Digital commerce is undergoing a seismic shift as generative AI-powered search and emerging “agentic” commerce become new gateways between consumers and brands.
Unlike earlier evolutions in e-commerce such as social commerce, livestreaming or immersive technologies, AI-powered search is fundamentally rewiring how consumers discover brands, evaluate choices and make purchasing decisions online. The interaction has changed from typing keywords and scrolling through listed products to a conversational platform asking questions in natural language and expecting a precise, context-aware answer.
The disrupted funnel: Compressed shopper journeys, fewer touchpoints
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