---
id: "quote-consumer-reports-fiduciary"
type: "quote"
source_timestamps: ["§ [ Stage 2 ] Get Customers to Use Your Agent"]
tags: ["trust", "fiduciary-ai"]
related: ["entity-consumer-reports", "concept-consumer-agents", "entity-dazza-greenwood", "question-overcoming-consumer-agent-trust"]
speaker: "Dazza Greenwood"
speakers: ["Dazza Greenwood"]
quote: "The most compelling use case for personal AI agents is their ability to advocate on behalf of consumers without bias or conflicting interests."
sources: ["agentic"]
sourceVaultSlug: "hbr-seg-agentic"
originDay: 6
articleStem: "hbr-ext-18-preparing-brand-agentic-ai"
sourceUrl: "https://hbr.org/2026/03/preparing-your-brand-for-agentic-ai"
sourceTitle: "Preparing Your Brand for Agentic AI"
---
# The Fiduciary Role of Consumer Agents

> "The most compelling use case for personal AI agents is their ability to advocate on behalf of consumers without bias or conflicting interests."
> — [[entity-dazza-greenwood]], Protocol lead, [[entity-consumer-reports]]

**Context.** States the core trust advantage of [[concept-consumer-agents]] over [[concept-brand-agents]], and the reason brands face [[question-overcoming-consumer-agent-trust]].

**Enrichment note.** The 'without bias or conflicting interests' framing is aspirational — a consumer agent's neutrality actually depends on training, platform incentives, defaults, sponsorship rules, and data access.