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Amex Introduces 5 Key Features in a Positive Agentic Commerce Development Kit Launch

American Express has unveiled a new developer toolkit designed to accelerate the adoption of agentic commerce, an emerging model where artificial intelligence agents can independently execute transactions on behalf of users. The launch signals a major step toward integrating AI-driven automation into the global payments ecosystem.

The newly introduced Agentic Commerce Experiences (ACE) Developer Kit provides a framework for developers to connect AI-powered agents with American Express payment infrastructure. The initiative aims to enable secure, seamless, and trusted transactions in environments where AI agents assist or act on behalf of consumers.

Agentic commerce represents a shift from traditional digital shopping toward autonomous systems capable of discovering products, evaluating options, and completing purchases without direct human interaction at every step.

Five Core Components Powering Agentic Transactions

The ACE Developer Kit introduces five key capabilities designed to support AI-led commerce:

Agent verification: Ensures that only authorized AI agents can initiate transactions
Account enablement: Allows users to register and link their payment credentials
Intent intelligence: Captures and validates user purchase intent
Secure payment credentials: Enables tokenized transactions executed by verified agents
Cart context sharing: Provides transaction transparency and supports dispute resolution

These features are designed to create a structured and secure framework where AI agents can operate within defined boundaries, ensuring both user control and transaction integrity.

Building Trust in Autonomous Commerce

A key challenge in agentic commerce is trust particularly when transactions are executed by AI rather than directly by users. To address this, American Express has introduced what it describes as an industry-first protection model.

Under this commitment, customers will be protected from financial losses caused by errors made by authorized AI agents, provided that the transaction includes verified purchase intent. This approach aims to reduce friction and increase confidence in AI-driven transactions.

The focus on trust, control, and visibility reflects broader industry concerns around the reliability and accountability of autonomous systems in financial services.

A Strategic Bet on the Future of Commerce

American Express views agentic commerce as a transformative shift comparable to earlier digital milestones such as the rise of the internet and mobile commerce. As AI agents become more capable, they are expected to reshape how consumers discover products, plan purchases, and complete transactions.

The company is already collaborating with major technology and payments players, including AI platforms and global payment providers to establish standards and protocols for this emerging ecosystem.

These partnerships highlight the growing importance of interoperability and shared frameworks in enabling scalable agent-based commerce.

Market Implications

The launch of the ACE Developer Kit signals a broader transition toward AI-native commerce models, where automation plays a central role in the customer journey. For businesses, this shift presents both opportunities and challenges.

On one hand, agentic commerce can streamline operations, improve efficiency, and unlock new revenue streams. On the other, it requires robust infrastructure, standardized data, and strong governance frameworks to ensure trust and compliance.

As financial institutions and technology providers continue to invest in AI-driven commerce, the competitive landscape is likely to evolve rapidly. Companies that successfully integrate secure, intelligent automation into their platforms will be better positioned to lead in the next phase of digital commerce.

Source: Finextra

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Salesforce’s 2-Platform ChatGPT Pilot Signals Positive Shift Toward AI-Powered Commerce Channels

Salesforce is taking a major step into the future of digital commerce, piloting an integration with ChatGPT that could redefine how products are discovered and sold online. The initiative highlights a broader industry shift toward AI-driven shopping experiences, where conversational interfaces are becoming new sales channels.

The pilot program, currently involving dozens of retailers, enables merchants using Salesforce Commerce Cloud to integrate their product catalogs directly into ChatGPT. This allows products to appear within AI-driven conversations, effectively turning ChatGPT into a discovery and potential transaction layer for e-commerce.

Brands such as Crocs and Pacsun are already participating in early tests, signaling strong interest from retailers looking to tap into emerging AI ecosystems. The integration focuses on “syndication,” ensuring that product listings are visible and accessible within AI platforms where consumers are increasingly spending time.

ChatGPT Integration Reshapes Digital Commerce Discovery

At its core, this move reflects the rise of “agentic commerce” a model where AI assistants guide users through the entire shopping journey, from discovery to purchase. Instead of browsing traditional websites, consumers can interact with AI tools, ask for recommendations, and potentially complete transactions within a single conversational flow.

Salesforce has indicated that its strategy extends beyond a single AI partner. The company is also exploring integrations with other large language models, including those from Anthropic and Google, aiming to create a flexible ecosystem where merchants can reach customers across multiple AI-driven platforms.

