AI Buyer's Guide

Overview

As AI became the defining conversation in enterprise software, buyers were flooded with vendor claims but had little practical guidance for evaluating solutions. Docebo saw an opportunity to move beyond product marketing and create an educational resource that helped learning leaders make more informed decisions — whether or not they ultimately chose Docebo.

Strategy

Trust is earned by helping buyers make better decisions — not easier ones.

The goal wasn't to convince readers that AI mattered — it was to help them evaluate it critically. Rather than centering the conversation on product features, the guide provided a practical framework for assessing AI capabilities, asking better questions, and separating meaningful innovation from marketing hype.

I led the content strategy and development of the guide, translating technical concepts and product expertise into an accessible resource that positioned Docebo as a trusted advisor while supporting product marketing and demand generation objectives.

Impact

The guide became a cornerstone asset within Docebo's AI content strategy, giving marketing, sales, and customer-facing teams a shared educational resource for engaging prospects during a period of rapid market change. By leading with education rather than promotion, the guide strengthened Docebo's credibility while helping buyers navigate one of the fastest-moving technology shifts in enterprise learning. Years after publication, it remains one of the site's most-accessed resources — still actively used, still influencing pipeline.