Introducing PRCA: A New Customer Journey Model for AI Era Marketing

In an age defined by generative AI, customer behavior is evolving at an unprecedented pace. PLAN-B Marketing Partners, based in Shinagawa, Tokyo, has unveiled a pioneering customer journey framework known as PRCA (Pullka), designed to assist businesses in navigating this transformative landscape of marketing.

Background

The rapid adoption of generative AI technology has significantly altered consumer behavior patterns. Traditional customer journey models, which relied on passive information intake through advertising, are increasingly becoming outdated. A recent survey conducted by PLAN-B revealed that consumers often turn to generative AI to clarify ambiguous needs and concerns, highlighting the AI's role as an initial touchpoint for information gathering. Notably, around 40% of respondents reported making purchases prompted by dialogue with generative AI.

This marked shift in user behavior suggests that as generative AI becomes more prevalent, we will likely see even more profound changes in how consumers interact with brands. Recognizing this evolution, PLAN-B has analyzed customer behaviors to create the PRCA customer journey framework, empowering businesses to strategize in this new era without hesitation.

What is PRCA?

The PRCA model breaks down the user decision-making process into four distinct phases, aligning with contemporary behavior styles:

1. Prompt: Users begin by posing vague inquiries to the generative AI, leveraging its conversational interface, which is more adept at revealing latent needs compared to traditional search engines.

2. Review: Users are cautious; they do not take the AI's responses at face value. Instead, they verify the information's accuracy through web searches, ensuring they can trust the data provided.

3. Compare: At this stage, consumers explore various options and viewpoints to identify the best solutions aligned with their values and specific situations. The focus has shifted from mere functional comparisons to contextual assessments.

4. Act: Based on their evaluations, users proceed to purchase, inquire further, or, if needed, conduct additional searches.

Companies are encouraged to embrace this journey as a guide for their web marketing strategies, implementing SEO and brand strategies that resonate with consumers’ paths to purchase.

Plan for the Future

The PLAN-B group intends to leverage the PRCA model to offer marketing strategies tailored for the generative AI era. This approach aids companies in building deeper relationships with their clients, thereby fostering customer loyalty and enhancing engagement.

Upcoming Online Seminar

In light of these significant changes in consumer purchasing behavior, PLAN-B will be hosting an online seminar to elucidate the necessary marketing actions businesses should adopt. The seminar will present insights based on the latest research data showing how generative AI influences purchasing rates and the information validation process, alongside the specifics of the AI-enhanced purchasing journey.

Seminar Details:

- Date: July 9, 2025
- Time: 11:00 - 11:30 AM
- Format: Online
- Admission: Free

Registration: Interested participants can sign up via the following link to receive the URL for joining the seminar. All registrants will receive a recording of the seminar, making it accessible even to those uncertain of attending live.

Presenter

The seminar features Haruyuki Ideta, Head of the Digital Solutions Department at PLAN-B Marketing Partners. Since joining the company as a new graduate in 2018, Haruyuki has accumulated extensive experience in SEO consulting for over 50 companies, excelling in constructing strategies that align with broader business objectives.

About PLAN-B Group

With the mission of inspiring awe and delight across the globe, PLAN-B is a digital marketing agency specializing in various fields such as digital marketing transformation (DX) and customer-oriented solutions. Their tools, including SEO and social media marketing platforms, address a wide array of digital marketing challenges, making them an invaluable partner for businesses aiming for growth in today's digital landscape.

For more on their services and insights into digital marketing, check out their publication, PINTO!, or their YouTube channel, PLAN-B Channel, for the latest updates and strategies.