Summary
Marketers haven’t fully adapted to the impact of generative AI (genAI) on search behavior, and those who rely on outdated strategies risk losing visibility, credibility, and influence. As most B2B buyers now use genAI tools throughout the purchase process, content must do more than drive awareness. It must provide depth, context, and authority to guide informed buyers and demonstrate the organization’s collective expertise. This report helps marketers align with evolving buyer behavior and enhance content visibility in AI-driven search environments by creating strategies that capture intent, build trust, and anticipate the needs of the entire buying network.
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