Lately, there has been increasing talk about how’Artificial Intelligence is revolutionizing the way we search, discover, and buy online. And indeed it is: emerging technologies and the evolution of algorithmic logic are redefining customer-brand interactions throughout the customer journey. But what is really happening? And above all, how can we navigate this new context without being overwhelmed? At the bottom of the article you will find a concrete proposal to address these changes in a more conscious and direct way.
As always in times of transition, the solution is not to panic, but to observe with curiosity and a practical spirit. Because while on the one hand the marketing funnel as we knew it is losing its linear and reassuring shape, on the other hand it is increasingly important to commit to build strong and lasting relationships with our contacts. Today more than ever, invest in your own community and owned channels (like the newsletter, for example) is a strategic choice that can make all the difference.
Shall we try to put things in order? Let's start right where it all began: from the Customer Journey and how this concept needs to be rethought in a more fluid and realistic way.
How the Customer Journey is evolving
For years, the concept of Customer Journey It was a compass. It helped us understand how people move when they approach our brand, how they decide whether to trust, whether to buy, whether to stay. Attract, convert, retain: this was the model. A (more or less linear) step-by-step path upon which we built strategies, content, and campaigns. And even though it was never truly “perfect,” the funnel helped us have a thread to follow.
Today, however, that map is no longer enough. People's behavior has become much more fluid, fragmented, and less predictable. Users no longer search in the same way, nor on the same channels: increasingly rely directly on’Artificial Intelligence. And they receive prompt, personalized responses, without even going through a website, a blog, or a social media post.
To make ourselves clearer:
- An example of a traditional funnel is this: a person sees a post on Instagram, gets curious, visits the brand's website, perhaps reads an article on the blog, signs up for the newsletter, compares a few reviews, explores the products on the online shop, and finally decides whether to buy.
- With AI, the same user can simply ask ChatGPT “What is the best birthday gift for a vegan girlfriend who loves cooking?” and immediately receive a response with helpful suggestions, a selection of products, a brief explanation of why she might like them... and direct links to buy them.
The linear funnel is replaced by a more fluid dynamic, almost circular, where the user enters and exits at different points, often already very close to conversion — but without having gone through all the steps of the “classic” Customer Journey.
What does this evolution entail?
- First of all, a progressive decrease in organic traffic to websites: people find the answers directly in the overviews generated by’Artificial Intelligence, without having to click on external links.
- I blog, which for years have been fundamental tools for discovery and organic positioning, they risk suffering a drop in readership. The concise answers provided by AI, which are faster and more contextual, anticipate the user's need and reduce intermediate steps.
- Reduced organic visibility on social medianot so much due to the direct effect of AI, but rather because the algorithms themselves show fewer and fewer non-sponsored contents, making it difficult to reach one's audience consistently.
- A new approach to content creation, which must also be designed to be understood (and valued) by Artificial Intelligence.
Will the classic list of blue links on Google disappear? It is plausible, but only time will tell. To better understand what we are talking about, it is worth taking a closer look at how search intents are changing and what role AI plays in deciding what to show us (and what not to).
How search intents change: The role of AI Overviews
Google is changing its skin: with the introduction of AI Overview, online search too — one of the tools that has most shaped the way we stay informed and make decisions — is entering a new phase.
What is AI Overview?
AI Overview è una nuova funzionalità di Google che utilizza l’Intelligenza Artificiale per generare risposte sintetiche e personalizzate direttamente nella pagina dei risultati di ricerca, accompagnata da una selezione di fonti che l’utente può esplorare, se vuole.
The user experience on Search is transformingpeople no longer consult a list of links, but receive ready-made answers, complete with text summaries and integrated references. It is as if Google is no longer just a search engine, but is becoming an assistant capable of returning solutions without the user having to click anything.
An independent study conducted by Kevin Indig — Growth advisor, whose Growth Memo newsletter on Substack it has over 20K subscribers — it analyzed over 400 real interactions with AI Overview by 70 US users. What emerged?
