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Summary
Artificial intelligence is rapidly changing how consumers discover, research and evaluate products, creating a hybrid search ecosystem where traditional engines like Google remain dominant while GenAI tools increasingly shape mid-funnel decision-making. Shoppers turn to AI for clarity, comparison and confidence, yet still validate information before purchase, altering the structure of the journey and the expectations placed on brands. As AI-driven search and shopping become more influential, the implications for marketers and retailers are profound, demanding new approaches to trust, data accuracy, discoverability and optimization for agent-driven environments. This Knowledge at Hand and CMO Brief reports show how AI is reorganizing the consumer path to purchase and what this means for the future of brand visibility and retail marketing.
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