Visibility is shrinking - data completeness is your best defence – AI has reduced the digital shelf to just 3-5 products. The brands showing up are those with complete, structured product data and fully optimised PDPs across every field and asset.
AI content wins when humans stay in the loop – High-performing AI content isn't set-and-forget. The best brands use a human-first, human-last approach - AI accelerates production, but human judgement drives the brief, the iteration and the sign-off.
Trust is the next battleground – AI is removing purchase friction, but that trust is fragile. As agentic commerce grows, the introduction of sponsored results could fundamentally undermine consumer confidence - and the brands that protect authenticity will be best placed to win.