Sam Kraus

AI is rapidly changing how people discover information, make decisions, shop, and work, but adoption isn’t happening evenly. In this session, Jennifer Musil, Global President of Research at The Harris Poll, will reveal the latest research on how consumers and professionals are using AI, where adoption is accelerating, and where skepticism and hesitation remain.

Then, Sam Kraus, Sr. Director of Research at The Harris Poll, will demonstrate what happens when AI enters the path to purchase: which brands are winning AI recommendations, which are losing ground, and what it takes to become the product AI recommends.

Attendees will gain a clearer view of where AI adoption is headed, how consumer decision-making is changing, and what brands need to do now to stay visible, relevant, and preferred in an AI-powered world.