---
id: "entity-maureen-burns"
type: "entity"
source_timestamps: ["¶1"]
tags: ["author", "bain", "customer-strategy"]
related: ["entity-mikey-vu", "entity-aaron-cheris", "entity-org-bain"]
entityType: "person"
canonicalName: "Maureen Burns"
aliases: []
role: "Co-author of the source article; partner at Bain & Company focused on customer strategy and marketing."
sources: ["geo"]
isSpeakerEntity: true
---
## Segment 3 — geo

## Article 97 — a097

# Maureen Burns

## Maureen Burns

**Role in source:** Co-author of the HBR article "What Should Retailers Do About AI Shoppers?" A partner at [[entity-org-bain]] (Bain & Company) whose work centers on customer strategy and marketing — directly relevant to the article's argument about the erosion of the marketing funnel.

**Profile:** One of three co-authors sharing a single byline ("Mikey Vu, Maureen Burns and Aaron Cheris"); all article content is jointly attributed. See [[entity-mikey-vu]] and [[entity-aaron-cheris]].

**Attributed contributions (joint byline):**
- The customer-journey / funnel-erasure argument — [[quote-erase-the-funnel]] and the open question [[open-question-funnel-erasure]]
- The [[framework-ai-agent-spectrum]] and [[framework-a2a-strategic-playbook]]
- Quotes [[quote-first-buying-conversation]] and [[quote-intermediary-economics]]
- Contrarian thesis [[contrarian-collaborate-with-bots]]