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Marketings New Middleman AI Agents

April 14, 2025•By Natasha Sommerfeld, Rishi Dave, and Daniel Webster-Clark•Original Link•2 minutes
AI Marketing
Customer Journey
LLM Optimization

From discovery to decision large language models are starting to gatekeep the marketing funnel so brand stewards must learn to speak their language

The Shift to AI-Powered Buying Journeys

Buyers are increasingly relying on generative AI tools like ChatGPT and AI-enhanced search engines (Google, Bing) for product research and recommendations. Key data points:

  • 80% of US consumers use "zero-click" AI results for 40%+ searches (Bain & Company)
  • Company website traffic dropped up to 30% (HubSpot)
  • AI referral traffic growing ~40% monthly (Scrunch AI)
  • Retailer traffic from AI sources surged 1,200% (Feb 2025 vs. July 2024, Adobe Analytics)

Traditional digital buying journeys are being disrupted Source: Bain & Company

The New Funnel Dynamics

AI agents compress the traditional linear buying journey by:

  • Eliminating middle-funnel steps (comparisons, reviews)
  • Offering personalized recommendations that improve over time
  • Achieving 2x conversion rates vs. Google search for some journeys

Consumers trust AI most for:

  1. Learning (68%)
  2. Shopping (62%)
  3. Styling advice (58%)

US consumers trust generative AI more for lower-stakes activities Source: Bain–Dynata Generative AI Consumer Survey

What LLMs Value in Content

Marketers must optimize for AI agents that prioritize:

  • Third-party validation: 90% of nonbranded queries use third-party sources
  • Conversational text: Blogs over webinars
  • Structured data: Ordered lists, definitions
  • Clean sites: Avoid outdated content
  • Earned authority: Media citations, expert commentary
  • Customer conversations: Forum presence, reviews

Three Steps for Adaptation

  1. New Metrics: Track AI referral impact
  2. Journey Mapping: Scorecard AI funnel performance
  3. Rapid Testing: Run influence experiments

About Scrunch AI

"To succeed in the era of LLMs, marketers must optimize for AI agents—not just humans."

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May 5, 2025•Mercedes Cardona

Key Insights from the AI Marketing Summit in New York

Marketers recognize AI as essential as electricity, grappling with ethical and operational challenges while integrating it into their strategies.

AI Marketing
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April 14, 2025•Roger Montti

Marketing To AI Agents Is The Future Research Shows Why

AI agents are increasingly researching purchase decisions on behalf of consumers New research shows what influences them the most

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About the Author

Dr. Sarah Chen

Dr. Sarah Chen

AI Research Expert

A seasoned AI expert with 15 years of research experience, formerly worked at Stanford AI Lab for 8 years, specializing in machine learning and natural language processing. Currently serves as technical advisor for multiple AI companies and regularly contributes AI technology analysis articles to authoritative media like MIT Technology Review.

Expertise

Machine Learning
Natural Language Processing
Deep Learning
AI Ethics
Experience
15 years
Publications
120+
Credentials
3
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