AANA CEO Josh Faulks in a recent article shared that AI is revolutionising how consumers choose brands, evolving faster than any previous technology. With $375 billion projected for AI infrastructure in 2025, brands risk becoming invisible if not prioritised by AI systems. Consumer behaviour is shifting, with 71% wanting AI integrated into shopping and 58% using it for recommendations. AI delivers single, decisive answers, making brand equity critical. Agentic AI, which independently acts on behalf of consumers, and “share of model” (how often a brand is recommended) are key concepts. To succeed, brands must organise data, optimise for AI models, prioritise trust and customer experience, stand out, and track their share of model. Adapting now is crucial for visibility and survival in an AI-driven market.