The New Power Broker in Consumer Decisions Is AI

The history of technology is littered with winners and losers. The winners typically have at least one thing in common: they were able to control the primary interface between large user audiences and the digital services they desired.

The personal computer era was defined by operating systems that mediated access to software. The web era elevated search engines that determined how users navigated the internet. The smartphone era created app ecosystems controlled by mobile operating systems.

The losers typically had one thing in common, too. They all failed to control that interface layer.

According to findings from the March 2026 edition of The Agentic AI Report from PYMNTS Intelligence, consumer adoption of artificial intelligence tools could be driving the AI landscape toward a similar demarcation point.

The report suggests that behavior is now shifting toward routine use. Many consumers surveyed say they are using AI tools to assist with everyday tasks such as planning trips, researching purchases, organizing personal finances and learning new topics. Instead of serving as occasional utilities, AI systems are becoming general-purpose assistants embedded across multiple aspects of daily decision-making.

This shift matters because habitual use changes the starting point of digital activity.

The Power of the Default Interface

Historically, the web has been organized around search. When consumers wanted to solve a problem or make a purchase decision, they turned to a search engine, reviewed a list of links and navigated to websites.

AI assistants introduce a different pattern. Instead of presenting lists of sources, they synthesize answers. The user asks a question and receives a consolidated response. In many cases, the answer may include recommendations, summaries, or instructions without requiring the user to visit multiple websites.

As AI interfaces become more capable, they are beginning to serve as the first place users go to ask questions, plan activities, or evaluate options. If that pattern becomes widespread, artificial intelligence could function as the next major interface layer in the digital economy.

In practical terms, this can collapse the traditional research process. A consumer who might once have searched for “best travel credit card,” read several reviews, compared offers and eventually selected a product may instead ask an AI assistant for a recommendation tailored to their spending habits and travel patterns.

This does not eliminate the underlying information ecosystem that powers those answers, but it changes how users encounter it. The traffic patterns that sustained many digital businesses could shift significantly if fewer users click through to source sites.

Read the report: AI Becomes a Daily Habit: The Consumer Shift From Trying Tools to Living With Them

The Emerging Battle for the Decision Layer

When AI systems mediate decisions, the dynamics of influence change. Instead of persuading consumers directly, brands may increasingly focus on ensuring that their products appear within AI-generated recommendations.

In effect, the competition moves from the search results page to the AI model’s response layer. Businesses may seek to optimize product data, integrate with platforms, or structure information in ways that increase the likelihood that AI assistants recognize and recommend their offerings.

And if artificial intelligence platforms become the default starting point for planning purchases, managing tasks or evaluating options, they could accumulate some of the most comprehensive behavioral datasets in the digital economy.

A consumer planning a trip could ask an AI assistant to compare flights, recommend a hotel and complete a booking in a single interaction. In such scenarios, the interface becomes both the advisory layer and the transaction layer.

The race to build AI assistants is often framed as a competition over models or technical capabilities. The deeper contest may be over who becomes the default destination for everyday decision-making.

At PYMNTS Intelligence, we work with businesses to uncover insights that fuel intelligent, data-driven discussions on changing customer expectations, a more connected economy and the strategic shifts necessary to achieve outcomes. With rigorous research methodologies and unwavering commitment to objective quality, we offer trusted data to grow your business. As our partner, you’ll have access to our diverse team of PhDs, researchers, data analysts, number crunchers, subject matter veterans and editorial experts.