This aligns with broader developments in the industry, where AI is increasingly embedded into commerce infrastructure. Through initiatives like Agentforce Commerce, Salesforce is building capabilities that allow brands to connect product catalogs, pricing, and checkout systems directly into AI environments, enabling seamless in-chat purchasing experiences.

For retailers, this shift opens new opportunities but also introduces new challenges. Visibility in AI-generated results may become as critical as search engine rankings, forcing brands to rethink content strategies, product data optimization, and digital merchandising.

Despite being in the early stages, Salesforce’s pilot signals a clear direction for the future of commerce. As AI platforms evolve into transactional environments, the traditional boundaries between discovery, engagement, and purchase are beginning to disappear.

Ultimately, the integration of Salesforce and ChatGPT represents more than a technical upgrade it marks the emergence of a new commerce paradigm where conversations, not clicks, drive online shopping.

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$200B AI Investment Signals Strong Future for AWS Under Andy Jassy

Amazon CEO Andy Jassy has reinforced the company’s long-term commitment to artificial intelligence, positioning AWS at the center of what he describes as a “once-in-a-generation” technological shift.

The company plans to invest approximately $200 billion in 2026, with the majority of this investment directed toward AI infrastructure, including data centers, custom chips, and cloud capacity. This large-scale investment strategy reflects Amazon’s belief that AI will redefine not only cloud computing but also the broader digital economy.

AWS AI business reaches new scale

AWS is already seeing strong traction from its AI services. According to recent disclosures, Amazon’s AI-related services within AWS have reached an annualized revenue run rate exceeding $15 billion, accounting for a growing share of its cloud business.

At the same time, Amazon’s custom chip segment powered by products such as Trainium and Graviton has surpassed $20 billion in annual revenue run rate, signaling rapid adoption of in-house AI infrastructure solutions. These results indicate that Amazon’s investment in AI technologies is already delivering measurable outcomes.

Strategic partnerships accelerate growth

Amazon is also strengthening its AI ecosystem through major partnerships. The company recently announced a multi-year strategic collaboration with OpenAI, aimed at accelerating innovation and expanding AI capabilities.

Such partnerships complement Amazon’s broader investment approach, enabling the company to scale faster and respond to rising enterprise demand for AI-powered solutions.

AI to reshape cloud and global commerce

Jassy has emphasized that demand for AI workloads is growing faster than AWS can currently supply. The company is rapidly expanding data center capacity and continuing its investment in infrastructure to meet this demand.

Looking ahead, Amazon believes AI could significantly expand AWS’s long-term potential, positioning the cloud unit for substantial growth in the coming years.

A defining moment for AI leadership

Amazon’s massive AI investment signals a decisive shift toward long-term innovation over short-term profitability. While concerns around spending remain, the company is confident that continued investment in AI will drive future returns and strengthen its competitive position.

As competition intensifies among global tech giants, AWS’s aggressive strategy could play a defining role in shaping the next era of cloud computing and e-commerce.

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AI and Smart Labels Are Transforming $200B Retail and E-Commerce in Latin America

Retail in Latin America is entering a new phase one defined not just by growth, but by intelligence.

Artificial intelligence and smart labeling technologies are reshaping how products are priced, tracked, and sold, turning traditional retail environments into real-time, data-driven ecosystems.

At the center of this transformation are smart labels digital price tags and connected systems that go far beyond static product information.

From Static Retail to Real-Time Commerce

Retail has traditionally operated on fixed pricing, manual updates, and delayed decision-making.

That model is now being replaced.

With AI-powered systems and electronic labels, retailers can update prices instantly, respond to demand fluctuations, and optimize promotions in real time. This shift enables what industry leaders describe as dynamic commerce a model where operations are continuously adjusted based on data.

The result is a more agile retail environment where pricing, inventory, and customer experience are no longer disconnected.

Smart Labels as a Strategic Tool

Smart labels often powered by technologies like RFID, NFC, or digital shelf displays are becoming a key interface between products and data.

They allow retailers to:

Automate price changes across thousands of SKUs
Improve inventory visibility and tracking
Enable real-time promotions and personalized offers
Reduce operational errors and manual workload

More importantly, these labels create a bridge between physical stores and digital commerce systems, aligning offline retail with e-commerce logic.

This convergence is critical in a region where omnichannel strategies are rapidly evolving.

AI Is Redefining Decision-Making

Artificial intelligence is not just supporting operations it is redefining them.

