The Rise of LLMs Is Not an Accident
Over three decades, I’ve watched consumer behavior evolve across television, search, and social media. Each shift changed tactics, but not the underlying logic of decision-making.
What I am watching happen right now is different. And I know I am not alone. Every seasoned marketing professional I speak to, whether they built their career in offline media or digital platforms, says some version of the same thing: something fundamental has shifted, and the old playbooks are no longer working the way they used to.
This is not just a platform change. It is a psychological one. For the first time in my career, I am watching users move from searching for information to seeking certainty, and that distinction changes everything.
When Behavior Was Predictable
I remember the era when a celebrity’s face on a television screen was essentially a guarantee. Brand loyalty tracked closely with fan loyalty. If your brand ambassador...
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