Technological shift shifts consumer loyalty from brand to platform. Photo: Freepik
AI-powered vertical aggregators are fundamentally changing the consumer experience. Instead of going to the H&M or Zara app to find clothes, consumers find the product they need on a single platform. Today, 71% of users prefer AI-powered aggregators.
This is reported by Delo.ua with reference to research by Devlight.
A universal AI application automates the entire user journey within a single domain: for example, in fashion – from finding inspiration to purchasing and delivering the product. Their feature lies in the integration layers and agent orchestrators:
- The integration layer is the “glue” that holds together all of a company’s data, old and new applications, workflows, and rules. It ensures that AI sees the whole picture, not just a snippet of information.
- An agent orchestrator is a superstructure that “manages” the actions of AI agents in different situations. It is an entire system that understands the context and correctly distributes tasks between “smart” components.
“This shift shifts consumer loyalty from the brand, such as Nike, to the platform: such as Google Shopping AI. The platform becomes the primary owner of the relationship, and individual brands become suppliers in the aggregator ecosystem,” the report says.
The study notes that this technological approach has already been appreciated by 71% of consumers who want generative AI integrated into their shopping experience, and 68% of users specifically want a single hub that aggregates options from different sources.
“This gives the platform enormous power to shape consumer choice. The AI algorithm determines which products, services, or brands will be shown and how they will be presented. This can narrow the consumer's choices while increasing their satisfaction, as the options are hyper-personalized,” the study notes.
Furthermore, this dynamic naturally leads to market concentration. Platforms that control the search process become the new gatekeepers.
Let us remind you that artificial intelligence will soon become a must-have for companies – an expert warns about how much time is left.
