emotional Resilience Retirement can be joyful or lonely. The key often lies in how you build your emotional toolkit. Start by finding a “third place” (somewhere outside of home or work): a coffee shop, gym, church, pickleball club, or karaoke night. Bonus points if it includes cake. But resilience isn’t just about where you go; it’s about what happens in your mind. Your self-talk is the constant soundtrack of your life. If there are many ways to get downtown, there must also be many ways to reframe what just occurred. Did you forget your keys? Maybe it’s an opportunity to practice your steps. Reframing is a vital life skill—it can turn setbacks into stepping stones, boost your confidence, and protect your self-image from unnecessary harm. Practicing resilience also involves enhancing your self-esteem. Read thinkers like Mel Robbins (famous for the “5 Second Rule”) who promote simple, actionable mindset shifts. Mental health pioneers such as Carl Rogers and Nathaniel Branden highlight self-compassion, strengths-based approaches, and Cognitive Behavioural Therapy (CBT) techniques as effective ways to reshape one’s self-image. Even parents and teachers have long recognized that positive reinforcement in childhood helps establish resilient adults. The good news? You can still re-parent yourself today by practicing gentler self-talk and focusing on your strengths. And remember: loneliness has a cost. According to the U.S. Surgeon General, chronic loneliness is as damaging as smoking 15 cigarettes a day. Emotional resilience isn’t optional—it’s a form of preventative health. Maxim: Build resilience... or you'll find yourself yelling at the weather forecast all alone. 5. Thou Shalt Know Thy Values Your values are your North Star. They guide your choices, shape your relationships, and keep you grounded when life gets messy. Forgive quickly, return Tupperware (with cookies, if you’re classy), and keep your promises—especially when caffeine is involved. As Teddy Roosevelt once said, “If you don’t stand for something, you will fall for everything.” And let’s be honest, falling gets riskier with age. For many of us, values become a cornerstone in later years—a kind of personal compass that points not just to what we do, but who we are. Passing on a good set of values is one of the greatest legacies you can leave. It’s something to be proud of, but here’s the trick: don’t hand them down like stone tablets from a mountaintop. Instead, offer them like an irresistible invitation—guidelines that inspire, not commandments that suffocate. Leave room for others to adapt, remix, and make them their own. That way, your values live on not as rigid rules, but as living gifts. Maxim: Know your values... lest you drift like a Costco cart with a broken wheel. 6. Thou Shalt Not Retire Without Purpose Purpose doesn’t have to mean curing cancer. It could be as simple as baking banana bread that makes your neighbours swoon, mentoring a younger colleague, painting watercolours, or volunteering at the food bank. What matters isn’t the scale—it’s the spark. Without purpose, retirement can feel like a never-ending long weekend, with Monday never arriving. That might sound good for a while, but trust me: eternal Saturdays get old fast. Here’s why this matters: Studies consistently show that purpose literally adds years to your life. A landmark 2002 Yale University study, led by psychologist Becca Levy, found that people with a positive outlook on aging lived an average of 7.5 years longer than those without. And Dan Buettner, author of The Blue Zones, has documented how centenarians around the globe credit purpose (or ikigai, as the Okinawans call it) as a key factor in their longevity. Purpose isn’t just a nice bonus; it’s a life extender. Finding your purpose can seem overwhelming, but start by taking small steps. Begin by removing what you don’t want—that’s often the most straightforward way forward. Purpose is also about creating a legacy. It’s not just about how you live, but how you’ll be remembered. You have the power to craft a story that outlives you, whether through relationships, creativity, community impact, or simple acts of kindness. This is why my personal mantra is: Don’t retire… rewire. Retirement isn’t an ending—it’s your opportunity to craft the most meaningful chapter yet. Maxim: Have purpose… lest ye binge more shows than Netflix can fund. 7. Thou Shalt Create Joy and Laughter Adults laugh about four times a day. Kids? Closer to 400. There is something drastically wrong with this statistic. Somewhere between filing taxes and misplacing our bifocals, we’ve lost our bearings—time to take them back. Joy and laughter aren’t luxuries—they’re vital for our survival. Here’s how to get your daily dose: watch I Love Lucy reruns (Lucy never fails), subscribe to a “joke-a-day” email, or better yet, send a funny joke to a friend or grandchild via text. Join a laughter yoga class, stream a comedy special, or dust off those “dad jokes” that make you roll your eyes. The goal isn’t polished comedy—it’s allowing yourself to be silly. And don’t overlook this: Laughter is both contagious and magnetic. People (yes, even your relatives) want to be around joy, not another monologue about your lumbago. Laughter is also a clever rebranding tactic. Instead of being “that cranky retiree,” you can update your image to “the one who brings the fun.” Need more on this? Check out my blog: What’s Your Brand, Boomer? Boomer?https://expertfile.com/spotlight/10790  Maxim: Create joy… lest ye petrify into a cranky old codger. 