{"id":25069,"date":"2025-12-18T14:20:24","date_gmt":"2025-12-18T13:20:24","guid":{"rendered":"https:\/\/onder.nl\/?page_id=25069"},"modified":"2025-12-18T14:24:14","modified_gmt":"2025-12-18T13:24:14","slug":"how-ai-is-changing-the-customer-journey-the-messy-middle-explained","status":"publish","type":"page","link":"https:\/\/onder.nl\/en\/hoe-ai-de-klantreis-verandert-de-messy-middle-uitgelegd\/","title":{"rendered":"How AI is changing the customer journey: the Messy Middle explained"},"content":{"rendered":"<p>The classic funnel no longer exists. Today, people no longer move linearly from See \u2192 Think \u2192 Do \u2192 Care, but get stuck in what we call the Messy Middle: a phase of comparing, searching and doubting.<\/p>\n\n\n\n<p>In this video, Martijn shows how AI-driven search behaviour is changing this customer journey and what that means for your SEO, content and conversions.<\/p>\n\n\n\n<p>Martijn discusses how AI and LLMs ensure that people no longer simply do one search, but continuously seek context, comparisons and answers. This has major implications for how you structure and optimise your content.<\/p>\n\n\n\n<p><strong>What you learn<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How the customer journey is shifting due to AI-driven search behaviour<\/li>\n\n\n\n<li>Why the Messy Middle is a defining moment<\/li>\n\n\n\n<li>What role LLMs play in orientation and choices<\/li>\n\n\n\n<li>What this requires of content, UX and SEO strategy<\/li>\n<\/ul>\n\n\n\n<p><strong>Why this matters<\/strong><\/p>\n\n\n\n<p>Many organisations still optimise for a linear funnel. But when the customer journey is chaotic and AI answers zonder clicks, you need a totally different approach.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"videoWrapper\"><iframe loading=\"lazy\" title=\"The customer journey is changing: LLMs and the Messy Middle explained\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/-ua5s9NYCrQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<p>Want to know how your organisation can capitalise on this new customer journey?<br>Contact us for tailor-made advice.<\/p>\n\n\n\r\n<div id=\"tf-buttons-block_5254e1bc96577e08742e9a7198470df9\" class=\"block100 tf-buttons tf-buttons alignfull\">\r\n\r\n          <a class=\"btn  btn-turq\"\r\n          href=\"https:\/\/onder.nl\/en\/contact\/\"\r\n          target=\"\">\r\n           <span>Get in touch <\/span>\r\n       <\/a>\r\n   \r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>The classic funnel no longer exists. Nowadays, people no longer move linearly from See \u2192 Think \u2192 Do \u2192 Care, but remain stuck in what we call the Messy Middle: a phase of comparing, searching and doubting. In this video, Martijn shows how AI-driven search behaviour is changing this customer journey and what that means for your SEO, content and conversions. Martijn discusses how AI and LLMs ensure that people no longer simply perform a single search, but continuously seek context, comparisons<\/p>","protected":false},"author":20,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-25069","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/pages\/25069","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/comments?post=25069"}],"version-history":[{"count":3,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/pages\/25069\/revisions"}],"predecessor-version":[{"id":25073,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/pages\/25069\/revisions\/25073"}],"wp:attachment":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/media?parent=25069"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}