B2B advertisers using a direct-to-consumer sales model are proactively adjusting their marketing strategies due to the anticipated effects of AI on customer engagement. Amex GBT's CMO highlighted the need for an evolved search strategy as their customer journey is lengthy and reliant on search. Commercetools reported a 20% decline in click-through rates attributed to Google's AI changes, indicating that traffic loss is reshaping the marketing funnel. Zero-click searches are collapsing user journeys, necessitating urgent actions to secure positions in search rankings.
Marketers are recognizing the immediate impact of AI on their search strategies and taking steps to adapt before it fundamentally changes customer engagement.
Amex GBT's reliance on paid search for lead generation highlights the need for companies to reevaluate their search strategies amidst changing consumer behavior driven by AI.
Commercetools has seen a 20% decline in click-through rates since Google's AI Overviews roll-out, signaling a shift in the marketing funnel for search-dependent brands.
Zero-click searches are significantly altering the user journey, pressing advertisers to secure their position in the evolving search landscape that increasingly relies on AI.
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