---
id: "entity-rima-safari"
type: "entity"
entityType: "person"
canonicalName: "Rima Safari"
aliases: []
source_timestamps: ["§ Author Bios"]
tags: ["author", "pwc", "speaker"]
related: ["entity-pwc", "framework-five-actions-trust-layer", "claim-trust-gap-measurable"]
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

# Rima Safari

**Entity type:** person · **Canonical name:** Rima Safari

**Profile.** Rima Safari 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 *§ Author Bios* section does not detail individual biographies beyond that affiliation.

**Role in the source.** Co-author / cited voice. The text presents a single unified argument; individual authorship of specific passages is not separated.

**Attributed contributions (collective authorship).** Credited with the article's evidence, frameworks, and claims:
- Claims: [[claim-trust-gap-measurable]] (drawing on the PwC 2025 survey), [[claim-conversational-data-liability]], [[claim-brand-failure-not-system-error]].
- Frameworks: [[framework-five-core-risks-agentic-shopping]], [[framework-five-actions-trust-layer]].
- Concept: [[concept-trust-layer]].

Co-authors: [[entity-ali-furman]], [[entity-ege-g-rdeniz]], [[entity-remzi-ural]].