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. The trend is shaping commerce across markets globally.

In the US and Canada, AI-driven referrals to e-commerce sites increased by 294% from January to December 2025 versus 11% for other sources. By 2028, AI-powered search set to influence over USD595 billion in retail e-commerce.

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.

Join Euromonitor International and Semrush for an exclusive webinar exploring how consumer intent, AI interfaces and digital behaviour are converging to reshape e-commerce and where the earliest disruption signals are appearing.

In this webinar, you’ll explore:

• 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