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For years, marketers operated under a fairly predictable assumption: most customer journeys began with a search engine or a social platform. That assumption is changing quickly. Today, discovery happens across a growing ecosystem of platforms and interfaces. Consumers are finding brands through AI assistants, social feeds, marketplaces, visual search tools, and traditional search engines simultaneously. Instead of one starting point, there are now many. This shift is creating both opportunity and complexity for brands trying to remain visible. The Rise