Chris developed the AIMOD white paper to help retail and marketing leaders understand how AI is changing the way customers discover, evaluate, and choose brands. The paper introduces the idea that shoppers are moving from traditional search to AI-guided discovery, where they ask for direction, receive recommendations, and begin the buying journey with a more focused set of options.

Grounded in Caddle and Retail Council of Canada consumer research, the white paper highlights why brands need to move beyond being searchable and start becoming easier for AI systems to understand, interpret, and recommend. It is an important framework for retailers because the brands that show up early in AI-driven discovery will have a greater chance of being considered, trusted, and chosen.