Marketing has transformed many times over the past two decades. The rise of websites reshaped commerce. SEO altered how companies attract buyers. Now, artificial intelligence is driving another major disruption – possibly the largest yet. The constant theme is clear: how to best invest resources to elevate brand awareness and customer engagement. The methods keep evolving, and the rules shift every few years.
At the Product Marketing Alliance Analyst Relations Summit on August 21, 2025, this shift was on full display. I attended the track titled “If GenAI can’t find you, neither can your buyers: The new role of AR in an AI-driven, buyer-led world.” The session was hosted by Rick Nash, CEO of Spotlight, and James Cadwallader, CEO of Profound. Together, they addressed how LLMs like ChatGPT, Gemini, Claude, DeepSeek, and Anthropic are incorporating industry analyst content and other third-party sources to shape AI-generated outputs. The message was clear: the role of analyst relations (AR) is entering a new era of importance within the AI-Driven Buyer Journey.
Those interested in watching the entire presentation can do so by registering to attend the Analyst Relations Summit. Once you have registered and created a profile, you should then be able to access the recordings.
Continue reading The New Role of Analyst Relations in the AI-Driven Buyer Journey