Building Strong Digital Businesses In The Age Of The LLM

LeadershipLeadership StrategiesBuilding Strong Digital Businesses In The Age Of The LLMByGary Drenik,Contributor.Forbes contributors publish independent expert analyses and insights. Gary Drenik is a writer covering AI, analytics and innovation.Follow AuthorMay 19, 2026, 10:00am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.Shopping with AIGetty Images - The_BurtonsThe rules of digital marketing are being rewritten in real time. Large language models are reshaping how consumers discover products, evaluate brands, and make purchasing decisions — and the disruption is happening faster than most marketing teams can keep up. According to research from Boston Consulting Group and Moloco, 67% of senior marketing leaders expect high AI-driven disruption to their consumer journey. The question is no longer whether to adapt, but how quickly can brands build the foundations that will sustain them through the shift.The Discovery Problem Is Already HereFor years, search has been the backbone of digital discovery. Consumers had a need, typed a query, and brands competed for placement in the results. Today, that model is fracturing — and for brands built entirely around search intent, it's fracturing fast enough to feel like freefall. AI-generated summaries and zero-click experiences are compressing the funnel, and the brands feeling it most are the ones who never built a relationship beyond the search bar and open web.According to a recent survey from my company, Prosper Insights & Analytics, while a majority of consumers shop for and make purchases with their phones, only 35% research products on that same device. They simply don’t need to search as they used to, as 70% of shoppers say that AI shopping often “anticipates their needs before they even ask,” per the IAB.Prosper - Smartphone ActivitiesProsper Insights & AnalyticsThus, brands waiting for search intent signals may already be miss...