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# Building a buyer brain with AI:   What works and what doesn’t
- URL: https://www.productmarketingalliance.com/building-a-buyer-brain-with-ai/
- Published: 2026-10-23T09:33:13.000Z
- Updated: 2026-10-23T12:33:24.000Z
- Description: Learn where AI excels and where it fails at understanding buyers. Brandon Riggs of GetWhys shares practical lessons on building a buyer brain that connects your data and delivers reliable insights.
- Author: Nicholas Tate
- Tags: #AI

Most of us have spent enough time experimenting with AI to know the results rarely live up to the hype. AI is great at some parts of understanding buyers and dangerously bad at others, and most PMMs can’t yet tell the difference.

The good news: the team at **GetWhys**, an AI-powered GTM and buyer validation platform, has learned a lot about what AI does well, where it falls apart, and what makes the difference.

In this free live session, Brandon Riggs (Head of Product Marketing, **GetWhys**) will explore those lessons through one of the most valuable (and misunderstood) uses of AI for product marketers: building a buyer brain. A buyer brain connects your systems and data so you can understand buyers, uncover hidden insights, and make smarter go-to-market decisions.

### **What you’ll learn:**

1. **What AI is actually good at.** Learn what powers AI models, which buyer intelligence tasks they handle well, which ones they routinely get wrong (and probably always will), and how to tell the difference.
2. **Get more out of the data you already have.** See how to combine buyer research, customer conversations, CRM data, market intelligence, and product information so AI can connect the dots across systems and surface insights that would otherwise stay buried.
3. **Leave with a blueprint you can use.** Know what data to start with, what to connect, what to ask AI to do, and where human judgment still matters.

### **This session is for you if:**

1. **AI gives you generic insights, or makes things up.** You’ve tried AI for buyer personas, competitive intelligence, or market research, but the output is generic or flat-out wrong, and it still sounds convincing. Learn why that happens and how to verify what you get.
2. **Your buyer knowledge is scattered everywhere.** Research lives in one place, customer conversations in another, CRM data somewhere else, and product information in yet another system. Learn how to bring those sources together so you can make sense of them.
3. **You’ve spent a lot of time experimenting with AI and have little to show for it.** Everyone keeps telling you to use AI, but figuring out what’s worth the effort has become a job in itself. Learn what to start with and what you can safely ignore, without becoming an AI engineer.

### **Meet the expert:**

**Brandon Riggs, Head of Product Marketing, GetWhys**

Brandon helps go-to-market teams better understand buyers and use those insights to make smarter decisions. He has more than 15 years of B2B SaaS experience, with a particular interest in buyer behavior, research, and practical applications of AI in GTM strategy.