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AI has changed the early stages of the customer journey pretty significantly. People still want to make informed purchase decisions, but increasingly, they’re researching and comparing options inside AI tools and LLMs rather than exclusively clicking through a traditional search results page. That creates a much bigger “dark funnel” for marketers because more of the customer journey occurs in places we can’t easily see or measure. At the same time, the visibility signals we’ve historically relied on are becoming less reliable. Ranking highly on a SERP, for example, doesn’t necessarily translat

Small businesses don't usually have a dedicated marketing team to thoroughly review, analyze, and act on the data that’s collected behind marketing activity. AI-enabled tools can help close that gap and surface insights to help direct the "what's next?" decision. The goal isn't to get every new tool that comes to market, but to make sure the tools they already use provide clear insights quickly. Instead of exporting a spreadsheet and trying to manually figure out why last week's numbers moved, you should be able to just ask the tool. I would start small. For example, business owners could ask