- When an AI Overview response is shown, website clicks are dropping the 28% on desktops and the 38% on mobile devices.
- Yet, 80% of people find the final answer to their question in the organic resultsa sign that websites remain relevant, but in a different way. Perhaps AI Overviews are not (yet) a final destination, but just the beginning of the journey?
- The user filters the information obtained from the AI by asking themselves two key questions: “Do I trust this source?” and then “Does it answer my question?”. Authority is the key.
- Younger generations (Gen Z and Millennials) rely more naturally on AI responses, while the over-55 demographic tends to prefer blue links.
The focus shifts from the classical concept of ranking (appear at the top of Google results) to that of visibility and trust, to be present and recognizable in the synthetic answer generated by the AI.
And the keywords? They are changing too
On Google we tend to no longer just search Long tail keyword like “best restaurant in Milan”, but asking much more conversational and detailed questions, for example “Where can I eat well in Milan with vegetarian options and a relaxed atmosphere?”.
That is why today, when we design our website pages, write a blog post, or even a social media post, it is important to do so as if we were answering a real question from our target audience, as if every content were a small one prompt.
This new era does not reward those who shout the loudest, but (as we have always believed, after all) those who respond best and with the greatest care. And this, for those who work with authenticity and vision, it can be an opportunity.
Yet in all of this, one question remains open: if the customer journey is so fragmented and increasingly less visible… can we still measure it?
And data measurement? Fewer clicks, more relationships
One of the challenges that Artificial Intelligence poses to us is precisely data tracking. Even before, in an already strongly multi-channel context, it was not easy to understand with precision the steps taken by the user to reach our brand. Today, with increasingly fluid journeys mediated by AI responses, the issue becomes a bit more complicated.
If someone discovers us through a suggestion generated by ChatGPT with an AI Overview on Google, how can we know what it saw, what struck it, what convinced it?
What meaning do page views on our website assume? Clicks on our e-commerce? Likes on our social media posts?
This new awareness leads us to change our perspective. In a world where everything is more fragmented, what we can build and preserve over time takes on even greater value: relationships. The real ones, the ones that resist platform, format, and algorithm changes.
Considering that informational search traffic will naturally tend to decline, everything that feeds [it] becomes central again curiosity toward the brand and its reputation. Not only the online networking, but also that one offline it can have a very concrete impact on branded traffic. And mentions by stakeholders, media, or similar entities play a key role in making a brand visible and credible.
Activities like the stakeholder mapping — or the strategic mapping of people, brands, and communities relevant to our business growth — become central: understanding who to involve, how, and when truly makes a difference in building authentic connections and strengthening our presence, even outside the platforms!
If you follow the Blog flowerista for a while, this concept will be familiar to you. We have always maintained that Investing in relationships and proprietary channels (such as the newsletter) is a strategic choice. But it is also a gesture of cure: a way to speak continuously, authentically, and respectfully with those who have chosen to stay in touch with us. Having a direct channel means being able to face the uncertainty of digital transformations with peace of mind. Because even if you won't know exactly how to track user data, you'll know how to keep communicating with them.
Did you know that a concrete tool, designed specifically to cultivate your Community, is GetResponse? Soon we will tell you more about how this all-in-one platform works!
E-commerce and Artificial Intelligence: What changes in the purchasing journey
Online purchasing dynamics are changing profoundly, and not only due to what let's choose, but for come We will get there. Therefore, it is fair to ask: what is the impact of Artificial Intelligence on the world of ecommerce?
Today, AI doesn't just support product search, it anticipates it, offering pre-selected solutions based on needs, context, and preferences. Not only user behavior is changing, but also the timing and spaces of discovery.
You can ask Google “What is the best water bottle for summer hiking” and directly receive a selection of products, with descriptions, technical features, and even the purchase link. All without ever visiting a website. Remember?
Try following this example:
Awareness phase
– Prima: il potenziale cliente cerca su Google “scarpe da trekking estive” e clicca su uno dei primi risultati.
