UNITED KINGDOM / AGILITYPR.NEWS / June 24, 2026 / Ask most retailers how customers find products online and the answer is usually the same: search.

For years, that assumption has shaped everything from website navigation and product categorisation to SEO strategies and paid media campaigns. But according to Ashley Maloney, Co-founder of Firney, customer behaviour has already moved on.

Maloney will be speaking at MAD//Fest London next month, where he’ll explore how product discovery is shifting as consumers grow more comfortable using conversational tools, AI assistants and social platforms to find products, services and recommendations.

The discussion lands at a point where many brands are starting to question whether

traditional website journeys still reflect how people browse. Retailers continue to invest heavily in keyword search and structured navigation, yet behaviour is moving towards more fluid, conversational ways of discovering products - from asking questions to browsing visually and relying on everyday language rather than rigid search terms.

A shopper looking for a jacket, for instance, is far less likely to begin with a precise keyword. They might start with an image, a vague idea, or even a question typed out informally. They expect systems to help refine that intent, rather than simply returning hundreds of options and leaving them to sort through them alone.

For businesses, that creates a challenge. Many ecommerce experiences were designed for a generation of users who were willing to browse category pages, apply filters and refine searches repeatedly. Today's customers often expect answers much sooner.

This change is particularly important for retailers because discovery now frequently starts away from a brand's own website. Consumers are finding inspiration through TikTok, Instagram, AI tools and online communities before they ever arrive on a product page.

“Many still think of search as a technical function, but it's really about understanding intent,” said Maloney.

“Customers are becoming more comfortable asking questions in plain language. The businesses that make those journeys easier are often the ones that keep people engaged for longer and convert more effectively.”

His presentation, ‘Help! I can't sell to lazy shoppers’ will draw on Firney's work across retail and travel, where businesses are increasingly looking at ways to simplify complex journeys, reduce friction and help customers find relevant information more quickly.

Taking place on 7-9 July 2026, MAD//Fest is one of the UK's leading events for marketers, brands and digital specialists, bringing together thousands of professionals to discuss emerging trends in customer experience, technology and media.

With AI continuing to dominate industry conversations, the question of how consumers discover products online will be a recurring theme throughout the event.

Catch Ashley on Tuesday 07 July at 3.35pm on the AI + Innovation stage, MAD//Fest London (Old Truman Brewery, Ely’s Yard, 15 Hanbury Street, London, E1 6QR).

For more information, please visit https://www.firney.com.