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System Zero: When Consumer Choice No Longer Starts With the Consumer

Dig Insights - System 0 - Featured Image - October 2026

October 28 @ 3:00 pm – 4:00 pm GMT

This live webinar is in partnership with:
Dig Insights
DIG is a tech-enabled insight and strategy consultancy that’s on a mission to help insights teams work smarter.

Julien Naggar from Dig Insights introduces System Zero — a framework for measuring how AI shapes brand choice before consumers ever weigh in.

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Brand health research has always measured what people think, feel, and choose. But what happens when AI starts shaping the choices before consumers ever weigh in.

AI is increasingly constructing the shortlist, filtering options, and shaping recommendations before a person makes a decision, creating a new layer of influence that traditional brand health research wasn’t built to measure.

Join Dig Insights as we introduce System Zero, our framework for measuring the AI-mediated layer of decision-making, and share new original research testing it against skincare brands.

Key Learning Outcomes:

  • How AI changes the shortlist before consumers ever evaluate a brand.
  • What happens to perceptions of trust, efficacy, and recommendation when consumers hand a skincare decision to AI.
  • What our skincare research reveals about the differences between human and AI-mediated brand choice.
  • What this new layer of decision-making means for how researchers measure brand health.

The next evolution of brand health research will require understanding not just how consumers see your brand, but how AI sees it too.

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