The Consumer Shift: How Technology Is Reshaping When, Where, and How We Consume
Session Overview
AI and new technologies are changing far more than the way we watch content, move around, shop, eat, and travel. They are fundamentally reshaping the very moment when consumption happens.
Time once spent waiting is becoming time for experience. Time once spent driving is turning into time for content, discovery, and consumption. And instead of customers always traveling to a specific place to consume, brands and services are increasingly coming directly to where customers already are.
At the same time, the boundaries between content, shopping, mobility, dining, and travel are beginning to blur. A single piece of content can now lead directly to search and purchase. A journey can naturally extend into dining and shopping. In these newly connected moments, entirely new forms of consumption are emerging across time and space.
Drawing on global examples across F&B, content, retail, mobility, travel, and entertainment, this session explores how this Consumer Shift is transforming everyday life for customers — and what new opportunities it creates for brands.
The next wave of consumer behavior is not just about what people buy. It is about when, where, and in what context consumption takes place — and how brands can create value within those newly connected moments.
Speaker
Author
She led the Korean launch and growth of major global brands including Shake Shack, Tim Hortons, Blue Bottle, Eggslut, and Sapporo, building hands-on experience at the forefront of brand creation, market entry, and trend formation.
Through her work, she has consistently translated changing consumer lifestyles, new market signals, and cultural shifts into practical brand and business strategies.
She is also the author of several books, including The Expanding Table, AI Marketing Insights, and Brand Insights, where she explores the evolving relationship between brands, culture, technology, and consumption.