I Told You So

Australia, We Have 6 Months - Maybe less.

Dec 01, 2025

The Customer Journey that you built will not survive, some parts might be salvageable, but most of it needs rethinking from the ground up.

Last week, OpenAI and Perplexity launched shopping agents. Research, compare, purchase.

Australia lags US tech adoption by 3-6 months. This pattern has held for every major platform shift: iPhone, Facebook ads, Google Shopping, Instagram commerce.

By March 2026, Australian customers will expect the same experience Americans are using now.

Back in September, I wrote about spending thousands on a renovation without touching Google once. No websites. Read it HERE.

At the time, people wrote it off. “Yeah, interesting story Ramon, but that’s not how my customers buy.”

OpenAI and Perplexity now enabling ‘in platform commerce’ will now make this mainstream.

How I bought new boots today

What you spent years building (the journey, the touchpoints, the funnel) will soon need to go in the bin unless you act now.

LET ME ASK YOU THREE QUESTIONS

Think of them in the perspective of being found on Google.

Do you want to be found by new customers?
Do you care what customers say about your brand?
Do you want to be visible to customers looking for your product or service?

How many of you know the answers when the customer asks an AI instead of a search engine?

Let me walk you through it.

WHAT GETS MEASURED GETS IGNORED

CLOSING

Three months ago, I told you the customer journey was collapsing. Most people thought I was over-cooking it.

This week proved otherwise.

Everything you built (websites, funnels, attribution models) assumed customers would behave the same way they did for the last decade.

I started my career at Yellow Pages. At that time, it had the power of Google. You needed to be there if you had a business. It was a global powerhouse.

When was the last time you saw one?

The Yellow Pages knew the internet was coming, but they treated it like tomorrow’s problem. Even great brands lose relevance when they fail to adapt.