Customer Touchpoints In The Age Of AI

Last week, I shared how Gen AI is moving us from the age of information to the age of intelligence. Technology is changing rapidly and the way customers shop and buy is changing, too. We need to understand how the customer journey is evolving in order to drive customer connection today. That is our bread and butter at HubSpot - we’re deeply curious about customer behavior! So I want to share one important shift we’re seeing and what go-to-market teams can do to adapt. Traditionally, when a customer wants to learn more about your product or service, what have they done? They go to your website and explore. They click on different pages, filter for information that’s relevant to them, and sort through pages to find what they need. But today, even if your website is user-friendly and beautiful, all that clicking is becoming too much work. We now live in the era of ChatGPT, where customers can find exactly what they need without ever having to leave a simple chat box. Plus, they can use natural language to easily have a conversation. It's no surprise that 55% of businesses predict that by 2024, most people will turn to chatbots over search engines for answers (HubSpot Research). That’s why now, when customers land on your website, they don’t want to click, filter, and sort. They want to have an easy, 1:1, helpful conversation. That means as customers consider new products they are moving from clicks to conversations. So, what should you do? It's time to embrace bots. To get started, experiment with a marketing bot for your website. Train your bot on all of your website content and whitepapers so it can quickly answer questions about products, pricing, and case studies—specific to your customer's needs. At HubSpot, we introduced a Gen AI-powered chatbot to our website earlier this year and the results have been promising: 78% of chatters' questions have been fully answered by our bot, and these customers have higher satisfaction scores. Once you have your marketing bot in place, consider adding a support bot. The goal is to answer repetitive questions and connect customers with knowledge base content automatically. A bot will not only free up your support reps to focus on more complex problems, but it will delight your customers to get fast, personalized help. In the age of AI, customers don’t want to convert on your website, they want to converse with you. How has your GTM team experimented with chatbots? What are you learning? #ConversationalAI #HubSpot #HubSpotAI

Let’s say your support center is getting hammered with repeat calls about a new product feature. Historically, the team would escalate, create a task force, and maybe update a knowledge base weeks later. With the tech available today, you should be able to unify signals from tickets, chat logs, and social mentions instead. This helps you quickly interpret the root cause. Perhaps in this case it's a confusing update screen that’s triggering the same questions. Instead of just sharing the feedback with the task force that'll take weeks to deliver something, galvanize leaders and use your tech stack to orchestrate a fix in real time. Don't have orchestration in that stack? Start looking into this asap. An orchestration engine canauto-suggest a targeted in-app message for affected users, trigger a proactive email campaign with step-by-step guidance, and update your chatbot’s responses that same day. Reps get nudges on how to resolve the issue faster, and managers can watch repeat contacts drop by a measurable percentage in real time. But the impact isn’t limited to operations. You energize the business by sharing these results in a company-wide standup and spotlighting how different teams contributed to the OUTCOME. Marketing sees reduced churn, operations sees lower cost-to-serve, and leadership sees a team aligned around outcomes instead of activities. If you want your AI investments to move the needle, focus on unified signals, real-time orchestration, and getting the whole business excited about customer outcomes....not just actions. Remember: Outcomes > Actions #customerexperience #ai #cxleaders #outcomesoveraction

Skating to where the puck is going has always been tough for brands & retailers. Humans are messy & we change our minds often.  Now, with the surge of AI tools like ChatGPT & Perplexity, building a consumer-obsessed business has become more challenging. In 2025, nearly 40% of consumers (and the majority of #GenZ) let AI agents decide what products they see and buy, flipping the script on traditional brand-owned shopping channels. Are you ready for the age when your customer belongs to the agent, not your website? We’ve entered the era of infinite channels and the always-on shopper. Commerce is being driven by a moshpit of AI agents that mediate many customer journeys—from product search to purchase—largely outside brands’ direct control. Most retailers are still building for the past, optimizing search tools that only matter when shoppers find their way to your digital properties (.com, app, etc.). But that traffic is evaporating. The old model is dying fast, replaced by a new reality where AI agents decide what customers see, buy, and from whom. This is your wake-up call. AI is rapidly rewriting the rules of commerce. Traditional traffic pipelines have dried up. “Traffic” today is made up of both humans and agents, flowing through an infinite number of channels. If your products aren’t ready to be discovered, chosen, and purchased by AI agents—are you even trying? 😁 For Brands and Retailers: ➡️ Owning the customer journey is tougher than ever. Your fight for site clicks is obsolete. Products must now be surfaced in AI-powered results and agentic checkout experiences on 3rd-party platforms. ➡️ SEO is losing relevance. Optimize for AI discovery: create solution-focused and rich product data (not just keywords) optimized for AI agents, not just search engines. ➡️ Personalization is table stakes. AI agents understand customer context and needs better than ever, offering hyper-targeted product suggestions and streamlining the shopping experience more effectively than traditional tools. Brands that adapt to AI-driven shopping will see higher conversion rates & be positioned to capture this increase in sales volume. Data Points: 1️⃣ 39% of shoppers (and over 50% of #GenZ) already use AI agents (like ChatGPT, Perplexity, Amazon’s Buy for Me, Google AI Mode) for product discovery. (🙏🏼 Salesforce)  2️⃣ Nearly 3 in 5 consumers have replaced traditional search engines with gen AI for product recommendations, led by Millennials & Gen Z. (🙏🏼 Capgemini) The race is on to build the future! I’m thrilled to see Cimulate AI led by my buddy John Andrews, Profound led by my future buddies Dylan Babbs & James Cadwallader, & Scot Wingo led by ReFiBuy.ai tackling this head on. For my brand & retailer community, talk to me: Are your products ready to be chosen by the customer of the future - a moshpit of AI agents?

