Comscore's Smriti Sharma told Goafest 2026 that AI is rewiring Indian consumer discovery, pushing marketers from SEO to answer engine optimisation. Indians adopt AI faster than global peers, mixing Gemini, ChatGPT, Perplexity with Blinkit, YouTube and Instagram across fragmented purchase journeys.

ET Brand Equity · 5/22/2026, 3:23:38 AM

Generative AI virtual try-on goes mainstream as retailers fight a 15.8% return rate and 19.3% online return rate. ASOS reports a 160bps return reduction; Catches projects a 10% conversion lift for luxury partners including Amiri. Google, Perplexity, Shopify, AIUTA and Doppl are racing to power the stack.

PYMNTS Commerce · 5/15/2026, 2:20:21 AM

Glossy+ Research surveyed 142 brand and agency marketers on adapting generative engine optimization strategies as Google, OpenAI, Anthropic and Perplexity tools drive zero-click behavior, reshaping how consumers discover brands through 2026.

Glossy · 5/15/2026, 1:25:07 AM