About

Author, strategist, and analyst of how AI judges you.

25+ years decoding buyer behavior. Creator of the AI-Ready Buyer™ framework. I help B2B leaders understand what AI tools decide about them before any human conversation begins.

As the author of Consumer Behavior for Dummies and an independent analyst with over 25 years studying B2B buyer behavior, my research focuses on how AI is restructuring the decision-making process — and where the signals buyers follow are forming before any human conversation begins.

The Buyer Has Changed

AI is reshaping how B2B buying decisions are made. Committees are risk-first, shortlists are AI-filtered, and vendor decisions form before your sales team enters the room. This is the Zero-Contact Era. The risk isn’t just losing late — it’s never making the list.

The Silent Committee™

The group of AI tools, review platforms, and digital signals that collectively form a shortlist and make a vendor recommendation — before any human buyer picks up the phone.

My Approach

I combine buyer psychology with the realities of AI-mediated decision-making. My research examines how companies are being interpreted by AI tools before any human buyer picks up the phone — and where evaluation outcomes are forming before the first conversation.

  • Named methodology: The AI-Ready Buyer™ Framework — documenting how the Silent Committee™ forms, where Signal Architecture fails, and why The Broken Funnel makes pipeline a lagging indicator
  • Research-grounded analysis — not generic recommendations
  • Revenue-impact framing relevant to CMOs and GTM leaders
  • Backed by 25+ years of B2B buyer psychology research
89%
of B2B buyers now use generative AI as their primary research source
Source: Forrester Research

Proven Experience

I’ve helped teams across industries — from SaaS to manufacturing to finance — adapt to major market shifts. My research translates complex buyer behavior patterns into findings that give revenue teams a clearer picture of where they stand.

Every day your team waits to adapt, buyers are making AI-driven decisions without you in the room.
— Laura Lake

Ready to see where you stand?

contact laura Browse Insights

Laura Lake

Independent analyst. Author of The AI-Ready Buyer™ and Consumer Behavior for Dummies (Wiley). Creator of the AI-Ready Buyer™ Framework. Researching how AI-mediated buying is reshaping B2B decision intelligence — and what revenue teams can do before pipeline feels it.

AI-Ready Buyer™ Briefings

Frameworks and signal intelligence for GTM leaders. Sent when there’s something worth saying.

Subscribe on Substack →