The classic customer journey, from awareness to purchase, has long served as a fixed model for marketers. But with the advent of smart assistants like ChatGPT, Perplexity, Claude, and Google’s SGE, the way people make choices is fundamentally changing. What we once saw as a series of steps is now crumbling into something much shorter, faster, and less controllable. AI makes it easier to choose directly, and increasingly, that choice is no longer made by the customer themselves. Welcome to the era of agentic commerce. <\/p>\n\n
In the past, a customer started with a search query. They clicked through websites, read reviews, compared options, and went through a series of contact moments. Today, they ask their question to an AI assistant and receive one clear answer back. No more list of ten blue links, just: this is what you need<\/em>. That changes everything: <\/p>\n\n Agentic commerce revolves around something new: customers allowing decisions to be made by a digital agent. Think of assistants like Siri, ChatGPT, or an AI kiosk in the store. That agent gathers information, compares alternatives, and makes a recommendation, all in service of the customer. What changes: <\/p>\n\n Examples:<\/p>\n\n Where we used to think in terms like AIDA (Attention \u2013 Interest \u2013 Desire \u2013 Action), we now see a reality where:<\/p>\n\n For brands, this means:<\/p>\n\n It’s no longer about:\n
Agentic Commerce: AI as an Intermediary<\/h2>\n\n
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The New Reality of the Customer Journey<\/h2>\n\n
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What should Marketers Do?<\/h2>\n\n