Source: Fortune
Summary
AI is changing the way customers make decisions, collapsing the decision-making process into a single conversation. Brands must adapt to this new era, where AI tools enable customers to experience awareness, consideration, and decision-making simultaneously. AI assistants are also making decisions on behalf of customers, requiring brands to convince these intermediaries first. To succeed, brands must unify their data, prioritize data hygiene, establish robust identity resolution, and respect customer privacy.
Our Reading
The numbers tell one story. AI is transforming the customer decision-making process, and brands are struggling to keep up. With 45% of consumers saying AI-generated recommendations matter more than advertising, and 70% claiming they can become experts in any product category using generative AI, brands must rethink their approach. The window of influence is shrinking, and brands must exert their influence across environments that operate with extraordinary scale, speed, and intelligence. To succeed, brands must consider organizational changes, build a solid foundation based on trustworthy data, and prioritize data hygiene, identity resolution, and customer privacy.
Brands are no longer just selling to customers; they’re selling to AI intermediaries that make decisions on behalf of customers. The question is, can brands convince these AI intermediaries to influence the people using them?
