Hot to Become the Company on AI's Shortlist

In this session, marketing leader Richa Pande walked print service providers (PSPs) through how AI is reshaping buyer behavior and why becoming the company AI recommends first is now a critical growth advantage. Drawing on her work advising the industry on AI visibility, she made the case that buyers increasingly research and shortlist suppliers through tools like ChatGPT, Perplexity, and Claude—often before ever contacting a sales rep—citing that roughly 94% of B2B buyers now use AI in their purchasing process, with AI-first research having doubled in a single year.