Podcast Summary: The Duct Tape Marketing Podcast

Episode: How AI is Rewriting the Customer Journey
Date: November 27, 2025
Host: John Jantsch (Solo Episode)

Episode Overview

In this solo episode, John Jantsch explores how Artificial Intelligence (AI) is dramatically rewriting the customer journey, urging marketers not just to adopt new technologies but to fundamentally reassess and update every stage of their customer experience. Drawing from his decades of experience and the well-known "marketing hourglass" model, John walks listeners through the profound changes that AI is bringing — from how buyers research solutions to the ways brands must connect, build trust, and retain loyal customers in the AI-driven landscape.

Key Discussion Points and Insights

1. Strategy Before Tactics — But AI Changes the Game

• John reiterates his foundational principle: "strategy before tactics" ([00:08]) and positions AI as a tactic that “affects the whole system,” unlike previous technologies.
• Quote: "AI really is just another tactic, but it's one that affects really the whole system." ([00:08])

2. Rethinking the Buyer's Journey for an AI Era

• John recalls how his "marketing hourglass" (Know, Like, Trust, Try, Buy, Repeat, Refer) was created to reflect a non-linear, modern customer journey ([03:30]–[06:10]).
• The essence of each stage remains relevant, but AI is reshaping how buyers move through them.

3. How AI Influences Buyer Behavior

• Buyers are using AI tools (like ChatGPT) for research before ever engaging directly with a company's website ([07:29]).
• AI enables buyers to:
  • Summarize reviews
  • Compare features instantly
  • Even draft RFPs (Requests for Proposals)
• Quote: "Most buyers, B2B B2C, I think, are today going to a ChatGPT type of tool before they ever visit our website..." ([07:32])

4. New Research and Comparison Shopping Dynamics

• With AI tools, in-depth research, comparisons, and analysis can happen easily and quickly. This leads to increased comparison shopping and the need for brands to manage their reputation and visibility beyond their own domains ([08:20]).
• Marketers need to ensure that their brands appear favorably in AI-generated comparisons and summaries.

5. SEO is Now About Answering Questions

• Traditional keyword ranking is giving way to an “answer engine” approach as AI shapes search ([11:26]).
• Marketers should focus on creating content that answers questions buyers are likely to ask.
• Quote: "Today's SEO is about answering questions...so that you can be an answer engine." ([11:44])
• Tools like "They Also Ask", "Answer the Public", and ChatGPT itself can help discover these questions.

6. Rise of Self-Service and Frictionless Experiences

• Buyers increasingly prefer self-service, even for complex or high-priced B2B offerings ([13:00]).
• Marketing should enable processes such as price estimators, package builders, and other tools that empower customers to move through the journey unaided until the final step.
• Quote: "We're starting to see people buying very expensive B2B-type of services without a salesperson involved." ([13:28])

7. Doubling Down on Human Touch and Differentiators

• Despite automation, the true differentiators — emotional connection, stories, trust, and authentic brand voice — cannot be replicated by AI ([15:00]).
• John urges brands to invest in building communities, one-on-one video, and personalized human interactions.
• Quote: "AI...can replicate your voice, but it can't replicate the true stories, the true emotion, the human touch that really exists only in your business." ([15:20])

8. Adapting and Testing in Real Time

• Marketers must continually test and gather feedback from prospects and customers, as best practices are evolving quickly ([18:35]).
• Engage with your audience to discover if your approach matches their expectations in an AI-augmented world.
• Quote: "Are we adapting? Do we need to overhaul what we're doing? Maybe not, but we definitely need to start testing..." ([18:57])

Notable Quotes & Memorable Moments

• On AI’s All-Encompassing Impact:
  "AI really is just another tactic, but it's one that affects really the whole system." ([00:08])

• On the Changing First Touchpoint:
  "Most buyers, B2B B2C, I think, are today going to a ChatGPT type of tool before they ever visit our website in a lot of cases." ([07:32])

• On Modern SEO:
  "Today's SEO is about answering questions...so that you can be an answer engine." ([11:44])

• On Human Touch:
  "AI...can replicate your voice, but it can't replicate the true stories, the true emotion, the human touch that really exists only in your business." ([15:20])

Timestamps for Important Segments

| Timestamp | Topic | |------------|-------------------------------------------------------------| | 00:08 | Introduction: Strategy before tactics and AI's system-wide impact | | 03:30 | Evolution and relevance of the Marketing Hourglass | | 07:29 | Buyers using AI (ChatGPT et al.) before website visits | | 08:20 | AI-driven comparison shopping and research | | 11:26 | SEO shifts from keywords to question answering | | 13:00 | Rise of self-service and frictionless buying | | 15:00 | Importance of human touch, emotion, and authentic stories | | 18:35 | Testing, engaging, and adapting to rapid changes |

Actionable Takeaways

• Revisit Every Stage: Re-examine your customer journey touchpoints with a lens on AI’s role and buyer behavior shifts.
• Be Present Where AI Research Happens: Ensure your brand is represented favorably in sources that AI pulls from.
• Create Q&A Content: Optimize your website and content strategy to answer the pertinent questions buyers are asking AI tools.
• Facilitate Self-Service: Make resources and buying options available so buyers can move through much of the journey without needing to speak to a salesperson.
• Double Down on Human Connection: Build authenticity and human interactions into your processes — these are strengths AI cannot imitate.

Conclusion & Final Thoughts

John Jantsch underscores that while foundational customer journey principles remain, AI’s pervasive influence requires marketers to “revisit and intentionally think about each stage...in an AI driven world.” The brands that succeed will be those that marry high-tech, frictionless experiences with genuinely human connections.

"The question is, are we adapting?...We definitely need to start testing and engaging prospects and customers." ([18:57])

For more from John or to reach out, visit Duct Tape Marketing.