The authors argue that traditional marketing funnels are breaking down in 2025. Consumers increasingly outsource product research and shortlisting to AI tools. Brands must now appeal to two audiences simultaneously — humans and machines. They propose a dual strategy: priming (building emotional affinity, brand familiarity, cultural relevance) and proving (delivering factual credibility, strong content, consistent signals that algorithms trust). Together these form a flywheel rather than a linear funnel. Emotional brand equity encourages AI systems to recommend your brand, and algorithmic proof reinforces human perceptions. In short: win hearts and win models.
