AI is transforming AR across three dimensions: (1) buyers increasingly use AI-powered search and co-pilots to shortlist vendors before ever engaging analysts; (2) analyst firms are integrating AI into research workflows, with new formats like Gartner’s EMQs emerging; and (3) internal AR co-pilots are becoming standard infrastructure for briefing preparation, RFI orchestration, and action extraction. The convergence of agentic AI, new research formats, and AI-first buyer behavior is pushing AR far beyond its traditional “relationships plus deck” comfort zone. AR teams that don’t adapt risk becoming invisible in AI-mediated buyer journeys.

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