In this episode of the Back to Brave podcast, Babel's Head of B2B Marketing, Ash Lockett is joined by Andrew White, CEO and co-founder of Sapio Research, to unpack Babel's newly released report, The Mental Av-AI-lability Index. Together, they explore the critical intersection between human brand recall and algorithmic recommendations within the B2B tech sector. The episode dives into the methodology behind the research, revealing how AI is rapidly shifting the B2B buying journey (notably that 32% of buyers who select a net-new vendor now use AI tools to find them - officially outpacing traditional search engines and analyst reports). Ash and Andrew also break down the four new commercial realities, identified in the report, into quadrants (Titans, Algorithmic Disruptors, Sleeping Giants, and The Untapped) and share actionable best practices for conducting impactful, unique brand and thought-leadership research.