B2B firms must define product weaknesses or AI will do it for them, Intercept says
B2B companies that avoid stating who their products are not for risk letting AI systems and buyers fill in the gaps with inaccurate or hallucinated weaknesses, according to Andrew Au, managing partner at agency Intercept. Intercept's Watchtower platform analyzed roughly 2 million B2B conversations and found buying committees increasingly use AI to discover unknown vendors and to test where those…
What you can do with it
AI at Work →Audit product-page gaps with Watchtower
What you get You see the actual questions buyers ask AI about your category and spot the gaps in your product pages.
Analyzes millions of B2B conversations to reveal vendor discovery patterns.
- Who for
- marketers, founders and sales
- Cost
- Price not stated
- Effort
- an afternoon
Use it for
- Audit product-page gaps
- Write honest comparison guides
- Align sales on disqualification criteria
How to set it up · From the article
- Run a Watchtower audit on your category
- List every buyer segment your product is not for
- Add those exclusions to product, pricing, and FAQ pages
- Build comparison guides that cite real user reviews
Watch out Platform access and pricing not disclosed
Key points from the news
- Intercept analyzed ~2M B2B conversations; buyers use AI to find unknown vendors and test weaknesses
- AI hallucinates product limitations when vendors claim universal fit without trade-offs
- Companies should publish clear exclusions on product, pricing, FAQ, and comparison pages
If you don’t define your weakness, AI will
MarTech · 3 November 2026
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This text was published by MarTech and written by Constantine von Hoffman. It is reproduced here with attribution so you can read it in full; the rights remain with the publisher. Read it at the source ↗
The headline, key points and digest above were generated by Digest AI's editorial model from the linked sources. Automated summaries can contain errors: the sources are the record. Spotted a mistake? Tell us. Published by Martin K., who runs Digest AI and handles corrections.
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