The marketing funnel remains a foundational framework for understanding the customer journey from awareness to purchase. But the model faces unprecedented disruption. Generative AI-powered chatbots like ChatGPT and Perplexity now bypass traditional discovery channels, while younger consumers increasingly treat TikTok and Instagram as search engines. All told, two-thirds (66.6%) of US consumers use social for search, per a March EMARKETER survey. Marketers who rely on the linear funnel model risk misallocating budgets and missing where their audiences actually discover and evaluate products.

What is a marketing funnel?

A marketing funnel is a framework that maps the stages a consumer moves through from initial awareness to purchase and loyalty. The traditional model progresses linearly: awareness at the top, consideration in the middle, and conversion at the bottom, followed by retention and advocacy.

The funnel helps marketers allocate resources and messaging to each stage. Top-of-funnel tactics like social media marketing and search engine optimization (SEO) build awareness; mid-funnel content plays like email nurture campaigns and webinars deepen engagement; bottom-of-funnel efforts like product demos and personalized offers drive conversion. Post-purchase engagement through loyalty programs and advocacy completes the cycle.

Why are marketers questioning the traditional funnel model?

The linear funnel assumes consumers progress predictably through stages. Research shows they do not. Google's "messy middle" research identified that buyers loop between exploration and evaluation repeatedly, consulting multiple channels before purchasing.

Three factors accelerate this shift:

• Channel fragmentation. For big-ticket purchases, over half of shoppers check four or more channels before buying, according to Salsify.
• Generational divergence. 73% of Gen Zers discover products primarily on social media; 61% of Gen Xers discover in physical stores, per Salsify.
• AI disruption. Generative AI tools answer queries, and in some cases provide buying options, without sending users to brand websites. This compresses the discovery and consideration phases into a single interaction.

How is generative AI changing product discovery?

Generative AI chatbots and tools like ChatGPT, Perplexity, and Google's AI Overviews answer user queries directly instead of pointing users to websites to find answers. This shifts discovery from search engine results pages to AI-generated summaries, and genAI-powered browsers like ChatGPT Atlas.

The impact on traditional SEO is stark. Only 8% of ChatGPT's citations come from URLs in Google's top 10 organic results for the same query, according to Ahrefs research cited by EMARKETER. Perplexity surfaces top Google links just 28.6% of the time. AI tools lean heavily on community-driven sources: Reddit accounts for 40.1% of all generative AI citations worldwide, per Semrush, followed by Wikipedia at 26.3% and YouTube at 23.5%.

How does social search affect the marketing funnel?

Social platforms now function as search engines, particularly for younger demographics. Nearly 40% of Gen Z uses TikTok and Instagram instead of Google for search, according to Google's own internal research.

This behavior compresses the funnel. Discovery, consideration, and purchase can occur within a single platform session. For brands, social search demands content optimized for video-first discovery rather than text-based SEO. The shift also means that traditional search rankings matter less when audiences bypass Google entirely.

What is generative engine optimization (GEO)?

Generative engine optimization (GEO) is the practice of structuring content so AI systems can understand, extract, and cite it in their responses. GEO differs from traditional SEO because AI tools do not rank pages. They synthesize information and cite sources that provide clear, authoritative answers.

Key GEO principles include:

• Structured content. Use clear headings, bullet points, and FAQ formats that AI can easily parse.
• Community presence. Build visibility on Reddit, YouTube, and forums where AI tools pull citations.
• Entity clarity. Define key terms explicitly so AI understands what your content covers.
• Freshness. Frequently updated content boosts visibility in generative AI results, according to AirOps.

Where are different audiences discovering products in 2026?

Discovery behavior varies sharply by generation, requiring marketers to understand where their specific audiences spend time rather than applying a universal channel strategy.

According to Salsify research cited by EMARKETER:

• Gen Z and millennials primarily discover products on social media (73% and 67% respectively). They also use social platforms to research products deeper into the funnel (63% of Gen Zers, 55% of millennials).
• Gen X splits between physical retail (61% for discovery) and online marketplaces (55% for research).
• Baby boomers favor online marketplaces for both discovery (60%) and research (58%).

This fragmentation means brands must lean into an omnichannel strategy, as a single-channel strategy risks missing entire demographic segments. The data also suggests that social platforms have evolved beyond awareness to mid-funnel consideration and low-funnel conversion, particularly for younger consumers.

What metrics should marketers track across the funnel in 2026?

Traditional funnel metrics remain relevant, but new indicators track AI and social discovery. Marketers should measure both.

Traditional metrics:

• Cost per acquisition (CPA) by channel
• Customer lifetime value (LTV)
• Conversion rates at each stage
• Marketing qualified leads (MQLs) to sales qualified leads (SQLs)

AI-era metrics:

• Brand mentions in AI responses (track via manual queries or emerging monitoring tools)
• Reddit and community platform engagement
• Social search impressions on TikTok and Instagram
• Share of voice in generative AI citations

35.2% of US marketers plan to boost community and social presence to offset AI's impact on organic traffic, according to Fractl, Search Engine Land, and MFour.

How should marketers adapt their funnel strategy for AI-driven discovery?

Marketers should treat the funnel as a framework for investment allocation, not a literal description of buyer behavior. To account for changing discovery behaviors, marketers should shift their strategies in four crucial ways:

• Optimize for AI extraction. Structure content with clear definitions, specific facts, and FAQ formats. Treat GEO as a distinct discipline rather than as an extension of SEO.
• Invest in community platforms. Reddit, YouTube, and public forums dominate AI citations. Build authentic presence where AI tools look for information.
• Match channels to audience behavior. Understand where your specific demographics discover and research products. A 25-year-old and a 55-year-old follow different paths to purchase.
• Accept nonlinearity. Buyers loop between exploration and evaluation. Ensure brand presence at every touchpoint rather than optimizing for sequential progression.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.

EMARKETER forecast data was current at publication and may have changed. EMARKETER clients have access to up-to-date forecast data. To explore EMARKETER solutions, click here.