Avoiding eroding impact

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings New evidence from two studies of consumer brands shows that escalating AI-assisted interaction delivers real short-term gains and then reverses them, with declining perceived authenticity providing the earliest warning that a brand has pushed past its relational limit. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.