From Scroll to Signal: The AI Shift That Will Change How We Shop—And How Brands Are Built
Forget going viral. To be discovered in the age of AI, your brand needs a clear identity that algorithms and people can understand.
I quite like this new wave of fashion tech companies. In the age of AI, that means shopping no longer starts with a search bar—or a swipe. It starts with an agent. An AI agent. A conversation.
But to call this “AI-assisted shopping” doesn’t quite capture it. These platforms aren’t just helping consumers shop for branded products—they’re completely redefining how discovery works and will shake up the existing multi-brand e-commerce for the most obvious part. From the way you find products to how your preferences are interpreted and refined along the way, the entire shopping journey is shifting. This is shopping that mimics the fun and fluidity of a great brick-and-mortar experience—without the limitations of inventory or location.
Why is this such a big deal?
Because social media, for all its influence, has backed us into a corner. Algorithms serve what you already like. Which means:
You end up stuck in a self-fulfilling prophecy, fed the same aesthetics over and over again.
What gets surfaced is dictated by the crowd—trends are compounded through popularity, not personalization. The result? Taste flattens out.
AI could mitigate that—if designed with the right intent. Instead of pushing what’s popular, AI-powered platforms like Daydream act more like an ultra-personalized stylist-meets-curator. I see Daydream as the Farfetch of the AI era—but more discovery-led, more intent-driven, and with a greater upside for small, well-positioned brands. Others like OneOff are following suit—with a slightly different angle. OneOff acts as a fashion marketplace that curates celebrity-inspired outfits, allowing users to emulate their favorite stars and internet personalities’ styles.
So no, social media won’t disappear—after all, we’re still social creatures and like to be influenced, and social media is still a big place for tastemakers and brands alike to establish the identity. But its role in direct purchase behavior will shrink. The real shift? Search itself.
By 2028, it’s estimated that over 50% of search engine traffic will migrate to AI platforms. That means the way people discover and engage with brands is about to be rewritten.
So what does this mean for brands?
Marketing dollars will be reallocated. Less influencer budget. More budget towards tastemakers with clear identity. More on structured data, semantic storytelling, and intent-based discovery.
Aesthetic is no longer enough. Branding isn’t just about being recognizable. It’s about being identifiable—as an entity, with a personality, a vibe, a role. Just like a person.
That identity has to be legible—to both humans and machines. AI needs to understand who you are in order to recommend you. Which means: clean metadata, clear positioning, cohesive storytelling, and consistency across every channel.
The brands that win in this new world will feel like a friend you trust and an identity that AI can recognize. That’s the bar.
And here’s the twist:
This shift might just be the biggest unlock for emerging brands.
Because AI platforms don’t have a bias toward brand size. They prioritize fit. Relevance. Narrative. And that means small brands—if they know how to play the data-input and storytelling game—can finally break out of obscurity.
You don’t need to go viral. You just need to be findable, understandable, and aligned with what the right consumer is searching for.
Not just in visuals. Not just in text. But in a way that’s semantically structured, emotionally resonant, and machine-readable.
Get ready because things are about to change.
Have a great weekend, my friends. - Patricia
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