"AI tools are transforming the way people make decisions. A lengthy pre-purchase research phase spanning multiple websites and platforms can now be replaced by a single interaction with an AI assistant."
"A strong 45% of consumers already say AI-generated recommendations matter more than advertising in shaping their perceptions, according to Omnicom's Future of Brand Influence report."
"Funnel-based planning frameworks that treat awareness, consideration, and decision-making as separate stages are becoming irrelevant as AI enables customers to experience all three simultaneously."
"Brands must convince these AI intermediaries before they can influence the people using them."
Personal AI is transforming customer decision-making by condensing the process into single conversations. Traditional multi-touchpoint interactions are being replaced by AI assistants that understand individual preferences. A significant percentage of consumers value AI-generated recommendations over traditional advertising. The conventional funnel-based planning is becoming obsolete as AI allows simultaneous awareness, consideration, and decision-making. Brands must now influence AI intermediaries to reach consumers effectively, as these assistants handle various tasks on behalf of users, making it crucial for brands to adapt their strategies accordingly.
Read at Fortune
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