How AI Will Impact The Marketing Funnel

This week eMarketer shared compelling research that AI agents will shrink ad opportunities at key stages of the consumer journey. At particular risk is lower funnel – every performance marketer’s security blanket. 

Why spend time clicking around Google search results when AI can do that work for you and give you the answer you need? 

Which stage will have increased opportunity, necessitating increased focus? 

Awareness. 

Starting, like yesterday, marketers will need to justify increased ad spend in awareness campaigns. Awareness campaigns generally equate to “upper funnel” media channels, e.g. TV; audio – and those are tougher to measure. 

That is, without media mix modeling.