– Oggi: può chiedere all’AI “Consigliami scarpe da trekking per sentieri facili in Alto Adige, che non facciano venire le vesciche” e ricevere suggerimenti già filtrati per contesto, caratteristiche e utilizzo.
Consideration phase
– Prima: l’utente consulta più siti, confronta i modelli, legge le recensioni.
– Oggi: chiede direttamente all’AI “Meglio il brand X o Y per grip sul bagnato?” e riceve un confronto sintetico, con pro e contro già pronti.
Purchase Phase
– Prima: l’utente naviga tra categorie, applica filtri, valuta le descrizioni.
– Oggi: può cliccare direttamente su un link suggerito dall’AI in base alle caratteristiche richieste e atterrare sulla pagina prodotto. E se l’esperienza è veloce, chiara e mobile-first, l’acquisto è questione di un attimo.
After-sales phase
– Prima: il cliente riceve un’email automatica, seppur profilata.
– Oggi: riceve un’email ancora più personalizzata “Hai già fatto la tua prima escursione? Vuoi consigli per mantenere le scarpe al meglio?”. E al prossimo accesso, l’AI può suggerire altri modelli interessanti per lui/lei o accessori compatibili.
The aspect not to be underestimated is that OpenAI has started to insert products directly into the responses generated by its models. An active affiliation system does not exist yet, but it is clear that we are moving toward an experience where product discovery and choice happen within the AI interface, with no more intermediate steps. The comparison process is shortened, and AIs are becoming the new digital personal shoppers.
So, What can an e-commerce manager do?
– Optimize product pagesclear, complete, readable for the target audience but also for Artificial Intelligence. A good product page does not simply list features, but answers real needs, contexts of use, and implicit questions.
– Guard the “credible” places for AIYouTube, Reddit, industry forums… These are the places where AI looks for validation before proposing an answer.
– Tell the brand story, not just the productwho has a recognizable voice, a solid reputation, and a consistent style is more likely to be cited and recommended.
If e-commerce shows us how emerging technologies are transforming moments of choice into something faster and more guided, the tourism sector shows us another side of the same revolutionwhen what changes is not just the purchase of a product, but also how we imagine and plan the experiences we want to live. We can see this better in the next paragraph.
How tourism marketing changes with Artificial Intelligence
Tourism is, by its very nature, a deeply experiential and relational. It is made of desires, expectations, inspirations. It is also one of the fields where Artificial Intelligence is intervening most decisively.
For some time now la Customer Journey turistica è tutto fuorché lineare: l’utente può iniziare con una ricerca su Google, lasciarsi incuriosire da una foto su Instagram, leggere una recensione su Booking e infine prenotare tramite un link su WhatsApp. Ma oggi, con l’AI, il percorso sta diventando ancora più ibrido.
La fase della scoperta sta cambiando profondamente: oggi molte persone non cercano più “vacanze in Puglia”, ma chiedono direttamente a un assistente AI “Organizzami un weekend rilassante con terme, cibo locale e natura.” La differenza è evidente: l’utente riceve una risposta già pronta, spesso con destinazione, attività e addirittura hotel o ristoranti suggeriti.
Se la tua struttura, il tuo pacchetto turistico o la tua esperienza locale viene citata tra le fonti che l’AI utilizza per costruire quella risposta, allora avrà molte più possibilità di entrare nel radar decisionale del potenziale cliente. Ecco perché oggi più che mai serve una comunicazione che sappia rispondere, non solo promuovere. Ed è importante fare in modo che, ovunque e comunque l’utente ti incontri, trovi coerenza, valore e fiducia.
Come può fare un brand che opera nel turismo a farsi trovare (e ricordare)?
– Pensa come se stessi scrivendo un prompt: il tuo sito presenta descrizioni chiare, emozionali ma precise, con immagini e informazioni aggiornate? Titoli e testi rispondono a domande reali? Non più solo parole chiave come “Hotel con piscina a Siena”, ma “Dove dormire a Siena in estate con bambini” o “Perché scegliere l’hotel XY per una vacanza romantica in Toscana”.
