Games & Commerce
In AI search era, what happens after the click matters more than click count
An analysis says the spread of AI search is pushing much of the customer journey out of marketers’ view, making it more important to interpret what clicks mean rather than simply raising click counts. As more consumers compare products inside AI tools and large language models, hard-to-track “dark funnel” activity is growing and zero-click behavior is rising. Marketers are urged to analyze actions after clicks and connect fragmented data earlier and in real time.
