Customers no longer research on their own. An AI assistant now sits between us and the customer, assessing and filtering before a human even sees us. In this episode of Marketingdilemmaet, we meet Per Østergaard Jacobsen and Torsten Ringberg from CBS. They are currently writing a book about the customer journey in the age of AI. In the episode, we discuss what this means for marketing: should we build for the machine, or is it still the human we need to persuade?