How brand owners can game AI to secure consumers’ beverage of choice – Comment

The drinks industry has spent decades trying to influence one decision-maker: the consumer. Brands have fought for eye-level shelf space, memorable advertising and cultural relevance, because the path to purchase was relatively predictable. Consumers discovered products through advertising, recommendations from friends, supermarket shelves or a bartender’s suggestion.But AI is beginning to change all of that.This isn't because AI is replacing the consumer, but because it is increasingly shaping the decisions the consumer makes before they ever reach the shelf.According to EY’s '2026 Consum