Phillip and Brian dig into the cultural implications of AI’s new role—not just as a tool, but as a confidant, a co-pilot, and even a therapist. They also get into the Kraft Heinz x A1 viral moment, trade war disinformation on TikTok, and how AI-fueled consumer aesthetics are transforming luxury. Plus: A new HBR report shows “therapy and companionship” is now the top use case for GenAI. What does this mean for society and us as individuals?

The Secret’s in the SauceKey takeaways:

• Kraft Heinz's real-time A1 ad proves responsive marketing now competes on cultural speed.
• “Therapy and companionship” is the top AI use case of 2025—raising serious questions about trust and emotional outsourcing.
• TikTok disinformation and fake Birkin bags signal a new era of aesthetic manipulation and consumer mimicry.
• Agentic AI use cases like coding and life management are accelerating due to new protocols like MCP.
• The interplay of commerce, identity, and AI isn’t theoretical—it’s already reshaping real-world buying behavior.

In-Show Mentions:

• Order LORE by Future Commerce
• Harvard Business Review’s 2025 GenAI Use Case Study
• Kraft Heinz x Mischief “For Educational Purposes Only” ad
• All-In Podcast tariff debate featuring David Sacks and Ezra Klein
• TikTok’s disinformation around luxury goods

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