Context and challenges:
- The traditional consumer purchase funnel is experiencing unprecedented compression, fundamentally changing how people discover and evaluate products and services.
- The path from awareness to decision has become both increasingly shortened and streamlined.
- This is a post AI world. Brand/product discovery and consideration is evolving very rapidly.
- TOF (Top of Funnel) is evolving, with AI summaries and increases of 'zero-click' searches.
- There is a need to expand to new channels to mitigate the extreme changes.
- Increased expectations of personalization demand that we quickly get to the outcome.
The response:
Current best practice in navigating the post AI shopping landscape that is:
- Personalized
- Data backed
- AI generated
How Codecademy content and merchandizing has successfully responded to the challenges.