"The traditional customer funnel is quickly giving way to a more fragmented, dynamic and self-directed journey. Today's buyers move fluidly across platforms, channels and touchpoints-often gathering information, building trust and forming preferences long before brands realize they're in the picture. As AI, creator influence and real-time intent signals reshape how decisions are made, brands must rethink where trust is built and conversion truly happens."
"Shift Focus To Discovery In An AI-Driven World Brands should rethink discovery itself because AI has already rewritten it. With buyers now researching through ChatGPT, Perplexity and Gemini Deep Research, which deliver zero-click answers, the journey increasingly happens before you ever see a visitor. Your job shifts from capturing leads to ensuring AI can find, understand and recommend you in the first place. - Matt Wilkinson, Strivenn"
"Design The Validation Phase To Build Trust Brands should rethink the validation phase-that moment consumers ask, "Do I trust this?" This isn't a single step but a repeated loop where buyers turn to creators, reviews, earned media and community signals. Winning brands design this phase intentionally, investing in credible voices and consistency. Trust built here not only converts customers, but also keeps them loyal. - Ted Raad, Trend"
Customer journeys have become fragmented, dynamic and self-directed, with buyers moving fluidly across platforms, channels and touchpoints. AI and creator influence enable zero-click discovery through tools like ChatGPT, Perplexity and Gemini Deep Research, causing research to occur before direct brand interaction. Brands must prioritize discoverability within AI systems and design for continuous engagement by recognizing real-time intent signals. The validation phase now repeats as buyers consult creators, reviews, earned media and communities, so brands should invest in credible voices and consistent messaging. Teams should shift focus from lead capture to enabling AI recommendation and meeting audiences where they are.
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