It’s time for marketers to move beyond the linear funnel

Marketing has reached a paradigm-shifting moment. Digital transformation has fractured consumer journeys into unpredictable, nonlinear patterns, and AI’s rise will only intensify this complexity. But AI isn’t just a source of disruption —it’s an unprecedented opportunity. To build a lasting competitive edge, marketers must plan their media buys based on what truly drives influence, and they must lean into AI to power execution.