New data shows traditional SEO success no longer guarantees visibility inside generative AI answers. Ahrefs found that fewer than 9% of ChatGPT and Gemini citations come from URLs ranked in Google’s top 10 results—meaning more than 90% of high-ranking organic pages never appear in AI responses. Instead, LLMs lean heavily on community-driven sources like Reddit, YouTube, Wikipedia, Yelp, and TripAdvisor, dramatically reshaping early-stage discovery. With LLM usage exceeding one billion monthly users, brands that do not participate in open forums risk disappearing from AI-mediated journeys. Marketers must treat GEO as a distinct discipline, not an extension of SEO.

Generational splits shape how consumers find, research, and trust banks. Younger adults move through digital channels with ease, while older adults rely on branches, human support, and established institutions.

Nearly 4 in 10 (38%) US consumers already use AI for shopping, and another 52% plan to in the future, according to a new report from the IAB.

As shoppers flock to LLM-powered searches to learn more about products and set shopping budgets, Salesforce data reveals new opportunities for brands looking to have a firm hold on their customers' journeys.

Our exclusive research reveals what factors are influencing the path to purchase for personal care and beauty products.

This sponsored video by Contentful will explore the strategies driving success this holiday season.

Retail media networks rely on driving conversions—and Walmart is no exception. Its search results are saturated with ads, with 97% of queries serving at least one sponsored product, per Pentaleap data. But Walmart is also growing its upper-funnel capabilities, using its stores to do it despite physical retail’s traditional role as a bottom-of-the-funnel channel.

Retailers and brands are racing to deploy AI across the shopping journey, but trust, quality, and execution will define who wins.

Nearly three-fourths of Gen Zers discover new media content on social media (72%) and on YouTube (71%), according to December 2024 data from Toluna, Coraly Partners, and Halford Media Advisory.

Last week, Amazon made a last-minute offer to buy TikTok, just days before President Donald Trump postponed enforcement of the sale-or-ban law for another 75 days. Reportedly, the bid isn’t being taken seriously, so it’s unlikely the deal will go through. However, the deal is worth considering because it shows how Amazon is trying to maintain its status as the top retail media network and ecommerce retailer in the US.

AI agents are here, but they’ve had little effect on the consumer journey so far. That should change by the end of 2028.

In our exclusive survey with ESW, data from shoppers in 18 countries reveals new twists in the path to purchase, the rising momentum of marketplaces, and the resilience of age-old fundamentals.

Consumers are turning to multiple channels to research and discover new brands, and marketers need to know how to interact with customers in each of these places to encourage them to buy. “Knowing where your consumers discover and research products allows brands to invest in marketing dollars in the channels that drive the biggest impact,” said Cristy Garcia, CMO at impact.com, on a recent EMARKETER webinar. “Without that, you're flying blind.”

This week, online reviews convince Gen Zers, Valentine's Day breaks records, and where consumers learn about new products.

Consumers are constantly discovering new products, but actually getting them to buy is a different story. Advertisers must ensure product information is accessible everywhere, as consumers use multiple channels for discovery, research, and purchasing products. Here are five key stats to know about the shopping journey.

Our exclusive survey data reveals what’s shaping US banking consumers’ customer journeys today. Banks can use these five charts to identify opportunities to improve customer acquisition and retention.

High-income consumers, those earning $150,000+ annually, are charting a unique "discovery-to-purchase" journey that begins in physical stores but frequently concludes in digital channels, according to new EMARKETER research. "These consumers demonstrate more technological comfort than their peers," our analyst Paola Flores-Marquez said on the “Behind the Numbers: Reimagining Retail” podcast. "They're willing to explore multiple channels before making purchase decisions."

Social commerce is gaining momentum in the UK—with sales set to double by 2028—as major brands join TikTok and as more people shop on social platforms.

High-income consumers are more likely to discover new brands or products in-store, but they typically make the final purchase online.