How to Win Mindshare in the GenAI Race

We partnered with The Ehrenberg-Bass Institute, the world’s leading authority on marketing science, to explore a critical question: In a crowded and fast-evolving Generative AI landscape, how do buyers actually choose a GenAI tool?

Our findings are striking—GenAI buyers are only considering 2.4 brands on average. The future of Generative AI won’t belong to the company with the best model—it will belong to the company with the strongest brand. In this research, we’ll uncover how to win mindshare in the GenAI race—and what messaging and tactics get your brand on the shortlist. Download the full report to learn:

The GenAI buyer’s journey and which brands are winning the battle for mindshare
What this means for B2B marketers tasked with growing and differentiating their GenAI brands in an increasingly crowded space
The Category Entry Points that matter—including which whitespace opportunities are still up for grabs

Insight 1: The Shortlist Is Short

GenAI buyers are doing less shopping than we think and are operating more on autopilot than we realize. If you’re trying to sell GenAI, these three stats about how GenAI buying decisions are really being made will completely change your growth strategy.
Insight 2: Noise In An Echo Chamber

Most GenAI ads are just noise in an echo chamber: vague, interchangeable, and only preaching to the choir. Our findings show where GenAI advertising is really falling short — and where the real opportunity lies if you want your ads to really make a difference.
Insight 3: Mental Availability Will Multiply Growth

The GenAI brand race follows a power law, where a few winners take most of the market. In this game, mental availability is the biggest multiplier of growth. Which Category Entry Points will help you become one of them?
Insight 4: Humanizing Can Help You Breakthrough

To break through the noise, focusing on the right CEPs will help—but the right execution is what makes them stick. The question is, what’s the right way to humanize your GenAI?
Insight 5: The Existential Threats Of GenAI

Buyers don’t just want to know what your GenAI can do. They want to know that it won’t make them obsolete, morally compromised, or mentally disengaged. But can you, or should you address this in your ad?

How To Win Mindshare In The GenAI Race

Insights To Get Your Brand On The Shortlist

Ready to apply B2B Institute principles to your marketing strategy?