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Digital Prisms & Hidden Highways: Adapting to an AI-Mediated Commerce Reality
- AI assistants are refracting and filtering how brands appear to consumers and significantly influencing consideration. These AI systems are creating what is called 'Digital Prisms' and 'Hidden Highways'. This article explores this emerging reality and its implications for brands and marketers. AI's influence on consumer behavior can be distilled into two distinct areas:Consideration Sets and Pre-Discovery. These AI tools are reshaping consumer engagement and the basics of information gathering and processing.
- Digital prisms have already shaped consideration sets for consumers, grouping products consumers consider. AI tools are also subtly influencing awareness and pre-discovery beyond the obvious influence on consideration sets. Hidden Highways represent new automated, AI-Assisted express checkout lanes often bypassing traditional marketing touchpoints entirely. These AI tools are creating direct pathways to purchase that change this journey and checkout experience.
- The shift in consumer behavior from digital prisms to hidden highways changes traditional paths to purchase we have adapted to. Traditional purchase journeys were linear and visible, awareness led to consideration which led to purchase through clear touchpoints, and a cart-based checkout. The bifurcation between high and low consideration items may evolve over time. The emergence of this new AI-Mediated Path to Purchase calls for a fundamental rethinking of e-commerce strategy.
- Marketers will have to ensure that their brands appear appropriately through AI digital prisms to enter pre-discovery and consideration phases. Brands will have to master and make strategic priorities, optimization for visibility on AI systems and developing brand equity in an AI-Mediated Path to Purchase. Success here requires creating memorable brand experiences that transcend individual transactions and building lasting relationships that survive AI filtering.
- The brands that will thrive in this zero-click world will be those who ensure their essence shines through AI interpretation while building genuine connections with customers. Success will come from mastering both the art of human relationships and the science of AI optimization, from trusting intuition and embracing automation, from dreams and algorithms.
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