Spoiler: it probably starts with AI.

For years, marketing teams have refined their conversion funnels based on one familiar starting point: a user searching on Google. From there, the goal was simple — attract the click and draw traffic to your website. But that landscape has shifted.

Today, users often don’t begin their decision-making journey with a search. They start with a conversation. With whom? An AI. Whether it’s ChatGPT, Siri, Alexa, or smart tools embedded in platforms like TikTok or WhatsApp, these systems are already recommending, filtering, and making decisions on behalf of users.

If your brand isn’t showing up in those responses, you’re not even in the running.

From Google to Conversational Algorithms: How the Funnel Has Evolved

The old model

  1. User searches on Google
  2. Visits your website
  3. Considers
  4. Decides

The new model

  1. Users asks an AI
  2. Recieves 1-3 suggested options
  3. Chooses (and buys)
  4. End of journey

That means if your brand isn’t among the handful of results an AI recommends, you don’t exist to the user.  It doesn’t matter how beautiful your site is or how polished your Google Ads campaign might be.

5 Essentials for Staying Relevant in the New Conversion Funnel

1. Your Content Must Be Machine-Readable

Ya no basta con que tu contenidIt’s no longer enough for content to be creative or visually appealing — it must be structured, clear, and semantically robust.

AI needs to understand it as machines do, not as humans do. This means:

  • Using clear, hierarchical headings
  • Including verifiable facts and data
  • Avoiding excessive flourish or ambiguity

Jelliby Tip: Audit your metadata, alt tags, heading structure, and internal linking. Every element plays a role.

2. Online Reputation Matters More Than Ever

AI doesn’t just analyse your website. It reads what others say about you — reviews, media coverage, backlinks, forum mentions. Your authority is no longer just about what you say, but what the internet at large says about you.

3. Traditional SEO Isn’t Enough

While technical SEO still has its place, it’s no longer centre stage. Now, success lies in being part of the direct response an AI gives the user. Focus on:

  • Answering real user questions clearly and precisely
  • Structuring content to address common queries
  • Linking to trustworthy sources to support your claims

4. Advertising ≠ immediate click

The logic of digital advertising is shifting.

AI can suggest products or services without a user ever clicking an ad or visiting your landing page. Many decisions now happen before your site is even seen.

So, paid media strategies should focus more on building your authority and visibility across the digital landscape — not just driving clicks.

5. Your band must be AI-friendly

AI systems rewardLas IAs premian a las marcas con autoriAI systems reward clarity, consistency, and trustworthiness.If your messaging is vague or contradictory, your brand won’t be recommended.

You need:

  • Cohesive messaging across all channels
  • Accurate, up-to-date content
  • A strong, recognisable digital identity

AIs don’t guess — they recommend what they can understand, trust, and verify.

The New Funnel Is a Conversation — and You Need to Be Part of It

We’re no longer dealing with a linear funnel — we’re talking about a conversational shortcut. A user can discover you, evaluate your offer, and complete a purchase — all without ever visiting your website.

It all happens in a dialogue with an AI. This changes everything: your content strategy, your SEO priorities, your ad campaigns, your brand positioning.

At Jelliby, we help brands navigate this shift. From AI-optimised content to full-funnel strategy, we’ll make sure your business shows up where it matters. Explore our 360° digital marketing services.