Heather Horton reveals the new visibility crisis: When AI, not search, decides what consumers see

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Heather Horton, main image, founder of Female Founders London and founder and CEO of Ecrubox, an e-commerce strategy, marketing and development agency, observes a shift in how consumers discover products today. “More people are turning to AI-powered assistants for recommendations, research and guidance before visiting a brand’s website,” she says.

In Horton’s view, this evolution introduces new considerations for businesses that have traditionally focused most of their attention on conventional search visibility.

As consumer behavior evolves, the path to purchase appears to be becoming more condensed. A journey that once involved multiple searches, several websites and extensive comparison shopping may now begin with a single question posed to an AI assistant.

According to Horton, this increasingly positions AI as an early touchpoint in product discovery, particularly for consumers seeking quick recommendations, curated options or answers tailored to specific needs.

Her experience advising e-commerce brands has led her to view this transition as a story about how people prefer to gather information and make decisions.

AI-powered searches: crunching the numbers

This shift seems to be gaining momentum. According to an industry report on AI-powered search, roughly half of consumers now use AI-assisted search tools, and a growing share of buying decisions may be influenced by these experiences.

The report also notes that AI is increasingly playing a role throughout the consumer decision journey, from early research to purchase consideration.

For brands, this introduces an important distinction. “Traditional search visibility is still valuable, but AI-generated recommendations often draw from a much broader collection of signals,” Horton states.

She notes that customer reviews, community conversations, editorial coverage, industry commentary and independent third-party mentions can all contribute to how a brand is represented when an AI system generates an answer.

“A strong website and good search rankings aren’t always enough. If a company’s overall digital footprint is limited, AI recommendation systems may still struggle to highlight it,” she adds.

The importance of brand reputation online

This is one reason Horton believes brand reputation across the wider internet is becoming increasingly significant. She notes that when consumers ask opinion-based questions, AI systems frequently synthesise information from public discussions and shared experiences. As a result, visibility is often influenced by the collective conversation surrounding a brand, not solely by information published on its own website.

“Brands earn attention through the stories people share about them,” Horton says. “The digital conversation has become part of the customer experience, and every authentic interaction contributes to that narrative.”

Through Ecrubox’s work with consumer and direct-to-consumer brands, Horton has observed that many organisations still devote substantial resources to traditional search rankings while spending comparatively little time evaluating how AI systems describe their products. She believes a useful starting point is understanding the answers consumers receive when they ask buying-related questions.

That visibility may offer valuable insight into brand perception, category positioning and opportunities for stronger communication. Ecrubox utilises AI visibility measurement and monitoring capabilities to help clients better understand this emerging environment.

At the same time, Horton emphasises that visibility should be built through authentic participation and genuine advocacy. She encourages brands to cultivate engaged communities, support customer conversations, earn credible media attention and publish useful content that reflects expertise and transparency. In her view, meaningful mentions and shared experiences can contribute substantially to how AI systems understand and reference a brand.

Another dimension of this conversation involves transparency. Consumers, in Horton’s experience, increasingly seek information about sourcing, ingredients, sustainability initiatives and company values. She notes that AI systems often reference a brand’s own published materials when responding to factual or technical questions. “If information is accessible and well documented, it may be easier for those systems to incorporate it into their responses,” Horton states.

She adds that this can create an opportunity for brands to communicate with greater depth while supporting consumer confidence throughout the research process.

Why human expertise is still indispensable in the age of AI

Even as AI becomes more prominent, Horton views human expertise as indispensable. Technology can accelerate analysis and content production, yet she emphasises that strategic thinking still depends on understanding consumer psychology, brand identity, emotional motivations and long-term business objectives.

“Technology can organise information at remarkable speed,” Horton says. “Meaning comes from human judgment, context and the ability to understand why people connect with certain ideas, products and experiences.”

That philosophy aligns with Ecrubox’s broader work, which combines e-commerce development, marketing expertise, audience insight and strategic guidance to help brands grow in a changing environment. Horton’s perspective is that successful adaptation begins with curiosity, informed observation and a willingness to understand how discovery is evolving across digital channels.

Overall, Horton believes brands have an opportunity to broaden how they think about visibility as AI-assisted discovery becomes a larger part of the buying journey. Those who invest in trustworthy content, community engagement, transparent communication and a clear understanding of their digital reputation may be better positioned to participate in the conversations that influence consumer decisions.

For more information about Ecrubox, visit here