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Most people frame the LLM boom as a technological breakthrough. I think that framing misses something important. Yes, the engineering behind these tools is remarkable. But the reason they caught on so fast, the reason millions of people switched their habits almost overnight, has less to do with the technology itself and more to do with a quiet but profound shift in how people make decisions.
Consumers Changed Before AI Arrived
At some point, and I’d argue it happened gradually, then all at once, consumers stopped taking things at face value. Not because they became cynical, but because they became capable. Information became abundant, platforms multiplied, and the cost of double-checking something dropped to almost nothing. So people started doing it. Constantly. By the time LLMs arrived, the average consumer was already running their own informal verification process before every meaningful purchase. They were piecing together opinions from different corners of the internet, weighing peer input against expert opinion, and rarely trusting any single source. LLMs didn’t teach them to do that. They just made it faster.
Discovery Is No Longer Enough
That’s the part I think businesses are still underestimating. The question is no longer whether your brand gets discovered. It’s whether your brand survives scrutiny. Whether the story you tell in your marketing holds up when someone cross-checks it somewhere you don’t control.
What Our Research Revealed About Trust
I’ve explored this in much greater depth, including what a survey of nearly 500 consumers across different age groups revealed about how trust actually works today, in a piece I recently published on The Next Web. If you work in marketing, sales, or run a business that depends on earning customer confidence, I think it’s worth your time.
Read the full article on The Next Web
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