Issue The 2026 watch point: brands stop being discovered and start being chosen by AI

Summary

Capgemini names as its explicit point to watch for 2026 the arrival of agentic commerce, under which brands move from being discovered by consumers to being selected by AI, requiring a shift from search engine optimization to generative engine optimization.

Classification

Main topicAI & Computing

Secondary topicsIndustry & Supply Chains Media & Information Ecosystem

Region menusGlobal

Impactscope:global

Time horizon0-3 years (2026-07-26)

Last updated2026-07-29 04:49:52

Evidence 2

What matters to today's consumer 2026: How AI is transforming value perception Capgemini Research Institute page=47;section=What should CPR organizations do differently? / Accelerate growth with intelligent engagement 2026 accessed 2026-07-26
What matters to today's consumer 2026: How AI is transforming value perception Capgemini Research Institute page=39;section=AI - The consumer's trusted guide / Social commerce remains a force to be reckoned with 2026 accessed 2026-07-26

Constituent trends 2

TrendDigital assistants become a distinct engagement channel, not a support utility7 signals
TrendDiscovery migrates to social feeds where recommendation reads as peer speech3 signals

Directly linked signals 2

Relation types: constitutes · direct_urgent

Public id: fm-b46946fece3a