---
id: "entity-ali-furman"
type: "entity"
entityType: "person"
canonicalName: "Ali Furman"
aliases: []
source_timestamps: ["§ Author Bios"]
tags: ["author", "pwc", "speaker"]
related: ["entity-pwc", "framework-five-actions-trust-layer", "framework-five-core-risks-agentic-shopping"]
source_url: "https://hbr.org/2026/02/how-brands-can-adapt-when-ai-agents-do-the-shopping"
source_title: "How Brands Can Adapt When AI Agents Do the Shopping"
sources: ["geo"]
isSpeakerEntity: true
---
## Segment 3 — geo

## Article 14 — a014

# Ali Furman

**Entity type:** person · **Canonical name:** Ali Furman

**Profile.** Ali Furman is one of the four co-authors of the HBR article *"How Brands Can Adapt When AI Agents Do the Shopping"* (Feb 2026). The authors are identified in the source as **leaders and partners at [[entity-pwc-d3]]**; the article's *§ Author Bios* does not break out individual biographies beyond that affiliation.

**Role in the source.** Co-author / cited voice. Individual contributions are **not distinguished** in the text — the article is presented as the collective work of all four authors.

**Attributed contributions (collective authorship).** As a co-author, Ali Furman is credited with the article's thesis and its core frameworks and quotes:
- Frameworks: [[framework-five-core-risks-agentic-shopping]], [[framework-five-actions-trust-layer]], [[framework-requirements-safe-delegation]].
- Central concept: [[concept-trust-layer]] and the contrarian stance [[contrarian-trust-as-strategy]].
- Quotes (attributed to "Authors"): [[quote-digest-text-numbers]], [[quote-brand-failure]], [[quote-conversational-context]], [[quote-trust-as-strategy]].

Co-authors: [[entity-ege-g-rdeniz]], [[entity-rima-safari]], [[entity-remzi-ural]].