Business
The landscape of digital commerce is experiencing a profound metamorphosis, propelled by the ascendance of generative AI platforms as pivotal discovery instruments, as per data analytics firm Euromonitor International.
Euromonitor International’s Voice of the Consumer: Lifestyles Survey 2025 indicates that more than fifty percent of consumers now leverage Generative AI tools, including ChatGPT, Google Gemini, and Perplexity, for guidance and recommendations.
Referencing the most recent data concerning e-commerce from Euromonitor International’s Passport knowledge hub, Rabia Yasmeen, the global insights manager for e-commerce at Euromonitor International, articulated: “Unlike prior innovations such as social commerce or livestreaming, AI-enhanced search is fundamentally altering how consumers unearth brands, assess options, and undertake purchasing decisions in the digital realm.”
A Shifting Visibility Landscape Powered by AI
This evolution rewrites the fabric of visibility, transitioning from a paradigm rooted in share of views to one focused on share of conversations.
AI-driven discovery is reshaping the constructs of influence, trust, and competitiveness in the online space, notably affecting the expansive global e-commerce market, projected to breach USD 595 billion by 2028.
Euromonitor’s exploration of more than 8,700 brands within the US skincare market reveals that up to fifty percent of established brands may face a gradual decline in relevance as significant consumer attention pivots towards AI-driven discovery. Concurrently, this technological shift is paving the way for new contenders to emerge victorious.
Yasmeen elaborated: “In traditional search paradigms, prominent brands could depend on SEO, paid search, and retail media for favorable positioning. In AI-generated responses, there exists no assured slot, even for market stalwarts.”
Faster Decisions, Shorter Journeys
Historically, consumers traversed through numerous stages: searching, browsing category pages, perusing reviews, comparing alternatives, and finally adding items to their basket. Within AI-mediated experiences, these interactions are often condensed into a singular engagement.
“The interaction has morphed from entering keywords and navigating listed products to engaging with a conversational platform that poses inquiries in natural language, expecting precise, contextually aware answers,” concludes Yasmeen.
For an in-depth analysis on how AI-enhanced search is revolutionizing discovery, choice, and procurement, examine Euromonitor’s latest reports, Next-Gen Online Storefront: A Shopping Journey for One and Top Five Digital Shopper Trends in 2026.
Source link: Realnewsmagazine.net.
