As marketers, we love to say we’re “embracing AI.” Meanwhile, AI is doing something much bigger: it’s reshaping demand itself. Not just the tools we use. Not just the workflows we automate. The actual way people discover, evaluate, and choose products is changing, and marketing, bless it, is still acting like this is a minor software update. For years, we obsessed over channels. Search. Social. Email. Retail media. The logic was simple: find attention, capture intent, convert