Your visibility in the agentic funnel depends on community proof, not market sha
By Melissa Burdick · October 3, 2026 · Curated by George's Blog
Your visibility in the agentic funnel depends on community proof, not market share.
That was one of my biggest takeaways from Groceryshop last week. Aisha Khan, President of dentsu Commerce North America, took it a step further in our next CMO Playbook conversation: "Any brand can become social at the core."
Her reasoning: there's a niche community for anything and everything. Find those audiences through identity and purchase signals, match them with the right creators, and social first stops being something only TikTok-native brands get to do.
That matters more now than it did a year ago. Social is one of four shelves brands have to win, alongside physical, digital, and agentic. And what people say about you on the social shelf is increasingly what shows up when shoppers ask AI what to buy.
Even Amazon is leaning in. Review Requests, one of its unBoxed announcements this week, is a paid way to build social proof on its highest-traffic pages.
The full conversation with Aisha and Don “eCommerce” Brett drops Monday, including the one sentence she'd put at the top of every CMO's 2027 plan.
Which (more mature) brand do you think gets social first right, even if it got there late?