AI search is reshaping how consumers discover, compare, and evaluate brands online.
CMOs are expanding beyond traditional SEO toward generative and agentic search strategies.
AI-driven customer journeys are increasing the importance of brand authority and accuracy.
The way consumers discover and evaluate brands is changing as generative AI, large language models, and AI agents become part of the search and buying journey. This shift creates a new challenge for chief marketing officers (CMOs). They struggle to stay visible as customers increasingly rely on AI systems to interpret information, compare products, and make decisions.
According to Boston Consulting Group’s 2026 global survey of 300 CMOs, 96% said AI is driving an end-to-end transformation of their marketing function. However, 42% said they were still using generative AI mainly to assist humans with individual tasks in a handful of workflows. Only 8% reported running campaigns in which multiple AI agents operate autonomously.
The shift is extending beyond content creation and marketing automation. BCG found that 90% of surveyed CMOs agreed that generative AI is already reshaping how consumers discover and evaluate brands. AI assistants and recommendation engines can now interpret queries, summarise information, and present options before consumers visit a brand’s website.
This creates a different environment for marketers. Brands no longer have complete control over how they are presented during discovery. If an AI system does not surface a product or service, the brand may lose visibility even with strong conventional search rankings or significant media spending, according to BCG.
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