AI Is Rewriting Food Retail & Brand Discovery with Guillaume Mathieu, Co-Founder & Partner, ilot,...

Recorded live from the stage at the SIAL Innovation Show in Montreal, this special episode of The Voice of Retail dives headfirst into one of the most disruptive forces reshaping commerce: artificial intelligence and its growing influence on how consumers discover, evaluate, and purchase food and grocery products. Michael welcomes Guillaume Mathieu, Co-Founder and Partner at Montreal’s ilot, a strategic consultancy helping brands and retailers navigate growth, innovation, and consumer behaviour in Quebec and beyond. Guillaume also serves as Editor-in-Chief of Boillon, a leading B2B media platform for Quebec’s agri-food sector, and is himself a podcaster in the brand and food space. Together, they unpack new consumer research revealing a fascinating contradiction: while consumers—especially younger shoppers—are rapidly embracing AI tools in everyday life, many remain hesitant when AI intersects with food. Why? Because food is deeply emotional, personal, and tied to authenticity. Guillaume shares proprietary insights showing that consumers are comfortable with “invisible AI,” such as asking ChatGPT for recipes or meal ideas, but become significantly more skeptical when AI becomes physically visible—whether that’s robotic baristas, automated cooking systems, or AI-driven food preparation. The conversation explores how search behaviour is rapidly evolving from short keywords to highly contextual prompts. Consumers are no longer searching “pasta sauce”—they’re asking for “a locally made tomato sauce perfect for a Mother’s Day dinner.” That shift is creating enormous opportunities for smaller brands to compete against larger incumbents by winning on relevance, storytelling, authenticity, reviews, and discoverability across platforms like Reddit, websites, and emerging generative engines. Michael and Guillaume also examine the rise of Generative Engine Optimization (GEO), the next evolution of SEO, and why brands must rethink their digital content strategy immediately. Product pages, recipes, reviews, seasonal content, and contextual storytelling may soon become critical assets in getting surfaced by platforms like OpenAI’s ChatGPT, Google Gemini, and other AI-powered recommendation engines. On the retail side, the discussion turns to smart appliances, AI-powered grocery ecosystems, and the possibility that refrigerators themselves could become the next e-commerce channel. As technology companies, delivery platforms, and retailers compete for ownership of consumer relationships, this episode offers essential strategic insight for grocers, food brands, marketers, and retail executives.   https://ilotetcie.com/ Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur.  He has been on the front lines of retail industry change for his entire career.  Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice. Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax. Rethink Retail has recognized Michael as one of the top global retail experts for the fifth year in a row, the National Retail Federation has designated Michael as on their Top Retail Voices for 2025 and 2026. Thinkers 360 has named him on of the Top 50 global thought leaders in retail.   If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok. Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.