TLDR: Cordial’s new report, ‘Brands Battle for Attention as AI Redefines the Funnel,’ reveals that brands are largely unprepared for the shift in consumer engagement driven by personal AI agents. Based on surveys of 1,000 U.S. consumers and 30 marketing executives, the report highlights three key truths: brands struggle to cut through noise, AI agents act as new gatekeepers, and technology consolidation is accelerating. Despite significant consumer adoption of AI in shopping, nearly half of brands lack a substantial AI agent presence.
SAN DIEGO – August 11, 2025 – Cordial, a prominent leader in messaging solutions for enterprise retail marketing teams, has released its comprehensive research report titled ‘Brands Battle for Attention as AI Redefines the Funnel.’ The report uncovers critical insights into the evolving marketing landscape, emphasizing that many brands are ill-equipped to effectively engage with consumers who are increasingly integrating personal AI agents into their purchasing journeys.
The study, which combines survey results from 1,000 U.S. consumers and 30 marketing executives conducted in the summer of 2025, identifies three fundamental truths reshaping the marketing paradigm:
1. Brands Struggle to Break Through the Noise: The traditional ‘louder is better’ approach, characterized by an abundance of touchpoints and messages, is proving ineffective. Marketers are facing consumer fatigue and declining engagement as message volume increases.
2. Personal AI Agents as New Gatekeepers: Consumers are rapidly adopting personal AI platforms, fundamentally altering how products are discovered and purchased. These AI agents are becoming crucial intermediaries in the marketing funnel.
3. Accelerating Technology Consolidation: The report points to a growing trend of technology consolidation within the marketing sector.
According to the findings, a significant one-third of consumers now regularly utilize AI platforms such as ChatGPT, Perplexity, and Claude throughout their shopping journey. This trend is particularly pronounced among younger demographics, with Millennials and Gen Z showing adoption rates 33% and 11% higher than the average, respectively.
Despite this clear shift in consumer behavior, a notable disconnect exists within the industry. The report reveals that nearly half of all brands, specifically 47%, maintain minimal or no presence with AI agents. Furthermore, a mere 7% of brands have developed comprehensive strategies to optimize for AI. This disparity represents a substantial challenge for brands aiming to connect with modern consumers.
Rob Garf, Head of Strategy and Insights at Cordial, commented on the findings, stating, ‘We’re in a fundamentally different marketing landscape than we were just months ago. Consumers are more connected and shopping is more fragmented. AI has upended the traditional funnel as consumers increasingly embrace personal agents to discover and purchase products. Brands must break into these walled gardens by optimizing their data, AI, and channels for a seamless and personalized experience wherever a consumer chooses to engage.’
Also Read:
- Marketers Increasingly Prioritize AI as a Dominant Consumer Trend
- New Study by Deloitte and Meta Highlights Critical Gaps in Marketing Personalization Efforts
Cordial, recognized by Snowflake in its Modern Marketing Data Stack 2025 and by Gartner in its 2024 Magic Quadrant for Multichannel Marketing Hubs, aims to provide a roadmap for brands to navigate this new environment, emphasizing smarter, more relevant marketing to drive meaningful connections and results.
