Comscore at Goafest 2026: AI is becoming India's new gateway to consumer decisions
Comscore's Smriti Sharma told Goafest 2026 that AI is rewiring Indian consumer discovery, pushing marketers from SEO to answer engine optimisation. Indians adopt AI faster than global peers, mixing Gemini, ChatGPT, Perplexity with Blinkit, YouTube and Instagram across fragmented purchase journeys.
What happened
At Goafest 2026, Comscore's Smriti Sharma said AI is reshaping Indian consumer discovery, shifting marketers from SEO to answer engine optimisation. Indian
Why this matters
Scout acquisitions in answer-engine optimisation, prompt-level brand monitoring, and AI-discovery measurement to plug the gap as SEO budgets reallocate toward assistant-mediated journeys in India.
Also reported by
- ET BrandEquity — Same time