Imagine a world where consumers never visit a brand’s website, browse a retailer’s aisle, or even see a product’s packaging. Instead, they tell an AI agent what they need, and the agent discovers, evaluates, recommends, and eventually purchases the product.
According to BCG this shift is already underway:
- 80% of consumers are already using AI.
- Nearly 50% of AI users are using it for shopping.
- 96% of AI shoppers use it for product discovery.
- 80% use it for product consideration.
- 24% are already using AI for purchasing.
- Only 4% of consumers are currently comfortable letting AI complete a purchase autonomously.
BCG also estimates that 20–30% of online revenue could be at risk for one global CPG company as product discovery shifts toward AI search.
The implication for brands is significant:
This isn’t simply another digital channel. It’s a fundamental restructuring of the commerce funnel. As AI agents increasingly determine which products consumers discover and consider, brands must become discoverable, understandable, and recommendable by AI—not just visible to humans.
The next competitive battleground isn’t just winning the consumer’s attention. It’s earning the AI agent’s recommendation.
BCG recommends that brands don’t just do GEO. CPG companies piloting GEO are experiencing an average of 1%-5% incremental revenue increases, while those testing owned brand agents and ecosystem integration are seeing 3%-10% revenue growth.
This is the future we at DaVinci Commerce are preparing brands for.
