Gilbane Advisor: GenAI disrupts B2B, LLM councils, semantic layer, agent memory
Featured articles from: Amit Joshi, Ivy Buche & Caroline Schwaer, and Rohit Krishnan. Additional reading from: Dharmesh Shah, Pankaj Kumar, Prukalpa Sankar, and Nicolas Figay. News from: PTC, Optimizely,. . .
Featured articles from: Amit Joshi, Ivy Buche & Caroline Schwaer, and Rohit Krishnan. Additional reading from: Dharmesh Shah, Pankaj Kumar, Prukalpa Sankar, and Nicolas Figay. News from: PTC, Optimizely, Contentstack, and BloomreachOur next issue arrives 7/1/26. All previous issues are available athttps://gilbane. com/gilbane-advisor-indexOpinion / AnalysisHow Gen AI is disrupting B2B buying decisionsB2B go-to-market strategies obviously need to address the changes in buyer research and discovery with GenAI engine optimization (GEO) capabilities, but that is only the tip of the iceberg. Amit Joshi, Ivy Buche & Caroline Schwaer dig into lots of other go-to-market functions that need to be addressed. (11 min)https://hbr. org/2026/06/how-gen-ai-is-disrupting-b2b-buying-decisionsLLM councils show groupthinkPerils and problems of LLM peer reviewRohit Krishnan: “One way to get the best out of LLMs is to use model diversity… But I started wondering, with people, when you put a bunch of them together in a committee, some things get better but some things do get worse! And relying on an LLM to audit is also error-prone. “Design by committee” is a four letter word for a reason. LLMs are better than us probably, but surely this process is also somewhat lossy. So what do we lose?” Krishnan creates an interesting experiment to find out. (5 min)https://www. strangeloopcanon. com/p/llm-councils-show-groupthinkMore ReadingLearning to write your first AI LoopWhy power users have quit prompting AIvia simple . aiServiceNow vs Microsoft vs Salesforce: The semantic layer war, and the OWL layer none of them shipvia Pankaj KumarWhat an enterprise context layer actually is— A field guidevia Context & ChaosAgent memory has a representability problemvia Nicolas FigayAll Gilbane Advisor issuesContentTechnologyNewsPTC launches PTC OrbitEnables complete system of record for asset data, connecting and contextualizing information from PLM, ERP, CRM, IoT, EAM & FSM systems into a unified asset view. https://www. ptc. com/en/products/ptc-orbitOptimizely launches full AEO platformThe launch introduces Agent Visibility Analytics from Optimizely and a new partnership between Optimizely and Conductor, an enterprise AEO platform. https://www. optimizely. com/company/press/conductor-partnership-and-aeo-platform-launch/■https://www. conductor. comContentstack introduces Agentic Experience Platform (AXP)Contentstack AXP brings together: Content Cloud (Unified content foundation), Data Cloud (Real-time context), and Agent OS (Architecture of action). https://www. contentstack. com/company/press/contentstack-introduces-its-agentic-experience-platform-axp-with-agent-os-and-agent-accelerator-to-remove-roadblocks-to-enterprise-ai-roi-and-adoptionBloomreach releases Loomi marketing agentLoomi marketing agent enables autonomous campaign creation and optimization, using customer data to personalize at the individual level. https://www. bloomreach. com/en/news/2026/bloomreach-announces-the-general-availability-of-loomi-marketing-agent/All content technology newsThe Gilbane Advisor is authored byFrank Gilbaneand is ad-free, cost-free, and curated for content, computing, data, web, and digital experience technology and information professionals. We publish recommended articles and content technology news. We do not sell or share personal data. Subscribe|View online|Editorial policy|Privacy policy|Contact