Reach Europe 2026
Winning the Answer: What To Do When AI Disrupts the Buyer Journey
The rules of B2B discovery have changed. Instead of spending hours researching vendors, buyers are increasingly relying on answer engines to generate recommendations instantly. And most decisions start there. It’s no longer enough to be visible across content and channels. If you’re not part of the recommendation, you’re not part of the deal. This session unpacks how AI-driven discovery is redefining the science of trust, how it’s earned, and what CMOs and GTM leaders must do differently to stay competitive.
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Meet the speakers.
About
Tim Sanders
Chief Innovation Officer
Tim Sanders serves as G2’s Chief Innovation Officer, driving the company’s market leadership in data-driven insights on the B2B software landscape. With 25 years of experience, Tim has held leadership roles at notable companies including Upwork and Yahoo, as well as being an early-stage member of Mark Cuban's broadcast.com. He is also a New York Times bestselling author, top-rated keynote speaker, management consultant, and Executive Fellow at the Digital Data Design Institute at Harvard. In this role, Tim enables researchers to deliver executive insights that drive adoption of AI and data centric business decisions.