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Webinar Recap BY Ade Akin | November 04, 2025

Leading Through Uncertainty: HR’s Role in Navigating Change

Change typically doesn’t come with a roadmap to help navigate around it. It usually shows up like a pulse thunderstorm; it’s fast, messy, and relentless. According to a recent report, 69% of employees trust their employers to navigate changes better than governmental organizations and non-governmental ones.“As an HR professional, there’s a tremendous amount of pressure to deliver on that belief and on that promise,” said Marissa Waldman, founder and CEO at Leaderology during a From Day One webinar. This pressure to guide organizations as they navigate rapid changes was the central theme of the session moderated by Stephen Koepp, co-founder and editor-in-chief of From Day One. The panelists agreed that the role of HR has fundamentally shifted. It has expanded from primarily support duties to now include serving as stewards of organizational culture, helping to build trust during periods of digital transformation, corporate restructuring, and global uncertainty. The Non-Negotiables: Communication and Psychological SafetyCommunication is the most effective tool for managing change. “For me, it’s really about communicating clearly, communicating early, communicating often, and also finding different mediums for communication,” Chantal van der Walt, the SVP of HR at Outokumpu said. She recommends staying consistent with an organization’s core messaging while adapting it for different audiences, from directors to front-line workers. Tanvi Sondhi, the VP of talent and learning at Novelis, shared one lesson she learned the hard way during a recent company restructuring. “The learning that I had is that whenever you’re going through a change, just be direct, sharp, clear, to the point,” she said. “It really works.”Direct communication helps foster psychological safety among employees, which becomes even more essential when things are changing rapidly. Waldman views psychological safety as the direct result of fearless leadership. “When leadership is vulnerable, when the leadership is authentic and transparent, you’re able to maintain a psychologically safe culture,” she said. Leaders should be open to feedback without getting defensive if they don’t get the answers they want, Waldman says. Andres Mendoza, the head of talent and culture for BBVA in the U.S., recommends normalizing struggle to foster psychological safety within companies. “Not being okay is okay,” he added. “We are all overwhelmed at one moment in our career that we take things personally and professionally, and that we care about what we do.” Mendoza says creating channels for managers and employees to express when they aren’t okay is vital for building trust, which helps with retention. The Connective Tissue: Protecting and Empowering Middle ManagementThe pivotal, often painful, role of middle managers was a recurring theme during the conversation. “These mid-level leaders are the shoulders. They are truly the connective tissue for organizations,” Waldman said. “They’re getting strategy from the top. They’re translating it down. They have the relationships. They, in my mind, need to be protected at all costs.”Middle managers are often stuck managing the emotional fallout from unpopular organizational decisions. Many are promoted for their technical proficiency, not their leadership acumen, and are now being “squashed from the top” and “pushed up from the bottom,” as van der Walt described.Panelists spoke about "Leading Through Uncertainty: HR’s Role in Navigating Change" (photo by From Day One)Reema Vaghani, the global VP of learning experience at TaskUs, says companies must now move from merely informing managers about decisions to involving them as architects of change. “We’re giving them the opportunity to be part of this as architects of the change, rather than the responders to the change,” She elaborated when discussing TaskUs’s approach to middle management. Vaghani recommends creating mentorship programs that connect managers with C-suite leaders and providing safe spaces for managers to voice disagreements. “If people are resisting, that’s good,” Waldman added. “That means that there’s trust and they’re speaking.” The response should be, “Thank you. Thank you. This is good. Let’s talk about this.”Navigating the Human Impact of Restructuring and AILarge-scale changes, such as layoffs, can have a profound emotional toll on organizations. Sondhi described observing various reactions to such changes at Novelis, from vocal displeasure to “survivor’s guilt.”Novelis’s mantra for handling such shifts is to listen and offer transparency. The company focuses on first supporting top and middle leaders so they can manage their teams effectively. Their pre-established cultural beliefs, “be open, build trust, say anything, and be authentic," guide their decisions. “Wherever we followed our cultural beliefs, I think we were on track,” Sondhi said. “But wherever we failed to comply with it is where we started struggling.”The rise of AI has also been a force of significant disruption within organizations. Vaghani says TaskUs’s culture promotes learning agility with structured skill-up programs. The goal is to be honest about the future. “Some of these roles are going to go away,” van der Walt said, “but what are the opportunities? What does it create for you, and how can you develop?”The Anchor in the Storm: Cultivating Trust and Self-CareThe panel also addressed how HR leaders can advocate for themselves and their teams when they, too, are feeling the strain. Mendoza says that HR professionals are employees first and need support from their own leaders.Van der Walt notes that being a trustworthy partner to an organization from the beginning makes it easier to navigate complex decisions. “If you have that relationship with the business, you will understand better where they are coming from, and appreciate better why the company needs to maybe do what it needs to do.”Waldman drew a harder line for those who feel powerless to advocate for themselves. “If you are not respected by the business and you are not able to advocate for yourself, maybe you need to exit,” she added. For leaders who stay, the mandate is clear: put on your own oxygen mask first, and then lead with a fearlessly authentic commitment to your people.Editor’s note: From Day One thanks our partner, Leaderology, for sponsoring this webinar. Ade Akin covers workplace wellness, HR trends, and digital health solutions.(Photo by Christian Horz/iStock)

