Traditionally discovery of products and services has been word of mouth, where we would look for recommendations from family members, friends, or neighbours. This discovery process leapfrogged with the advent of the internet. Recommendations from people we knew and trusted were replaced by algorithms and the companies that wrote those algorithms. We then reached a point where this machine-driven discovery was overwhelmed by trust issues, which gave birth to the influencer economy. They weren’t always our family, friends, or neighbours but added a human touch to the recommendations.