8. Thou Shalt Always Have Hope on the Calendar Hope is a date with tomorrow. It’s the promise of Taco Tuesday, a small road trip, or lunch with friends. It doesn’t need to be Paris—unless you’re offering, then yes, Paris (and I’ll pack light). Here’s why it matters: hope isn’t just feel-good fluff—it’s fuel. Research indicates that hope enhances resilience, reduces stress, and even strengthens the immune system. Viktor Frankl, a psychiatrist and Holocaust survivor, famously noted that prisoners in concentration camps who clung to hope—even a flicker—did better than those who gave up. Hope literally helps us survive, but more importantly, it allows us to thrive. Your mindset is the driving force behind how you present yourself to the world. A hopeful outlook radiates within you, affecting your energy, healing, and how you handle daily challenges. And here’s the surprise: hope is contagious. Surround yourself with hopeful people, read inspiring stories or books, and intentionally plan activities to look forward to. Pair it with gratitude—it’s the ideal companion—and you’ll cultivate a daily practice that enhances your mindful well-being. Remember: you have nothing to lose. Being “right” about your ailments, family drama, or the world’s troubles won’t help. But choosing happiness? That just might. I dare you. Maxim: Always have hope… lest thy days blur into “laundry o’clock.” 9. Thou Shalt Find Thy Person Everyone needs someone they can call at 8 p.m. who will actually answer (sorry, Siri doesn’t count—and Alexa is a terrible listener). Pick your person, and just as importantly, be theirs too. This isn’t about being needy — it’s about being human. Decades of research show that strong social connections aren’t just warm fuzzies; they’re lifelines. Harvard’s landmark Study of Adult Development — the longest-running study on happiness — found that close relationships are the single most significant predictor of long-term health and well-being, even more than wealth or fame. Meanwhile, the U.S. National Institute on Aging notes that loneliness is as harmful to physical health as smoking 15 cigarettes a day. Yes, fifteen. Your support system safeguards both your body and mind, resulting in lower blood pressure, enhanced immune function, sharper cognition, less depression, and a longer life. Friendship acts as preventive medicine. So don’t overlook this one. Arrange that coffee, send the silly meme, answer the late-night call. Your health relies on it. Maxim: Find thy person… lest ye end up pouring your heart out to Alexa, Alana or whatever her name is. 10. Thou Shalt Declutter Thy Life Decluttering isn’t just for closets—it’s for your mind, your finances, and your garage full of “vintage” ski poles that last saw snow in 1987. Think of it as spring cleaning for your soul. Bonus: Swedish Death Cleaning (döstädning, if you want to impress your friends at dinner parties) saves your kids from having to rent a dumpster in your honour. The Guardian popularized this movement, reminding us that downsizing possessions while we’re alive is the ultimate gift to loved ones—practical, compassionate, and oddly liberating. Here’s the flip side: hoarding—or its younger cousin, “not throwing anything out”—becomes more common as we age. It clutter not only our homes but also our minds, increasing stress, fall risks, and social isolation. The Mayo Clinic notes that hoarding is linked to depression and anxiety, and in older adults, it can seriously impact safety. Awareness is your first defence—don’t become a statistic. Follow the simple 1 item in, 1 item out” rule. When you bring home a new sweater, let go of an old one. If you buy a fancy gadget, put aside the bread maker that’s been collecting dust since 2002. Respect your space and maintain cleanliness, and you’ll enjoy more clarity, peace, and perhaps even more visits from relatives—who might stay for a cup of tea instead of rushing for the door. Maxim: Declutter your life... lest you become the star on Hoarders: Golden Years Edition. The Final Scroll As my friend Lottie often says, “Looking after yourself is a full-time job.” Authentic—but unlike your old 9-to-5, the boss is fantastic (you), the hours are flexible, and the benefits are, quite literally, life-extending—no HR paperwork needed. So live it. Share it. Laugh through it. Retirement isn’t about shrinking back — it’s about thriving forward. This is your encore, your second act, your chance to rewrite the script. You’ve got the commandments, the cheat codes, and hopefully, a few good jokes left in your pocket. Remember: joy, purpose, resilience, health, hope, and laughter aren’t extras—they’re essential. Add them daily like vitamins, and watch the years become richer, not just longer. And if all else fails? Put on some music, dance in your kitchen, and scare the cat or the neighbours if the curtains are open. Because retirement isn’t the end of the book—it’s the chapter where the hero (that’s you) finally gets to write their own plot twist. Don’t Retire—Rewire. Sue p.s. Want more retirement hacks (and a few laughs)? I share them weekly on my new Substack — with special offers and early invites to upcoming events. You can subscribe here: #RetirementReset #HealthyAging #FinancialWellness #PositiveAging #SecondActSuccess

