Informed buyers. Generative AI. Faster decision-making. The buying journey is undeniably changing, but the real question is how to keep up without losing focus?

Chae O’Brien, Principal Strategist at Thought Bakery, says the answer to ambiguity is  discernment. In this episode, host Sara Faatz sits down with Chae to explore why discernment has become the must-have tool for B2B marketers, and how to use AI as a strategic accelerator without letting it pull your team off course.

Chae: 
“For us to really have that discernment to know what should be part of our customer experience and what just doesn’t represent who we are, you need to intimately know what their day-to-day looks like.”

“I am not going to read ten blogs. I am not going to read fifty-page PDFs.”

“That discernment between what the AI is giving you and the context that you have is what’s really important—because if you can’t discern between the options, you’re not yet sure where your brand really plays.”

Links & Resources:
Connect with Sara: linkedin.com/in/sara-faatz-b67213
Connect with Chae: linkedin.com/in/chaenara
Learn more about Progress: www.progress.com

Timestamps:
00:40 – Diving into AI Challenges for Startups
02:35 – Understanding Customer Experience
03:15 – The Changing Landscape of Digital Interactions
05:25 – Leveraging AI for Go-to-Market Strategies
06:40 – Influential Figures in AI
08:50 – Future of Work and Leadership

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