But, you know, where would you start?

I think we tend to discuss AI as a collection of tools or prompts or even data.

Well, I think that when we look at buyers within the B2B space, I think buyers experience it very differently.

It's changing how they discover information.

It's even changing how they frame questions, how they look at alternatives, and how they decide really which sources they want to trust.

And so when I think about it from, for example, a marketing perspective, Marketers are typically optimized for someone typing in keywords into a search engine or clicking through to a website.

But the AI system sits kind of between the buyer as well as the brand or the potential problem solver for them.

And they're going to want an experience that is far more modern than drop-down menus and navs and all of that.