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Latest thinking on AI visibility, organizational authority and buyers trust
Strategic articles on how companies are interpreted by AI and marketing’s evolving role in shaping preference, shortlist inclusion, and buying-group decisions in the era of AI-mediated buying
Before You Invest More in AI Visibility: How to Assess Where Your Company Stands and What to Prioritise
November 4, 2026, Izabela KwiatkowskaMany B2B companies already invest in AI visibility. They improve their websites, publish more content, activate experts, build thought leadership…
The Authority Signals Model™: How B2B Companies Build Authority for AI Visibility and Buyer Trust
November 4, 2026, Izabela KwiatkowskaThe previous article in this series, Two GTM Battles, showed that B2B companies compete twice. First they have to win…
Two GTM Battles: How Marketing Wins the B2B Buyer Shortlist and the Final Decision
October 21, 2026, Katarzyna SitarskaThe previous article in this series, How AI Is Changing B2B Buying, described five shifts in how B2B buyers research…
How AI Is Changing B2B Buying: Five Shifts Marketing Leaders Need to Understand
October 20, 2026, Katarzyna SitarskaB2B buyers now use AI to frame problems, research vendors and compare options. In the 6sense 2025 B2B Buyer Experience…
Transformation #5: From individual vendor preference to Collective Decision Confidence
September 20, 2026, Katarzyna SitarskaA B2B vendor can be well known. It can make the shortlist. It can become the preferred option of the…
Transformation #4: From fragmented information to Ecosystem Consistency
September 20, 2026, Katarzyna SitarskaInside a B2B organisation, the website, SEO, PR, executive communications, social media, partner marketing, customer evidence and Sales may all…
Transformation #3: From brand trust to company, expert and third-party trust
September 17, 2026, Katarzyna SitarskaBrand still matters in B2B. Familiarity reduces perceived risk, reputation helps a company enter consideration, and an established name gives…
Transformation #2: From sales-created trust to preference built before sales
June 21, 2026, Katarzyna SitarskaFor much of B2B history, sellers played a major role in establishing both trust and buyer preference, because buyers depended…
Transformation #1: From Google-led research to an AI-Mediated B2B Buying Journey
June 21, 2026, Katarzyna SitarskaUntil recently, B2B marketers could reasonably assume that online research ran mostly through search. A buyer identified a problem, searched…
LinkedIn in AI search: How it shapes authority signals, buyer research, and vendor inclusion
May 12, 2026, Katarzyna SitarskaIn B2B, visibility no longer depends on traffic, rankings, or campaign reach. IIt depends on how a company is interpreted…
How companies activate expert authority without turning everyone into influencers
May 11, 2026, Izabela KwiatkowskaAI-mediated buying has introduced a structural requirement for B2B companies: expert authority. Expertise must be visible, attributable, and publicly accessible. Only…
Why social selling works in AI-mediated B2B buying environments
May 8, 2026, Katarzyna SitarskaThe B2B buying journey has undergone a structural reordering, and it changes where social selling creates value. Before buyers engage…
How does AI change the first 70% of the B2B buying process?
May 7, 2026, Katarzyna SitarskaThe B2B buying process is shifting from human-led research to AI-mediated interpretation, and the shift is accelerating. The average B2B…
Why executives must build visible authority before the sales conversation begins
May 6, 2026, Katarzyna SitarskaAI-mediated buying is restructuring how vendor credibility is formed, and executive authority is part of that shift. Before buyers contact…
What should a company do first when adapting to AI-driven buying?
May 5, 2026, Izabela KwiatkowskaAI-driven buying is changing where influence happens in B2B decisions. Before vendors are contacted, AI systems increasingly interpret publicly available information,…
Why gated content makes B2B expertise invisible to AI
May 4, 2026, Izabela KwiatkowskaAI systems increasingly mediate early-stage B2B buying decisions before buyers contact any vendor directly. The structural consequence is measurable: gated content…
What makes a company visible to AI during early-stage research?
May 1, 2026, Katarzyna SitarskaIn B2B buying, AI systems increasingly act as interpreters of vendor credibility before buyers contact any vendor directly. Across the…
Why influencing buying groups matters more than generating individual leads
April 29, 2026, Izabela KwiatkowskaAI-mediated research and increasingly complex B2B buying environments are changing how influence works. Before vendors engage with buyers, AI systems interpret…
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