If AI is now sitting between you and your buyers, your website, your citations, and your creative stack all need a rethink before the quarter closes.

This week's edition covers:

  • Kevin's Take: your website is about to become a response, and what that means for how you brief your team
  • The Signal: Signal: 84% of B2B buyers now vet vendors with AI, plus the 52-page blueprint that earned Atlan 35% of citations
  • Tools & Tactics: Claude Cowork follows you from laptop to phone, and Meta's new in-house image and video models land in your ad stack
  • Quick Links: why attribution breaks in the agent era, a vibe-coding playbook for growth teams, real-time SaaS spend rankings you can peek at

Kevin's Take

The website is about to stop being a place and start being a response

I think the most interesting thing happening in web right now isn't the design tools or the CMS wars, it's this idea that Adobe's Carlos Sanchez talked about in a conversation on Latent Space about agentic sites, where the page doesn't exist until the visitor shows up and the site assembles itself around what that person is actually trying to do.

That's a bigger deal than it sounds, because for the last twenty years we've been working on static templates, running A/B tests on hero sections, arguing about nav order, and personalization has meant swapping a headline or showing a different CTA based on industry. Real per-visitor assembly is a totally different animal and I don't think most marketing teams are ready for it structurally.

If the page assembles itself in real time around intent, then the unit of work isn't the page anymore, it's the components and the rules that decide which components show up together.

That's actually pretty close to how we've started building at Mighty and True, where we have design tokens, component libraries, and a set of skills in Claude Code that can compose components on demand. What we haven't done yet, and what Adobe seems to be pointing at, is close the loop so that the visitor's behavior and intent signals are the thing driving the composition, not a human curator.

That's the leap. It means the CMS as we know it, the thing where a marketer drags blocks onto a page and hits publish, starts to look pretty quaint. The marketer's job becomes defining the component vocabulary, the intent signals, and the guardrails, and then letting the system compose.

One thing I've been thinking about a lot is that we should stop thinking about our websites as a set of pages we own and start thinking about them as a system of components a machine will assemble on someone else's behalf. The teams that get there first are going to have a real advantage, because their site will feel like it was built for you, and everyone else's will feel like a brochure. I'm honestly not sure how fast this arrives at scale, but I know we're already halfway there in the tooling and nobody's really talking about it yet.

That's it for this week. Talk soon.

— Kevin Kerner, CEO, Mighty & True

The Signal

84% of B2B buyers now use AI to evaluate vendors (1 min read)

Semrush surveyed 643 U.S. B2B professionals and found 84% use AI for work, with 69% using it daily to discover, evaluate, and shortlist vendors. The data shows AI is now embedded across every stage of the B2B buying journey.

Why it matters: If your buyers are running discovery and shortlists through AI daily, your content and brand signals need to show up inside those tools or you won't make the consideration set.

How 52 pages earned Atlan 35% of AI citations (1 min read)

Foundation Marketing's 5,000-prompt B2B Visibility Index found Atlan captured 35% of AI citations in the data catalog category from just 52 pages of content. The analysis breaks down the E-E-A-T patterns driving Atlan's dominance across ChatGPT, Gemini, and Copilot.

Why it matters: If you want your brand cited by AI engines, this is a working blueprint you can steal for your own category before your competitors do.

Tools & Tactics

Claude Cowork opens to web and mobile (1 min read)

Anthropic is expanding Claude Cowork to web and mobile in beta for Max users, with background tasks that persist across devices even when offline. Over 90% of Cowork usage is non-coding knowledge work, led by business operations and content creation.

Why it matters: If your team is using Claude for content and ops work, you can now hand off long-running tasks from your laptop to your phone without losing state.

Meta ships its first in-house image and video models (1 min read)

Meta Superintelligence Labs launched Muse Image, its first in-house image generation model, and previewed Muse Video with native audio. The models are agent-based, self-refining, and already live across Meta AI, Instagram Stories, and WhatsApp.

Why it matters: If you run paid social or organic creative on Meta properties, your ad and Stories creative pipeline just got a new native generator you'll need to test against your current stack.

Resources & Tools

Strategy

  • A vibe-coding playbook for growth marketers — Tom Orbach shares his personal vibe-coding workflow for building mini-marketing tools, including specific prompts, platform picks, and distribution tactics (via Tom Orbach)

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