44% Run AI Agents, 19% Can Prove They Sold Anything

Invoca’s 2026 Broken Funnel Report, from a September–October survey of 451 US marketers, found 44% of B2C brands have a conversational AI agent live in at least one channel and another 27% are piloting, yet only 19% can reliably send agent-generated conversions back to ad platforms. Just 26% can tie a conversation to the campaign, keyword or ad behind it, and only 27% measure agents on revenue or bookings rather than volume, satisfaction or cost to serve. The funnel breaks later too: 56% lose attribution when a lead reaches a dealer, franchise or local branch, and 74% cannot trace a lead end to end.