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Feature BY Lisa Lacy | October 08, 2025

Meet the AI Shopping Agents That Are Rewriting Retail Marketing

As the world waited with bated breath for Apple to release details about its 17th iPhone, the New York Times posed an intriguing question: What comes after the smartphone?Spoiler alert: The answer varies, but it could be smart glasses or a smart watch or maybe an ambient computer in another form.At the center of this shift are AI agents, the next generation of virtual assistants, which some of the best and brightest minds in tech believe will know us better than we know ourselves. Eventually.They’re already starting to emerge from the retailers and tech companies we already know with a focus on shopping. And the potential is far greater, which signals big shifts for consumers, brands and retailers. First, the players in this space will have to overcome fairly massive skepticism. But, once they do, and experts think they will, they will become the target of all future brand messaging.Here’s what you need to know about them now:What is an AI shopping agent?Amazon users can ask Rufus questions about products and services (image via Amazon)AI shopping agents are virtual assistants that help consumers find, compare and purchase products or services.According to a report from software company Salesforce, agents can also add items to carts and assist with checkout, although it’s still very early days for this functionality.Depending who you ask, examples include Amazon’s Rufus and Walmart’s Sparky, as well as generative AI assistants like ChatGPT, Claude and Gemini.What’s the latest with shopping agents?A July 2025 study from market research firm YouGov found 43% of respondents had heard of AI shopping agents, but only 14% had used one. Among those who have tried them out, 44% said they asked product questions, while 41% used them to find products and 34% sought help with pricing.But there are signs of consumer interest: 22% said they’re willing to give AI shopping assistants a shot—mostly for finding the best deals (67%), comparing similar products (56%) and getting product information (55%).What problems do shopping agents solve?In traditional e-commerce, consumers type in queries and are served product results and ads. But on a site like Amazon, which has 600 million listings by some estimates, results can go on and on. This infinite shelf space is a double-edged sword. Yes, it enables shoppers to hunt for the exact right item at any given moment. But they have to do a lot of scrolling and research first. And this is amplified with each additional site included in the shopping journey.The main pitch for shopping agents is this: They do the research for you—and return a handful of carefully curated options.That’s according to Melissa Bridgeford, CEO of Wizard, a startup building an AI shopping agent slated to launch in then first quarter of 2026, who called the experience “kind of like the anti-search.”Here, the agent does the heavy lifting in the discovery phase, researching factors like prices, shipping speed and reviews, and it can do so a lot faster than human shoppers. “It can aggregate so much more information from a wider variety of sources than we might be able to aggregate ourselves,” added Kiri Masters, an analyst and podcaster focused on retail media. Plus, fraudulent and counterfeit goods have become an increasing problem for online marketplaces. Amazon disclosed it removed 15 million counterfeit products in 2024 alone—and that’s just one example. Shopping agents can at least theoretically cut through this noise and help consumers make more confident purchases.“Consumers fear getting things wrong. A bad fit, a waste of money, fake reviews, all that stuff,” said Jason Alan Snyder, chief AI officer at advertising giant IPG and co-founder of AI data startup SuperTruth. “[An agent] promises certainty across references, reviews, product data, content and your past preferences.” What is driving this shift?At the International Consumer Electronics Show in 2016, appliance brand Whirlpool teamed up with Amazon to announce a smart washing machine that could reorder laundry supplies when they were running low. It reportedly came with a price tag of $1,399, or about $1,900 today, according to an inflation calculator from the U.S. Department of Labor.Cost may have been a contributing factor as to why smart appliances like this did not take off in 2016. But it’s also true Americans were simply not yet ready to hand over purchasing decisions to inanimate objects. They’re closer now. Ordering groceries, food delivery or even car rides with strangers are much more common following the pandemic—and related consumer behavior changes. Five years after the pandemic, e-commerce is still growing. According to a recent report, U.S. e-commerce sales hit $1.19 trillion in 2024, which means they have more than doubled since 2019.Shopping agents are also getting a boost thanks to the quick adoption of generative AI. A 2024 Harvard study found more than 39% of Americans between 18 and 64 had used gen AI in the two years following ChatGPT’s launch. By comparison, just 20% had used the internet two years after its debut and it took the same number of people in the U.S. a full three years to give PCs a shot.