In this radio interview on COPE’s La Tarde, BCG’s Javier Pérez Moiño, Managing Director and Partner, reflects on how generative AI is reshaping the way consumers discover, evaluate and choose brands. Drawing on BCG whitepaper The Algorithm Makes the Shortlist, he explains that 53% of consumers already use AI for everyday searches, while one in four ends up choosing a brand they did not previously know after interacting with these tools.
Javier argues that the shift goes well beyond search efficiency, and that the traditional journey through links, websites and comparisons is increasingly being replaced by a conversational interface in which AI progressively shapes consideration and choice. This has significant implications for brands, as visibility depends less exclusively on advertising scale and more on whether AI systems can clearly identify, interpret and recommend them. In this environment, Javier explains that companies need to rethink both their content and their digital reputation, ensuring that information is structured, relevant and credible enough to become part of the AI-generated conversation.