Findable. Believable. Worth Choosing.  

AI is changing how people discover companies, evaluate expertise and make decisions.

And it’s happening quickly. Forrester reports that 94% of B2B buyers now use AI at some point in the buying process, while 87% consider generative AI conversational search a meaningful interaction along the way.

That doesn’t mean the traditional marketing funnel is disappearing. But AI is beginning to compress it.

Someone can now ask an AI platform a single question and discover an organization, learn what it’s known for, assess its credibility and compare it with alternatives, all in the same interaction. Awareness and consideration are increasingly happening together.

That changes the visibility equation.

It’s no longer enough to rank in search, land media coverage or generate impressions. As organizations begin planning for 2027, the bigger question is whether everything people, and increasingly AI, find about your organization helps make you findable, believable and worth choosing.

Findable: Can people and AI clearly understand who you are, what you do and what you’re known for?

Believable: Do your executives, experts, earned media and digital presence provide credible evidence that supports that position?

Worth choosing: Does that visibility connect your expertise to the needs, decisions and business priorities of the audiences that matter?

These questions cut across several trends we’re watching for 2027, from Answer Engine Optimization and executive visibility to earned authority and more business-focused measurement.

The channels will continue to change. The more important opportunity is making sure that wherever your organization is discovered, what people find builds understanding, confidence and preference.

Read our perspective on what visibility needs to accomplish in 2027.

Proof in Practice: Making Value Easier to Choose

When competitive pressure threatened to shift the conversation around Miravis® Neo from performance to price, GSBC helped Syngenta reinforce the value of a premium brand across the full decision-making ecosystem.

The eight-week Neo Surge campaign aligned media, events, retailer engagement and sales enablement around one objective: helping growers and influencers understand the value of proven performance when purchase decisions were being made.

See how GSBC turned market pressure into momentum.

Looking Ahead

As discovery, evaluation and decision-making continue to converge, communications has an increasingly important role in shaping how organizations are understood and trusted.

As you look toward 2027, consider one important question:

When your organization is discovered, does what people find build confidence in choosing you?

The strongest communications strategies will create clarity around what you are known for, reinforce that position with credible evidence and connect your expertise to the priorities of the audiences that matter most.

Thank you for reading The Top Line.

Until next month,
The G&S Business Communications Team