They all tell a different story about how AI is reshaping marketing, discovery and retention – and what brands should do about it now.
Breached: When AI takes over discovery and destroys the funnel
In industries like travel, news, retail, and healthcare and fitness, AI is not only shifting traffic, it’s completely collapsing the comparison layer. Search, aggregators and even branded content are being skipped as consumers ask LLMs what to buy and trust the answer. That’s a huge problem if your business relies on visibility through traditional discovery channels.
These brands are at risk of being relegated to being data providers for AI interfaces, with little pricing power or differentiation left. The playbook here is all about regaining direct relationships: loyalty, closed-loop experiences, exclusive data and built-in comparisons are now critical.
Undefended: high attention, low retention, high risk
Industries such as gaming, dating and betting (RMG) are not yet being replaced by AI. However, the discovery process is changing quickly and brand loyalty is in short supply. These companies often rely on performance marketing and frictionless app installs, leaving them especially exposed to declining visibility in search, app stores, and programmatic.
To avoid fading into the background, these brands must transition from transactional to sustainable. That means investing in personalization, AI-powered loyalty, and strategic integrations to ensure they show up in AI-mediated recommendations.
Controversial: strong brands, vulnerable workflows
Productivity tools like Google Drive or Microsoft Office are not easy to replace. What changes is the way users access it. AI agents are increasingly performing tasks such as formatting a presentation or writing a spreadsheet formula. That does not eliminate the tool, but it does create a new layer between brand and user.
For these companies, the strategy is twofold: double the user value within the platform and help shape the standards for how AI fits into this category. Owning or at least influencing the agent interface is now part of long-term competitive advantage.
Protected: canals that still matter – for now
If you’re in fintech, traditional finance, social platforms, or streaming media, AI won’t eat your business model just yet. These industries benefit from deep user relationships, regulatory complexity, and proprietary data that is difficult to replicate. That doesn’t mean they can kiss.
The risk here is not disruption. It lags behind in AI-driven efficiency and engagement. The opportunity? Use AI to increase loyalty, make personalization proactive, and turn regulatory or data advantages into strategic opportunities.
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