In this episode
Katie Allison, Senior Manager of Research and Insights at TrustRadius, an HG Insights company, walks through TrustRadius’ 2026 B2B Buying Disconnect report, which surveyed thousands of software buyers and vendors and found that at least 63% of buyers now use AI during their buying journey, while trust in AI answers leveled off for the first time. Host Greg Kihlström and Allison cover why buyers fact-check AI against search, peers, and review sites; why analyst reports have lost ground as influence spreads across peers, creators, and AI; how vendors can prepare for peer conversations they will never see; where human judgment has to stay in AI-assisted content; why AI ROI is a renewal risk for vendors; and how AEO/GEO measurement shows which sources shape a brand’s presence before a buyer ever reaches sales.
Key takeaways
- AI use in B2B buying keeps rising, but trust has stopped climbing. At least 63% of buyers in TrustRadius’ 2026 B2B Buying Disconnect report used AI at some point in their journey, and this is the first year trust in AI answers did not meaningfully increase.
- Showing up in AI answers is vital but not sufficient. Allison says most buyers use these tools, so brands need to appear in the responses, but AI is not a one-stop shop for software buying and buyers go elsewhere to verify.
- Buyers fact-check AI, and traditional search is their first stop. 94% of buyers who used AI fact-checked what it told them, and traditional search is the number one tool they use to do it, which is why SEO still matters.
- AI prompts carry far more context than keyword searches. Buyers describe company size, industry, and footprint in an LLM prompt, so TrustRadius is combining reviews with HG Insights technographic and firmographic data to build pages that surface relevant, filterable information.
- Relying on a single third-party source limits visibility. Only 13% of buyers still consult analyst reports, down from 35% in 2022; Allison says brands should define an off-site strategy around the sources their own buyers actually use.
- Peer conversations can’t be scripted, but they can be anticipated. Every buyer who talked to a peer said it helped, while vendors assumed about 83%; frequent feedback from end users and power users, not just budget holders, reveals the concerns those conversations will raise.
- AI content needs a human editor to build trust. LLMs summarize well but don’t reliably judge what matters to a target audience, and 47% of buyers now trust online resources less than before AI content, up from 39% in 2025.
- AI ROI is a renewal problem for vendors. 16% of buyers aren’t tracking the ROI of their AI tools; Allison says vendor sales, marketing, CS, and product teams should help customers define and measure it.
- AEO/GEO tools remove a blind spot. Seeing how a brand appears in AI responses shows which sources define its presence, which in turn informs off-site strategy.
Chapters
- 00:00 — Introduction: influence has scattered across peers, creators, and AI
- 02:02 — Katie Allison’s role on the TrustRadius research team
- 03:19 — The 2026 B2B Buying Disconnect report: 63% use AI, trust levels off
- 05:18 — 94% of AI users fact-check: becoming one input among many
- 07:42 — How AI prompts differ from keyword search
- 08:54 — Communal buying and the decline of analyst reports
- 11:42 — Earning a place in peer conversations you can’t script
- 14:12 — Showing up in AI answers vs. gaming them
- 17:44 — Measuring AI ROI when the journey is fragmented
- 20:24 — The shrinking visible funnel and signals that land you on the shortlist
- 23:22 — One year out: will AI purchase satisfaction survive renewal?
- 24:52 — Staying agile: make time to experiment and let yourself fail
Why AI visibility is necessary but not sufficient
AI tools are now part of most software purchases, so a brand that doesn’t appear in AI responses is missing from a step most buyers take. But the report shows trust in those answers has plateaued, and buyers who use AI overwhelmingly verify it. Allison’s point is that no one should rely on a single source for an expensive, high-risk business software decision, so AI research is a starting point rather than the place the decision gets made.
