Remember when "Google it" was the automatic response to any purchasing decision? Those days might be numbered. We're witnessing a fundamental shift in consumer behavior that could reshape digital marketing forever.
I recently bought a washing machine without using Google once—not for research, price comparison, or even finding the store. Instead, I turned to ChatGPT, which recommended models, found the best prices in Australia, and even searched for coupon codes. I completed the entire purchase journey without encountering a single Google ad or search result. This wasn't a conscious choice to avoid Google; it simply felt like the most efficient path.
This pattern extends beyond personal purchases into business decisions too. When evaluating technologies like digital asset management platforms, AI provides comprehensive comparisons without the need to visit multiple websites or wade through marketing fluff and questionable reviews. The implications for advertisers are enormous—where will they place ads if consumers bypass traditional search engines? Will "Large Language Model Optimization" replace SEO as companies adapt to having their products recommended by AI systems? Could ChatGPT introduce its own advertising platform?
As our behaviors continue evolving across platforms like Meta and TikTok (which some of us still regularly delete to reclaim our attention spans), the digital marketing landscape faces unprecedented disruption. The question isn't just how consumers will adapt to AI tools, but how advertising platforms will transform to reach us in this new paradigm. What do your AI-assisted purchasing journeys look like? We'd love to hear how your habits are changing too.

The Digital Horizons Podcast is hosted by:
James Walker - Managing Director WHD
Brian Hastings - Managing Director Nous