The interest of brands in AI influencers has decreased, but technological advancements could revive their appeal. The traditional marketing funnel, which guided consumers from awareness to purchase in a linear fashion, has become obsolete. Today, the decision-making process is more agile and flexible, driven by consumers seeking inspiration anywhere and demanding reliable information. Artificial intelligence (AI) has transformed this landscape, allowing users to meet complex needs simply and quickly. Google has witnessed this evolution firsthand: AI mode searches are becoming increasingly extensive and sophisticated. The company anticipates that this trend will reduce the time between product discovery and purchase decision. For marketers, this implies much more than a simple technological update: it is a profound change in consumer behavior. People are integrating AI into their daily lives, and brands must adapt to this reality. Here are five new "moments" in the consumer journey driven by AI and their impact on business strategies. AI has turned the physical and digital environment into a vast showroom. Consumers can act immediately on any stimulus, whether online or in real life. Tools like Google Lens or Circle to Search allow users to photograph an object and instantly check where to buy it. These types of searches, far from being casual, reflect a clear intention: one in five searches with Google Lens is for commercial purposes. This means the interval between "I see" and "I want" is drastically shortened. Brands must be prepared to respond to visual and multimodal searches. Today's consumer is direct and specific. Instead of generic searches, they use natural language and detail their needs, trusting that AI will understand the nuances. For example, in 2025, Google's AI mode is available in 40 languages and has over 75 million daily active users. Gemini models enhance intent understanding, allowing for interactive resolution of complex queries. This reduces the consideration phase: AI acts as a personalized advisor, synthesizing information and comparing options in a single interaction. AI also filters the quality of potential customers. By answering basic questions from the start, only genuinely interested users click on links. Thus, the traffic reaching websites is more qualified and more likely to convert. This means that visitors coming from AI-generated summaries are more likely to engage and become customers. Although the purchasing process has changed, trust remains essential. According to a Traackr survey in 2024, YouTube is the primary source of product reviews and opinions for all generations, including millennials and Gen Z. Additionally, 70% of social media users use Google to research and compare products discovered on other platforms. Therefore, appearing in AI summaries is key to influencing the validation moment before the purchase decision. Search is evolving from queries to commands. Users no longer just ask questions; they request specific actions from their AI assistants, such as booking a table or checking a store's inventory. AI agents can perform complex tasks, from managing reservations to alerting about price drops. To participate in this new environment, brands must ensure their data is structured and accessible. Otherwise, they risk being excluded from the options that AI offers to users. Consumers are becoming increasingly comfortable in this conversational and dynamic ecosystem, demanding speed, trust, and seamless experiences. Adapting to these new habits is essential for marketing professionals. As Google recommends, the next generation of consumers is redefining search, and advertising must evolve at the same pace. Source: businessinsider.es