AI-driven intelligent assistants are transforming UK shopping by boosting discovery and retail traffic, while conversion and consumer trust remain ongoing challenges.
A good moment in time for us': Firefox head on AI browsers and what's next for the web
AI-first browsers integrate agentic assistants into browsing, shifting search from result lists to direct answers and raising concerns about source transparency and user privacy.
AI assistants will become the primary interface, and Apple, Amazon, and Meta are competing with divergent privacy, agentic, and personalized strategies shaping control and monetization.