An analysis said that as AI search spreads, much of the customer journey is moving out of marketers’ view, making it more important to read what a click actually means than to focus on simple click counts.

On Aug. 24 local time, IT outlet TechRadar reported that Tara Robertson (타라 로버트슨), chief marketing officer at Beatly, said the hard-to-track dark funnel is expanding as more consumers compare products inside AI tools and large language models instead of on search results pages. She also said zero-click behavior is increasing as people end their exploration after reading AI summaries, meaning top search placement no longer guarantees visits as it once did.

By contrast, clicks that occur after checking an AI summary could be a stronger signal of purchase or exploration intent. Robertson said marketers should analyze what actions follow each interaction, such as clicks secured, visits and QR code scans, rather than simply trying to increase clicks.

The problem is fragmentation rather than the volume of data. In Beatly’s survey, marketing teams used an average of 6 tools to measure performance, and more than one-third used 7 or more. But as data across different channels and tools is not properly connected, 56 percent said they often rely on intuition or past experience.

Analysis also comes too late. Some 86 percent of respondents said they analyze data by campaign after a project ends. Robertson advised that marketers should check detailed signals such as clicks and visits from the early stages of a campaign and adjust strategy in real time, rather than reviewing results after spending the entire budget.

AI usage stood at just 16 percent. Marketers who regularly use AI for analytics said they gain insights faster and have greater confidence in decision-making. The analysis said marketing competitiveness in the AI era depends not on collecting more data but on quickly connecting scattered signals and turning them into action.