114. Carl Boutet's New Book: The Flip: “The danger isn’t AI. It’s when we stop questioning what it tells us.”

114. Carl Boutet's New Book: The Flip: “The danger isn’t AI. It’s when we stop questioning what it tells us.”

From OFFBounds Retail by Paula Macaggi

April 14, 2026 · 37 min · Episode 114

About this episode

Paula Macaggi and Carl Boutet discuss the implications of AI and value shifts in retail as explored in Boutet's new book, The Flip.

Paula Macaggi sits down with Carl Boutet in Montreal to unpack his new book, The Flip . What starts as a conversation about AI quickly turns into something deeper. A discussion about how value is shifting across retail and business, and why it’s becoming harder to define where that value is actually created. From automation and optimization to contextualization and immersion, Carl breaks down the four forces reshaping commerce and what they mean for leaders trying to navigate this moment of uncertainty. But this episode isn’t about having the answers. It’s about asking better questions. They explore the idea of “executive cognitive drift,” the risks of over-relying on algorithms, and why “artificially perfect” experiences are starting to feel less human. As AI becomes more embedded in how we work, create, and decide, the real opportunity may lie in knowing when to lean in and when to step back. A thoughtful conversation for anyone trying to make sense of where retail, technology, and human connection are heading next.

People in this episode

Host: Paula Macaggi

Guest: Carl Boutet

Topics covered

  • AI in retail
  • value creation
  • automation
  • executive cognitive drift
  • human connection
  • technology impact

Keywords

  • AI
  • retail
  • value
  • automation
  • human connection
  • executive cognitive drift
  • commerce

Mentioned in this episode

Organizations: AI, commerce

Books & works: The Flip

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