AI Is Collapsing the Funnel: What It Means for Brands and Consumers

By Anees Merchant

The “funnel” is collapsing into a conversation, empowering consumers. As large language model (LLM) agents step between brands and buyers, the consumer journey is no longer a path you push people down; it’s an exchange you’re invited into. In India, this exchange already resembles the following: you describe what you need in everyday language; an AI assistant narrows down options, weighs trade-offs, completes the purchase, and continues to assist after delivery. Assistants are becoming the new storefront, and your brand’s shelf space is the assistant’s first recommendation.

Flipkart’s ChatGPT-powered Flippi was an early signal: a shopping co-pilot that helps undecided users translate intent (“I want a phone for my mom under ₹15k with good battery”) into the right produc