Decoding AI for Marketing
AI is Changing the Consumer Journey, According to Google and BCG Research
Mar 18, 2025
Sadie Thoma, Director of US B2B Marketing at Google, and Derek Rodenhausen, Managing Director at Boston Consulting Group, explore how AI is reshaping the consumer journey. They discuss the rise of integrated behaviors like streaming and shopping, revealing insights from their research that emphasize the need for marketers to adapt strategies. The conversation highlights how the blending of traditional marketing funnels with AI is essential for effective engagement and dynamic consumer experiences.
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Quick takeaways
- The modern consumer journey consists of streaming, scrolling, searching, and shopping phases that often overlap, challenging marketers to adapt their strategies accordingly.
- AI is fundamentally transforming marketing by enhancing creative development, allowing for quicker production cycles and real-time personalization to boost consumer engagement.
Deep dives
Understanding the Consumer Journey
The modern consumer journey is described as consisting of four key phases: streaming, scrolling, searching, and shopping. Consumers can be engaged in multiple phases simultaneously, such as watching a video while browsing on their phones. This fluidity in behavior indicates that marketers need to tailor their strategies to accommodate overlapping stages of the consumer journey. Recognizing these intertwined phases is crucial for effectively engaging potential customers, as they might be in a discovery moment in one phase while making decisions in another.
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