One signal

AI tools are joining the buyer journey before a customer reaches a company’s website, argues a group of Forbes Agency Council contributors. Their practical warning for marketers: clicks and form fills may no longer show the whole path to a purchase.

The contributors suggest making useful information easy to find across AI tools, search and other places where buyers do their research. It’s a timely nudge to rethink the funnel, though these are contributors’ views, not a measured study of how much behaviour has changed. If AI assistants are influencing shortlists before a website visit, should marketers prioritise visibility in AI answers or keep measuring the channels they can track?

Discuss: Should marketers prioritise visibility in AI answers or keep measuring the channels they can track?

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