Comscore at Goafest 2026: AI is becoming India's new gateway to consumer decisions
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.
At Goafest 2026, Comscore's Smriti Sharma said AI is reshaping Indian consumer discovery, shifting marketers from SEO to answer engine optimisation. Indian users adopt AI faster, blending tools like Gemini, Blinkit and YouTube across fragmented purchase journeys.
Why this matters
Comscore is framing AI assistants as a new top-of-funnel layer for Indian retail, signalling that measurement and optimisation must extend beyond search into generative answer engines.
Omni-channel signals steady at 103 in last 90 days, reflecting sustained fragmentation of discovery.
Also reported by
- ET BrandEquity — Same time