TechTarget Launches AI Authority Index to Measure Brand Influence in B2B Buying Journeys — TechTarget, Inc. (Informa TechTarget)

Event summary

Informa TechTarget launched the B2B AI Authority Index on August 11, 2026, a diagnostic tool to assess brand influence in AI-mediated purchase journeys.
The index uses a 24-question self-assessment to identify brand strengths and weaknesses across six core capabilities: Strategy, Insight, Governance, Authority, Narrative, and Longevity.
94% of B2B buyers are using AI tools in their research process, according to Forrester.
The tool categorizes brands into four archetypes: The Newcomer, The Contributor, The Referenced, and The Authority.

The big picture

TechTarget's launch of the B2B AI Authority Index reflects the growing importance of AI in reshaping the B2B buyer’s journey. As AI tools become integral to research processes, brands must adapt their strategies to maintain visibility and influence. The index provides a structured approach to assessing and enhancing brand health in an AI-driven market, positioning TechTarget as a key player in helping clients navigate this evolving landscape.

What we're watching

AI Adoption Pace: How quickly B2B marketers will integrate the AI Authority Index into their strategies and whether it becomes an industry standard.
Brand Strategy Shift: Whether the index will drive significant changes in how brands allocate resources to build AI authority.
Competitive Differentiation: The extent to which brands can differentiate themselves through AI authority and influence purchase decisions.