The strongest AdTech revenue operations programs are not built on a single breakthrough. They scale through consistent execution across a set of specific, repeatable commercial disciplines across the advertiser lifecycle—disciplines that, when working well together, compound into durable revenue growth.
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AI’s Role in Shaping B2B Enterprise Buying in 2026
The way enterprise buyers make decisions in 2026 has changed drastically from just a year ago. What once began with a search query or referral is now increasingly shaped by AEO and AI-driven discovery—long before sales enters the picture.
In fact, Gartner predicts traditional search engine volume will drop 25% by 2026 as users move to AI chatbots and virtual agents. This means discoverability depends less on ranking and more on showing up in the answers buyers consult first.
This shift is giving rise to Generative Engine Optimization (GEO)—the new standard for how brand value, expertise, and credibility show up in AI-generated responses. For revenue leaders, this raises a simple question: how is our value represented in the AI systems that influence discovery, comparison, and shortlisting—before a buyer even speaks to sales?
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