Bonus: Top of Funnel Collapse: How AI & AEO Are Changing Consumer Behavior & How Marketers Can Adapt

Content remains central to brand strategy, yet the rise of AI-driven search and answer engines is fundamentally reshaping how consumers discover products. With 60% of search queries now resolved without a click-through to a website, marketers must adapt by creating structured, authoritative content that satisfies both AI agents and human users. Kimberly Gong, VP of Marketing at Contentful, emphasizes that while AI can streamline translation and global scaling, brands must avoid generic, machine-generated content that erodes consumer trust. Instead, successful growth marketing requires a focus on personalization and continuous experimentation. By starting with small, data-backed segments—such as tailored hero banners or product recommendations—brands can significantly improve conversion rates. Maintaining a distinct, human-centric brand voice remains the ultimate competitive advantage in an era where AI-driven discovery threatens to commoditize digital experiences.