Recorded live on the stage from the SIAL Innovation Show in Montreal, this episode of The Voice of Retail features a fascinating conversation with Guillaume Mathieu, Co-Founder and Partner at Montreal’s ilot, on how AI is transforming grocery and retail discovery. From ChatGPT and Gemini to Reddit, reviews, and even smart fridges, they explore how consumer behaviour is evolving, why food creates unique resistance to AI, and what brands and retailers must do now to stay relevant in an AI-first shopping future.
Recorded live from the stage at the SIAL Innovation Show in Montreal, this special episode of The Voice of Retail dives headfirst into one of the most disruptive forces reshaping commerce: artificial intelligence and its growing influence on how consumers discover, evaluate, and purchase food and grocery products.
Michael welcomes Guillaume Mathieu, Co-Founder and Partner at Montreal’s ilot, a strategic consultancy helping brands and retailers navigate growth, innovation, and consumer behaviour in Quebec and beyond. Guillaume also serves as Editor-in-Chief of Boillon, a leading B2B media platform for Quebec’s agri-food sector, and is himself a podcaster in the brand and food space.
Together, they unpack new consumer research revealing a fascinating contradiction: while consumers—especially younger shoppers—are rapidly embracing AI tools in everyday life, many remain hesitant when AI intersects with food. Why? Because food is deeply emotional, personal, and tied to authenticity. Guillaume shares proprietary insights showing that consumers are comfortable with “invisible AI,” such as asking ChatGPT for recipes or meal ideas, but become significantly more skeptical when AI becomes physically visible—whether that’s robotic baristas, automated cooking systems, or AI-driven food preparation.
The conversation explores how search behaviour is rapidly evolving from short keywords to highly contextual prompts. Consumers are no longer searching “pasta sauce”—they’re asking for “a locally made tomato sauce perfect for a Mother’s Day dinner.” That shift is creating enormous opportunities for smaller brands to compete against larger incumbents by winning on relevance, storytelling, authenticity, reviews, and discoverability across platforms like Reddit, websites, and emerging generative engines.
Michael and Guillaume also examine the rise of Generative Engine Optimization (GEO), the next evolution of SEO, and why brands must rethink their digital content strategy immediately. Product pages, recipes, reviews, seasonal content, and contextual storytelling may soon become critical assets in getting surfaced by platforms like OpenAI’s ChatGPT, Google Gemini, and other AI-powered recommendation engines.
On the retail side, the discussion turns to smart appliances, AI-powered grocery ecosystems, and the possibility that refrigerators themselves could become the next e-commerce channel. As technology companies, delivery platforms, and retailers compete for ownership of consumer relationships, this episode offers essential strategic insight for grocers, food brands, marketers, and retail executives.
https://ilotetcie.com/