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How is AI changing how potential customers interact with marketing content?

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

'Instinct becomes the backup plan instead of the default': How marketers can beat data overload to make better decisions