Ecommerce is entering a new phase where consumers may no longer begin their shopping journey with a traditional search engine or even a brand’s website. Increasingly, shoppers are turning to AI assistants to discover products, compare options, understand brands and make purchase decisions. According toPramendra Yadav, Founder ofNOIR & BLANCO, this shift represents one of the biggest changes in ecommerce since the rise of mobile commerce. It is becoming part of the commerce infrastructure itself,” says Pramendra Yadav. Brands need to become understandable, discoverable and trustworthy to AI systems.