[DECODED] Commerce in the Age of Context: When Buying Journeys Collapse

In this episode of the Decoded podcast, Phillip and Lindsay discuss the shift towards a non-linear, context-driven commerce landscape where AI agents are increasingly involved in purchasing decisions. They interview Melissa Minkow from CI&T about her Retail Tech Reality Check research, which explores consumer shopping behaviors across various platforms and the surprisingly high usage of AI tools like ChatGPT in purchase journeys. The conversation covers the merging of media and commerce platforms, the importance of reducing friction in the shopping experience, and the need for brands to adapt their strategies to this ambient commerce environment. They also discuss the limitations of traditional attribution models and the continued importance of word-of-mouth marketing.