This is the domain I'd watch most closely, because AI is changing the seller and the buyer at the same time.

On the selling side, hyper-personalization at scale is real. Outreach, content and positioning that used to need an agency can now be run by a lean marketing team. The barrier to producing professional-quality content is basically gone. And there's a new services model emerging: companies that sit on top of the tech stack a business already owns and wire agentic workflows into it. They're not replacing the stack. They're making it intelligent. They serve the huge middle market that already made infrastructure investments and needs AI leverage without starting over. They're sold through relationships and practitioner networks, not inbound or ads.

The second is how talent is invested. Leaders who would have grown a team by ten to fifteen in a previous cycle are growing by two or three and expecting the same or more. That's not a correction. It's a structural reset. It puts a premium on operators who can work across AI tooling, creates a new archetype who is part strategist and part systems designer, and holds individuals to what teams used to deliver. The talent market isn't shrinking. It's bifurcating into people who compound with AI and people who don't.

On the buying side, trust-based discovery is replacing traditional vendor evaluation. Peer recommendations and practitioner communities are the new top of funnel. When trust is already established, the buyer journey collapses and decisions happen faster.

Put it together and the equation is simple. Trust plus practitioner proof plus community signal equals faster, higher-conviction buying decisions.