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Consumer decision-making looks different today than it did even a few years

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ago,

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and much of this change can be attributed to AI.

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AI compresses parts of the customer journey by summarizing and narrowing

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online search results. But research from The Trade Desk Intelligence and

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PA Consulting shows 95% of people use the open

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internet to verify information surfaced by AI search engines.

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This means consumers are zigzagging across the open internet, bouncing

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from one source to another to cross-check, question, and substantiate

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these search results. That behavior is reshaping the customer journey

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in real time. For marketers, that means every touchpoint matters a

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lot more. Focusing on visibility alone is no longer enough.

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In the age of AI, showing up consistently in the moments where trust

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and consideration take shape is the ultimate competitive advantage.

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Download the full report at theresourcedesk.com/insights.