The Battle for the Customer Journey: How to Stay Close to your Audience in an Era of AI Agents and Platform Dominance

Digital marketing is reaching a tipping point where global platforms increasingly sit between retailers and their customers. This development is likely to continue with AI agents. As acquisition costs rise and organic visibility fades into a sea of sponsored content, brands face a critical challenge: how to maintain a direct relationship with their audience when the platforms change the rules. In this session, Adtraction and Kjell & Company look back at the ‘good old days’ of search and social media, and analyze the risks of today’s monopolistic landscape. We explore a world where platforms own the customer relationship while you handle the logistics, and discuss why diversifying your marketing channels is no longer just an option, but a vital strategy to reduce dependency and regain control. You will leave with practical insights on how to navigate this shifting environment and ensure your business remains profitable when the traditional playbooks change.

Session in Swedish

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Sharing the stage

Kjell & Company

Daniel Gharavi

E-commerce Manager