AI already decides which brands customers will see.
Economist Alexander Ozen warned that thousands of brands could lose some of their value when people start entrusting product selection to artificial intelligence agents. Assistants have no brand habit.
Sovereign economics found similar cases. The American clothing chain Express has already encountered a problem in practice. When her contractor asked ChatGPT which women's pants to buy for everyday wear, he referenced 7 pages of competitors and skipped Express. The company then added pages to customer requests. After being tested again, Express was the first store to respond to ChatGPT.
According to Adobe, in September 2026, on the websites of US stores, visits to links from artificial intelligence services resulted in a purchase 90% more often than visits from other sources. It turns out that the brand can enter the buyer's field of vision even before he opens the store's website.