AI Is Rewriting the Rules of the Consumer Journey
In Asia, LLM search reaches only 12% of purchase journeys but shapes brand choice for 64% of its users, so reach alone misleads and brands should invest in AI discoverability now and prepare for agentic commerce.
Summary
Using BCG's Global Consumer Survey in China, India, Japan and South Korea, the authors compare reach (share of journeys a touchpoint appears in) with influence (share of its users saying it shaped brand choice). Social media leads on reach at 21% of journeys, while LLM search reaches 12% but influences 64% of its users, second only to social media. Reach varies far more by market (5% in Japan, 22% in India) than influence, and LLM search widens consideration sets. Brands should balance reach and influence, optimize content for LLM search and build for agentic commerce.
Editor's opinion
LLM search barely registers in reach but dominates in influence, the highest leverage per touchpoint of any channel. Brand strategy should weight AI-mediated discovery far above its current traffic share.
Key concepts
Reach versus influence · LLM search · Generative engine optimization · Agentic commerce · Consumer purchase journey