The AI attribution blind spot

Artificial intelligence is beginning to reshape how shoppers discover products. The shift could create a new attribution blind spot for retailers, direct-to-consumer brands, and consumer goods manufacturers. A growing, albeit small, number of consumers begin their product research not with a search engine or marketplace, but with a conversational query to an AI assistant.
In traditional search results, multiple brands compete for attention. With AI answers, only one or a handful may appear.