Why AI search changes what a content page has to do
A traditional search might be “best enterprise ERP software.” An LLM prompt is closer to “an ERP for a manufacturing company of over 10,000 people across 12 countries.” TrustRadius has redesigned pages to be LLM- and AI-search-friendly, breaking information down so it can be filtered by what’s relevant to a specific buyer, and drawing on reviews plus HG Insights technographic and firmographic data from the acquisition.
Why optimizing for one trusted source shrinks your visibility
Brands that focus only on an executive’s preferred third-party source, whether an analyst report or anything else, risk being invisible where their buyers actually look. Vendors should answer buyer questions on their own sites, but buyers won’t trust a vendor site alone. Allison says analyst reports can still be worth it for large enterprises selling to executives at other large enterprises; the broader task is defining an off-site strategy that reaches the target audience.
How to prepare for peer conversations you will never see
Every B2B product has use cases where it shines and where it doesn’t. Vendors will never know how often peers discuss them, but they can predict how those conversations go by regularly gathering use-case-specific feedback from end users, power users, and individual contributors who aren’t part of the renewal conversation. That feedback points to either product work or education content when the product can already do what customers doubt.
Where human judgment has to stay in AI-assisted content
Allison describes AI drafts that read well on a skim but lack substance, or that repeat one good insight until it stops being useful. Scaling that kind of content damages trust at a time when buyer skepticism of online resources is rising. AI can outline or draft; a human needs to edit and verify that the piece is genuinely helpful. Customer reviews, with customers on the record, are one way to bring a human perspective into scaled content.
Why AI ROI is a renewal risk for vendors
AI tools are like any other software: they cost money and must deliver value. If vendors can’t tell customers how to track ROI, those customers can’t justify the renewal to a budget holder. Allison expects next year’s data to show whether today’s high satisfaction with AI purchases holds once buyers have gone through a renewal cycle.
FAQ
How many B2B buyers use AI during the buying process? At least 63% of software buyers in TrustRadius’ 2026 B2B Buying Disconnect report said they used AI at some point in their buying journey. It was also the first year trust in AI answers leveled off instead of rising.
Is appearing in AI answers enough to win a B2B software deal? No. Katie Allison says AI visibility is vital but not sufficient, because 94% of buyers who used AI fact-checked it and traditional search is their top tool for doing so.
Do B2B buyers still rely on analyst reports? Far less than before: 13% of buyers consult analyst reports, down from 35% in 2022. Allison says they can still matter for large enterprises selling to executives at other large enterprises, but relying on any single third-party source limits visibility.
How can vendors influence peer conversations they can’t see? By frequently gathering feedback from end users, power users, and individual contributors rather than only budget holders. That reveals the concerns likely to surface, which vendors can address through product improvements or educational content.
Can brands use AI to scale content without losing buyer trust? Only with a human editing and verifying the output. 47% of buyers now trust online resources less than they did before AI content, up from 39% in 2025, and thin AI content deepens that skepticism.
How can a brand tell whether it’s building the reputation that lands it on shortlists? Allison recommends using an AEO/GEO tool to see how the brand appears in AI responses and which sources shape that presence. Reputation matters early: 79% of buyers had heard of a tool before they started researching.
About Katie Allison
Katie Allison, Senior Manager of Research and Insights at TrustRadius, HG Insights, looked into how generational behavior is reshaping go-to-market strategy. She brings a data-backed perspective on how AI, social proof, and digital-native expectations are colliding to change who buyers trust, with recent findings from the From Boomers to Zoomers report.
