Here are the recommended reads for this week and why they matter:

This week’s stories explore how technology and regulation are influencing both shopper behavior and player loyalty. New survey data shows growing curiosity around AI shopping assistants, especially among younger consumers, while U.S. tax changes are pressuring sportsbooks to rethink how they engage and retain their most valuable players. 

1. Ecommerce Trends: Who is open to using AI shopping assistants? 

Brian Warmoth, Digital Commerce 360, 7/24/2025 

AI shopping assistants are gaining visibility, but adoption is still low. A YouGov survey shows only 14% of U.S. adults have used them. Gen Z leads the way, with 24% adoption, while Boomers lag behind. The biggest barriers are a lack of need, preference for human help, and privacy concerns. 

Still, shoppers see clear value in some use cases. Most want help finding the best prices (67%), comparing products (56%), and getting quick answers (44%). If you work in retail, ecommerce, or AI, this is a useful snapshot of where trust gaps remain and how to position AI tools to meet real shopper needs. 

2. A taxing change for VIPs: Will Trump’s omnibus bill force books to add sweeteners for whale players? 

Matt Rybaltowski, IGB, 7/25/2025 

New tax policies at state and federal levels are shaking up the U.S. betting industry. Illinois introduced the country’s first tax on betting handle, while Trump’s “One Big Beautiful Bill” limits how much gamblers can deduct in losses. These changes are hitting VIP players hard and may push sportsbooks to offer more perks such as rebates, athlete meet-and-greets, or event access to keep high rollers engaged. 

This article is worth reading if you work in iGaming, VIP programs, or gambling regulation. It covers the rise of prediction markets like Kalshi, the impact of UK-style VIP restrictions, and how changing tax rules could reshape the economics of player loyalty in U.S. sports betting. 

In Summary

As AI tools and policy changes reshape how people shop and bet, consumer expectations are changing. From younger shoppers exploring AI assistants to VIP bettors facing new tax hurdles, the message is clear. People want smarter, more personalized experiences, but also transparency and control. The winners will be the brands that respond with relevance, empathy, and agility. 
Check back next week for another roundup of Media That Matters.  

For more insights on Optimove, contact us.

Published on August 1st, 2025

Posted in

• Positionless Marketing
• Company News

Rob Wyse

Rob Wyse is Senior Director of Communications at Optimove. As a communications consultant, he has been influential in changing public opinion and policy to drive market opportunity. Example issues he has worked on include climate change, healthcare reform, homeland security, cloud transformation, AI, and other timely issues.