Retailers are increasingly using AI to analyze consumer behavior, predict demand, and automate decisions that were once handled manually. From pricing strategies to shelf optimization, AI enables a level of responsiveness that traditional systems cannot match.

In Latin America, adoption is accelerating as companies aim to keep pace with global innovation and rising consumer expectations.

Why Latin America Is a Key Growth Region

The region’s e-commerce market is projected to surpass $200 billion, making it one of the fastest-growing globally.

This growth creates the perfect environment for innovation.

However, challenges remain fragmented infrastructure, logistics complexity, and varying digital maturity. AI and smart technologies offer a way to overcome these limitations by improving efficiency and reducing operational friction.

The Bigger Shift: Retail Becomes a Data Platform

The real impact of AI and smart labels goes beyond efficiency.

Retail is evolving into a data platform, where every product, shelf, and transaction generates actionable insights. The store is no longer just a sales channel it becomes part of a connected, intelligent system.

In this model, success is not defined by scale alone, but by how effectively businesses can turn data into decisions.

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The Data Crisis in E-Commerce Deepens; Brands Are Seeking Solutions in AI

The long-standing notion in the e-commerce world that “data is gold” has now given way to a new problem: the inability to take action within an abundance of data. Recent research reveals that although large-scale brands are successful in generating data, they struggle to convert this data into meaningful business decisions.

Analyses conducted particularly on brands with revenues exceeding 300 million dollars show that teams are getting lost among dozens of dashboards and that decision-making processes are slowing down. While 56 percent of participants identify data trust and data quality as the biggest issue, 46 percent state that data cannot be turned into action.

The Agency Model Is Reaching Its Limits

The agency model, which has played a critical role in e-commerce operations for many years, is also at a serious breaking point. Although 76 percent of brands still work with agencies, the sustainability of this model is now being questioned.

According to the research, brands allocate 15 to 30 percent of their budgets to agencies. However, 55 percent believe that the results are not proportional to the cost, while 40 percent complain about the slow response times of agencies. Especially on platforms where algorithms change hourly, these delays lead to significant competitive losses.

AI Agents Are Becoming the New Standard

This situation is pushing e-commerce leaders toward new solutions. According to the research, 82 percent of companies plan to increase their AI investments in the next 12–18 months. Moreover, 71 percent are already familiar with or actively using AI agents.

Artificial intelligence stands out particularly in areas where speed is critical. Retail media optimization, product page content management, and demand forecasting are among the top investment areas leading up to 2026. Global research firms such as McKinsey and Gartner similarly predict that AI-powered decision systems can increase efficiency in e-commerce by 20–30 percent.

Trust and the Human Factor Remain Critical

However, the most important issue in the transition to AI is trust. The majority of e-commerce leaders remain cautious about “black-box” AI systems that lack transparency. While 82 percent of participants state that an integrated data structure is critical, 53 percent prioritize security and regulatory compliance.

In addition, 43 percent emphasize that human oversight must be part of the process. This shows that the future model will not be full automation, but rather “AI + human collaboration.”

The New Era Is Not About Data, But Action

In e-commerce, competition is no longer determined by who collects more da ta, but by who can turn that data into faster and more accurate action. Although artificial intelligence plays a critical role in this transformation, successful brands will be those that combine technology with the right strategy and human intelligence. In the coming period, the winners will not be those who increase the number of dashboards, but those who can turn da ta into meaningful decisions and actions.

The Global Data Center Market: A 900% Capacity Surge Reshaping E-Commerce Infrastructure

ChatGPT Shopping Rise 50M Daily Queries Reshape E-Commerce Discovery

OpenAI is transforming how consumers discover products online, positioning ChatGPT as a powerful new entry point for e-commerce. With millions of users already turning to AI for recommendations, the company is now introducing a more advanced and visually immersive shopping experience inside ChatGPT.

From Search to Conversation

Traditional online shopping often requires users to jump between tabs, compare multiple sources, and manually evaluate options. OpenAI is changing that model by turning product discovery into a conversation.

Users can now describe what they are looking for in natural language, refine their preferences interactively, and receive tailored product suggestions in real time. This significantly reduces the time and friction involved in decision-making.

Visual and Smarter Shopping Experience

The latest update introduces richer and more visual product browsing within ChatGPT. Instead of static lists, users can now explore products visually, compare options side-by-side, and access up-to-date information all within a single interface.