Katie Allison on LinkedIn: https://linkedin.com/in/kathryn-allison
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Transcript
[00:00:00] Greg Kihlström: Hi, this is Greg Kihlström, host of The Agile Brand, and here’s a question for you. What if, by the time a B2B buyer ever talks to your sales team, the decision is already mostly made and somewhere you can’t see and can’t measure? For years, agility meant being quick with the latest tools. Now it means something harder: letting go of long-held assumptions about the buyer’s journey and accepting that influence is scattered across a decentralized network of peers, creators, and AI, much of it happening in places that brands don’t control and can’t track. Today, we’re digging into a fundamental shift in how B2B buyers, especially the next generation, actually make decisions. We’re gonna explore how generational change led by the most AI-forward buyers yet is reshaping
[00:00:45] Greg Kihlström: the B2B buying landscape, why linear demand gen models strain in an era of communal buying and AI-driven discovery, and the rising pull of peer reviews, independent creators, and AI-generated answers, and what that does to your brand’s credibility. To help me dig in, I’d like to welcome Katie Allison, Senior Manager of Research and Insights at TrustRadius, an HG Insights company. Katie, welcome to the show.
[00:01:53] Katie Allison: Thank you. I’m excited to be here.
[00:01:55] Greg Kihlström: Yeah. Looking forward to diving in here, but before we do, though, why don’t you give a little background on yourself and your role at TrustRadius?
[00:02:02] Katie Allison: Absolutely. So I joined TrustRadius almost five years ago at this point, um, as a member of our research team. We’re responsible for all of the content that we create, both for our buyer and our vendor audience, so making sure that buyers have all of the information they need to make a confident purchase decision, but also helping our vendors transform the reviews that they get on TrustRadius into content that helps them market their own products. And then beyond that, I also lead our reports program for both TrustRadius and HG Insights, going through all of our data, kind of seeing how buyers are actually purchasing software and how they are approaching this process, especially in the age of AI with all
[00:02:47] Katie Allison: of the changes coming to the market.
[00:02:50] Greg Kihlström: Yeah. So yeah, let’s, uh, and s- speaking of reports, uh, [chuckles] let’s, let’s dive in here, and we’re, we’re gonna talk about, uh, one of these reports in, in a fair amount of depth here, and I wanna start by just kind of setting the stage. Um, can you talk a little bit about, you know, it, uh, the report pulled from thousands of real buyers and vendors. What’s the… Tell us a little bit about the report itself and, you know, what’s the, what’s the one shift in buyer behavior that you think marketing leaders are, are most underestimating?
[00:03:19] Katie Allison: Absolutely. So the report we’re talking about today is our 2026 B2B Buying Disconnect. This is where we go and we survey thousands of software buyers about their buying process and how they’re evaluating this, these products, as well as software vendors about their go-to-market, and we really dive into what buyers want, how vendors are going to market, and any of the disconnects between these two groups to, one, call them out because it’s interesting, but two, to also help buyers or help vendors meet buyers where they are. Um, this year, something that I found particularly interesting in the report is that just as we’ve seen every year since ChatGPT hit the market, usage of AI tools
[00:04:05] Katie Allison: continues to rise. This year, at least 63% of buyers said that they used AI at some point in their buying journey. The interesting thing that we found this year is that this is the first year that trust has leveled off. Trust in those AI answers is not increasing meaningfully year over year. Um, we saw it go up after ChatGPT was introduced. Um, folks used the tool. Uh, we’ve all seen over time those tools get better, and so trust continued to go up, but this year it didn’t. Um, for marketing leaders, I think that this is a really interesting shift because most buyers are using these tools. You need your brand to show up in the responses.
[00:04:50] Katie Allison: It’s vital. Um, but you also need to know that it’s not sufficient to convince a buyer to buy your product. Um, with the, the leveling off of trust, we know that buyers are going elsewhere to get additional information. These tools are a really good place to do some research, but they’re not a one-stop shop, and we don’t think they will be a one-stop shop for software buying anytime soon.
[00:05:18] Greg Kihlström: Yeah. Well, and, and to that point, uh, so, you know, one, one of the things maybe not so surprising is younger buyers are, are leaning into that AI a, a little more than, than some of the other generations, but, but to, um, back to your point about the trust component, a lot of people are using it, but 94% of buyers who used AI ended up fact-checking what it told them. So, you know, there’s, there’s certainly a, a trust, a trust gap there. So it sounds like they’re, they’re using AI to perhaps move further through the research process, but they’re still thinking it through, fact-checking all of that. So, you know, for a brand that has spent years at this point positioning itself as the authoritative
[00:06:03] Greg Kihlström: source- For information, you know, what changes when you become just one of the inputs that the buyer is actively cross-checking?
