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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The Four S's of the Modern Consumer Journey
- The modern consumer journey involves streaming, scrolling, searching, and shopping–the four S's.
- These stages often overlap, with consumers engaging in multiple S's simultaneously.
AI's Legacy Moment in Marketing
- AI presents a legacy moment for marketers, enabling growth beyond mere efficiency.
- Marketers should shift from discussing AI hype to practical application and strategy.
AI-Powered Personalization
- Marketers were previously limited by tools in personalizing customer touchpoints.
- AI empowers nuanced engagement with micro-moments, enabling tailored experiences.