“The adoption rate on [conversational interfaces] is so steep,” Bridgeford said. “And that really creates tailwinds around the adoption of the entire agent experience.”What challenges exist with shopping agents?According to Salesforce, shopping agents provide personalized responses and recommendations, which yield a better experience, as well as increased conversion rates and higher average order value. Yet YouGov found 56% of Americans have no interest in using them—and 41% don’t trust them. Like the early days of e-commerce, Masters noted consumers are still wary of handing over their payment information to agents.Another big and growing problem is fraud. “These AI tools in general allow fraudsters to do everything better, faster, cheaper than they already do. So, identity theft, return fraud–all the permutations of fraud that we have available–can scale much faster,” Masters said. But YouGov remains optimistic. Per the report, the key to driving adoption is proving agents add value, like finding the best price and offering trustworthy information about the products in question.How will shopping agents evolve?As time goes on, agents will get to know you and your shopping habits better and will become more proactive.“It’s the agent that knows you better than you know yourself, that remembers things for you, that’s able to suggest things,” Bridgeford said. “It knows the brands you like. It knows the price points you feel comfortable with. It knows the size of your household, so when you’re in small New York apartments, it’s not suggesting some massive coffeemaker.”And, of course, shopping is only the beginning. Booking flights, hotels and restaurants is a natural extension. So is recommending credit cards, loans and investments or even helping you choose the lab tests, supplements and wearables most relevant to your biomarker data, Snyder said. “What’s really cool with agents is they can negotiate,” he said. “So you can have your shopping agent bargain with a seller’s agent. Everything becomes like a Moroccan marketplace.”Think: negotiating better credit terms on your behalf—or even weeding through potential matches on dating apps. “You could have matches based on circadian rhythm compatibility,” Snyder said. “That sounds crazy, but that’s a morning person or that’s a night owl.”What should marketers know about shopping assistants?That negotiation component has profound implications for brands and marketers.When agents become the intermediary between consumers and brands/retailers, advertising as we know it won’t work anymore. For Snyder, that means eventually agents will only allow brands to reach you if they pay a fair price for your attention and data.“It’s future-proofing yourself against manipulation,” he said. “Right now, ads and algorithms are constantly pushing products at you, but an agent would act for you and would filter out all that manipulative content.”Ultimately, brands will have to adjust messaging to appeal to agents as their recommendations will become the new sponsored search results. “Brands need to optimize for machine readability and agent trust,” Snyder added. “That means structured data provenance, ethical sourcing, health compatibility, ethical compatibility, all of those things.”This shift to agents has huge implications for online marketing more broadly, too.“My big existential question for retailers is if human eyeballs are not going to your website or app anymore because an agent is doing it for them, what happens to retail media? What happens to onsite sponsored product ads?” Masters asked. “You’re not going to see those ads. So that whole onsite retail media business model is threatened and, to some degree, what's called offsite retail media is threatened as well.”Her advice to retailers is to really think about what distinguishes them from their competitors—and to invest in loyalty programs as a “moat.”For Snyder, it will be the end of the marketing funnel, but consumer experience remains. That means brands and marketers will be wise to focus on brand communities, content ecosystems, and live events.Lisa Lacy is a freelance writer based in Atlanta. She was formerly ADWEEK's commerce editor, focusing on retail and the growing reach of Amazon. She has covered marketing and technology for more than a decade for publications like TechCrunch, CMO.com, VentureBeat, The Wall Street Journal, Dow Jones Newswires, ClickZ and Search Engine Watch.(Photo by guoya/iStock)

