Eighty-six percent of Gen Z professionals now use AI daily at work, according to a new report by TrustRadius. It reveals a sharp uptick in AI adoption, a shift in how B2B professionals conduct product research and new content demands for marketers trying to remain visible in a generative AI-first environment. AI tools are no longer emerging technology - they're daily utilities.
The digital landscape keeps evolving, but the rise of AI-powered search marks a more profound shift. Tools like ChatGPT, Perplexity and Google's AI Overviews are transforming how information is discovered and consumed - reshaping the pathways between brands and buyers. For B2B marketers, this moment brings both complexity and opportunity. The familiar playbook that once guided prospects through a predictable journey is being rewritten in real time.