How AI is Reshaping Buyer Behavior

AI is changing how buyers discover brands, evaluate options, and make decisions - often before they ever visit a website.

Today, buyers can ask an AI assistant for recommendations, compare vendors, research solutions, and build a shortlist without following the traditional path marketers have spent years optimizing for. 

The result? They buyer journey is changing faster than most marketing playbooks. 

Join a small group of senior marketing leaders for an off-the-record virtual roundtable to compare notes on what's actually happening - what's working, what's quietly failing and where the biggest opportunities are emerging. 

The Buyer Journey has Changed

Forrester reports that 94% of B2B decision-makers now use an LLM during their purchase process.

That shift has significant implications for marketing.

The first interaction with your brand may no longer happen on your website. Your content may be influencing a buyer without generating a click. And a prospect's shortlist may be shaped by an AI conversation that your marketing team never sees.

Meanwhile, traditional signals - traffic, clicks, form fills and other familiar measures of engagement - are becoming harder to interpret.

So what does effective marketing look like when AI is increasingly part of the buying journey?

That's the conversation we'll have.

Four Questions Worth Asking

1. Where are buyers actually making decision? 

If buyers aren't following the traditional path from search to website to conversion, where are they discovering brands and forming opinions now?

We'll compare what we're seeing across AI interfaces, search, communities, social platforms, analyst content and other emerging discovery channels. 

2. What happens when website traffic declines?

For years, website traffic has been one of marketing's clearest signals.

But what happens when buyers can get the information they need without ever clicking through? 

We'll discuss how teams are responding to declining or changing traffic patterns - and where they're finding new ways to create influence and demand.

3. What does content look like when nobody needs to click?

AI changes the role of content.

It's no longer only about attracting someone to a page. Increasingly, content needs to inform the answer, shape the conversation and earn visibility inside AI-generated experiences. 

How are leading teams rethinking their content strategies for the new environment? 

4. How do you prove marketing ROI now?

when influence happens before a website visit - and sometimes without one at all - traditional attribution becomes even harder. 

We'll compare the metrics teams are leaning into, how they're redefining success, and how marketing leaders are making the case for investment when the buyer journey is increasingly difficult to track.

Join the Conversation

Your buyers are changing. Is your marketing strategy keeping up?

Join fellow senior marketing leaders for a candid, off-the-record conversation about how AI is reshaping discovery, content, attribution, and the path to purchase.

Register your interest below.