Category: In the News

By Adobe

Over the past few years, B2B buying has changed dramatically. Buyers now expect relevant, connected experiences across every interaction, whether they’re searching for information online, attending webinars, downloading content or speaking to sales teams. 

At the same time, AI has raised buyers’ expectations for speed, personalization and efficiency. Yet delivering a unified experience remains difficult for organizations when customer data, buying signals and campaign activity are spread across disconnected systems.

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There’s a new deliverable on the creator brief: AI visibility. As more people start their shopping journey in AI chatbots, marketers are hoping creators can help put their brand names in front of those shoppers. 

Brand visibility used to be what a brand said about itself via traditional SEO and paid media. In the age of AI search, LLMs are crawling social media platforms, blogs, news media and sites outside of a brand’s purview to answer search queries. It’s banking on creators’ positive reviews to get do so.

“The machine is going towards the most accessible public information and the most authentic to get closer to an answer. That’s not coming from the brand themselves,” said Joe Gagliese, CEO at Viral Nation.

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