Trend Digital assistants become a distinct engagement channel, not a support utility

Summary

Capgemini recommends that retailers and consumer product firms treat digital assistants as a separate engagement channel. The report argues that assistants are evolving from support tools into full channels through which consumers interact with brands. Shoppers reach recommendations through conversation rather than by browsing alone, and trust is built through guidance. To compete, organizations should optimize their data for agent interactions and treat assistants as a loyalty surface. Encouraging routines, replenishment prompts, and subscription-friendly formats can secure recurring share where convenience drives behaviour.