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Paula Macaggi sits down with Carl Boutet in Montreal to unpack his new book, The Flip. What starts as a conversation about AI quickly turns into something deeper. A discussion about how value is shifting across retail and business, and why it’s becoming harder to define where that value is actually created. From automation and optimization to contextualization and immersion, Carl breaks down the four forces reshaping commerce and what they mean for leaders trying to navigate this moment of uncertainty.
But this episode isn’t about having the answers. It’s about asking better questions. They explore the idea of “executive cognitive drift,” the risks of over-relying on algorithms, and why “artificially perfect” experiences are starting to feel less human. As AI becomes more embedded in how we work, create, and decide, the real opportunity may lie in knowing when to lean in and when to step back. A thoughtful conversation for anyone trying to make sense of where retail, technology, and human connection are heading next.
Creators and Guests
What is OFFBounds Retail?
OFFBounds is where the world’s retail and commerce leaders go beyond headlines to talk about the decisions, strategies, and ideas shaping the future of the industry.
Every week, Paula Macaggi sits down in person with executives from leading brands, retailers, and technology companies for candid conversations about leadership, innovation, growth, and the realities behind building modern commerce businesses.
More than a traditional interview show, OFFBounds explores the human side of leadership: the risks taken, the lessons learned, the moments of reinvention, and the perspectives that rarely make it into press releases or conference stages.
Recorded in person with premium audio and video production, OFFBounds brings global commerce executives together in conversations designed to inform, challenge, and inspire the next generation of industry leaders.