Marketing’s New Middleman: AI Agents

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)

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%)

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• Clean sites: Avoid outdated content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."