AI as Consumer
When AI Becomes a Decision-Maker in the Market
AI is no longer just an internal productivity tool. It is rapidly becoming an external actor shaping what customers see, compare, and choose. People increasingly use AI to search, shortlist, and evaluate options before they contact companies. This means AI often acts as a gatekeeper to consideration.
We now operate with two stakeholders: Customers + AI.
That changes go-to-market at its core. Sales funnels, customer journeys, branding, reputation management, and communication must work not only for humans, but also for how AI interprets clarity, consistency, and credibility across sources. If your company is hard to understand for AI, you may simply never enter the shortlist.
This is not a single-function task. It is cross-organisational and must be anchored at top management.
Because the work is continuous and resource-demanding, organisations need Virtual AI Colleagues to help manage the shift at scale and to serve customers’ new AI-driven search and buying process. In AI-mediated markets, you must use AI to meet AI.
Read the first chapters of the book AI as Consumer: