"Success is no longer about showing up on shelf or executing your media plan to perfection. It's about being relevant at the speed of thought. Generative AI tools like ChatGPT and Amazon's Rufus are no longer novelties-they're the new power players in consumer decision-making. These systems don't wait for shoppers to scroll. They anticipate intent. They parse language, read between the lines of behavior, and deliver products before consumers even articulate what they want."
"Not long ago, we talked about digital availability as the sweet spot where mental and physical presence meets consumer attention. That principle still holds. But in the AI age, availability is only half the battle. Relevance is now the currency that counts. AI doesn't care about your brand equity unless it's expressed in the right language, in the right context, through the right data. If your products can't be surfaced, understood, and recommended by an algorithm? You're invisible."
AI is rewriting the rules of digital commerce, shifting success from shelf presence and media execution to being relevant at the speed of thought. Generative AI systems anticipate intent, parse language and behavior, and surface products before consumers articulate needs. Digital availability remains important, but relevance is now the decisive currency; products must be expressed in the right language, context and data to be visible to algorithms. Marketplaces still drive large volumes, yet selection and trust by AI-native systems redefine the battleground. Conversational discovery tools like Rufus and ChatGPT are reshaping shopper behavior. Brands must become algorithmically fluent so products can be surfaced, understood and recommended.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]