We are experiencing the third shift in the consumer journey: after P&G’s First Moment of Truth (the shelf) and Google’s Zero Moment of Truth (search), we have entered the Agentic Moment of Truth — the moment when AI no longer answers a query, but reframes the need and returns a shortlist of 3–5 options.
If you’re not in those 3–5, you’re not being rejected — you simply don’t exist.
This talk presents the results of the first systematic Italian research: quantitative interviews, qualitative interviews, and focus groups, aimed at beginning to understand this phenomenon in its entirety: who the consumers are that delegate purchasing decisions to AI, which tools they use and why, how the role of the brand changes when AI builds the shortlist, and what marketing and ecommerce teams must concretely do to be present in this new moment of truth.