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This story was first published by Digiday sibling Modern Retail.

Shoe brands, which are out billions of dollars from U.S.-imposed duties, are trying to find their footing after recent tariffs whiplash.

On Friday, the Supreme Court dealt a major blow to President Donald Trump’s trade agenda, ruling that his sweeping tariffs last year — issued under the International Emergency Economic Powers Act of 1977 — were unconstitutional. But celebration was short-lived for retail companies, as a few hours later, Trump announced across-the-board tariffs of 10%, under Section 122 of the Trade Act of 1974. The next day, he said he would work to increase these to 15%. The new tariffs expire after 150 days, unless extended by Congress.

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Edward Jones is beginning to test agentic AI to make its marketing more efficient. The financial institution has recently entered into a handful of multi-year pilots with multiple AI companies, but is hesitant to commit long-term before seeing results. It’s a quiet, measured approach that speaks to a larger industry trend: agentic AI is still in its probationary period.

Within the last few months, Edward Jones has launched pilots spanning both generative and agentic AI with “very large industry players,” according to Hema Widhani, chief brand, experience and marketing officer at Edward Jones. Widhani declined to name the specific AI partners. 

These internal AI agents function as “always-on digital teammates” for the company’s branches, she said. Their capabilities include things like monitoring workflows, pulling and automatically summarizing information, drafting content, generating recommendations and initiating next steps.

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