Will brand no longer matter because of AI?

Brand Isn't Dying. You're Just Looking at the Wrong Part of the Funnel. Every few weeks, somebody declares brand dead because AI is going to handle the discovery, the research, and the decision for the user. Convenient theory. Also one that conveniently ignores about 80% of how marketing actually works. Mordy and Miruna take this one apart. The "brand doesn't matter anymore" argument only holds up if you pretend the funnel ends at the first interaction — no research, no comparison, no loyal...