Son, Let’s Have the Conversation

Yes I know. It’s January.

This isn’t another prediction piece—I can’t even plan my next week with certainty, let alone forecast 2028.

But amidst the noise of crystal balls on LinkedIn this month, a perspective caught my imagination. It framed a subtle shift in behavior I hadn’t fully recognized:

‘Let me just ask my AI’

On a recent Decoder podcast, Microsoft AI CEO Mustafa Suleyman painted a vision of Conversational AI interfaces becoming a core part of the search experience. His argument? Conversational interfaces will become not just tools but companions—integral to how we interact with information, brands, and even decision-making itself. You can hear the full discussion here.

Growing up as a millennial, I’ve had plenty of “mind-blown” moments: accessing the Internet on my dad’s computer, reconnecting with old friends on Facebook, using Shazam to name that song, and, of course, Search—my entry point to almost everything.

According to Suleyman, this entry point is evolving. In the near future, Search won’t begin with “What should I type on my search engine?” but rather:

• “What does my AI think about this?”
• “Can my AI save and organize this for me?”

Our personal AI companions will become intuitive interfaces, adapting responses to our context, negotiating on our behalf, and filtering opportunities.

?

Putting this in human terms

Conversational AI doesn't seem like just a technological shift—it’s actually a transformation of how consumers engage with everything, including brands.

Picture this: I whisper to my AI, “What do I need for a sub-4-hour marathon?” Shopee, Asics, or SportsDirect won’t dictate the response. Instead, my personal AI will curate options, bypassing traditional advertising and commoditizing service providers.

In the commerce and marketing landscape, this raises a fundamental question: What do we do when discovery and engagement are mediated by AI?

Suleyman predicts that within two to three years, AI companions will be animated, conversational, and seamlessly integrated into cultural spaces like TikTok and Instagram. For us Marketers in APAC, this isn’t a distant future—it’s tomorrow’s challenge.

The evidence is pointing to voice-first experiences to be transformational and they will represent a new entry point for consumers.

Are we ready to have the conversation?