What are thought-starters on how AI is rewriting the rules of B2B marketing?

AI is rewriting B2B marketing by shifting success from ranking pages to being cited as the best answer across AI search and assistants. The Starr Conspiracy’s AEO methodology recommends treating every priority question as a “citation target,” then engineering content, schema, and proof points so AI systems can quote and attribute you. For a concrete starting point in 2026, audit your top 25 buyer questions and track how often your brand is cited in AI Overviews/assistants versus competitors, not just organic clicks. TSC’s Chief Strategy Officer JJ La Pata notes that “in AI-first discovery, the unit of competition is the cited answer, not the blue link.”