James Dutton, FCIM’s Post

Let's talk AI in real life - the most evident behavioural change en masse since Google Search launched in 1997: ChatGPT - Meta AI - Siri - Alexa. The way we search and shop has changed ... Top marketers say that marketing and brand-building will need to change accordingly. Pleasure talking to: ✅ Google's Najeeb Jarrar, ✅ Expo City Dubai's Sholto Douglas-Home, ✅ WPP Media's Laura Gleadhill , ✅ The Trade Desk's Terry Kane, ✅ UM MENAT's James Dutton, ✅ Spark Foundry's Dania Dallasheh, ✅ OMD MENA's Terry Mo, and ✅ Merkle MENA's Deepak Mankani. Brands are no longer seeking only consumer attention. They are seeking the attention of shopping agents and generative AI engines that are taking decisions and influencing consumers. Read the full article here: https://lnkd.in/dgEHWUsH The verdict? Marketers have their work cut out for them in the way they craft content and search strategies; embrace and engage with generative AI, agentic AI and shopping agents; and go the extra mile to connect with consumers calling for relevance, personalisation and memorable brand experiences. Why? 💡 People in the Middle East have switched from habitually opening default browsers on their devices to querying generative AI engines, virtual voice assistants and interactive chatbots. 🚀 This has ushered in an era of ‘zero-click search’ – with answers being spoon-fed through artificial intelligence (AI)-generated summaries. No more list of books or online links to research or pore through to find answers. Just a one-stop, definitive answer on a generative AI engine. How does your brand show up? 💥 Add to the mix agentic AI, which are systems that act on behalf of users, and shopping agents, which autonomously compare prices, find discounts and ‘add to cart’. This has welcomed a culture that no longer requires consumers to manually hunt for deals. In short, the path to purchase is no longer linear or as textbook as the funnel would dictate. This one's a must read!