From search to conversation: How AI is rewiring the traditional shopper funnel

Presented on Tuesday, 24 February 2026

Download the slides and recording from this on-demand webinar.

AI is no longer just influencing how consumers discover products, it is beginning to mediate decisions and shape purchases before shoppers even reach a retailer. From AI-assisted search and recommendation engines to emerging agent-led discovery and checkout journeys, a new commerce model is forming - one that compresses the funnel, redefines shopper trust and visibility for brands and retailers. Watch our webinar with Semrush where we explore how consumer intent, AI interfaces and digital behaviour are converging to reshape e-commerce and where the earliest disruption signals are appearing.

Watch now to learn:

The shift from search-led funnels to agent-led commerce and how AI is beginning to intermediate discovery and purchase
The acceleration of AI-led discovery, revealed through early signals in AI-driven referral traffic and digital behaviour
Where FMCG disruption is emerging first and why beauty, health, pet care and food are early movers
What makes a category “agent-ready”, from trust and claims to comparison-led and problem–solution journeys
How roles are being reshaped across the ecosystem and the strategic questions brands, retailers and marketers must address in 2025–26

FMCG markets are entering a new phase of digital transformation - one where AI intermediates intent, recommendation and purchase. Understanding how quickly this shift is happening, and where it will hit first, is critical for brands, retailers, marketers and platform leaders preparing for the next wave of commerce.