B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
44%
44% -- cost per click reduction for ZUP (2025)
GenAI insights reduced cost per click (CPC) by 44% for ZUP before peak season.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
44%
Unit
Percentage
Data Vintage
2025
Entity
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Skai
Primary
Tier C
https://skai.io/blog/genai-is-collapsing-the-path-to-purchase/ ↗
Source Article
From Funnel to Tunnel: GenAI is Collapsing the Path to Purchase and Programmatic Retail Media Could Be the Answer
AI is shrinking the traditional purchase funnel into a rapid, single-step “tunnel,” where decisions happen in seconds. For marketers, programmatic retail media offers the automation, predictive targeting, and real-time optimization needed to remain visible and competitive in AI-driven shopping momen…
Original Research
Skai
· Original study ↗
Methodology
GenAI insights reduced CPCs 44% and lifted ROI 34% before peak season.
Methodology documented
Segmentation
IndustryMedia
RegionGlobal
RoleAll marketers
Channelpaid_ads
Cite this stat
Plain Text
ZUP: 44% cost per click reduction. Source: Skai (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marshall-zup-genai-insights-performance
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<blockquote cite="https://lighthousedata.io/data/marshall-zup-genai-insights-performance" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>44%</strong> -- cost per click reduction for ZUP<br><small>Source: Skai (2025) · <a href="https://lighthousedata.io/data/marshall-zup-genai-insights-performance" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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