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What Our Attendees are Saying

Jordan Baker(Attendee) profile picture

“The panels were phenomenal. The breakout sessions were incredibly insightful. I got the opportunity to speak with countless HR leaders who are dedicated to improving people’s lives. I walked away feeling excited about my own future in the business world, knowing that many of today’s people leaders are striving for a more diverse, engaged, and inclusive workforce.”

– Jordan Baker, Emplify
Desiree Booker(Attendee) profile picture

“Thank you, From Day One, for such an important conversation on diversity and inclusion, employee engagement and social impact.”

– Desiree Booker, ColorVizion Lab
Kim Vu(Attendee) profile picture

“Timely and much needed convo about the importance of removing the stigma and providing accessible mental health resources for all employees.”

– Kim Vu, Remitly
Florangela Davila(Attendee) profile picture

“Great discussion about leadership, accountability, transparency and equity. Thanks for having me, From Day One.”

– Florangela Davila, KNKX 88.5 FM
Cory Hewett(Attendee) profile picture

“De-stigmatizing mental health illnesses, engaging stakeholders, arriving at mutually defined definitions for equity, and preventing burnout—these are important topics that I’m delighted are being discussed at the From Day One conference.”

– Cory Hewett, Gimme Vending Inc.
Trisha Stezzi(Attendee) profile picture

“Thank you for bringing speakers and influencers into one space so we can all continue our work scaling up the impact we make in our organizations and in the world!”

– Trisha Stezzi, Significance LLC
Vivian Greentree(Attendee) profile picture

“From Day One provided a full day of phenomenal learning opportunities and best practices in creating & nurturing corporate values while building purposeful relationships with employees, clients, & communities.”

– Vivian Greentree, Fiserv
Chip Maxwell(Attendee) profile picture

“We always enjoy and are impressed by your events, and this was no exception.”

– Chip Maxwell, Emplify
Katy Romero(Attendee) profile picture

“We really enjoyed the event yesterday— such an engaged group of attendees and the content was excellent. I'm feeling great about our decision to partner with FD1 this year.”

– Katy Romero, One Medical
Kayleen Perkins(Attendee) profile picture

“The From Day One Conference in Seattle was filled with people who want to make a positive impact in their company, and build an inclusive culture around diversity and inclusion. Thank you to all the panelists and speakers for sharing their expertise and insights. I'm looking forward to next year's event!”

– Kayleen Perkins, Seattle Children's
Michaela Ayers(Attendee) profile picture

“I had the pleasure of attending From Day One. My favorite session, Getting Bias Out of Our Systems, was such a powerful conversation between local thought leaders.”

– Michaela Ayers, Nourish Events
Sarah J. Rodehorst(Attendee) profile picture

“Inspiring speakers and powerful conversations. Loved meeting so many talented people driving change in their organizations. Thank you From Day One! I look forward to next year’s event!”

– Sarah J. Rodehorst, ePerkz
Angela Prater(Attendee) profile picture

“I had the distinct pleasure of attending From Day One Seattle. The Getting Bias Out of Our Systems discussion was inspirational and eye-opening.”

– Angela Prater, Confluence Health
Joel Stupka(Attendee) profile picture

“From Day One did an amazing job of providing an exceptional experience for both the attendees and vendors. I mean, we had whale sharks and giant manta rays gracefully swimming by on the other side of the hall from our booth!”

– Joel Stupka, SkillCycle
Alexis Hauk(Attendee) profile picture

“Last week I had the honor of moderating a panel on healthy work environments at the From Day One conference in Atlanta. I was so inspired by what these experts had to say about the timely and important topics of mental health in the workplace and the value of nurturing a culture of psychological safety.”

– Alexis Hauk, Emory University