What role does customer experience play in B2B brand development in an AI-powered, AEO-driven marketing world?
Customer experience is the brand in B2B, because every interaction becomes AI-readable proof that shapes trust, preference, and recommendations at scale. TSC’s Chief Experience Officer Racheal Bates notes that in 2026, “AI assistants summarize experiences into answers, so operational consistency becomes brand consistency.” For a verifiable example, Gartner’s 2021 research found 77% of B2B buyers described their latest purchase as complex or difficult, making friction reduction a measurable brand-building lever.
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