For the last 15 years, “being found” meant ranking on page one and earning the click. In 2026, the click is optional. Prospects are asking ChatGPT, Google’s AI Overviews, Perplexity, and Copilot for the answer—and those systems are increasingly summarizing, recommending, and citing a small handful of sources. Publishers are already warning this shift is shrinking traditional search referrals and changing how discovery works.

Some brands don’t have an awareness problem. They have a relevance problem. LEGO is one of those brands. Everyone knows it. Everyone grew up with it. But somewhere between college, careers, kids, and calendars, a lot of adults quietly filed LEGO under “kids’ stuff” and moved on.

Most B2B sites convert only a sliver of visitors through forms—usually a few percent. The rest quietly browse pricing, features, and case studies, then disappear. Visitor resolution changes that by connecting otherwise “unknown” sessions to real people and accounts, so your team can act on genuine buying intent instead of guesswork.