Perspectives
Analysis of how AI is changing the way brands are discovered, chosen and measured, written by the Inflexion team.
How AI is changing discovery, advertising, retail media, consideration and the economics of ecommerce. An evidence-led Inflexion whitepaper.
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AI now shapes both discovery and purchase in beauty. A connected view of media across the whole decision path.
McDonald's is testing third party advertising on drive thru order boards. The pilot asks whether a restaurant visit can be packaged and sold as an audience.
Loyalty Customer Match now reaches AI Mode and Gemini in more markets. The change moves member data closer to the answer a shopper sees.
Amazon blocked Meta's Muse, amended its Perplexity lawsuit, and partnered with OpenAI for ChatGPT ads in the same week. The pattern reveals a platform determining who accesses its commerce data and on what terms.
Search is no longer about ranking for keywords. It is about being cited in AI answers. Here is how the measurement model is changing.
Your schema can pass Google's test and still be absent from the raw HTML an AI crawler receives.
AI answers vary between runs. A single citation score can give a false sense of certainty.
Reddit, Wikipedia and YouTube appear prominently in citation data. A source map is more useful than another generic content calendar.
Amazon Rufus reached 250 million monthly users. Then came sponsored prompts.
Nova foundation models convert a single hero image into dozens of video variations in minutes.
Amazon Marketing Cloud added natural-language audience building and a five-year purchase lookback.
Retail networks are extending into CTV, audio and open-web programmatic.
Retail media started as sponsored placement. AI is making product data, reviews and price more important.
AI agents are replacing channel-by-channel media buying with portfolio-based coordination.
Dunnhumby identifies the birth of shoppable AI search where brands battle for share of generated sentence.
The first phase automated tasks. The next phase changes how campaigns are planned, made, bought and judged.
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Each perspective draws on work across AI search, retail media and measurement. The team is happy to talk it through.
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