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The shelf has moved - AI commerce has relocated it.  

By that we mean that choice is changing.  

Search engines, assistants and retail algorithms increasingly narrow options before people actively browse or compare. By the time a decision feels conscious, much of the filtering has already happened.  

That said, the people we want to engage, and influence haven't changed so much. Our brains have evolved over thousands and thousands of years and brands cannot afford to be swept away with technology and throw the humanity out with the bathwater as it were.  

Brands that succeed in this new frontier tend to have some things in place well beforehand; familiarity, meaning, and storytelling.