How AI is reshaping brand discovery and customer decision-making
By Rahul Pandey, Founder & CEO, Glu
India is becoming one of the most active markets for AI adoption. Sam Altman confirmed India had crossed 100 million weekly active users on the platform by early 2026. The numbers may look modest against Google’s search volumes, but referral traffic from ChatGPT grew 206% year on year between 2025 and 2026, and the trajectory is only continuing upward.
The anatomy of search itself is changing. Traditional search was linear: query a category, get flooded with options, compare, shortlist, visit brand websites, research further and eventually decide. Buyers moved through stages across multiple sessions and platforms.
That structure is now being compressed. Globally, shopping-related queries on ChatGPT doubled in the first half of 2025, and Adobe research found that more than a third of surveyed users discovered a new product or brand through AI. The queries driving this are not simple keyword lookups....
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