Following through from the previous column, here are some steps D2C (direct-to-consumer) startups can take to counter the impact of AI on traditional digital commerce models. Obviously, the answer is not to abandon digital marketing but rethink how demand and discovery are created.
Traditionally, internet businesses focused on ranking high on Google for keywords to attract traffic. If the business failed to rank high organically, there was always Plan B to attract traffic through paid search.
But in the AI era, owning the consumer’s mind is more important than owning a keyword. Some of India’s most successful consumer startup brands, such as Lenskart, Mamaearth, Sugar Cosmetics and Wakefit, did not succeed merely by ranking on Google searches but also investing heavily in influencer marketing, brand storytelling, and omni-channel presence. When a shopper searches for ‘Wakefit mattress’, instead of ‘best mattress’, the buying decision has almost been made. Strong brand recall is the best defence against AI disruption. This also means it will no longer be easy to launch a purely online brand and hope search traffic will deliver.
Increasingly, consumers discover products not through search engines but Instagram Reels, YouTube videos, and influencer content. A skincare routine video or gadget review triggers purchase intent long before search happens. For younger consumers especially, discovery begins with content, not search. This is why D2C brands must double down on creator partnerships and social media storytelling.
Building direct relationships with customers is critical. Email, loyalty programmes, and brand communities allow companies to maintain direct communication with their audience. These channels are not controlled by the algorithms of Google or Meta. Once a brand owns a customer relationship, repeat purchases are far easier to drive. Unfortunately many D2C startups have fallen for the “mobile-first” theory — believing only a phone number is enough — and miss out on capturing a simple email id.
An emerging tactic is what some marketers call “answer engine optimisation” — instead of writing content purely to rank on Google, companies are now creating structured, authoritative content that AI systems can reference when generating answers. The goal is to not just appear in search results, but be cited by AI itself.
So far, consumers have searched for products and brands have competed for clicks. In the future, AI systems and creators will increasingly recommend products. Brands that build trust, storytelling, and community will continue to thrive. In the AI world, the winners would be not the most optimised websites but the brands consumers remember and the brands that ChatGPT cannot ignore.
(The writer is a serial entrepreneur and best-selling author of the book ‘Failing to Succeed’; posts on X @vaitheek)
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Published on March 30, 2026