I recently saw an AI demo that didn't just feel impressive but felt inevitable. It's a crystal clear preview of how AI agents will revolutionize customer experiences forever. The shift from passive "Q&A" chatbots to proactive, multimodal AI agents will transform digital commerce journeys, especially in high-involvement sectors like electronics, automotive, and home improvement. As Joseph Michael says it right, "This is next-level customer service that understands text, speech, images, and even live video." Traditional customer service chatbots have plateaued. They handle basic queries well enough—but they're nowhere near ready for what customers increasingly demand: proactive, personalized, multimodal interactions. As Patrick Marlow (doing the demo in this video) puts it beautifully, here in this video, you will see: ✅ A customer points their camera at their backyard plants. The AI instantly identifies each plant, recommending precise care products tailored specifically for those plants. ✅ The customer casually requests landscaping services. The AI schedules an appointment instantly. ✅ When price negotiations occur, a human seamlessly steps in—no awkward handoffs or "please wait while I transfer you." Here's why this matters to your business: 📌 Customer expectations have evolved beyond simple query resolution. They now expect tailored, interactive journeys. 📌 Static chatbots and scripted interactions no longer differentiate your brand; they commoditize it. 📌 Proactive multimodal AI experiences drive deeper engagement, accelerate purchase decisions, and dramatically boost brand preference. At Swirl®, we're already building specialized multimodal AI agents designed precisely for this next generation of customer experiences with a key focus on discovery, search, and purchase. If you're still relying on traditional chatbots, you're already behind. The future isn't chatbots answering questions; it's AI agents proactively curating personalized customer journeys. Is your business ready for this shift? Let's talk... #ArtificialIntelligence #CX #Ecommerce #AIagents

Is the era of the Google search results page fading for discovery? The data suggests a rapid shift is underway. We're seeing a seismic shift in how information is discovered - moving rapidly from keyword searches yielding lists of links towards a conversational AI delivering direct answers (ChatGPT, Perplexity, Google Gemini, etc.). This isn't a slow evolution; it's happening fast. Consider this: Adobe Analytics recently reported a 1200% YoY increase in traffic from gen AI sources to US retail websites. While this is retail data, view it as a leading indicator. This behavioral change - seeing answers, not just links - will ripple across all customer journeys, B2C and B2B alike. I've heard from multiple B2B startups that they are getting more inbound from ChatGPT than Google Search. What does this mean for the customer journey? * Discovery & Search: Buyers won't just browse websites. They'll increasingly ask AI models for comparisons, summaries, and recommendations. * From Answer to Action: This isn't just about information retrieval. With AI agents like OpenAI's Operator, Google's Project Mariner, and Amazon's "Buy with Me", we're seeing the potential for AI to move directly from discovery to research to purchase. The Implications: * For Marketers: The traditional customer journey playbook needs a significant update. How do you ensure your solution is surfaced, understood, and trusted by the AI? Getting discovered in an answer-first world requires new strategies, likely involving structured data on both 1st party and 3rd party sites taking advantage of protocols like the emerging Model Context Protocol (MCP) to effectively communicate to the models. * For Founders: There's an opportunity to build the next generation digital experience platform. We need solutions purpose-built for this new reality across Customer Experience technology categories - consider that in a post AI world the next customer may by AI, which means leveraging conversational interfaces, agent capabilities, and protocols like MCP. It isn't just about new features; it's about rethinking the entire go-to-market motion in an AI-world.