The impact of LLMs on business productivity is now well established. But their immense popularity is also profoundly reshaping digital acquisition channels. The historic dominance of search engines and social media is eroding in favour of a new dynamic, transforming the way people discover and access products and services.
This report explores how conversational platforms are becoming a genuine transactional ecosystem: integrated apps, direct in-conversation purchases, first advertising formats, and new interoperability standards such as MCP and GEO (Generative Engine Optimization).
