Tada Images // ShutterstockThe end of browsing: How ChatGPT is collapsing the marketing funnelImagine you’re looking for a chicken soup recipe using Google search: You click on the first result, and instead of a recipe, you get the backstory of a grandmother’s secret recipe. Scrunch tells the story of how AI upended the old way of browsing and what brands can do to adapt. But when ChatGPT, AIO, and other AI platforms deliver answers directly—and users aren’t required to click for answers—that funnel collapses. Brands should be optimizing for this kind of traffic—not distracting purchase-ready buyers with ads, popups, lead magnets, and fluffy copy. The end of browsing isn’t the end of discovery.