For years, brands have invested heavily in omnichannel strategies designed to help customers move seamlessly between websites, marketplaces, social platforms and physical stores. But that strategy was built around one assumption: that customers wanted to navigate those channels themselves.
Increasingly, they don’t.
As large language models (LLMs) become part of everyday life, consumers are asking Al to do that work for them. Rather than moving between search engines, retailer websites, reviews and social media, they’re asking a single Al assistant to research. compare and recommend products on their behalf.
The customer journey hasn’t disappeared, but much of the effort involved in navigating it has. Success is no longer just about being present across multiple channels. It’s about whether Al understands your brand well enough to recommend it. Al isn’t replacing omnichannel – it’s redefining it.
Fewer touchpoints over better-connected ones
As Al increasingly becomes the interface between brands and customers consistency has never mattered more…
A brand whose tone, claims and positioning shift between its website, social channels and press coverage makes it I harder for the model to build a coherent picture of what that brand stands for.
An LLM can’t recommend what it doesn’t understand. Delivering that kind of consistency is harder than it sounds because websites, social and PR often sit with separate teams and sometimes even separate agencies who rarely compare notes with one another
Having an omnichannel strategy was always meant to solve exactly this problem. Al has simply made it more important than ever.
Continue reading at New Digital Age.
