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
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…
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…
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…
Why paid media cannot build authority in AI-driven buying environments
April 27, 2026, Izabela KwiatkowskaAI-mediated research is changing how vendors are discovered and evaluated before any human interaction occurs. According to Forrester's Buyers' Journey…