#B2B

Companies invested $1.5 trillion in artificial intelligence in 2025, according to Gartner, yet 73% of enterprise data leaders identify data quality as the leading barrier to AI success, surpassing issues like model accuracy and compute costs. Additionally, 60% of companies report little to no value from their AI investments, indicating that the root problem lies in underlying data rather than the technology itself.

Today's buyers research independently, compare options, and form opinions before engaging with sales, as Google AI Overviews now appear across many searches, including those with commercial and transactional intent. This means the first interaction with a brand might be a synthesized answer from multiple sources, requiring brands to compete for inclusion in AI-generated responses rather than just attention.