In this clip from Genuin Connections, recorded live at POSSIBLE 2026 in the Genuin Suite at the…
In this clip from Genuin Connections, recorded live at POSSIBLE 2026 in the Genuin Suite at the Fontainebleau in Miami Beach, Ashan Khan, Head of Global Agency Partnerships at Uber Advertising, pushes back on the popular "funnel is dead" narrative and offers a sharper take on what's actually happening. Host Matt Wurst, CMO of Genuin, draws out Ashan's view that brands still very much need to drive awareness, consideration, and conversion — but the way the funnel operates has fundamentally changed. The biggest shift: intent and specificity. Consumers entering Uber, whether they're heading to the Fontainebleau or opening Uber Eats to order food and beverage, arrive with a specific destination or product already in mind. That compresses the distance between discovery and conversion and reshapes how brands need to think about messaging, content, and ad products.
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