What previously required hours of research across different platforms can now be completed in seconds through AI-assisted discovery.

Powered by Agentic Commerce

At the core of this shift is OpenAI’s Agentic Commerce Protocol (ACP), which enables ChatGPT to deliver more relevant, accurate, and real-time product information directly to users.

This approach moves beyond traditional search engines, positioning AI as an active participant in the shopping journey rather than just a passive tool.

A New Discovery Channel for E-Commerce

ChatGPT is rapidly emerging as a significant product discovery channel. Reports suggest the platform processes around 50 million shopping-related queries daily, highlighting its growing influence in consumer decision-making.

This shift signals a major change for brands and retailers, who must now optimize not only for search engines but also for AI-driven discovery environments.

What It Means for Brands

As AI becomes a central interface for shopping, brands will need to rethink their digital strategies. Visibility within AI-driven platforms, structured product data, and accurate information will become critical for reaching consumers.

The evolution of ChatGPT into a product discovery engine reflects a broader trend: the convergence of AI, search, and commerce into a single, seamless experience.

The Digital Kickoff: How the 2026 World Cup Will Affect E-Commerce

The Digital Kickoff

As we head toward 2026, the FIFA World Cup isn’t just arriving in North America; it’s arriving at the precise moment our region’s e-commerce ecosystem is primed for a major leap forward. I can tell you this: events of this scale don’t just move merchandise, they move markets.

We’re talking about a month-long tournament that will touch 16 cities, draw more than 6.5 million fans in person, and reach billions more online. According to FIFA and the World Trade Organisation, the 2026 World Cup could generate up to 40.9 billion dollars in total global economic activity, with roughly 17 billion of that expected to be spent within the United States. That’s not just stadium sales or hospitality spending, it’s a full-system boost rippling across logistics, fintech, media, and retail.

But here’s where it gets interesting for those of us who live in the e-commerce ecosystem: This World Cup will be the first true digital-first tournament. The 2018 and 2022 editions hinted at it, record mobile engagement, influencer activation, and real-time campaigns, but 2026 will be where those trends mature into the main event. Live commerce, ultra-fast fulfillment, connected event tech, and data-driven fan engagement will converge into a new retail model that blends emotion, experience, and immediacy.

Every World Cup drives spending, but 2026 arrives at the perfect technological moment. E‑commerce penetration in the U.S. is approaching 20 percent, and mobile commerce alone is expected to exceed 900 billion USD by then. Mexico’s Mercado Libre has reported over 30 percent year‑on‑year growth, while Canada forecasts nearly 4 billion CAD in GDP contribution tied directly to tournament‑related activity.

FIFA’s own digital engagement from Qatar 2022 exceeded 5 billion interactions. In 2026, those same behaviors will merge with smarter advertising, retail media networks, and live shopping ecosystems. InternetRetailing projects a 10.5 billion USD surge in global ad spend during the event, with retailers capturing the lion’s share through programmatic, AI‑driven placement.

The World Cup will therefore act as a real‑time pressure test on supply chains, customer experience, and cross‑border commerce, the foundational pieces of our industry.

A New Chapter: The First AI World Cup

What makes 2026 distinct from any previous tournament is intelligence. This will be the first truly AI‑powered World Cup, where almost every part of the experience is guided by machine learning.

FIFA and its partners, including IBM, AWS, and Cisco, are deploying predictive systems for ticketing, transport, and venue logistics. These tools analyse live mobility and weather data to forecast demand and automate decisions on staffing, security, and fan flow. What fans will feel is smoothness: faster entry lines, accurate routing, stable connectivity, and instant mobile services.

Behind the scenes, broadcasting will be equally transformed. Generative AI will automatically create highlight reels, translate commentary into multiple languages, and tailor content to individual viewers. A Canadian fan streaming on a phone might receive local sponsor offers and French commentary, while a viewer in Mexico sees Spanish narration and Mercado Libre product links during the same live moment.

For e‑commerce professionals, this is where the real revolution begins. 2026 will mark the rise of agentic commerce transactions, initiated and optimised by AI agents acting on behalf of both consumers and retailers.

Imagine landing in Los Angeles for a match and finding that your phone’s digital assistant has already assembled your essentials: official team merchandise, local SIM card, transit pass, and travel insurance, all checked out with one approval. These are intelligent systems predicting your needs before you articulate them.

