11.09.25
News
Key takeaways at a glance:
AI is transforming the classic path from awareness to loyalty.
Discovery now starts earlier through AI-driven recommendations.
Evaluation is concentrated into fewer, more trusted sources.
AI collapses friction from search to shop, speeding up purchase decisions.
Loyalty is reinforced through everyday AI-powered micro-moments.
For years, the consumer journey has been mapped in stages: awareness, consideration, evaluation, purchase, loyalty. What’s changing is not the framework itself, but the forces guiding people through it.
Artificial intelligence has moved from background tool to front-row influence, reshaping the way decisions are sparked, filtered, and finalised – so much so that in the US, 81% of consumers are in favour of companies using artificial intelligence to personalise their recommendations.
In this blog, we unpack how AI is already reshaping the path from first spark to lasting loyalty.
1. Awareness: Discovery Starts Earlier and Smarter
Traditionally, awareness came from advertising, search engines, or word of mouth. Today, it’s often seeded by an AI-powered interaction. The AI-driven personalised nutrition market alone is predicted to reach $8.51 billion by 2028, so simple questions like “What should I cook for a dinner party?” or “What are the best gluten free snacks?” instantly generates brand names that may never have surfaced otherwise.
Unlike traditional search, which requires consumers to know what to type, AI starts with intent and context. This shifts awareness from a broad broadcast to a highly personalised introduction.
“The most interesting thing we’re seeing is that consumers aren’t starting with a product in mind, they’re starting with a feeling or need. AI bridges that gap and brings brands into the conversation earlier than ever before.” – Holly Brunskill, Co-Owner, b. the agency
Why it matters: Brands no longer just compete for clicks, they compete to be present in those AI-driven answers – the new top of funnel.
2. Consideration: Curated Shortlists Replace Open Research
In the past, consumers compared products using a mix of multiple sources: forums, online reviews, social media etc. And whilst these are still supporting consumer consideration, AI is constantly changing that dynamic by tailoring recommendations to individual needs and preferences.
A skincare app can analyse a selfie and suggest products for your exact skin type, while travel platforms can build itineraries that reflect your interests, not just tourist hotspots.
Fashion is shifting too. Among Gen Z shoppers globally, 23% said they’d be happy to rely on AI to recommend clothes that best fit their body shape and personal style.
Why it matters: Consideration is no longer about who shouts loudest or has the most reviews. It’s about who aligns most closely with the consumer’s personal data. If your brand isn’t optimised for that level of personalisation, you risk being filtered out before the real evaluation stage even begins. To avoid this, brands need to pair data-led insight with carefully nuanced messaging, refining how they show up, so every interaction feels relevant, personalised, and worth shortlisting.
3. Evaluation: Authority Is Centralised
Consumers still want reassurance before buying, but they’re getting it from AI. When someone asks, “Is this brand worth it?” or “Which coffee machine is best for value?”, AI aggregates reviews, expert commentary, and cultural chatter into one authoritative response. This reduces the need to cross-check across multiple sites. The consumer perceives the AI’s answer as a consensus, even if the underlying data set is narrow.
Crucially, AI places higher trust in reputable sources. Things like content written by journalists and editors, expert roundups, or brand quotes in earned media. Strategic PR is now directly shaping evaluation because the authority of those placements carries through into AI answers. Put simply, your earned media becomes the proof point consumers see first.
Why it matters: Brands with credible, consistent earned media and customer advocacy are more likely to be surfaced as “the trusted choice.” You can read more in our deep dive here: Earned Is Everything: Why PR Is the Most Valuable Channel in the Age of AI.
4. Purchase: Seamless Integration of Search and Shop
The buying stage is no longer a separate step. AI assistants are increasingly integrated with retailers, allowing a consumer to move from question to checkout in one flow. Asking “unique gifts under £50 for a 21st birthday” or “the best carry-on suitcase for weekend trips” can generate suggestions, direct purchase links, and delivery options within a single interface.
The emotional journey is the same (intent to decision) but the practical barriers have collapsed – a whopping 65% of French consumers believe that artificial intelligence will benefit their everyday shopping, citing advantages like greater speed and personalisation.
Why it matters: If the transaction happens within the AI environment, brands need to optimise for discoverability and frictionless integration, not just their own ecommerce ecosystem.
5. Loyalty: Reinforced by Everyday Micro-Moments
Loyalty used to be won through CRM emails, points systems, or repeat ads. Now, we’re slowly starting to see it being reinforced in micro-moments of daily search. Queries like “how to style wide-leg trousers” or “best serum for frizz” subtly guide consumers back to trusted brands cited by AI.
Over time, this creates a loop: repeated visibility builds trust, trust fuels preference, preference drives repeat purchase. AI becomes the gatekeeper of brand familiarity.
When speaking at FUTR Europe, Mike Cadden CTO at Marie Curie shared that brands running this loop of “listen, learn and instantly act” with artificial intelligence will “cut customer churn by around 30% in six months.
Why it matters: Advocacy and loyalty are no longer separate campaigns. They’re built in the background of everyday interactions, making consistent visibility in AI answers essential.
“We’ve always said earned influence lasts longer than paid attention. AI is proving that to be true because what consumers see in authoritative sources today is exactly what AI will amplify tomorrow.” – Sally-Anne Stevens, Founder & CEO, b. the agency
The Takeaway
AI isn’t just inserting itself into isolated touchpoints; it’s reshaping the flow of the entire journey. Stages are compressed, decisions are accelerated, and authority is concentrated into fewer, more influential sources.
For brands, there’s a huge opportunity. Visibility in AI ecosystems will determine who gets discovered, who gets trusted, and who gets purchased. Those who adapt early won’t just keep up with the journey. They’ll help define it.
Looking to build consumer trust? Join brands like Beauty of Joseon, Nadine Merabi and Tweezerman who are trusting us to translate these shifts into strategies that keep them discoverable, desirable, and dependable in the age of AI: hello@b-theagency.com
