Marketers focus on using AI as a new tool, but the more profound shift is that customers now use AI for research, comparison, and even RFP generation, fundamentally altering the buying journey before they ever interact with a brand.
As buyers use AI for initial research, they progress further on their own. To convert them, companies must intentionally inject high-value human elements like personal stories, one-on-one meetings, and community to build trust where AI cannot.
With AI-powered search, user behavior has shifted to asking direct questions. Effective SEO now requires structuring content to directly answer the specific questions buyers are asking search engines and AI tools, rather than just ranking for keywords.