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New Research: 73% of B2C Marketers Using AI Agents Don't Measure Them on Sales

prnewswire.com
GOOGL Google AI Mode is mentioned as a platform consumers use for research, and Google Ads is integrating AI agents, suggesting a growing role for Google's AI capabilities in the B2C buying journey. The article highlights how AI agents on ad platforms are becoming a new sales channel. MSFT ChatGPT is mentioned as a platform consumers use for research. The article discusses the broader trend of AI agents in B2C marketing, which indirectly relates to Microsoft's AI initiatives and investments. VZ Verizon is listed as a leading organization that relies on Invoca's platform to deliver modern buying journeys. This mention is for illustrative purposes and doesn't directly reflect on Verizon's business performance or strategy.

New Research: 73% of B2C Marketers Using AI Agents Don't Measure Them on Sales Invoca's Broken Funnel Report finds AI agents are becoming a new sales channel, yet 74% of marketers can't track whether an agent-handled lead turns into a sale

SANTA BARBARA, Calif., Nov. 10, 2026 /PRNewswire/ -- AI now sits on both ends of the B2C buying journey. Consumers increasingly turn to AI platforms like ChatGPT and Google AI Mode to research and find new products, and seven in ten brands have AI agents live or in pilot to answer questions when those buyers reach out. Yet only 27% of marketers running AI agents measure them on revenue, bookings or conversions, and 74% can't track whether an agent-handled lead turns into a sale, according to the Broken Funnel Report, released today by Invoca, the data and AI platform for revenue growth.

"Too many consumer brands measure their AI agents like a help desk and expect them to perform like a sales team."

Ads are becoming conversations. Most marketers aren't ready.

From Google to ChatGPT, ad platforms are exposing AI agents in their ad products, putting the sales conversation at the forefront of the buyer journey. Marketers can see these AI-driven buyers arrive: 86% say they can identify leads who started their research in an AI answer engine.

But as these buyers move closer to purchase, most marketers lose track of the journey before the purchase happens. Even though AI agents are on the front line of the sale, the survey of 451 US B2C marketing leaders found most brands aren't measuring them that way yet.

Where the funnel breaks

At the same time, marketers want AI agents that understand the context of the full buyer journey. Their top requests are tailoring conversations to the buyer's digital journey data (43%) and recognizing returning customers and their history (41%). Yet fewer than a third have agents that can use that journey data to tailor the conversation today.

What AI agents need to drive revenue

"Too many consumer brands measure their AI agents like a help desk and expect them to perform like a sales team," said Gregg Johnson, CEO of Invoca. "When prospective buyers start conversations with a brand, the AI agent is effectively a new sales channel. And you ultimately measure sales channels on revenue, not conversations or activity."

Invoca's platform gives AI agents the buyer journey data they need to drive revenue, and shows marketers which agent conversations turn into sales. Invoca agents use digital journey context, such as the ad a buyer clicked and the pages they viewed, to engage prospects, recover missed opportunities and convert more leads. Invoca recently introduced Messaging Agents For Google Ads, which turn a search ad into a brand-owned conversation. Conversations are tied to the campaign or ad that drove them, and outcomes flow back to ad platforms to power AI-driven optimization and improve return on ad spend.

Methodology

Invoca commissioned research firm Gather to survey 451 US B2C marketing leaders at manager level and above, at companies with 100 or more employees in automotive, healthcare, home services, financial services and telecom. The survey was conducted between Sept. 14 and Oct. 5, 2026.

Download the full report at https://www.invoca.com/reports/broken-funnel-report-2026.

More information:

About Invoca

Invoca is the data and AI platform that unites marketing, digital, and contact center teams to grow revenue in high-stakes purchase categories.

With Invoca, marketers tie digital advertising to revenue outcomes and use that data to power AI-driven optimization and improve return on ad spend. Digital teams deploy AI agents to engage prospects, recover missed opportunities, and convert more leads. Contact centers use digital journey context to help human and AI agents close more sales and deliver better experiences.

Leading organizations, including Mayo Clinic, Mutual of Omaha, and Verizon, rely on Invoca to deliver modern buying journeys that combine the best of digital, AI, and human expertise. Investors include Upfront Ventures, Accel, Silver Lake Waterman, H.I.G. Growth Partners, and Salesforce Ventures. For more information, visit www.invoca.com.

SOURCE Invoca