Attribution, AI Agents, and the New Rules of Discovery

Roshni Nambiar, Senior Director of DTC Analytics & Strategy at Unilever Prestige Group, discusses how AI, social commerce, and shifting discovery patterns are reshaping the customer journey in beauty and CPG. She explores why “the path to purchase has become a zigzag line” with no predictable pattern, how TikTok and Instagram now outpace legacy retail channels in growth, and why authentic content rather than SEO tactics is becoming the key to visibility in AI-driven search. The conversation addresses agent-to-agent commerce implications, CAC to LTV ratio fundamentals, attribution model challenges amid fragmented discovery, and the essential role of clean first-party data for segmentation and personalization.