Companies are racing to understand what AI can do. At D-Congress 2027, Linda Leopold turns the attention to the people using it. Her keynote, TO SUCCEED WITH AI, STUDY PEOPLE, explores the evolving relationship between people and AI—and how their strengths can work together.

The technology is advancing quickly. Alongside it, employees and customers are forming new habits: asking machines for advice, handing over tasks and deciding where human judgement still matters. For retailers and brands, understanding those choices is becoming part of understanding the customer.

Trust depends on the situation

Research from MIT Sloan helps explain why better technology does not automatically lead to greater trust. A meta-analysis of 163 studies involving more than 80,000 participants found that preferences depend on both perceived capability and the need for personalization. People may prefer human advice when a decision feels personal, even if AI performs better.

A separate study reported by MIT Sloan in August 2026 adds another dimension. Clients sharing embarrassing details can prefer an AI adviser because they feel less judged. These findings are external research, rather than Linda’s own, and show why the human side of AI deserves attention.

From culture to AI at scale

Linda brings experience from two worlds. She began in journalism and culture, including as Editor-in-Chief of BON, before spending seven years in senior AI roles at H&M Group. Her work there spanned AI strategy, Responsible AI, digital ethics and generative AI. Today she works as a strategic advisor and speaker on human-centered AI transformation.

That background connects an interest in people and storytelling with experience of introducing AI in a large organisation. Her focus includes what we trust machines with, what we delegate and how AI can expand our capabilities. The question also concerns how human judgement and AI can complement each other—and how we combine our strengths.

Why it matters for retail

AI is entering discovery, service and purchasing decisions. For retailers, the challenge includes understanding where it helps people and how human involvement adds value. At D-Congress, we connect that perspective to Powering Fandom – Creating Icons: how brands earn trust and build relationships as the ways people interact with them change.

Linda Leopold takes the POWERING FANDOM stage with TO SUCCEED WITH AI, STUDY PEOPLE. Join us at D-Congress 2027, 10–11 March in Gothenburg.

D-Congress

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Linda Leopold — current keynote and perspective on people and AI
https://www.lindaleopold.com/

MIT Sloan — Why our minds sometimes say no — even when AI is right
https://mitsloan.mit.edu/press/why-our-minds-sometimes-say-no-even-when-ai-right

MIT Sloan — Clients prefer AI to human advisers when the details are embarrassing
https://mitsloan.mit.edu/ideas-made-to-matter/clients-prefer-ai-to-human-advisers-when-details-are-embarrassing