Artificial intelligence is transforming the way consumers make purchasing decisions. The article indicates that AI is becoming a new intermediary in the purchasing process, changing the traditional relationship between consumer and brand.
Before making any purchasing decision, consumers can now use AI tools to get recommendations. These tools allow them to compare alternatives available on the market and reduce the number of choices the consumer needs to evaluate.
The article states that this change affects different sectors, including in-store shopping, browsing brand websites, choosing cars and booking hotels. In all these cases, AI can intervene even before the consumer directly contacts the brand or product.
This reality represents a new significant challenge for brands, which need to find ways to stand out to these AI tools and the consumers who use them to guide their purchasing decisions.
