First-party data in B2B for 2026. Five shifts since 2016. The five data categories that matter. The three-layer operating model. The dark-funnel problem.
Reddit owns "is it worth it." TripAdvisor owns "best of." Wikipedia owns the baseline.
Daily AI use is now the strongest predictor of consumer optimism in America, stronger than party, race, gender, or age. This behavioral shift, driven by a new "AI Power User" cohort, is rapidly changing consumer research, marketing funnels, and brand visibility, with implications for businesses and communications.