Everything you know about Funnel is false - How to design an effective digital strategy between messy middle and AI

From the introduction of the 'messy middle' model to the advent of AI, the customer journey and user expectations have evolved and diversified, leading to a review of marketing strategies and objectives.  Through real-life cases, we recount how we need both a horizontal vision that understands the different influences the user is subjected to in their purchasing decisions, and a vertical vision that knows how to govern the increasing complexity of channels.