When the Buyer Is an AI: Commerce in the Age of LLMs
For twenty years, marketing optimized for a human buyer who searches, browses, and clicks. That buyer is now being joined, and in early cases replaced, by a machine. B2B buyers already run early research through ChatGPT, Perplexity, Gemini, and Copilot, and the transaction rails for agents that buy autonomously are being built in public. This session gives marketing leaders a clear read on what changes when the buyer is an AI: how discovery moves out of Google and into AI answers, what it takes to be the source the model recommends, and what the coming agentic transaction layer means for how B2B brands position and go to market.