The AI Decision Funnel
Across thousands of live AI buying conversations, brands present at the first prompt collapse before the decision — from 100% to just 12% won. The decision-stage funnel, visualised.
Transcript
There is a new marketing funnel in the Agentic Shelf era, and the vast majority of brands have no way to see it.
We studied more than twelve thousand real buying conversations, across fourteen industries, and across four major chatbots: Gemini, ChatGPT, Perplexity, and Claude.
At the first prompt, nearly every brand is present. Most survive early filtering. Most reach the shortlist. But at the moment of decision, the field collapses, from eighty-seven percent, to eighteen. Only twelve percent are chosen.
And here's the uncomfortable part. The vast majority of these brands were clients of leading SEO and GEO firms. They were found. They simply weren't recommended.
Revenue is won or lost at the decision stage. And the vast majority of brands cannot see, or measure it.