Wednesday Wisdom: “AI Inside” Is Catalyzing an Earlier Point of First Contact (POFC)

saraboostani
saraboostani Posts: 395 6senser
edited December 2025 in Research Road

For years, buyers waited until 70% of the buying journey to engage sellers. It was so consistent that we dubbed this moment the Point of First Contact Constant. The name was justified; it held true across product categories, price points, and nearly everything in between.

This year, however, to our surprise that point pulled back to ~60%.

Much has been written about how AI is transforming B2B buying. And while AI is indeed the catalyst here, it’s not in the way the market seems to think.

We wrote a deep dive report on it, outlining how AI is pulling the point of first contact earlier, how we came to understand it, and the implications of this shift in buyer behavior.

Read it here, free and un-gated😌

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@Kerry

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Comments

  • Kerry
    Kerry Posts: 188 6senser

    This was a bit of a shock to see, and we checked our numbers over and over and then finally did a second research project just to understand it. Understand it, we do, and it's fascinating!

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