The 10% Myth: Your Smallest Channel May Be Your Most Influential

How AI is rapidly reshaping the role of digital influence

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Digital influence is no longer a new concept, but AI is rapidly reshaping its role. While some business leaders may still dismiss eCommerce as accounting for “only” 5-10% of sales, that view overlooks digital’s far greater impact on consumer discovery and decision-making.

Although the overall level of digital influence remains relatively stable, the nature of that influence is evolving, shifting from digital influence to digital assistance. New research from The 2026 Digitally Influenced Shopper Report reveals that 41% of shoppers now place high trust in AI for product research and comparison, while half of Gen Z and millennial consumers have used AI tools during the shopping journey in the past 12 months.

Join the live session and walk away with:

• The latest insights into how AI is transforming shopper discovery
• A deeper understanding of the digital shelf’s hidden influence on total retail sales
• Compelling evidence that your “smallest” sales channel may actually be your most influential