This is a trend to watch. I worry that as agentic commerce rises, legacy brands have a significant advantage. We need to think carefully through how new entrants can win in a coldly analytical world where emotional appeals via Instagram ads are less likely to work.
There seems to be a major rift happening between companies that built their brand before AI and are now cemented in the recommendations
And newer ones that don't get suggested
All the brand work we've done for years has locked Paperbell in as a top choice in our category, and while AI doesn't drive a lot of volume (compared to the old search marketing play), prospects take it seriously
I seriously wonder if older companies are going to start getting valued higher and higher as this compounds