The First Vendor Evaluation Now Happens Inside a Language Model

Fri, 12 Jun 2026 00:00:00 +0000

In a 2025–26 audit, GSK tested how AI assistants describe one of its treatments for chronic obstructive pulmonary disease. Across 6,000 prompts covering nine points in a clinician’s decision process, the brand ranked first when the question was broad. When the prompt narrowed to patients starting treatment for the first time—the segment the brand is positioned to own—it dropped to fourth¹.

The mismatch matters because the audience has moved. OpenEvidence, a clinical decision-support assistant, reports daily use by more than 40 percent of U.S. physicians and 20 million queries in January 2026, up from 2.6 million in December 2024². The figures are the company’s own, but the direction matches what researchers are documenting across B2B categories: buyers brief themselves through AI tools before any salesperson knows they exist. IDC forecasts that 62 percent of traditional B2B demand generation will be AI-led by 2028³.

It Has to Be Great—Even Without AI

Mon, 18 May 2026 00:00:00 +0000

Steven Levy argued in Wired that Apple’s next CEO has to ship a “killer AI product.” John Gruber responded that AI is not a product category. It is pervasive technology — like wireless networking. Apple doesn’t need a killer AI product any more than it needed a killer wireless networking product.

Gruber is right. The implication for every CEO weighing AI strategy is sharper than his Apple-specific argument lets on.

If AI is a pervasive capability rather than a product category, the product still has to be great on its own. AI doesn’t excuse a weak experience. It enables new capacities that were not possible before. The bar for “is this worth using” is unchanged.

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The First Vendor Evaluation Now Happens Inside a Language Model

It Has to Be Great—Even Without AI