It often begins with a scroll. Something catches the eye and within minutes it’s in a cart. That familiar impulse has become the default mode of discovery for millions of consumers. But that’s not a revelation. What is changing – and fast – is how platforms are learning to anticipate those impulses before they even surface.
Platforms such as Meta, Google, TikTok, Snapchat and Spotify are no longer passive mirrors of consumer behaviour; they are microscopes that interpret why people want what they do – and what they will want next. That means every campaign is first evaluated by algorithms, AI assistants and other invisible gatekeepers before it reaches the human eye.
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