Shoppers don’t take a straight line anymore. One person asks an AI assistant, an
By Abbeyklaassen · October 31, 2026 · Curated by George's Blog
Shoppers don’t take a straight line anymore. One person asks an AI assistant, another scrolls TikTok, another heads straight to the reviews on a retailer’s site, and plenty of people do all three before they check out.
Plenty of brands are still planning for the old path, and that gap is where marketing budget quietly gets wasted.
We just introduced Adaptive Commerce at Tinuiti. It’s a way of working where media, messaging, and the shopping experience keep adjusting to what shoppers are doing in the moment, from first discovery through repeat purchase. What we learn at the point of sale feeds back into brand and creative, so the whole system gets sharper over time.
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