From Attention to Intent: How AI is Rewriting the System of Brands
For more than two decades, the internet followed a predictable logic. If you wanted to buy something, you typed into Google’s search box, or you browsed Amazon’s marketplace. Google captured intent and sold it to advertisers as clicks. Amazon captured interest and sold it back as digital shelf space. Between those two poles, the consumer journey unfolded: from search to click, from website to cart, from cart to checkout.
That system is now breaking apart with OpenAI, Google, Perplexity launching agentic protocols for shopping. Together, these moves point to a new architecture of the internet: from chat to checkout but the implications go far beyond shopping. They mark a structural shift in how value is created, captured, and distributed online and most importantly how brands are built.
You May Also Like
The Best Agency-Client Relationships Are Built in the Trenches
When was the last time your in-house team handed you a Don Draper holy $#!* moment?
Evolving Commerce Media: How Offsite Unlocks the Full Funnel
Commerce media spent the last decade proving one thing exceptionally well: onsite ads drive immediate conversions. But treating commerce media purely as a bottom-funnel sales tool leaves most of the customer journey untouched.
The Entertainment Revolution: Why Brands Need to Think Beyond the Screen
As gaming, streaming and social media reshape how audiences experience entertainment, marketers face a fundamental challenge: Learning to participate in culture rather than simply advertise alongside it.