[00:06:12] Katie Allison: Well, I don’t wanna give us too much credit because I think we are a great resource for buyers, and AI search has fundamentally changed a lot of things in the tech world. But this one thing isn’t that wildly different for us as a brand. Nobody should rely on a single source of information for something as important as a business software purchase. These tools, for one thing, they’re not cheap. They’re a big investment, and there’s a, a real risk to impact a, a business’s bottom line if you make the wrong choice. So we’ve always been one of the resources a buyer can use to fact-check AI, but also cross-check what a vendor is telling them at, in the before times. Um, something that we’ve put a concerted effort into is making that
[00:06:57] Katie Allison: fact-checking easier by compiling information that we know buyers are looking for in one place. That’s things like reviews, hearing from folks similar to them about how the product worked, uh, product demos so they can see the product firsthand, pricing information, and even more. Um, in the age of AI, we’ve made some additional changes to redesign a number of our pages to be LLM and AI search friendly. Um, beyond just, you know, adding more and more information, we’re working to break it down and filter these pages in a way that’s relevant for both buyers and AI models. Um, AI search is different from traditional search, and I’m sure you’ve heard this from everyone you’ve talked to about the topic, but buyers are
[00:07:42] Katie Allison: giving these LLMs way more personal information than they would in a traditional search. Your traditional search keyword might be best enterprise ERP software. In AI, someone searching in an LLM might say, “Okay, I really need to find an ERP for a manufacturing company of over 10,000 people, and we’re located across 12 different countries. What tools should I be looking at?” We’re working to leverage both our reviews and some proprietary, uh, HG Insights technographic and firmographic data that we now have access to because of the acquisition, um, to create pages and content that are gonna surface relevant information, both to help show up in LLMs,
[00:08:28] Katie Allison: but also to make it easier for buyers to really filter out what’s irrelevant to them and give them the best information possible to make that fact-checking easier. Buyers don’t have time to sort through all of the data and pick the pieces that are relevant to them. Um, and LLMs aren’t always good at that, and so we’re trying to make it easy for both buyers and LLMs.
[00:08:54] Greg Kihlström: Yeah. One of the other things, you, you’ve described buying as more communal now, so, you know, there’s al- there’s always been that committee, you know, the B2B buying committee, which certainly makes it a, a different sales process than a B2C, uh, sale.
[00:09:12] Greg Kihlström: But now it’s being shaped by peers, by creators, and, and reviews as much as that, that formal committee. You also found only 13% of buyers are still consulting analyst reports, which is down from 35% in, in 2022, so, you know, pretty, uh, you know, uh, pretty big decline there over, over, over the course of the last few years. So when influence scatters like that, what does a brand lose if it keeps optimizing for the org chart instead of the network around it?
[00:09:46] Katie Allison: Yeah. I’ll just give the caveat of I’ve worked in the review space for many, many years, so I might have a little bit of a bias against analyst reports. Brands who focus exclusively on an executive’s preferred third-party source, whether it be an analyst report or really just any one source, they’re facing a really real risk of limiting their visibility by not focusing on the third-party sources that their buyers are looking at. Um, kinda tying it back to fact-checking, vendors can and should answer buyer questions on their own site. Of course they should. Um, but a buyer isn’t gonna trust just a vendor’s website because, like I said, no one’s using just one source. You’re not gonna believe what the company trying to sell to you says 100% throughout the entire sales process and not look elsewhere. But these vendors also need to work to ensure that their
[00:11:07] Katie Allison: products have a presence on third-party sites like review sites, shameless plug, um, where their buyers are seeking information. In some cases, this might be an analyst report. It might be a worthwhile investment for companies who are really large enterprises selling to executives at other large enterprises. That’s kind of the trusted source in that larger market. Um, it’s really a case of defining your off-site strategy and making sure that you’re reaching your target audience through that strategy.
