Liza Adams

Your prospects are starting to let AI agents pick their vendor shortlists before you even know they exist. While most marketing teams optimize websites for human browsing, some buyers are already using AI agents to research, compare, and rank solutions. The change is happening now.

I tested this by using ChatGPT’s Agent Mode to mystery shop project management tools as if I were a marketing ops manager. The AI didn’t just browse and gather information, it clicked through websites, tried to sign up for webinars, and formed clear opinions and recommendations. This goes beyond AI research tools that just analyze content.

This is important for competitive positioning.

Key insights from this week’s newsletter:

• ➡︎ AI doesn’t just show information, it picks favorites and tells prospects which vendor to choose

• ➡︎ AI weighs multiple factors to form preferences and recommend specific vendors for each situation

• ➡︎ You can see the exact moment when AI asks permission before handling personal information

• ➡︎ You’ll spot competitive problems and research patterns that human browsing might miss as these tools spread

• ➡︎ Small differences in how you present pricing and features can swing AI recommendations in organized evaluations

The mystery shopping approach gives you a practical way to walk in your customer’s shoes. You’ll understand what your prospects will increasingly experience and know where your competitive positioning succeeds or fails under AI review.

Big thanks to David Rich (CMO at DTN) and Andy Crestodina (Co-Founder and CMO at Orbit Media Studios) for sharing their perspectives on changing buyer behavior and website experience optimization.

See full breakdown in the newsletter below.

To cater to different learning styles, see link in the comments for a 15-minute AI podcast version (link in the comments) of this newsletter with two AI hosts.

If you found this helpful, subscribe to the newsletter (link in the comments) to get practical AI guidance every other week and feel free to share it with others.

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Women now make up 52% of ChatGPT users, flipping from just 37% in early 2024. We went from male-dominated to female-majority in 18 months among the 700M weekly users.

This comes from OpenAI’s new study analyzing 1.5M conversations. But this only covers personal ChatGPT accounts (Free, Plus, Pro). Not company accounts.

It could make a difference because a study reported by The Economist found in 2024 that women, especially high achievers, were 16-20% less likely to use AI at work.

Researchers believe the cause could be the “good girl” mindset which is the feeling like AI is cheating or taking shortcuts in professional settings.

I haven’t seen any studies that rationalize these two studies but this could mean:

• Women might feel safer trying AI for personal tasks

• But work feels riskier

• Using AI at home is different from using it at work

What we still don’t know:

• Gender split in company ChatGPT accounts

• Whether personal AI skills are moving into the workplace

• If that “shortcut stigma” is fading as AI becomes accepted

I discussed this at Pavilion’s Women’s Summit in DC. The data is promising, but as I shared with my go-to-market peers, we can’t let up – there’s still work to do.

The question is: Are women now bringing their AI confidence from home into the office?

Your thoughts? (Links to both studies in comments)

Huge thanks to communities like Pavilion, Women in Revenue, Wednesday Women, and more for lifting women. Kathleen Booth, Lauren Shleifer Goldstein, Leslie Greenwood, and your teams, your amazing work ripples far and wide… thank you.

OpenAI report on “How People Are Using AI” – https://openai.com/index/how-people-are-using-chatgpt/

Article in The Economist on “Why Don’t Women Use AI” – https://www.economist.com/finance-and-economics/2024/08/21/why-dont-women-use-artificial-intelligence

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Folding laundry? Walking the dog? Couch scrolling? Here’s an insightful podcast you might enjoy while you multitask this weekend.

Tyler Lane got me thinking deeper. His questions were sharp, layered, and thoughtful. There’s an art to asking the right questions and I loved how he steered this discussion.

See the podcast link in the comments below.

Some of my favorite moments:

• ➡︎ [1:55] From corporate exec to AI strategist and fractional advisor

• ➡︎ [6:35] Why gen AI is more than a writing assistant, it’s a thinking partner

• ➡︎ [13:35] Empathy, skepticism, and leading real AI change

• ➡︎ [17:45] “Snowblowers in Florida”: scaling AI without product-market fit

• ➡︎ [26:00] Why “better to be effective than right” keeps showing up in my work

• ➡︎ [29:08] Functional vs. business leadership in the C-suite

Thank you for having me on the show, Tyler and Session Interactive team!Listen to the full episode here: https://sessioninteractive.com/podcast/why-ai-is-a-strategic-superpower-for-modern-cmos-with-liza-adams/

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