---
id: "entity-aaron-cheris"
type: "entity"
source_timestamps: ["¶1"]
tags: ["author", "bain", "retail-strategy"]
related: ["entity-mikey-vu", "entity-maureen-burns", "entity-org-bain"]
entityType: "person"
canonicalName: "Aaron Cheris"
aliases: []
role: "Co-author of the source article; partner at Bain & Company in the retail / Americas commerce practice."
sources: ["geo"]
isSpeakerEntity: true
---
## Segment 3 — geo

## Article 97 — a097

# Aaron Cheris

## Aaron Cheris

**Role in source:** Co-author of the HBR article "What Should Retailers Do About AI Shoppers?" A partner at [[entity-org-bain]] (Bain & Company) working in retail and commerce strategy.

**Profile:** One of three co-authors under the shared byline "Mikey Vu, Maureen Burns and Aaron Cheris." All claims, frameworks, and quotes in this vault are co-attributed across the three. See [[entity-mikey-vu]] and [[entity-maureen-burns]].

**Attributed contributions (joint byline):**
- Aggregator-economics parallel and the Marriott/Expedia case — [[concept-aggregator-economics]], [[claim-early-movers-shape-terms]], [[claim-marriott-bot-collaboration]]
- The [[framework-ai-agent-spectrum]] and [[framework-a2a-strategic-playbook]]
- Quotes [[quote-first-buying-conversation]], [[quote-intermediary-economics]], [[quote-erase-the-funnel]]