AI systems now sit between your brand and your buyers. Here's what that means for every GTM motion you're running — and what to do about it.
Something changed in B2B buying in 2024 and 2025, and most GTM teams are still catching up to it.
Buyers started asking AI before they asked Google.
Not in a dramatic, all-at-once way. It happened gradually — a CMO types a question into Perplexity during research, a VP of Sales asks ChatGPT to compare vendors, a procurement team uses Microsoft Copilot to shortlist options before issuing an RFP. Each of these interactions is small. In aggregate, they represent a structural shift in how B2B purchase decisions begin.
The brands that appear in AI-generated answers get evaluated. The brands that don't are invisible — not because they lack a product or a GTM team, but because they lack presence on the surfaces that AI systems draw from when generating recommendations.
