During the recent Google I/O event, the emphasis was on how AI is reshaping the search experience, particularly for businesses. Key features such as Universal Cart and agentic booking allow consumers to shop and book services seamlessly, but they also introduce significant challenges for brands. The Universal Cart enables users to add products from various sources into a single cart, effectively bypassing merchant websites. This shift raises concerns about brand visibility and the potential for businesses to lose direct customer engagement. Local service providers face additional pressure as Google's AI can book services directly, making immediate responsiveness crucial. Marketers are now grappling with a new landscape where traditional metrics of success, such as clicks, may no longer apply. Instead, visibility and the ability to be recommended by AI agents are becoming paramount. However, Google has not provided clarity on how recommendations are made, leaving businesses to navigate this new terrain with limited information. As AI continues to evolve, the implications for e-commerce and local businesses are profound, requiring a reevaluation of existing strategies and metrics.