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What happens to brands when AI helps consumers choose?

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Imri Marcus

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What happens to brands when AI helps consumers choose?

06.11.26|Imri Marcus

"I believe AI search and purchasing through AI agents will become the dominant way people decide which products to buy," writes Brandlight CEO Imri Marcus. "For some smaller decisions, after a while, you might not even want to be an active part of the process. You will trust your agent to do the research, knowing your needs and your preferences, and come back when it needs you."