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# Adobe's B2B Sales Playbook After Generative AI Disrupted Buyer Research
- URL: https://adjacent.media/signals/adobes-b2b-sales-playbook-after-generative-ai-disrupted-buyer-research/
- Published: 2026-08-01T16:12:05.000Z
- Updated: 2026-08-01T16:12:05.000Z
- Description: Adobe discovered that when customers began using ChatGPT and Gemini to research solutions, traditional demand-generation tactics—paid search, content marketing, analyst relations—stopped delivering qualified leads at predictable costs.
- Author: Jonathan Greene
- Tags: #signal, theme-brand, GTM strategy, competitive positioning, product strategy

Source: [Featured Blogs - Forrester](https://www.forrester.com/blogs/how-adobe-adapted-to-chatgpt-and-gemini-reshaping-b2b-buying/?ref=adjacent.media)

Adobe discovered that when customers began using ChatGPT and Gemini to research solutions, traditional demand-generation tactics—paid search, content marketing, analyst relations—stopped delivering qualified leads at predictable costs. Rather than wait for AI vendors to solve the problem, Adobe rebuilt its go-to-market engine around AI-native buyer behaviors. Most enterprise software companies remain optimized for pre-AI research patterns, meaning early movers who align sales motion with LLM-driven discovery will capture share from competitors still chasing diminishing returns on legacy channels.