From search to conversation: How is AI rewiring the traditional shopper funnel?

AI is beginning to facilitate decisions and shape purchases before shoppers even reach a retailer. From AI-assisted search and recommendation engines to emerging agent-led discovery and checkout journeys, a new commerce model is forming—streamlining the funnel, redefining shopper trust and impacting visibility for brands and retailers.  

Play this audio version of our webinar with Semrush to understand how consumer intent, AI interfaces and digital behaviour are converging to reshape e-commerce and where the earliest disruption signals are appearing. 

Listen now to learn: 

• The shift from search-led funnels to agent-led commerce and how AI is beginning to drive discovery and purchase 
• The acceleration of AI-led discovery, revealed through early signals in AI-driven referral traffic and digital behaviour 
• Where FMCG disruption is emerging first and why beauty, health, pet care and food are early movers 
• What makes a category agent-ready, from trust and claims to comparison-led and problem-solution journeys 
• How roles are being reshaped across the ecosystem and the strategic questions brands, retailers and marketers must address in 2026 

FMCG markets are entering a new phase of digital transformation. Understanding how quickly this shift is happening, and where it will hit first, is critical for brands, retailers, marketers and platform leaders preparing for the next wave of commerce. 

Download the slides and watch the video recording of this webinar. 

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