Major platforms are already preparing. Amazon’s conversational assistant can now generate entire product ensembles via voice. Mercado Libre experiments with AI chat agents that compare prices in real time, while Walmart tests predictive replenishment based on event calendars and social sentiment. During the World Cup, these systems will merge with fan data streams, creating live, contextual commerce that feels spontaneous yet highly orchestrated.

On the operations side, machine learning will manage availability and logistics. Demand forecasting will integrate ticket scans, match schedules, weather forecasts, and online chatter. Inventory will shift dynamically to warehouses nearest to trending teams. The result is a supply chain that thinks.

AI‑Supported Commerce in Action

Predictive pricing models will adjust merchandise costs minute‑to‑minute based on score lines, player performance, or local crowd demand.
Image‑recognition tools will link on‑screen gear, a star’s boots or kit, directly to instant purchase options.
Chatbots integrated with social platforms will act as personal sports concierges, arranging transport, accommodation, and event tickets through one conversational interface.
Payment systems will use biometric verification and blockchain‑based settlement for faster, fraud‑resistant cross‑border transactions.

According to PYMNTS, these fintech upgrades could expand North American cross‑border payments volume by 40 percent during the tournament.

The Infrastructure Behind the Magic

All this intelligence requires muscle. Logistics providers in Mexico City and Los Angeles are already constructing micro-fulfillment hubs within thirty minutes of stadium zones. In Canada, predictive route optimisation is being built to manage weather‑related delays. Drone delivery trials are quietly expanding in Guadalajara and Dallas.

Hospitality is equally data‑driven. Hotels are adopting AI yield‑management systems that balance real‑time demand with sustainability goals. Expect to see personalised offers delivered to guests’ phones during matches, everything from last‑minute suite upgrades to curated local experiences.

Why World Cup 2026 Matters?

Major events have always pushed commerce forward. The 2008 Beijing Olympics accelerated mobile payments in China; the 2014 Brazil World Cup reshaped global social advertising. The 2026 edition will fuse those lessons into a single ecosystem: AI‑driven, real‑time, and borderless.

For North America, it’s also a test of integration. The tri‑nation hosting model means harmonizing currencies, taxes, freight corridors, and data standards across three regulatory environments. If this collaboration succeeds, it could become the blueprint for next‑generation regional trade.

Beyond the Pitch: The Legacy of 2026

Living in Dubai for the past five years, I’ve watched as data and AI have turned the city into a living retail laboratory. What’s happening here, predictive logistics, cryptocurrency payments, and autonomous store models, offers a glimpse of what North America will experience in 2026. The same intelligence driving Expo 2020 or GITEX showcases will now power one of the world’s most emotional events.

This is no longer about “e‑commerce” versus “traditional retail.” It’s about commerce itself becoming aware, understanding intention, reacting instantly, and connecting supply to emotion faster than any manual system ever could.

By the time the final whistle blows in 2026, the winners will not only be on the pitch. They will be the retailers, platforms, and innovators who prepared early, built intelligent systems, and turned fan passion into sustainable digital growth.

The World Cup has always celebrated human performance. This one will celebrate human creativity amplified by the intelligence of machines.

AI Boom Accelerates as E-Commerce Tech Drives 100% Surge in Foundational Funding

The global investment landscape is undergoing a major shift as foundational AI startups attract unprecedented levels of capital, signaling a new phase for digital commerce infrastructure.

According to Crunchbase data, funding to foundational AI companies – including firms developing large-scale generative models – reached $178 billion in Q1 2026 alone, doubling the $88.9 billion raised across all of 2025.

This sharp increase highlights how artificial intelligence is rapidly becoming the backbone of e-commerce, powering everything from personalization and search to logistics optimization and customer service automation.

E-Commerce Transformation Accelerates with AI Investment Boom

The surge in funding is heavily concentrated among a small group of dominant players. Companies such as OpenAI, Anthropic, and xAI are capturing a disproportionate share of global capital, reflecting a growing “winner-takes-most” dynamic in the AI ecosystem.

OpenAI alone has raised over $120 billion, marking one of the largest private funding rounds in history. Meanwhile, Anthropic secured $30 billion, and xAI raised $20 billion, reinforcing their positions as leading forces shaping the future of digital infrastructure.

Beyond the scale, the structure of funding is also shifting. While fewer deals are being made – just 24 major transactions in Q1 2026 – the average deal size has grown significantly, indicating that investors are placing larger, more concentrated bets on a limited number of AI leaders.