#Expert Perspective: When AI Follows the Rules but Misses the Point

When a team of researchers asked an artificial intelligence system to design a railway network that minimized the risk of train collisions, the AI delivered a surprising solution: Halt all trains entirely. No motion, no crashes. A perfect safety record, technically speaking, but also a total failure of purpose. The system did exactly what it was told, not what was meant. This anecdote, while amusing on the surface, encapsulates a deeper issue confronting corporations, regulators, and courts: What happens when AI faithfully executes an objective but completely misjudges the broader context? In corporate finance and governance, where intentions, responsibilities, and human judgment underpin virtually every action, AI introduces a new kind of agency problem, one not grounded in selfishness, greed, or negligence, but in misalignment. From Human Intent to Machine Misalignment Traditionally, agency problems arise when an agent (say, a CEO or investment manager) pursues goals that deviate from those of the principal (like shareholders or clients). The law provides remedies: fiduciary duties, compensation incentives, oversight mechanisms, disclosure rules. These tools presume that the agent has motives—whether noble or self-serving—that can be influenced, deterred, or punished. But AI systems, especially those that make decisions autonomously, have no inherent intent, no self-interest in the traditional sense, and no capacity to feel gratification or remorse. They are designed to optimize, and they do, often with breathtaking speed, precision, and, occasionally, unintended consequences. This new configuration, where AI acting on behalf of a principal (still human!), gives rise to a contemporary agency dilemma. Known as the alignment problem, it describes situations in which AI follows its assigned objective to the letter but fails to appreciate the principal’s actual intent or broader values. The AI doesn’t resist instructions; it obeys them too well. It doesn’t “cheat,” but sometimes it wins in ways we wish it wouldn’t. When Obedience Becomes a Liability In corporate settings, such problems are more than philosophical. Imagine a firm deploying AI to execute stock buybacks based on a mix of market data, price signals, and sentiment analysis. The AI might identify ideal moments to repurchase shares, saving the company money and boosting share value. But in the process, it may mimic patterns that look indistinguishable from insider trading. Not because anyone programmed it to cheat, but because it found that those actions maximized returns under the constraints it was given. The firm may find itself facing regulatory scrutiny, public backlash, or unintended market disruption, again not because of any individual’s intent, but because the system exploited gaps in its design. This is particularly troubling in areas of law where intent is foundational. In securities regulation, fraud, market manipulation, and other violations typically require a showing of mental state: scienter, mens rea, or at least recklessness. Take spoofing, where an agent places bids or offers with the intent to cancel them to manipulate market prices or to create an illusion of liquidity. Under the Dodd-Frank Act, this is a crime if done with intent to deceive. But AI, especially those using reinforcement learning (RL), can arrive at similar strategies independently. In simulation studies, RL agents have learned that placing and quickly canceling orders can move prices in a favorable direction. They weren’t instructed to deceive; they simply learned that it worked. The Challenge of AI Accountability What makes this even more vexing is the opacity of modern AI systems. Many of them, especially deep learning models, operate as black boxes. Their decisions are statistically derived from vast quantities of data and millions of parameters, but they lack interpretable logic. When an AI system recommends laying off staff, reallocating capital, or delaying payments to suppliers, it may be impossible to trace precisely how it arrived at that recommendation, or whether it considered all factors. Traditional accountability tools—audits, testimony, discovery—are ill-suited to black box decision-making. In corporate governance, where transparency and justification are central to legitimacy, this raises the stakes. Executives, boards, and regulators are accustomed to probing not just what decision was made, but also why. Did the compensation plan reward long-term growth or short-term accounting games? Did the investment reflect prudent risk management or reckless speculation? These inquiries depend on narrative, evidence, and ultimately the ability to assign or deny responsibility. AI short-circuits that process by operating without human-like deliberation. The challenge isn’t just about finding someone to blame. It’s about whether we can design