Twin Talks - How AI Native Browsers Will Change Marketing

In our latest Twin Talk, we explored a topic that will quietly, but radically, redefine marketing: AI-native browsers.

Think of browsers like Atlas or the upcoming AI native browsers or tools that don’t just “search,” but decide for you. They don’t show ten links; they show the answer. And that changes everything.

From Discovery to Delivery: How Search Is Being Rewritten

For decades, marketers have optimized the same funnel: homepage → product listing → product page → checkout. But AI browsers are about to erase it.

Soon, a shopper won’t type “best running shoes under $150” into Google they’ll simply tell their AI assistant what they need. The AI will scan thousands of sites, compare specs, stock, reviews, and prices, and present the single best option, instantly.

The browsing era is ending. The asking era is beginning.

This means retailers will no longer compete on visibility but on eligibility whether their product data, stock, pricing, and content are optimized enough to be chosen by the AI agent in real time.

The New Marketing Battlefield: Retention and Relevance

If AI is handling discovery, where does that leave marketers? In short: after the first purchase.

Customer acquisition will lose its dominance as AI compresses search and comparison. The battle will shift to keeping the customer, maximizing lifetime value, and winning repeat moments.

Retention will become the new acquisition. Marketers will compete on how intelligently they maintain relationships not how loudly they bid for clicks.

The best marketers will focus on “from first to last purchase,” not “from zero to first.”

Agents Talking to Agents

As browsers get their own “agents,” brands will need their own too. AI-native decisioning engines — like Replenit’s will become the interpreter between the brand and the consumer’s AI.

In other words, your AI will have to talk to their AI.

We’re already seeing early signs:

• Shopify’s partnership with ChatGPT,
• Braze’s integration of GPT SDKs,
• And a general shift from “marketing automation” to agent orchestration where each AI manages a moment in the customer journey.

Tomorrow’s CRM manager won’t build campaigns. They’ll orchestrate agents.

Moments Will Replace Audiences

Traditional CRM focused on who to talk to — segments, audiences, personas. In the AI-native era, it will be about when to talk detecting and owning moments in real time.

Marketers will move from “sending more” to sending less, but smarter. From “catching audiences” to catching intent.

That’s where decisioning engines come in they predict, prioritize, and trigger communication exactly when it matters.

The Harsh Truth: It’s Not Too Late, But It’s Getting There

The technology isn’t the real barrier the mindset is. Retailers that still see AI as an “add-on” are missing the point. AI-native marketing isn’t a feature; it’s a foundation.

Those who start adapting their infrastructure, data, and strategy around agentic ecosystems now will lead in the next 24 months. Those who don’t will be trapped optimizing a funnel that no longer exists.

Closing Thought

If browsers are becoming AI-native, marketers must too. The way your customers search, shop, and decide is being rewritten not by you, but by their AI.

The question is: will your brand still be visible when no one is browsing anymore?