Personal AI use is collapsing the customer decision-making process into a single conversation, and most brands aren’t ready for it. The window of influence that once spanned dozens of touchpoints is shrinking to seconds.
What’s more, AI is now selling to AI. Brands themselves are using the technology to market to consumer AI intermediaries before they can ultimately sell to the people behind them. So, what can brands do today to effectively influence customer decisions in this new era?
How AI is changing the game
AI tools are transforming the way people make decisions. A lengthy pre-purchase research phase spanning multiple websites and platforms can now be replaced by a single interaction with an AI assistant. An assistant who understands the individual’s unique constraints and remembers their preferences.
A strong 45% of consumers already say AI-generated recommendations matter more than advertising in shaping their perceptions, according to Omnicom’s Future of Brand Influence report. A strong 70% say they can become an expert in any product or service category just by using generative AI.
