Source: Featured Blogs - Forrester
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.