This trend comes after years of broader but less focused venture investment. In contrast, today’s capital allocation strategy prioritizes companies building foundational models that can be applied across industries, including e-commerce platforms, marketplaces, and payment systems.

The impact on e-commerce is already visible. AI-driven tools are enabling faster product discovery, smarter recommendation engines, automated customer support, and more efficient supply chain operations. As these technologies mature, they are expected to redefine how online businesses operate and scale globally.

At the same time, the dominance of a few major players raises concerns about market concentration. With a significant portion of venture funding flowing into just a handful of companies, smaller startups may face increasing challenges in accessing capital and competing at scale.

Still, investor confidence remains strong. AI-related startups accounted for nearly 50% of global venture funding in 2025, underscoring the sector’s central role in the future of digital economies.

As the AI race intensifies, the connection between foundational models and e-commerce will only deepen. What was once considered a supporting technology is now becoming the core infrastructure powering the next generation of online commerce.

Source: Crunchbase

Fortuna Expands AI Customer Service with 40+ Language Support for E-Commerce

Fortune Global Limited has launched Fortuna, a new AI customer service platform designed for e-commerce merchants looking to automate support operations and improve response times. According to the company, the platform connects directly to online store databases, allowing it to access live order details, shipping updates, product information, and store policy documents when responding to customer inquiries.

The launch reflects a wider shift in online retail, where merchants are increasingly turning to automation to manage growing volumes of customer questions without expanding support teams at the same pace. Fortuna is positioned as a solution that can handle customer support emails using real-time store data, rather than relying only on pre-set scripts or static FAQs.

How Fortuna works for merchants

Once connected to a merchant’s store, Fortuna can pull information from order records, carrier tracking systems, product catalogues, and policy documents to generate answers for customer support requests. For example, the platform can provide delivery status updates for tracking-related questions and respond to product-related inquiries using catalogue data.

For more sensitive actions such as refunds, the company says the platform operates under a merchant-controlled approval system. In those cases, Fortuna provides its analysis and a suggested action, but the final decision remains with the merchant. No financial transaction is completed without explicit approval.

The company also says the platform supports customer communication in more than 40 languages with automatic language detection. Setup is offered through a plugin or app installed on a merchant’s e-commerce platform, with no developer resources or complex API configuration required for deployment. Fortuna is also designed to run continuously, helping merchants manage customer service requests around the clock.

Fortuna’s pricing starts at $47 per month for up to 250 conversations, while higher-tier plans range from $199 to $1,599 per month, depending on conversation volume. Additional Scale and Apex tiers are also available for larger operations.

Fortune Global Limited, which is registered in the Isle of Man, describes Fortuna as part of its broader push to develop AI-powered software products for e-commerce businesses serving global markets.

Source: FinancialContent

AI Visibility Debate Deepens as 84% of Australian Marketers Disagree on Ownership

Australian marketers are increasingly divided over who owns AI visibility, as businesses struggle to adapt to the rise of AI-driven search and discovery.

A recent study by Sefiani found that 84% of marketing and communications leaders disagree on ownership of AI visibility, highlighting a lack of clear responsibility across organisations.

At the same time, 91% of respondents said they are already changing strategies to better influence how brands appear in AI-generated answers. However, only 16% reported having an integrated approach, with responsibilities split across data, brand, communications and performance teams.

Fragmentation Risks Undermining AI Visibility Strategies

The lack of alignment is creating operational challenges. Around 77% of leaders said internal silos caused major issues over the past year, including inconsistent messaging and slower response times.

More critically, one in four organisations reported incorrect or outdated brand information appearing in AI-generated responses, raising concerns about reputational risk in AI-led environments.

This shift reflects a broader transformation in how discovery works. AI tools are moving beyond traditional search, forcing companies to rethink how their information is structured and distributed.

Budget allocation is also evolving. Nearly half of respondents said they have assigned 5% to 10% of marketing budgets to AI visibility, while another 30% are investing up to 20%. Most of this spend is being redirected from traditional digital and brand channels.

Industry experts warn that AI visibility is no longer tied to a single channel. Instead, it depends on consistency across content, media coverage, social signals and search authority. Without alignment, fragmented strategies can weaken how brands appear in AI-generated outputs.

As AI continues to reshape digital discovery, the debate is shifting from search rankings to a more complex question: who controls how a brand is represented inside AI systems.