If You Don’t Redefine Your Category, AI Will
LLMs are collapsing discovery into summaries.
If you’re not defining the next version of your category, the market (and the models) will do it for you.
For 20 years, B2B tech category leadership was built on scale: bigger brands, deeper content libraries, stronger analyst relationships, well-worn buyer journeys. Incumbents had gravity. Buyers came to them.
That dynamic is breaking.
In an LLM-driven discovery and buying world, buyers increasingly consume your brand twice - first through AI synthesis, then later on your site for validation.
LLMs don’t reward market share.
They reward clarity, coherence, and relevance to what the category is becoming.
In this LinkedIn Live, we’ll break down what this shift means for B2B tech CMOs and CCOs, and the practical playbook to protect (and expand) category leadership when AI is now the first impression.
Hosted by the Scratch leadership team
Lora Kratchounova - CEO
Anya Nelson - SVP & PR Practice Lead
Richard Hostler - VP Content
Peter Atanasoff - VP Demand Generation
A cross-functional perspective on category leadership in an AI-first world.
What we’ll cover
Why gravity is breaking
How LLM-mediated discovery changes who wins, and why incumbents have the most to defend.
The new reality: double consumption
AI synthesis → buyer shortlist → website validation.
Your homepage is no longer your first touch.
From brand voice to brand signal architecture
How to become structurally coherent across channels so AI (and buyers) can’t flatten you into generic category language.
The three pillars that endure in AI discovery
Clear, category-level POV
Identifiable authority
Validation that holds up under synthesis
Where AEO fits (and where it doesn’t)
AEO as a strategic brand stress test (not “SEO 2.0”) to benchmark how your brand is synthesized and compared.
Orchestrating the ecosystem for consensus
Why PR, analysts, partners, community, and executive voice now function as one system, and how narrative drift becomes structural risk.
Who should attend
CMOs / CCOs at established, growth-focused B2B tech companies
Brand, Comms, Demand Gen, and PMM leaders owning category narrative
Executive teams navigating margin compression and buyer consolidation who need differentiation that holds up under scrutiny
What you’ll walk away with
A simple diagnostic: Are we being described as yesterday’s category leader, or tomorrow’s?
A practical framework for signal architecture (POV → authority → validation) you can apply across your GTM system
A prioritized list of “fix it now” narrative gaps most incumbents have
A clear POV on AEO: what to measure, what to ignore, and how to use it as market + competitive intelligence
Format
Live conversation + Q&A.
Bring your spiciest “How do we show up in AI answers?” questions.
Duration: 45 minutes
Save your seat.
If you’re planning 2026 GTM, this is the strategic brand conversation you can’t outsource to “more content.”