systems that embed accountability before things go wrong. One emerging approach is to shift from intent-based to outcome-based liability. If an AI system causes harm that could arise with certain probability, even without malicious design, the firm or developer might still be held responsible. This mirrors concepts from product liability law, where strict liability can attach regardless of intent if a product is unreasonably dangerous. In the AI context, such a framework would encourage companies to stress-test their models, simulate edge cases, and incorporate safety buffers, not unlike how banks test their balance sheets under hypothetical economic shocks. There is also a growing consensus that we need mandatory interpretability standards for certain high-stakes AI systems, including those used in corporate finance. Developers should be required to document reward functions, decision constraints, and training environments. These document trails would not only assist regulators and courts in assigning responsibility after the fact, but also enable internal compliance and risk teams to anticipate potential failures. Moreover, behavioral “stress tests” that are analogous to those used in financial regulation could be used to simulate how AI systems behave under varied scenarios, including those involving regulatory ambiguity or data anomalies. Smarter Systems Need Smarter Oversight Still, technical fixes alone will not suffice. Corporate governance must evolve toward hybrid decision-making models that blend AI’s analytical power with human judgment and ethical oversight. AI can flag risks, detect anomalies, and optimize processes, but it cannot weigh tradeoffs involving reputation, fairness, or long-term strategy. In moments of crisis or ambiguity, human intervention remains indispensable. For example, an AI agent might recommend renegotiating thousands of contracts to reduce costs during a recession. But only humans can assess whether such actions would erode long-term supplier relationships, trigger litigation, or harm the company’s brand. There’s also a need for clearer regulatory definitions to reduce ambiguity in how AI-driven behaviors are assessed. For example, what precisely constitutes spoofing when the actor is an algorithm with no subjective intent? How do we distinguish aggressive but legal arbitrage from manipulative behavior? If multiple AI systems, trained on similar data, converge on strategies that resemble collusion without ever “agreeing” or “coordination,” do antitrust laws apply? Policymakers face a delicate balance: Overly rigid rules may stifle innovation, while lax standards may open the door to abuse. One promising direction is to standardize governance practices across jurisdictions and sectors, especially where AI deployment crosses borders. A global AI system could affect markets in dozens of countries simultaneously. Without coordination, firms will gravitate toward jurisdictions with the least oversight, creating a regulatory race to the bottom. Several international efforts are already underway to address this. The 2025 International Scientific Report on the Safety of Advanced AI called for harmonized rules around interpretability, accountability, and human oversight in critical applications. While much work remains, such frameworks represent an important step toward embedding legal responsibility into the design and deployment of AI systems. The future of corporate governance will depend not just on aligning incentives, but also on aligning machines with human values. That means redesigning contracts, liability frameworks, and oversight mechanisms to reflect this new reality. And above all, it means accepting that doing exactly what we say is not always the same as doing what we mean Looking to know more or connect with Wei Jiang, Goizueta Business School’s vice dean for faculty and research and Charles Howard Candler Professor of Finance. Simply click on her icon now to arrange an interview or time to talk today.

Are you ready for some football?

From its modest beginnings in the late 19th century to becoming America’s most-watched sport, professional football has not only entertained generations but also transformed communities, economies, and culture. Today, the National Football League (NFL) stands as a global brand, symbolizing both the triumphs and tensions of American life. Early Beginnings Professional football took root in the 1890s, when athletic clubs in Pennsylvania began paying players under the table. In 1920, a group of teams formed the American Professional Football Association, later renamed the NFL in 1922. Early decades were marked by instability, but the league grew steadily, and by the 1950s, with the rise of television, football began capturing national attention. The 1958 NFL Championship Game—dubbed the “Greatest Game Ever Played”—cemented football as America’s sport of the future, setting the stage for the AFL-NFL rivalry of the 1960s and the eventual Super Bowl, first played in 1967. Economic Impact Football is now one of the most powerful economic engines in American sports. The NFL generates more than $18 billion annually, with billions flowing into local economies through stadium construction, tourism, and broadcasting