Not everything will be invisible.
Smart businesses are identifying the moments of inevitable visibility – points in the task chain where human judgment, preference, or enjoyment is irreducible.
A travel agent might book your entire trip, but you still need to see the final itinerary. An AI might analyze every restaurant in the city, but you still want to see photos of your top three choices. An agent might handle all your e-commerce comparisons, but you still want to unbox the product.
These moments become incredibly valuable.
They’re your chance for brand impression, for differentiation, for building human connection. But they’re scarce. You might only get one or two per entire customer journey.
This scarcity makes them precious.
The businesses that win will be those that can make these brief moments of visibility count – delivering not just information but delight, not just confirmation but anticipation.
