How AI is Reshaping Buyer Behavior

The buyer journey has changed. Has your marketing strategy?

AI is changing where buyers discover brands, how they evaluate options and, increasingly, where they make their purchasing decisions.

According to Forrester, 94% of B2B decision-makers now use an LLM during their purchase process.

And increasingly, buyers aren't starting with Google, browsing a list of websites and filling out a form. 

They're asking AI. They're building shortlists inside chat interfaces. They're getting recommendations before they ever visit a brand's website.

So what happens to the marketing playbook when the click is no longer the destination?

Join a small group of senior marketing leaders for a candid, off-the-record conversation about how AI is reshaping buyer behavior - and what it means for the future of marketing.

Four Questions for the Roundtable

1. Where are buyers discovering brands now? 

As AI increasingly influences research and vendor selection, where are your buyers actually discovering and evaluating brands? Are traditional search, social and websites still driving the journey - or is discovery moving somewhere else?

2. What happens when website traffic declines?

If buyers can get the information they need without visiting your website, what replaces traditional traffic as a signal of marketing performance? What are you doing to compensate for declining or changing website behavior?

3. How does content strategy change when people don't click?

If an AI assistant can summarise your content without sending someone to your site, what does that mean for the way you create and distribute content? Are you optimising for clicks - or for being understood, trusted and recommended?

4. What does success look like now?

When traditional metrics become less reliable, how do you demonstrate marketing's impact? Which metrics are you leaning into to prove ROI - and which ones are becoming less meaningful?

From Clicks to Influence

The next generation of marketing measurement may need to look very different. 

Website sessions, rankings and conversion rates have long been fundamental indicators of digital performance. 

But what happens when the buyer's journey increasingly happens somewhere you can't directly measure?

The conversation is shifting towards questions such as:

Are we being discovered? Are we being recommended? Are we being cited? Are we influencing the shortlist? Are we shaping the conversation before a buyer ever reaches us?

This roundtable will explore what those changes mean for marketing strategy, content and measurement. 

Join the Conversation

The buyer journey is changing. Let's talk about what comes next.

Join a select group of senior marketing leaders for an honest, off-the-record discussion about AI, changing buyer behavior and what it means for your marketing strategy.

Register your interest below.