AI is transforming how people discover, compare and choose products and services in virtually every sector. However, the impact isn’t uniform across all industries. New research from BCG charts where large language models (LLMs) are most likely to disrupt the consumer journey, grouping the landscape into four distinct archetypes: Breached, Undefended, Contested and Secured. Each category highlights a different way AI is reshaping marketing, discovery and retention — and what brands should be doing about it right now.
Breached: When AI takes over discovery and blows up the funnel
In categories such as travel, news, retail, and health and fitness, AI isn’t just diverting traffic — it’s eliminating the comparison layer altogether. Traditional search, aggregators and even branded content are being bypassed as consumers turn to LLMs for purchase recommendations and accept the output as trusted advice. For businesses that depend on visibility in these legacy discovery channels, this is a serious threat. Many risk being reduced to mere data feeds for AI interfaces, losing both pricing power and meaningful differentiation. The strategic response centers on rebuilding direct connections with customers: loyalty programs, closed-loop experiences, proprietary data, and embedded comparison tools are now essential.
Undefended: High attention, weak loyalty, significant exposure
Sectors like gaming, dating and betting (RMG) haven’t yet been fully displaced by AI experiences. Still, discovery patterns are changing quickly, and brand loyalty is fragile. These companies often lean heavily on performance marketing and frictionless app installs, which makes them particularly vulnerable as visibility erodes across search, app stores and programmatic channels. To avoid becoming invisible, these brands must rethink their approach…