[00:11:42] Greg Kihlström: Getting a little more, more tactical here and, uh, talking about the, the, the marketing mix, so to speak, of the, for, for these companies, buyers seem to be, you know, based on the report, based on, based on what you’re sharing here, buyers seem to be wanting peer conversations and reviews that, that vendors don’t control, and so, you know, they’re leaning on the things that they can control, you know, their own reps, their own collateral. So, um- According to the report, again, you know, every single buyer who talked to a peer said that it helped, but, um, you know, vendors assumed that that number was closer to 83% versus, you know, nearly 100%.
[00:12:27] Greg Kihlström: How does a large brand earn a place in conversations that it’s unable to script without it, you know, feeling inauthentic?
[00:12:36] Katie Allison: Yeah, I mean, the easiest answer is to make a really great product that all of your customers love. Um, but with-
[00:12:42] Greg Kihlström: Good point
[00:12:43] Katie Allison: … B2B software, it’s not always that simple. Um, these are big, complex pieces of software that do a lot of things, in most cases. Every product is gonna have pros and cons, and use cases where it really shines and some where it doesn’t. Um, any of us who have any customer-facing aspect of our role have spoken to a customer who is unhappy with part of our product. Um, sometimes that’s totally warranted and fixable, but sometimes it’s just because the product wasn’t the right fit for them, and that’s kind of where it gets a little bit sticky. Bringing it back to those peer conversations, though, vendors really need to get comfortable with the fact that they’re never gonna know the extent to which these conversations are happening, but they can have an idea of how they’re going to go
[00:13:28] Katie Allison: by frequently seeking feedback from their customers, and not just the relationship owners or the budget holders. Obviously, keeping your budget holders happy is important, ’cause you want that renewal. Um, but if you get use case specific feedback from the end users, the power users, the individual contributors who might not be a part of that renewal conversation, it’s gonna help you know what tricky spots might come up in those peer conversations, or even on your sales calls, um, to help your team proactively address them, either through product work to improve the issues, or just maybe it’s an education issue, making sure that you’re getting content out there that addresses that concern because your product actually can do the thing that’s popping up that people are concerned about.
[00:14:12] Greg Kihlström: Yeah, yeah. And I think with, uh, a, so many buyers using AI to help, you know, summarize the market, uh, understand things better, those of us who have been doi- have been involved in the old school SEO approach, and I mean, SEO still is, is import- as much as people are talking about AO, GEO, like SEO is still important, but, uh, the temptation using an SEO approach is to just kind of, uh, flood the, the market with content, and even with SEO that’s, there, you know, that needs to be done strategically. But with AI, uh, tools, that’s not the case, and in fact can be, um, counterproductive to even
[00:14:57] Greg Kihlström: do that. So, you know, there’s this, this temptation to use essentially AI slop to just flood the zone, so to speak. But, you know, where’s the line between showing up in AI answers and gaming them, and, and what’s the, what’s the human judgment that has to stay in the loop for content to still build trust?
[00:15:18] Katie Allison: Yeah. Well, if you’ve found someone who knows how to game the system to consistently show up in AI answers, please connect me with them, because I think we could make a lot of money.
[00:15:29] Greg Kihlström: [laughs] Same. Yeah.
