Observed Signal · Sep 23, 2026 · Event Preview · Source: The Drum · Impact: 3/5 · Sentiment: Neutral
Generative AI in B2B Marketing Market: B2B marketers must adapt content for lazy AI models
Forrester analyst Nicky Briggs will keynote B2B Forum EMEA, discussing how generative AI is reshaping B2B search visibility. She warns that large language models, described as 'lazy Vulcans', favor direct, encyclopedic content over creative flair, and that organic traffic could drop 50-75% as buyers shift to AI tools. However, traffic from AI tools converts 3-4x better. Briggs advises marketers to make visibility a KPI, study buyer behavior, write for both humans and machines, and prioritize authentic human voices, while working as a unified team to adapt long-term.
Highlights critical shift in B2B visibility due to generative AI, with actionable insights for marketers.
Key Takeaways & Evidence Grounding
- Forrester predicts organic traffic may fall by 50-75% within 12-18 months due to generative AI.
- Traffic referred by generative AI tools is three to four times more likely to convert.
- Nicky Briggs will keynote B2B Forum EMEA in London on September 29.
- SAP built a dashboard to track PR as a driver of visibility.
- LinkedIn trained content creators to write for AI models.
Connected Companies & Entities
3 Entities mappedProfessional social platform for hiring, advertising, sales and learning.
“LinkedIn trained its content creators to write for AI models....”
Forrester
Enterprise research, advisory and benchmarking subscriptions for business leaders.
“Forrester's Nicky Briggs and her colleague John Buten developed the 'lazy Vulcan' concept....”
SAP
German enterprise software provider for ERP, finance, procurement and CX.
“SAP built a crude but useful dashboard to track visibility....”
Ontology Mapping & Concepts
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