Marketing will have to convince the algorithm, not the shopper

The main change in marketing may happen not in advertising but between advertising and purchase: the decision will increasingly pass through an algorithm. It feels no affection for a brand, but it can compare offers, assemble options and determine what comes into a person's view at all.

That changes the very object of marketing work. Previously a brand tried to explain to the buyer why they should choose it. Now it will also have to look convincing to a system that does not believe promises but uses them as data: specifications, prices, reviews, terms and other checkable attributes.

There is an uncomfortable consequence in that. You can win the emotional campaign and still lose the purchase if the algorithm does not put the brand on the shortlist. Human attention still matters, but access to it can be pre-filtered by an intermediary indifferent to charisma and recognition.

The author links this shift to the development of OpenAI's products, Google's agentic commerce protocols and search engines that no longer merely find pages but assemble a finished answer from them. So this is not about one more advertising channel but about an attempt to work out in advance the selection rules by which a person may never see part of the market at all.

But much here is still stated at the level of a working concept. The material publishes only the skeleton of nine shifts, and the book is still being prepared for release; the specific mechanics, the criteria of algorithmic choice and evidence of the scale of change are not disclosed. So this is a useful frame for thinking, not a ready manual for marketing in 2027.

If the algorithm becomes the first filter in front of the buyer, are brands ready to show it checkable facts instead of the usual promises?

Source: All articles / Artificial Intelligence / Habr