Observed Signal · Aug 24, 2026 · Study Published · Source: Horizont · Impact: 2/5 · Sentiment: Neutral
Study: AI and Economic Uncertainty Change Brand Importance
A Roland Berger study, reported by HORIZONT on 2026-08-24, finds that economic uncertainty and the rise of AI are altering the role of brands in purchase decisions. Many consumers monitor economic developments with concern, which is weakening brands' influence. At the same time, AI is increasingly entering the shopping journey: consumers commonly use AI for advice, product and price comparison, and information about usage, but few let agentic AI make the final purchase decision. The report highlights shifting consumer trust and the growing relevance of AI-driven shopping assistance for marketers and brand strategy.
A management-consultancy study offers actionable consumer insights about AI's influence on shopping and weakening brand power; useful for marketers and strategists but not a platform policy or technical infrastructure change.
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Key Takeaways & Evidence Grounding
- Roland Berger published a study about how AI and economic uncertainty affect the importance of brands.
- Many consumers observe economic developments with concern, which reduces brands' appeal according to the study.
- Consumers increasingly use AI when shopping for advice, product and price comparison, and information on product handling.
- Few consumers allow agentic AI to make final purchase decisions; AI is used more as a consultation tool.
- The article was published by HORIZONT on 2026-08-24.
Connected Companies & Entities
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Ontology Mapping & Concepts
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