Agentic Moment of Truth: the era in which AI decides with and for the consumer

AI is not just changing how we search for products. It is redefining who we are as consumers and who brands must become to exist in this new world. P&G gave us the First Moment of Truth (the shelf). Google gave us the Zero Moment of Truth (search). Now, we are in the Agentic Moment of Truth: the moment when AI surfaces needs the consumer didn't even know they had, builds a narrative around the choice, and returns 3-5 options. Anyone who doesn’t appear in those 3-5 is simply absent.The Agentic Moment of Truth is not about search; it’s about discovery. The consumer delegates to AI not just the selection of options, but the very definition of the need. This talk presents the results of the first systematic Italian research—combining quantitative data, qualitative interviews, and focus groups—to begin understanding this phenomenon in its entirety.