rights. Super Bowl weekend alone can inject hundreds of millions of dollars into host cities. The game has also reshaped industries—from sports broadcasting and advertising to fantasy leagues and legalized sports betting. It drives sponsorships, merchandise sales, and jobs connected to media, hospitality, and infrastructure. Social and Cultural Significance Football’s reach extends beyond the field. It has served as a stage for some of America’s most important social conversations—from racial integration in the 1940s, to gender roles in sports media, to the modern debates over player safety and activism. Figures like Jackie Robinson in baseball broke barriers, but in football, trailblazers such as Kenny Washington (first African American to reintegrate the NFL in 1946) helped reshape opportunity and inclusion. In more recent years, high-profile advocacy by players on issues ranging from racial justice to mental health has placed the sport squarely in the middle of national debates. At the same time, concerns about concussions and long-term health risks have fueled public dialogue on workplace safety and medical ethics, echoing issues seen across many industries. A Lasting Legacy Football is more than a game. It has become a unifying tradition—whether through Friday night lights in small towns, college rivalries that galvanize entire states, or Super Bowl Sunday as an unofficial national holiday. Its economic and cultural significance continues to expand, reflecting both America’s passion for competition and its ongoing social evolution. Connect with our experts about the history and significance of professional football in America: Check out our experts here : www.expertfile.com

Ringo Starr Just Turned 85

Yes, Ringo Starr just turned 85. Let that sink in. I read this in the Washington Post and felt like a bag of Beatles vinyl had walloped me. How is this possible? How can the mop-top drummer be 85 when I was dancing to “Yellow Submarine” in bell-bottoms with a brush for a microphone? More urgently: how old does this make me?! Ringo isn’t slowing down. He’s still touring with two bands, making music, flashing that cheeky Liverpudlian smile, and preaching peace and love as if he’s got nowhere else to be. No plans to retire. No plans to fade away. Just a rockstar with a great attitude... and maybe a titanium hip (unconfirmed). This made me realize that, as the birthday candles on my cake now need a fire permit, “attitude” plays a huge role in how we age. Based on the feedback I received from my last post, “What’s Your Brand, Boomer?”, it’s clear that many people are genuinely interested in managing their personal brand as they age. This week, I want to go deeper—because whether you’re 45 or 85, you are Old People in Training. That’s right. Every one of us is aging in real-time, and understanding the stages ahead—either for ourselves or our aging loved ones—helps us walk this path with humour, grace, and fewer surprises. So, here they are: The 8 (Unofficial but Uncannily Accurate) Stages of Aging 1. The Stand-Up-and-Forget-Why Stage (Kicks in around mid-to-late 50s) You walk into a room with purpose, then wonder: was I here to fold laundry, pay a bill, or practice my slow blink? Bonus points if you’re already wearing the glasses you’re hunting for. How it helps: Eases forgetfulness. It’s not early dementia; it’s early distraction. Keep a notebook or use Voice Memos. Or do what I do: shrug, laugh, and keep walking until something jogs the memory (usually coffee). 2. The “Senior? Not Unless There’s a Discount” Stage (Hits in your early 60s) You bristle at the word “senior,” unless it saves you $2.50 at the movies or 15% at Shoppers. Suddenly, age becomes a tool, not a label. How it helps: Celebrate the advantages! You’ve earned them. And remember: owning your age is the new anti-aging remedy. Confidence looks good on everyone. Remember, you are still that age, whether you admit it or not. You might as well save some money! 3. The “Yes, I Really Am That Age” Reminder Stage (Kicks in around 65) You find yourself saying your age out loud like it’s a riddle. "I’m 65. Sixty-five! Isn’t that wild?" You’re still trying to catch up with the numbers, or maybe you’re worried you’ll forget your age. How it helps: Accept the number without letting it define you. It’s not a limit — it’s a launchpad. Bonus: Use it as an excuse to do something you’ve always put off. 4. The Replacement Parts Stage (Hits in the early to mid-70s) Welcome to orthopedic roulette: knees, hips, maybe a shoulder. You collect joint replacements like frequent-flyer miles. Fortunately, modern medicine allows for joint replacements to be performed more quickly than ordering takeout. Still waiting for Staples to offer 3D-printed hips. How it helps: Embrace science instead of fighting it. Biology always prevails! Mobility equals independence. And nothing embodies “active aging” like beating your grandkids at pickleball with a shiny new titanium knee. 5. The “I’ve Run Out of F*cks to Give” Stage (Kicked in the late 70s into the early 80’s) You’ve earned the right to speak your mind—and wear socks with sandals. You say what you want, mean what you say, and anyone who doesn’t like it can take a number. Opinions? Too many! Filters? Deleted. Freedom? Glorious. Friends? Running for cover! How it helps: This is peak freedom. Use it wisely. Advocate, participate, mentor, and model what unapologetic living looks like. You’re the elder statesperson now—be bold, not bitter. 