Commerce AI has a measurement problem no one is talking about

The article argues that consumer product discovery is moving away from brand websites and into AI answer engines, where shoppers ask what to buy and where to shop. It says existing analytics tools miss this shift because they only measure visitors who arrive, not shoppers who were diverted earlier by AI recommendations.

Commerce measurement is being forced to evolve beyond site traffic, SEO rankings, and conversion funnels. As AI platforms become a new decision layer, brands may need visibility into AI-driven discovery to understand market share losses that never appear in conventional dashboards.