Payment giants like PayPal, Visa, and Mastercard are revolutionizing digital commerce with agentic payments, enabling AI assistants to handle shopping and payments for consumers. A study by Capgemini indicates a significant shift in how consumers utilize generative AI tools, supplanting traditional search engines for product recommendations. This shift prompts marketers to rethink their strategies, as AI now governs the consumer journey, dictating how products are evaluated and purchased, often without human interaction. Without being present during AI evaluations, brands risk losing relevance in consumer consideration.
In the old order, when a prospect didn't convert, the company at least had the breadcrumbs... But the AI-powered funnel shuts out sellers well before the journey reaches them.
The consumer journey is rapidly evolving from human-driven to AI-mediated and, eventually, AI-autonomous, illustrating the need for brands to adapt to this new reality.
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