Romain Colomer, Experience Director at CreateRecently during some R&D, I watched as an AI agent frantically searched a luxury retail website and then abandoned it without finding the product it was looking for. It happened quickly, but in that moment, I realised that as an industry — and more broadly as a species — we had crossed a profound threshold.
The agent wasn’t only searching — it was judging, deciding, and ultimately dismissing a digital experience that failed to meet its standards. For me, this signaled a turning point in how we might need to now approach digital interactions in an increasingly AI-centred world.
You might be thinking that this is purely anecdotal, yet the numbers behind this example are staggering. In
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