Trend study ::
Conversational Futures 2027 / 2028
A study into the future of the relationship between brands and people in a B2AI2C landscape. The shifts redefining how brands are found, understood and activated as AI moves into the middle of every interaction.
- 04
- Movements
- 08
- Trends
AI now sits in the middle of every interaction
For two decades, brands optimised for the click. Now a layer of agents interprets intent, compares options and decides on people's behalf. Discovery is no longer a results page; it becomes a mediated, contextual and continuous conversation.
This study maps four movements and eight trends reshaping that relationship, backed by proprietary WGSN + Blip research. The implications cover North America, Europe, India and LatAm.
When the interface is a conversation, a brand is no longer found; it is interpreted.
WGSN + Blip research ::
AI is already in the middle of the interaction.The numbers show this reality.
believe that within the next five years consumers will talk more with AI agents than directly with people.
or 8 in 10, support some level of human control over AI-assisted decisions.
of executives say they have clarity on AI's impact on results.
68%
of Google searches no longer generate clicks.
Source: SparkToro + Similarweb, 2026 · US market
40%
of enterprise applications will feature task-specific agents by the end of 2026, up from less than 5% in 2025.
Source: Gartner
+269%
AI traffic to US retail, year over year.
Source: Adobe, Mar 2026
Who this study is for ::
For those who decide how the brand converses
Conversational Strategy
For technical professionals who design, implement and refine the experience of every interaction between brand and user.
Senior Leadership
For decision-makers at large companies who need to turn communication trends into strategic direction.
Marketing and Data Specialists
For those who turn dialogue into market intelligence, driving acquisition, retention and conversion.
CX, Product and Tech
For teams that combine artificial intelligence and the human touch to build the best service journeys and products.
Reasons to read ::
- Understand the B2AI2C landscape before it becomes the market standard.
- Move beyond experimentation and prioritise the fronts that drive results.
- Read implications by region: North America, Europe, India and LatAm.
- Bring arguments and data to your next investment decision.
What's inside ::
04
paths revealing eight exclusive trends
Each path brings together context, proprietary research data and implications by region.
Path 01
From click to conversation
How brands get found when discovery happens inside a dialogue mediated by agents.
Path 02
From command to delegation
What changes when AI acts on people's behalf: comparing, buying and reordering with no visual interface.
Path 03
From personalisation to contextual intimacy
Automated empathy, explicit memory and the limits of tone that separate closeness from intrusion.
Path 04
From adoption to impact
How to measure AI beyond the pilot: resolution metrics, governance and real impact on results.
Download ::
Download the full report
Fill in the form to access the study.