Melissa Minkow

Melissa Minkow, Global Director of Retail Strategy and Insights at CI&T, brings her expertise in consumer behavior to the discussion. She reveals how the linear shopping journey has collapsed, making buyers more fluid in their decisions. With 74% of consumers using AI tools, the need for brands to weave into customer conversations is crucial. Each social platform plays a unique role in the buying process, particularly how invisible transactions, like those on TikTok, drive sales. Melissa emphasizes that brands must reduce friction and focus on authentic experiences.