Bot traffic now accounts for more than half of all internet requests. The metrics B2B marketers have lived by for a decade need a hard reset.

Three surveys this spring tell the same story — usage is climbing, trust is falling, and the messaging that worked in 2023 is now doing different work. Openness to AI in care dropped 10 points in two years. Most messaging hasn't been re-read with that in mind.

The search box got a redesign. The bigger story for marketing leaders is what happened to the part of the funnel you can't see, and can't measure yet.

Buyers still need substantive, insightful content. What no longer works is requiring their contact information for a generic, static asset. The future of B2B lead generation isn't about reducing depth - it's about delivering a better experience.