Top of funnel moved. Most marketing organizations haven’t noticed.
By Ronn Torossian
Right now, a prospect evaluating your category is not on your website. They are not in your nurture stream and they are not reading your case studies. They are asking ChatGPT, or Claude, or Perplexity, which vendors they should be considering — and the engine is answering.
The funnel used to begin in a place marketers could see. Search, then your site, then a form, then a sequence. Every stage left a trace in the analytics. The new first stage leaves no trace at all. The AI engine assembles a shortlist before the buyer touches a single brand property — and if your brand is not on that shortlist, you never enter the funnel.
This is the part marketing leaders need to sit with: this loss is invisible. It is not a dip in conversion you can diagnose. There is no referral, no click, no drop-off to investigate. The prospect simply never arrives, and your dashboard shows nothing — because absence from an AI answer doesn’t generate data. You can be losing a third of your category’s qualified buyers and see a clean report.
Brand-owned authority is the answer, and it is not a 2026 idea. In a 2011 book, For Immediate Release, I argued that “the traditional press is no longer the only gatekeeper” and that brands would have to become their own source of authority or disappear from the conversation. That was written about the early web. It describes the AI layer exactly.
What it requires now is specific. The engines build their shortlists from earned media in trusted outlets, from structured and dated content on your owned properties, and from sources clean enough to be cited. That is the discipline of GEO — Generative Engine Optimization — and it is what puts a brand inside the answer instead of outside it.
The buyer’s first conversation about your category is happening today, whether your marketing organization is in the room or not. The only decision left is whether you shape that answer — or inherit it.
Ronn Torossian is the founder and chairman of 5W AI Communications, the AI Communications Firm, and the author of two best-selling marketing books, including For Immediate Release*. He is the publisher of Everything-PR.
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