6. The Cataract Conspiracy Stage (Kicks in mid-to-late 70s) Lights appear like halos, and reading menus becomes an Olympic event. But don’t worry—cataract surgery is so common it’s practically an oil change. And voilà: brighter colours, more precise lines, less squinting. Spoiler Alert: You will now be able to see how poor your housekeeping skills are! How it helps: Get your eyes checked. Don’t delay. Seeing clearly again can literally brighten your outlook—and maybe even your attitude. 7. The “Say What?” Stage – The Hard-of-Hearing Stage (Late 70’s+) This one sneaks up like a whisper… which is ironic, because you probably won’t hear it. At some point, for most of us, hearing begins to decline like old payphones and eight-track tapes. It might start with missing parts of conversations in noisy restaurants or asking people to repeat themselves (just once… or five times). Eventually, it’s full-blown “Say what?” territory. Many avoid wearing hearing aids because—let’s face it—they feel like a flashing neon sign that says, "I’m old!" But here’s the real issue: pretending to hear is much worse. It can lead to social withdrawal, isolation, and even strained relationships. And we’re not just making this up for dramatic effect—studies at John Hopkins School of Medicine show that untreated hearing loss is linked to a higher risk of dementia, depression, and cognitive decline.   There’s also the loud TV effect—when your neighbours across the street can hear your Netflix queue, it’s time to see an audiologist, not to mention the safety concern: driving with impaired hearing is risky; sirens, honking horns, or even a warning from a passenger might go unnoticed. So, if your “What?” count is rising and your TV volume is climbing towards aircraft-engine decibels, take action. Getting your hearing tested doesn’t mean you’re old—it means you’re informed (and honestly, more enjoyable to be around).  Because nothing celebrates “vibrant aging” more than staying connected to the world—and actually hearing it. Stage 8: The Long Goodbye – When Friends Start to Leave the Stage I’ve heard from seniors about Stage 8… and without exception, they say it’s one of the toughest parts of aging.  This is the stage when the long goodbye starts—quietly at first, then with increasingly frequent moments. Your phone rings less often. The chairs at the coffee group gradually empty. One day, you realize you’re not just losing friends—you’re outliving them. It’s part of the circle of life, for sure—but no Lion King soundtrack can ease the heartbreak. This stage exposes some of our deepest fears: Will I be next? Who will mourn me? Does anyone even know I’m still here? It’s a time of grief, loneliness, and silent despair. And while you can’t fast-forward through it, you don’t have to walk it alone. If you’re an “Old Person in Training” (which, reminder: we all are), listen up. This stage isn’t just something that happens to others—it’s your future self, waving from down the road. Learning about it now prepares you to guide others through it with grace and to soften your own landing when the time arrives. And if someone you love is already there? This is your cue. Show up. Don’t wait to be invited—grief rarely sends formal RSVPs.  Phrases or clichés like “they’re in a better place” won’t suffice here. These are nothing burgers—all bun, no meat—empty calories in a moment that needs nourishment. Show up. Stay steady. Be the evidence that they are still recognized, still cared for, still part of something meaningful.  What they truly need is presence, not presents. Time, not timelines. They need to feel they are not alone. Sit with them. Walk with them. Watch Jeopardy in silence if that’s what the day calls for. But whatever you do, don’t disappear. Because one of the most profound gifts we can give in this stage isn’t a cure—it’s companionship. Science Confirms It: Attitude Is a Lifespan Strategy Tongue-in-cheek aside, these aging observations are backed by science: Positive beliefs about aging can extend life by 7–8.5 years. (Source: PubMed – Levy et al.) Optimism correlates with lower heart disease, stroke, and a 70% greater likelihood of reaching age 85.  (Source: Harvard Health) Positive mindset boosts recovery, brain health, and resilience after illness.  (Source: Harvard Health) So, what can we learn from Ringo? Keep creating – Music, art, businesses, bad poetry. It keeps the brain limber and the soul alight. Stay curious – Sign up for that course. Take the trip. Ask questions. Enrol in the MBA. (Looking at you, 69-year-old rockstars.) Lean into joy – Laugh like nobody’s judging. Dance like your knees aren’t watching. Surround yourself with good vibes – Optimism costs nothing and glows brighter than Botox. Remember, it’s not your age—it’s your outlook. So next time you stand up and forget why you did, just grin and say: ‘I’m aging like a Beatle. Still standing. Still grooving. Still fabulous.” And if you ever need a pep talk, ask yourself:  “What would Ringo do?” Don’t’ Retire Re-wire Sue