B2B companies are implementing generative AI (genAI) throughout their marketing and sales processes to be more productive and predictive. But as B2B buyers adopt genAI, they will gain the capability to access and analyze information on their own at a rapid rate, rendering many of companies’ initial gains irrelevant. B2B companies will have to match wits with a much smarter shopper in a buying process that is greatly expanded but also shorter and offers less opportunity for human influence. To prepare, B2B companies must invest in their ability to turn insights into action and in staffing for influential vs. operational roles.