Customers do not know more than before. They finish sooner.
That buyers do their own reading is nothing new. It has been true since search engines arrived.
What is new is that the work now takes an afternoon instead of a month, and that the result looks finished. Ninety-four per cent of business buyers use AI in their buying process.1 A summary that feels finished ends the search, and with it the question of what the problem should be called.
A machine summarises what has already been written. It returns the established words of the category, the words set by the largest and most published suppliers. The customer’s picture of the problem is pulled towards the standard description, and the requirements inherit it.
The effect is not that customers are harder to convince. The effect is that every supplier answers the same question, and that the question was framed before any of them were in the room.
Your information advantage is gone. Your framing advantage is not, but only while the picture of the problem can still be shaped.