"The funnel has collapsed. Discovery to purchase now happens in one agent-mediated moment, inside systems you don't own. This is a description of infrastructure changes that have already shipped."
"Marketing leaders who respond to the rise of AI-powered search, conversational assistants, and agent-driven shopping journeys with incremental automation will find themselves managing a factory, not a growth engine."
"Those who treat AI as connective tissue across pricing, media, creative, and commerce will own the next decade."
"In the first few weeks of 2026 alone, three companies shaping the web's underlying architecture independently announced structural product shifts."
Empathy Lab's whitepaper presents the Growth Operating System, a framework for chief marketing officers to become architects of enterprise growth. It emphasizes the need for marketing leaders to adapt to rapid changes in consumer discovery driven by AI. The document highlights that traditional marketing approaches will lead to managing a factory rather than fostering growth. It notes that the marketing funnel has collapsed, with discovery and purchase occurring in a single moment through agent-mediated systems, necessitating a shift in strategy for success.
Read at PPC Land
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