How AI rewrote the content funnel

For years, marketers planned content based on the funnel:

• Awareness at the top.
• Consideration in the middle.
• Decision at the bottom.

It was predictable, linear, and easy to manage.

Then AI changed everything, not just as a content tool, but as a discovery layer.

What’s changed?

AI collapsed the predictable path. Buyers don’t move step by step anymore. Instead, they bounce between multiple touchpoints instantly: AI summaries, articles, reviews, newsletters, LinkedIn posts, Slack communities, and conversations you’ll never see.

Why this matters for your strategy:

If your content relies on a simple, linear buyer journey, it’s already disconnected from current decision-making behaviour.

The funnel didn’t die; the path changed

Buyers still move through key stages:
awareness → understanding → trust → decision.

But their path is no longer linear.

What the “old” funnel looked like

Traditionally, buyers followed a sequence:

1. Awareness: “What is this problem? Who are the key players?”
2. Consideration: “What are my options?”
3. Evaluation: “Which of these fits me best?”
4. Decision: “I’m ready to choose.”
5. Post-purchase: “Help me succeed.”

Marketers mapped content across these stages:

• Blogs for awareness.
• Guides and comparisons for consideration.
• Case studies for evaluation.
• Product content for purchase.

The funnel was slower, more deliberate, and easier to track.

What the funnel looks like now

AI didn’t remove the funnel, it shattered its sequence.

Today’s buyer journey:
Awareness ←→ Consideration ←→ Evaluation ←→ Decision

Buyers jump between stages at random, hitting tiny touchpoints, often simultaneously.

A single buyer might:

• Read an AI summary of your website.
• Skim reviews.
• Ask ChatGPT to compare you with competitors.
• Scroll LinkedIn posts.
• Bounce to your pricing page.
• Look up your product on Slack or forums.

What’s changed?

The stages still exist, but no one follows them in order.

What AI changed

AI didn’t just reshape search; it reshaped how buyers process information.

AI tools compress decision-making by:

• Summarising your website in seconds.
• Comparing competitors instantly.
• Extracting key points from long-form content.
• Highlighting inconsistencies.
• Simplifying complex ideas.

This reshaping impacts how buyers understand, trust, and decide — and how your content supports those moments.

For help understanding AI-driven search specifically, What AI search actually sees goes deeper here.

AI reshaped every funnel stage

1. Awareness: AI collapsed the top of the funnel

Ten years ago, awareness content taught buyers about problems and solutions. Today, AI handles most of that education.

Buyers now ask AI questions like:

• “What does this company do?”
• “What’s the problem this product solves?”
• “Explain X concept clearly.”

AI can instantly summarise your industry, and your content, whether you intended it or not.

What this means for awareness content:

• Buyers already understand the basics; your job is differentiation.
• Your point of view (POV) matters more than volume or reach.

If your current messaging feels vague or interchangeable, Why your tone of voice sounds vague explains how clarity can fix it.

2. Consideration: AI reshaped the middle of the funnel

Middle-of-funnel content used to handle the heavy lifting:

• Detailed comparisons.
• Objection handling.
• Deeper explanations.
• Education on niche topics.

AI now does much of this for buyers, making it faster and easier to evaluate options.

Buyers can ask AI questions like:

• “What are the key differences between Product A and B?”
• “Which option suits X use case better?”
• “Summarise pros and cons of this solution.”

The challenge:

If your content isn’t clear or consistent, AI will fill in the gaps — and it may not say what you want.

Middle-funnel content now relies on:

• Crystal-clear messaging.
• Consistent ideas across every channel.
• A sharper, differentiated point of view.

If your current system feels misaligned, How to build a content strategy that aligns with business goals explains how to fix it.

3. Decision: AI compressed the bottom of the funnel

Buyers used to spend more time evaluating options before choosing. Today, AI collapses decision-making into fewer touchpoints.

Buyers now:

• Skim reviews or testimonials.
• Ask AI for reassurance: “What’s the best solution for X problem?”
• Jump directly to pricing or feature pages.

What decision-stage content needs now:

• Authority signals. Show expertise and credibility up front.
• Consistency. Mixed messaging across articles will repel buyers.
• Clarity. Complex or vague content will slow decision-making—and lose you sales.
• Specific examples to build trust.

If your current ecosystem feels fragmented, If I were starting from scratch offers practical solutions to rebuild it.

The biggest shift: AI sees your content as a system

AI doesn’t evaluate individual pages; it evaluates how your entire ecosystem fits together.

AI scans for:

• Consistent themes across pages.
• Concept connections via internal linking.
• Contradictions in messaging.
• Clarity across posts, guides, and product content.
• Whether or not your site reflects cohesive thinking.

The issue:

If your content is siloed, contradictory, or repetitive, AI models deprioritise your brand completely.

What this means for your content strategy

Your content must:

• Clearly articulate your POV.
• Reinforce consistent ideas across every page.
• Answer real buyer questions directly.
• Show differentiation early on.
• Be concise enough for AI summaries, but deep enough to add value.

If strategy clarity is holding you back, Why your content strategy isn’t working explains the root causes.

What hasn’t changed

Despite AI’s influence, great content still depends on the fundamentals:

• Clear messaging.
• A strong POV.
• Depth of expertise.
• Relevant examples and trust signals.
• Consistency across all language and formats.

AI changed the path, but not what buyers need to trust and decide.

How to adapt your content engine for AI discovery

You don’t need a full overhaul. Focus on these steps first:

• Simplify your messaging.
• Reinforce your POV consistently.
• Write for humans, but ensure content is summarisation-friendly.
• Use long-form content to anchor your system.
• Link related concepts across pages.
• Refresh outdated content and remove filler.
• Make your examples truly specific.

For systemised guidance, How to repurpose content is a good place to start.

Want a content engine that works for AI and humans?

The brands winning the next five years won’t publish the most, they’ll publish the clearest and most consistent content.

To systemise your content across AI, search, and human audiences, here’s how I can help:

• Visibility Package: Long-term clarity and consistency.
• Executive Thought Leadership: POV-focused content for founders/executives.
• Fractional Content Lead: Ongoing strategy directed at unifying your content engine.

AI reshaped the funnel, but it hasn’t rewritten how great content works. Let’s build a stronger, AI-proof system for your brand.