The Last Click Factor: How Consumers Are Outsourcing Much of the Purchase Journey to AI Assistants
Location: St. John’s Terminal, New York, NY Date: July 14th, 2026 Time: 9am-3pm
This one-day ANA member conference focuses on driving growth across the full -funnel, bringing together leading marketers to explore measurement, performance, and strategies that connect marketing investment to real business outcomes.
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Session Time: 11am-11:30am Title: Prompts to Purchase
A Deep Dive on AI-Influenced Purchase Behavior for Brands and Marketers, as Assistants and AI Search Reshape the Consumer Journey
AI-powered search, conversational prompts, and assistants are becoming embedded throughout the consumer journey — influencing how people discover brands, evaluate options, and make purchase decisions. This presentation shares Comscore's vertical measurement insights into consumer AI usage, including prompt behaviors, and AI-driven shifts in brand discovery and conversion. It highlights what current data reveals about the growing role of AI in shaping consumer spending and the implications for brands, marketing, and customer engagement.
Speakers:
For more details on the agenda or to register, visit the event website here.