{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"CommerceAI","title":"\"Customers can tell\" - in conversation with Leticia Perez Muñoz of TOMS","html":"","width":"100%","height":180,"duration":1567,"description":"For ecommerce leaders trying to work out where to place their bets as AI reshapes customer discovery, this episode offers something rarer than a technology playbook: a clear-eyed account of what is actually happening right now, at a real brand, with a small team. Leticia Pérez Muñoz of TOMS argues that the most important response to AI-generated content proliferation is not to produce more of it, but to go the other way -- doubling down on authenticity, real people, and genuine brand values. The conversation covers GEO, attribution, team culture, and the critical thinking skills that matter more than any individual tool.Key themesAI as a new channel to track, not yet to depend on. TOMS began tracking ChatGPT and Claude sessions in 2026. Traffic is minimal but real, and organic search is showing a small corresponding decline. Leticia's view is measured: meaningful revenue from AI discovery channels is still years away, but the monitoring infrastructure needs to be in place now.Authenticity as a competitive response to AI content. Leticia observes that consumers are increasingly able to identify AI-generated content, and that this is accelerating rather than stabilising. TOMS's response is to move toward real people, real environments (a recent campaign shot on the streets of London), and minimal AI involvement in content creation -- using the brand's own values as a quality filter.PDP enrichment as GEO preparation. TOMS is investing in richer product page content and editorial blogs to bring the in-store human conversation online -- providing the depth and context that AI agents need to recommend confidently. This is framed as serving both the human reader and the AI intermediary.Small team, high curiosity. The TOMS EMEA ecommerce team is small, young, and uses AI as additional capacity rather than a threat. Applications span email marketing, analytics, paid media, and content creation. The operating principle is selective: identify a genuine capacity problem...","thumbnail_url":"https://img.transistorcdn.com/6XUPDihUkuCPm3PnIb8K-PUA2E498QQeSfVpKPViPOk/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS82MmRl/ODliZTRlNjQ0OTVm/MGNkNmNjYjQ1YmM3/ZDE3YS5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}