For many years, organizations have relied on a familiar view of the customer journey. The idea that a user moves from awareness to consideration to decision in a neat and predictable line has shaped how brands communicate, measure, and invest.
The rise of AI has shown that this model no longer reflects how people actually behave, and the real journey is fluid, continuous, and influenced by many sources at once.
The shift is not a small adjustment; it is a fundamental change in how demand is created and how decisions are made.