– Presidia i luoghi digitali da cui le AI pescano contenuti: cura la tua scheda Google My Business, sii presente su Google Maps, YouTube, piattaforme come TripAdvisor, blog e portali autorevoli.
– Punta sull’esperienza (davvero) personalizzata: l’AI può suggerire una meta, ma sei tu a offrire l’accoglienza vera. Racconta cosa rende il tuo posto speciale, punta sul valore, fai emergere la tua identità.
– Coltiva relazioni dirette: newsletter, micro-community e contatti personali valgono più di mille clic! Punta su canali proprietari dove nessun algoritmo decide chi vede cosa.
Una narrazione ben fatta, utile e in linea con il tuo pubblico target aiuta anche l’AI a capire dove e quando suggerirti. È il valore che offri ad accendere l’attenzione: viene premiato chi sa offrire valore autentico, cura nella relazione, contenuti pensati per rispondere (prima ancora che per convincere).
Oltre il funnel, verso un marketing più umano
Tutto quello che abbiamo visto finora ci porta a una consapevolezza che, in fondo, era già nell’aria: le persone non si muovono secondo schemi prevedibili, non passano da uno step all’altro come in una presentazione in PowerPoint. E a volte comprano in modi che non possiamo più tracciare. Non è il caos, è la realtà di oggi, e possiamo prepararci per gestirla al meglio.
Certo, il funnel classico fatica a starle dietro. Ma non è detto che dobbiamo buttare via tutto: semplicemente, serve un nuovo modo di pensare alla relazione con il nostro pubblico. Un modo che non abbia paura della frammentazione, ma che scelga di coltivare connessioni più forti, più durature, più nostre.
E allora sì, diventa fondamentale assicurarsi i propri spazi: una newsletter ben scritta, una community viva, un luogo dove la conversazione possa continuare anche quando gli algoritmi cambiano. In un mondo dove l’Intelligenza Artificiale fa da filtro, da vetrina e da suggeritore, avere un canale diretto fa tutta la differenza.
Perché alla fine non serve sapere tutto, ma esserci davvero, con coerenza, valore e voce propria. Per chi ha costruito il proprio progetto con cura, ascolto e visione, questo cambiamento non è un ostacolo. È un’occasione per farsi riscoprire nel modo più umano possibile.
GetResponse: la piattaforma per coltivare la tua community (libera dagli algoritmi)
In un mondo in cui tutto si muove in modo rapido, fluido e spesso invisibile, avere uno spazio proprio diventa una necessità. Un luogo in cui poter parlare con la propria community in modo diretto senza dover passare per filtri o algoritmi.
Una risposta concreta a questa esigenza è GetResponse. La piattaforma nasce come software di email marketing, ma è molto di più di un software di email marketing: una vera e propria piattaforma all-in-one pensata per aiutarti a far crescere il tuo business e a gestire le relazioni con il tuo pubblico in modo sostenibile nel tempo.
Cosa puoi fare con GetResponse:
– Inviare newsletter professionali che riflettono davvero la tua voce e i tuoi contenuti;
– Creare landing page, form di iscrizione e strumenti di engagement personalizzati per ampliare e segmentare la tua audience;
– Impostare automazioni intelligenti, per seguire il comportamento del tuo pubblico e adattare il messaggio al momento giusto;
– Gestire facilmente eventi formativi online, in diretta o registrati, gratuiti o a pagamento, senza costi nascosti.
GetResponse integra strumenti di Intelligenza Artificiale basati su OpenAI che ti aiutano a creare contenuti più velocemente, con suggerimenti pensati per ottimizzare i tuoi messaggi, senza mai perdere il tocco umano.
Il modo migliore per affrontare il futuro è iniziare a costruirlo, relazione dopo relazione!
Client Director for Flowerista. I come from the world of Digital Marketing, the kind that is gentle, delicate, and open to the constructive exchange of opinions. A compulsive reader, an animal and nature lover, I never tire of learning and challenging myself.