Carlos Dieter · MSc AI

Two books.
Two different
questions.

One asks what artificial general intelligence actually is, and who is steering it. The other is the complete discipline of winning the shopper in the seconds before she decides. Thirty-seven years of commercial work sits behind both.

Read the books About Carlos

37: Years at IDCOM, in stores and boardrooms
3: Languages he works in
2: Books, on two separate subjects

Thirty-seven years of client work, including

Carib
Coca-Cola
Dell
FEMSA
Mercedes-Benz
Molson Coors
P&G
PepsiCo
RHI Magnesita
Torrey
Wise

The books

Second book · August 2026

Shopper Marketing in the Era of AI

Winning the Shopper with Decision Science, Omnichannel and Artificial Intelligence

The whole discipline, from the aisle to the algorithm.

Not a catalogue of tools: the entire discipline written as one connected system, built on decision science. Twenty-five chapters across six parts follow the shopper from how she actually decides, through demand, missions, stores, digital commerce and retail media, out to predictive commerce, digital twins and shopping agents. It was learned the hard way, in client work for Coca-Cola, Molson Coors, PepsiCo and P&G, from the supermarkets of Europe and North America to the colmados and pulperías of Central America and the Caribbean.

281 pages: a reference you will keep on the desk
Twenty-five chapters in six parts, each opening in a real store
Frameworks you can put on a wall, and a closing playbook

About this book Buy on Amazon · $24.99

First book · June 2026

No Will of Its Own

Artificial General Intelligence Has No Agenda; the People Building It Do.

What the new machines actually are, and what they are not.

It starts with a marketing problem and an afternoon. Dieter sat down with an AI coding assistant to solve a keyword-overlap question that would once have cost weeks of specialist time, and walked away with working software that found more than ten thousand dollars a month of wasted ad spend. Then the second feeling arrived, and it was not excitement. Fourteen chapters follow that vertigo out to its edges: what AGI is and is not, who is building it and what they are optimising for, where the value moves, and what levers ordinary people still have.

A short book: 97 pages, read in an evening
Fourteen chapters in five parts, from the wrong question to the window
Published in English and in Spanish as Sin voluntad propia

About this book Buy on Amazon · $12.99

The author

Thirty-five years of standing in stores and watching strangers decide.

Carlos Dieter is a partner and Chief AI Officer at IDCOM, the consultancy he and his partners founded thirty-seven years ago. His practice was built on one discipline, go to the store and look, and then on the science that explains what you see there. He is also its engineering mind: the one who turns that strategy into working software, most recently IDCOM.ai, the intelligence platform consumer goods companies run their commercial decisions on.

Read the full story

Work together

Bring the books into the room.

Keynotes, workshops and advisory for commercial teams facing the same two questions the books ask: how does the shopper actually decide, and what is the machine really doing for us.

Advisory & speaking

Journal