23/03/2026
This piece from Harvard Business Review stopped me mid-scroll , and for good reason.
According to Wharton professor Stefano Puntoni, we are in the middle of two concurrent revolutions that will fundamentally reshape how companies compete for customers - one around how people search for information, and another, just getting started, around who actually makes purchasing decisions.
Think about what that really means. Conversational AI is quietly replacing traditional search. People are no longer typing queries into Google and clicking through to your website , they're asking AI for recommendations and trusting the answer.
At the same time, AI agents are beginning to influence, and in some cases make, buying decisions on behalf of consumers entirely.
For Caribbean businesses and sports organizations, this is not a distant trend, it is happening now.
If your brand is not showing up in AI-generated answers, if your content is not structured for machine readability as much as human appeal, and if your marketing strategy is still built around the old search playbook — you are already playing catch-up.
The shift is not just technical. It is strategic. The question your business needs to be asking is no longer "How do we rank on Google?" It's "How do we show up in AI-driven decisions?"
That means building content, data, and systems that are AI-ready , and the time to do that is now, not next year.
We're paying close attention to this at LGC. It's shaping how we guide our clients on digital strategy, content, and brand positioning across the region.
🔗 Full article: hbr.org/2026/02/ai-is-upending-marketing-on-two-fronts
Artificial intelligence is driving two overlapping shifts that are reshaping marketing. First, conversational AI is displacing websites and traditional search as the way people learn about products, shrinking traffic, narrowing choice, and forcing companies to rethink visibility when answers are gen...
