Generative AI-based research platforms are profoundly transforming the customer journey. They become central interfaces, reshaping brand-consumer relations, and paving the way for a new era where AI agents are key players in the digital ecosystem.
The rise of LLM platforms
Large language models (LLMs) like ChatGPT, Perplexity, or Claude have revolutionized how internet users interact with the web. Unlike traditional search, where users sift through sources for conviction, AI provides precise missions executed end-to-end. Despite still limited adoption—about 210 times fewer daily searches on ChatGPT than on Google in September 2025—the exponential growth cannot be ignored. Between late 2023 and mid-2025, usage doubled, making these platforms the 5th most visited site worldwide, with nearly 800 million weekly users. Younger generations, especially Generation Z, have integrated these tools into daily life. According to Sam Altman, OpenAI’s CEO, Gen Z uses these as a true operating system, leveraging their potential for advanced uses. Nearly half of ChatGPT users are from this generation, which only accounts for a quarter of Google users. Furthermore, this generation also extensively uses social media to discover content and products, a trend also fueled by AI. Social media search, often referred to as ‘global search,’ becomes a powerful lever for discovering trends and brands.
Transition from search to purchase
Prompt analysis shows that until recently, LLMs complemented traditional search rather than replacing it. Search was used for information, education, or comparison, while AI synthesized information or provided life advice. Now, this duality is fading, with convergence of uses. Google now integrates AI summaries at the top of results, and integrated conversational assistants facilitate navigation. Specialized engines like Search GPT, Perplexity, or Grok, connected to the web, offer smoother, more efficient experiences. Help with shopping is becoming central: 22% of AI users and nearly a third of Gen Z use AI for comparison, selection, or purchase. The conversational experience’s simplicity and speed surpass traditional browsing, which involves multiple tabs and sites. AI assistants offer highly personalized recommendations, concise comparisons, and tailored content, becoming a standard for brands aiming to stay competitive. Currently, up to 25% of some websites’ traffic comes from AI-driven recommendations. Google’s market share has slightly declined in 2025, signaling a new digital era where AI plays a central role.
Disruption by agentic AI
A major milestone is the emergence of AI agents or agentic AI assistants. These augmented assistants can autonomously execute tasks, including purchases or complex requests, depending on user delegation. This proactive, often invisible, assistant simplifies the customer journey. Agent-to-agent transaction capabilities enable seamless handling of requests without direct human intervention. This new ecosystem already has concrete examples. ChatGPT’s Agent Mode can control a customer journey on external sites without APIs, and Amazon’s «Buy for Me» feature allows purchasing on non-listed sites. These innovations also raise regulatory and governance issues. The Agentic Commerce Protocol, supported by OpenAI, Anthropic, and Amazon, aims to establish a secure exchange framework, allowing merchants to control what their agents can do. ChatGPT is becoming a marketplace, partnering with Etsy, Shopify, or Instacart, and integrating payment solutions like Stripe. The traditional advertising recommendation model is challenged: AI agents now select products, reducing exposure to classic ads. This upheaval particularly impacts retail. The rise of agentic commerce could radically change online shopping, favoring conversational, personalized experiences.
The mobile revolution and brand futures
The impact of agentic AI extends beyond retail. Major service brands, like telecom ope rators, could be affected by a new mobile OS based on AI. OpenAI is working on an AI smartphone where ChatGPT’s context guides user interactions. Brands like Spotify, Booking, or Ikea have already integrated this logic into their apps, and others are likely to follow. AI’s ability to orchestrate the customer journey without multi ple app openings marks a new stage in brand-consumer relations.
The new brand agent customer relationship
As AI becomes the primary intermediary in customer relations, brands must rethink their strategies. The AI agent of platforms may not be the customer of tomorrow, but its rational double, acting on criteria like service, quality, price, and proof. It’s crucial for brands to be visible and credible in this universe. The concept of «top of mind» must evolve into «top of model»: brands must be chosen by AI, which favors expertise, transparency, and reliability.
For this, a new discipline, Generative Engine Optimization (GEO), is emerging. Initially designed to optimize visibility in ChatGPT, it has expanded to address e-commerce and recommendation challenges. GEO aims to structure and make brand content accessible using SEO techniques: metadata, schemas, detailed content, and structured arguments. This process must evolve into a comprehensive corporate strategy, centered on micro moment experience, data management, and API openness for interoperability.
Trust: the key to success
In this universe, trust is essential. Brands must demonstrate authority and credibility to be recommended by AI. Unlike Google, which values backlinks, LLMs rely on digital reputation, media mentions, and user-generated content. Gaining AI trust translates into strengthening customer trust: authenticity, transparency, and consent are pillars. Generation Z, especially sensitive to these issues, demands exemplary security and ethics from brands.
The strategic challenge is: by ensuring responsible and secure use, brands can differentiate themselves and enhance their online reputation. The AI-agent relationship should become a vector of values, trust, and loyalty.
Generative and agentic AI are transforming the entire digital ecosystem. They alter the brand-customer relationship, making the AI agent a central actor capable of automating and optimizing the journey. To succeed, brands must demonstrate expertise, reinforce credibility, and invest in content, data, and trust strategies.
