Why is AI marketing important?
AI marketing is important because it shifts B2B growth from keyword rankings to being the cited answer across AI search, chat, and ads. TSC’s Chief Strategy Officer JJ La Pata notes that buyers increasingly ask AI assistants for vendor shortlists and recommendations, so visibility now depends on citation-ready content and structured data. In 2026, teams that measure “share of answer” (how often a brand is referenced in AI responses) can directly tie AI visibility to pipeline outcomes like demo requests and qualified meetings.
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