A New York software company builds agents for the finance back office: every invoice paid right, every payment collected on time, and nobody keying any of it in. The product did what it promised. The pipeline did not follow.
A controller who used to open a browser and work through a list of vendors was now describing the problem to an AI assistant and reading back the handful of names it returned. This company was not among them. Twenty-four interviews with target buyers, commissioned from a strategy firm, said the same thing in twenty-four different ways. Its product was real, but the assistants fielding research for finance leaders could not see it.
We built customer digital twins of its top buyer groups: how finance leaders ask, compare, and decide. They surfaced the journeys behind its longest deals, where it stood against competitors named instead, and how much revenue the channel could reach. The first actions went live at the end of the month. Within days, new visitor sessions +305% against a baseline that had not moved.
The company had built for a world in which agents do the work. Being right about that future turned out to be a separate problem from being found in it.