Personal Use, Professional Buy: How AI Buyers Start with Individual Adoption
At my first desk job, I was handed a grueling task: create a beautiful, image-rich story without any prior experience in design tools. Naturally, I turned to my go-to platform, Canva. It was simple, intuitive, and got the job done. What I didn’t expect was how quickly it caught on. Within days, my teammates started…
Test First, Buy Later: Why Use Cases Beat Product Demos
Today’s B2B buyer isn’t looking to be wowed by a high-polish demo or book endless calls to hear a sales rep click through slides. What they want is simple: proof that your product solves their specific problem—in their environment, on their terms. The smartest buyers in the room are cautious, curious, and calculated. They don’t…
The AI Buyer Has One Rule: Prove It Pays Off
In today’s AI-saturated B2B landscape, hype doesn’t move deals—evidence does. And the companies gaining ground? They’ve stopped marketing with promises and started leading with proof. This shift isn’t theoretical. It’s happening across vendor shortlists, buying committees, and budget approvals. According to Digitalzone research, 83 percent of AI buyers now expect hard ROI evidence before even…
How company size impacts AI buying behavior
AI isn’t bought the same way by every business. What feels like a quick decision in a 20-person startup can turn into a multi-month process inside a global enterprise. Both may chase similar outcomes—but the expectations, timelines, and risks are worlds apart. If you’re marketing AI solutions today, this difference matters. Understanding how AI purchasing…
Buyer vs researcher: Why marketers need to start higher in the funnel
AI deal cycles rarely start with the person holding the budget. Long before the CIO or VP gets involved, someone else has already begun the research—quietly, behind a screen. That person is usually a mid-level evaluator: a researcher, analyst, or ops lead tasked with surfacing viable options. They shape the vendor list before leadership even…
The Rise of the Millennial Decision-Maker
Here’s what’s happening in B2B right now: your buyer isn’t who it used to be. Gen X executives once led most deal cycles—but today, millennials make up more than half of B2B decision-makers. According to Digitalzone research, 51% of current B2B buyers are millennials. And their approach is rewriting how vendors engage, persuade, and win. …
It’s Not Just IT Anymore: Where the AI Buyer Lives Across the Org Chart
AI first entered business teams and business processes as an experiment. It was a futuristic tool reserved for technical teams, innovation leads, or R&D labs. Fast-forward a decade, and that narrative’s toast. AI is now a competitive differentiator. What started as a playground for early adopters has become a strategic focus across every department. From…
Cognitive Diversity: The Secret to Risky and Bold Ideas
What happens in a meeting room where every idea gets a yes, every sentence ends in agreement, and no one ever says, “Wait, what if we flipped it?” It’s quiet. Too quiet. Like a jazz band where everyone plays the same note. Sounds safe, right? But safe doesn’t spark anything. When minds mirror each other,…
Comfort Zone Creativity Poses Challenge for Brands, Risk-Takers Can Win
In a world increasingly defined by polarization and hyper-visibility, comfort zone creativity is entering what many insiders call a cautious phase. The 2025 State of Creativity report by LIONS reveals a telling statistic: only 13 percent of brands feel they operate in a creative, risk-friendly environment. Meanwhile, 29 percent of surveyed respondents say their organizations…
Creative Disruption Is Fueling a New Era of Brand Activism in 2025
Isn’t it true when culture divides, creativity unites. We’re living in an era where taking a stand isn’t just an option for brands—it’s a demand. With global politics in flux, social issues boiling over, and digital platforms magnifying every opinion, brand activism has gone from bold experiment to baseline expectation. But how do brands navigate…