The New Middle Funnel: What the Rise of AI Agents Means for Consumer Consideration

We’re all looking for ways to make life a little easier, especially when it comes to everyday decisions like what to buy. That’s one of the biggest reasons AI-powered tools have taken off so quickly. Sure, the tech is new, exciting, and unlike anything we’ve seen before. But it also speaks to a very critical consumer need for less friction in the decision-making process and more confidence in the choices we make.

Which begs the question, is it just the convenience that draws us in? Not entirely. With technology this complex, it’s also about capacity. So when generative AI tools come along and promise to simplify how we search, shop, and evaluate, it’s no surprise consumers are jumping in headfirst.

Although adoption isn’t fully universal yet, these new behaviors are already taking hold in drastic ways. In our recent AI Search Report, 52% of consumers said they’re likely to make a purchase based on an AI-generated product recommendation, while 58% said they’re likely to shop from a brand that appears in one. To no one’s surprise, curiosity is quickly giving way to integration. For marketers, this opens a critical window to connect with consumers in an exciting new way.

‍Have You Noticed Search Behavior Has Quietly Changed?

For a long time, marketers could count on a clear path to purchase. First, a consumer becomes aware of a product, then they do some research (usually by browsing websites or search listings), and eventually, they buy. But that middle step, where shoppers explore and compare their options is changing fast.

Today, the consideration phase is unfolding inside AI surfaces, where chatbots and search agents guide decisions through conversation. Consumers are no longer opening ten tabs to compare specs or scrolling endlessly through product reviews. Instead, they’re opening generative AI tools like ChatGPT or Gemini and asking questions like, “What’s the best air fryer for my 1,500 square foot apartment?” without having to get up from their sofa.

With just a few keystrokes, they’re getting real-time responses, curated suggestions, and direct links within a single interaction. The process of evaluating products, that was once spread across multiple websites, now plays out entirely in a single interaction. 

For the 21st century, that’s shopping smarter, not harder. And with over half of American consumers using generative AI instead of traditional search for product and service recommendations, this behavior looks like it’s here to stay.

‍Rethinking the Middle Funnel in the Age of AI

Just because the funnel is under construction doesn’t mean the need to influence shoppers mid-journey is going away. In fact, as consumer behavior shifts, the middle funnel and the role search ads play in it is becoming more important than ever.

As the middle funnel evolves, so do the signals that define it. Shoppers aren’t just expressing intent through traditional searches on the SERP;  they’re revealing it through the questions they ask AI assistants, the products they compare in BNPL apps, and the journeys they take across privacy-first browsers.

What hasn’t changed is what shoppers want to understand. Shoppers still want to know what makes one product better than another. They still care about things like pricing, features, shipping speeds, and brand values. The difference is that they want those answers faster, and with greater relevancy.

In fact, the largest margin in our AI Search Report revealed that 84% of consumers say it’s important to see results from multiple brands or retailers when shopping with AI tools. That signals something bigger than just a need for quick answers. Shoppers are looking to explore their options and make confident decisions — behaviors that search ads are uniquely positioned to support by serving relevant product recommendations at the initial moment of expressed intent.

Whether you're ready for it or not, this is the next competitive arena for marketers. The decision-making process is faster, more fluid, and happening in places that didn’t exist a year ago. 

The Moment Is Now

As consumer attention shifts upstream into AI-powered discovery, evolving your media strategy is a 2-for-1 deal. It’s a chance to show up earlier in the shopping journey with a stronger foothold, and with renewed influence in the moments that ultimately shape what people buy.

With adMarketplace, brands like yours can stay visible in this new middle funnel with native search ads optimized for category, product, and brand-level intent. Whether a consumer is asking an AI assistant for recommendations, browsing in a BNPL shopping app, or searching from a privacy-first browser, our newest media product AMP Discover connects your brand to consumer intent across next generation search surfaces throughout this more modern, AI-driven consumer journey.

Make sure your brand is part of the new discovery journey by getting in touch with us today.

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