[00:15:29] Katie Allison: Um, maybe retire before that AI bubble bursts, if it does. Um, but all jokes aside, um, the LLMs are excellent at summarizing large amounts of data and identifying themes. They are not always great at identifying which of those themes is important or relevant to the audience you’re targeting, uh, and that’s where the human judgment really needs to come in. You can use AI to outline or maybe even do your first draft of a piece of content, but you need that human in the loop to edit and verify that it’s genuinely helpful to your target audience. Um, without that step, you’re really risking putting out unhelpful content that harms trust. Um, in my personal experience, we’ve done a lot of experimentation with AI and content creation, and I have seen
[00:16:18] Katie Allison: and accidentally created a lot of AI content that sounds really decent if you’re skimming it, but when you try and dive in deeper, it really lacks the substance, or if it has one of those two really insightful nuggets, it will repeat it over and over to the point where it becomes unhelpful because I’ve heard this four times before in this three-page thing. Um-
[00:16:40] Greg Kihlström: Right
[00:16:40] Katie Allison: … and that is the type of content that is really gonna get vendors into trouble if they scale it and kind of spam it out there, because it’s not helpful. Tying it back to the research, we saw that 47% of buyers trust online resources slightly or much less than they did prior to AI content kind of coming out, and that’s up from 39% in 2025. Um, there’s some growing skepticism in online resources across the board, and a brand that launches a ton of AI-generated content that lacks substance or relevance is really gonna damage trust with their audience. Um, and then another shameless plug, but kind of tying it back to review content,
[00:17:25] Katie Allison: this is a good source for vendors to use. If you can get your customers on the record, that’s something you can filter through your kind of AI-generated content, use in those pieces so that you can scale, but really bring that human perspective in as well with your customers on the record.
[00:17:44] Greg Kihlström: Yeah, yeah. So let’s talk a little bit about measurement here, and, and certainly, you know, a, a lot of the conversations that I have these days, it’s about ROI on AI-based initiative, whatever, lots of different, um, AI initiatives and, and types of AI initiatives, but, you know, s- keeping on, on topic here as far as, um, you know, being found, um, here, your research found that 16% of buyers aren’t even tracking their own AI ROI despite, uh, you know, I assume there, there’s stakeholders that are, that are at least wondering, uh, what those numbers are. When the journey is so fragmented, I mean, we talked about there’s a lot of different potential sources for how people are finding
[00:18:29] Greg Kihlström: and, and learning and researching, um, how does a, how does a p- a, a brand approach attribution and, and, you know, determining AI, um, ROI on, on, on all of this?
[00:18:43] Katie Allison: Yeah. In this one way, AI tools are exactly the same as every other software tool on the market. They cost the business that purchases them money, and they need to deliver value in exchange for that money. Um, and I think if you’re a vendor creating an AI tool, your sales, marketing, CS, and even product teams need to be putting their heads together to help their customers figure out what that ROI measure should be and how to measure it. Obviously, that’s easier said than done, but it’s vital. It’s something that’s consistent across SaaS, AI or not. If you don’t have that tracked and you can’t inform your customers on how they can and should be tracking it, your renewal
[00:20:14] Katie Allison: You don’t wanna lose the tool that’s helping you be more productive in your job just because you can’t demonstrate meaningfully to the budget holder why that investment is worth it.
[00:20:24] Greg Kihlström: Yeah. Yeah. So l- last thing I wanna talk about here is something, uh, also very much top of mind with, uh, wi- with marketers is just this, what AI research, uh, trust issues and everything aside, is seems to be shortening the, let’s call it the visible funnel from, from the marketer’s perspective. And so buyers are seemingly, you know, further in the process, shortlists are shorter than, you know, their three names or fewer. You know, your research, you know, 79% of buyers had already heard of the tool before they started r- um, really researching even. So a lot of the decisive work happens before, uh, the, the vendor is even in the room.
[00:21:09] Greg Kihlström: So w- what signals tell a brand it’s building the kind of reputation in some of those places that it doesn’t own that lands it on that shortlist?
