LLMs are now part of the buying journey, but not in the way vendors feared. AI is speeding up discovery and helping buyers frame their options. But when professional reputation, executive scrutiny, and real money are at stake, buyers still turn to humans.

The buying journey hasn’t gotten simpler. It’s gotten more layered.

That shift raises new questions. How can vendors understand where they appear, how they’re represented, or what factors move buyers from exploration to action?

This report unpacks how that layered process actually works. We’ll show you where buyers really start their journey, how they move between channels, what proof they rely on, and what tips the final purchase decision.

Get your copy today.