The Brand in the Answer Economy.
What it means for brands when AI systems make the pre-selection.
The brand used to come first. Now the answer comes first.
A new place has opened up between people and brands: the AI platform. Product search, advice and pre-selection now begin in ChatGPT, Claude, Perplexity, Copilot and Gemini, and what comes back has already been interpreted. A product described in adjectives stays a puzzle to the machine. This impulse paper sets out what is shifting across discovery, selection and post-purchase, why the Digital Product Passport is becoming the trust source these systems draw on, and what that demands of your product data.
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What's inside:
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Why a search query is becoming a statement of intent
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Answer economy or agent: what is already happening, and what is not
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Three phases, three shifts: discovery, selection, post-purchase
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Product data or product semantics: the difference that decides the answer
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Why the Digital Product Passport becomes the trust source for AI systems
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Five regulations, one path: the deadlines already set through 2030
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Six requirements product data will have to meet
19 pages · Edition 01 · August 2026 · PDF · free
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