[00:21:18] Katie Allison: Yeah. AEO, GEO, whatever acronym you choose to use for measuring AI visibility is a great thing to lean into here. I know we talked a little bit about how traditional SEO is still important, and that is so true because traditional search is the number one tool that buyers said they’re using to fact-check AI answers, but the AI answer has to occur before that fact-checking. Um, so LLMs are really, really good at summarizing large amounts of information, like I’ve said a couple of times. Um, understanding how your brand kind of shows up across the internet is gonna be really important, um, to understanding how it’s gonna show up in these LLMs. And leveraging some sort
[00:22:04] Katie Allison: of AEO or GEO tool to see how your brand is appearing might be a good option for a lot of vendors who are trying to increase their brand visibility. If you don’t do that, you’re really gonna have a blind spot. Um, and seeing some of the responses is gonna show you what sources are being used to define your presence, and that can help you with your off-site strategy as well. I will give you a little bit of a sneak peek into our product roadmap. Um, we have some new capabilities coming out in the next couple of weeks really leaning into this. We have partnered with a company called Conductor, who started out in traditional search and has branched into the AEO/GEO world, and we’re working to build dashboards for our customers to give them more visibility into
[00:22:49] Katie Allison: how their trust radius presence and the reviews they’re generating are driving that visibility in addition to the work they’re doing on their own site. Because like I said, that third-party content strategy is vital, um, but if you can’t measure the results you’re getting from it, then it may or may not be worth the investment. Um, so I won’t give too much away, more announcements coming, but it’s gonna be really, really exciting to start diving into that with customers.
[00:23:17] Greg Kihlström: Nice. Nice. Love it. Yeah, yeah, we’ve had, we’ve had Conductor on the show, so yeah, lookin’- looking forward to-
[00:23:22] Greg Kihlström: … uh, to hearing more about that. Well, Katie, thanks so much for, for joining today. Got a, a couple last questions for you as we wrap up here. Uh, if we were having this interview one year from today, what is one thing that we would definitely be talking about?
[00:23:35] Katie Allison: Yeah, I mean, with AI, who knows? Um, if there’s any meaningful government regulation passed that changes how these LLMs work, we’re probably gonna be talking about that, but that’s not my area of expertise, and I don’t know if that’s gonna happen. So I’ll pivot back to something that I’m really interested in seeing in our report when we survey buyers next year. Um, we talked a little bit about AI ROI. The vast majority of the buyers we surveyed said that they are satisfied with their AI purchase, and they’re really happy with it. I believe that number was over 70%, um, which is huge in SaaS. But we collected this data in early 2026 about a 2025 purchase. That means they’re probably still pretty new into using it. It’s the shiny new fun thing that they’ve been digging into.
[00:24:25] Katie Allison: A year from now, these buyers will have a whole lot more experience with that tool- And a lot of them likely will have gone through a renewal process, um, where if they didn’t document that ROI, they might not have that tool anymore, or if they did document that ROI and it wasn’t great, they might have switched. Um, and so I’m really interested to see if that satisfaction stays high once the shiny newness has worn off a little bit.
[00:24:52] Greg Kihlström: Yeah. Love it. Love it. And last question for you, what do you do to stay agile in your role, and how do you find a way to do it consistently?
[00:25:00] Katie Allison: Yeah. With all of the changes that AI is bringing to the tech industry, the best way I’ve found to stay agile is just to find the time to play with these tools. Um, I don’t wanna force AI into a process that it doesn’t need to be in. Um, but if there’s something that I tried to do a while back that’s failed spectacularly, I’ll try it when a new model comes out. Um, and on that note, failing, I think, is super important when you’re using new tools. Um, as you kind of onboard new technology, there’s a lot of pressure to get it right and to get the results that were promised, and I think there’s a lot of fear of getting it wrong. I think to be agile, you kind of have to ignore some of that fear when you’re experimenting. Um, I have produced some truly terrible garbage AI content that will never see the light of day, um, but it taught me a lot about what does and doesn’t work when using these tools. And so to stay agile, make the time to experiment, but also let yourself fail at stuff. If you don’t fail, you don’t learn.
