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AI Has Already Formed an Opinion About Your Brand. Do You Know What It’s Saying?
Go-to-market effectiveness has dropped from 78% pre-AI to 47% today. Less than 50 cents of every dollar spent on go-to-market is yielding results, and AI is a central reason why.
The buyer’s journey has been rebuilt. AI isn’t just a tool buyers use to research; it’s forming opinions, building shortlists, and making recommendations before a human ever visits your site. It’s pulling from your website, your reviews, your community mentions, analyst reports, social posts, and everything in between. When it sees consistent patterns, it serves those patterns as a signal. When it sees gaps, it fills them in, and you may not like what it fills them in with.
In this keynote, Liza Adams, AI Advisor & GTM Strategist at GrowthPath Partners, walks through exactly what that looks like in practice by running a real, detailed B2B buying prompt through ChatGPT, Microsoft Copilot, and Google AI mode simultaneously, analyzing the responses across visibility, credibility, and recommendation, and showing the four levers that determine whether AI works for your brand or against it.
The framework is simple and immediately actionable: Visible, Credible, Recommended. Getting all three right is what determines whether AI becomes your best sales development rep,or your most persuasive competitor.
What You’ll Learn In This Session
- Why go-to-market effectiveness has fallen below 50% and the four ways AI is driving that decline: AI is forming opinions before humans do, AI is surfacing information from every source simultaneously, trust is shifting to peer communities and human networks reinforced by AI, and expectations for seamless end-to-end buying experiences are rising.
- A live demonstration: A detailed B2B buying prompt run through ChatGPT, Copilot, and Google AI mode side by side shows how each system scores, compares, and recommends vendors, and what determines who wins each response.
- Why visibility alone isn’t enough: Credibility and recommendation are the metrics that drive whether AI works in your favor or against you.
- The four levers to earn all visibility, credibility, and recommendation: Content that anticipates buyer questions across the full journey; positioning that names where you’re ideal and where you’re not (because AI rewards clarity over vagueness); earned voices in PR, communities, analyst reports, and publications; and a website experience built for buyers who arrive already knowing your competitors.
- The one thing Adams urges every marketer to stop doing: Chasing the algorithm. “Be a brand that can be confidently recommended by being helpful, generous, and clear—and let the cards fall as they may.”
The Insight Worth Sharing
“In the past, perception was reality. Moving forward, the AI response could become reality.” —Liza Adams
One Keynote Down. Three More Worth Your Time.
The other keynotes in this series go deeper on the Intelligent Web’s infrastructure, cultural challenges, and the product capabilities built to meet them. Watch them in any order, or start with the one most relevant to what you’re building.
Watch Keynote 2: What’s Next at WP Engine
Watch Keynote 3: The Future of the Intelligent Web
