The way customers discover, research, compare and choose businesses is changing, and for many organisations, the impact is already showing up in fewer enquiries, rising lead costs, longer decision-making cycles and competitors winning opportunities they once would have secured.

Traditional marketing is not disappearing, but the buyer journey is evolving. Customers can now use AI tools to research businesses, compare providers, assess credibility and ask for recommendations before they ever visit a website or make an enquiry. At the same time, AI is drawing on information from across the digital landscape, including websites, search engines, reviews, social media, industry sources and third-party mentions, to understand which businesses it can confidently recommend.

So, what happens when AI cannot clearly understand what your business does, verify your expertise or find enough evidence to recommend you?

Drawing on insights from hundreds of Market Competitor Analyses conducted across real businesses and industries, Jenny Godfrey explores the changing relationship between buyer behaviour, digital visibility, trust and lead generation.

This seminar will examine how the traditional buyer journey is evolving, why being visible in Google alone may no longer be enough, what influences whether a business is understood and recommended by AI, and where potential customers may be slipping away without businesses realising it.

Importantly, this is not a seminar about abandoning SEO, websites, social media or traditional digital marketing for the latest AI trend. It is about understanding how these channels now work together to create the signals of relevance, authority and trust that influence both people and AI.

Attendees will be introduced to a practical Business Readiness Check designed to help identify gaps in their current marketing ecosystem and assess whether their business is prepared for the next evolution in customer discovery and lead generation.

Business leaders will leave with a clearer understanding of how buying behaviour is changing, why previous marketing approaches may not be producing the same results, what makes a business easier for AI and customers to discover, understand, verify and recommend, and the practical steps they can take to remain competitive as the next era of marketing unfolds.