"That's the future of conversational commerce, after all! Yet this model also threatens to blur or even erase distinct brand identities. If consumers no longer navigate to brand-owned sites or see dedicated product pages, how long before brand names fade from the decision process? Given the effort, time, and budget spent building brand recognition, loyalty, and awareness, that shift could be existential for retailers. Almost 58%"
"of buyers prefer brand sites to any other alternatives for online shopping, so it's definitely too early to give up on brand commerce. Many brands' unique value is the shopping experience they provide to their customers. They choose certain brands over others, because of special shop mechanics, configurators or just an intuitive interface that helps them to find the products they want. In a generic marketplace-like chat interface, these values"
Generative AI-enabled chat interfaces allow consumers to browse, select, and complete purchases without visiting brand websites. Native chat checkouts prioritize intent-driven transactions, reducing click-throughs and infinite browsing. That shift can blur or erase distinct brand identities because customers may no longer encounter brand-owned sites, product pages, or curated shopping experiences. Brands have invested time, effort, and budget in recognition, loyalty, and unique shopping mechanics such as configurators and intuitive interfaces. A generic marketplace-like chat interface cannot replicate those differentiated experiences, risking less accurate recommendations and weaker emotional connections. Conversational commerce functions as an additional sales channel rather than a replacement.
Read at www.independent.co.uk
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