---
id: "quote-redrawing-contract"
type: "quote"
source_timestamps: ["¶1"]
tags: ["macro-trend", "brand-strategy"]
related: ["framework-three-types-ai-interactions", "entity-oguz-acar", "entity-david-schweidel"]
speaker: "Oguz A. Acar and David A. Schweidel"
speakers: ["Oguz A. Acar", "David A. Schweidel"]
quote: "The rise of AI agents is fundamentally redrawing the contract between companies and consumers. Connections that once formed the foundation of brand relationships are being reshaped, often mediated, and sometimes entirely managed, by AI."
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"
---
# Redrawing the Brand-Consumer Contract

> "The rise of AI agents is fundamentally redrawing the contract between companies and consumers. Connections that once formed the foundation of brand relationships are being reshaped, often mediated, and sometimes entirely managed, by AI."
> — [[entity-oguz-a-acar]] and [[entity-david-a-schweidel]]

**Context.** The thesis statement of the whole source. 'Reshaped / mediated / entirely managed' maps directly onto the three modes in [[framework-three-types-ai-interactions]] ([[concept-brand-agents]] → [[concept-consumer-agents]] → [[concept-full-ai-intermediation]]).