The Green Room · 2026-06-02 · 35 min
It's no longer a question of whether AI will change how we buy, but by how much? We're turning to AI for inspiration and advice - and soon, it may even guide or manage decisions for us. Not since the rise of e-commerce in the 1990s have we seen transformation at this scale - and how we discover, choose and engage with brands is being redefined. At the same time, the path to purchase has shifted from being one dimensional. We no longer access retailers solely in-store or via their websites. Instead, we're relying on platforms such as social media to buy too - all with an added want for personalisation. For brands, this creates opportunity, but also pressure. Showing up in the right places, with the right experience, requires new capabilities, new infrastructures and new ways of thinking. Because as technology becomes more accessible, it's no longer a differentiator in itself. So, what does it take to set businesses apart? What will define the brands that people choose in the future? Will human connection be replaced or become more valuable as time goes on? And if every organisation has access to the same tools, why do some experiences resonate more than others?
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