Forrester argues that B2B marketing teams gain more from their own knowledge than from better AI models. Analyst Mark Ogne says most client conversations start with chatbots, prompts, content and model choice. He sees those topics as less durable than feeding AI proprietary business knowledge. Ogne describes a gap between leaders who chase tool access and those who first teach AI about their markets. He points to Thomson Reuters and Wolters Kluwer, which built AI offerings on their own trusted content. Marketing organisations hold buyer understanding, competitive insight and years of institutional learning that public models lack. Competitors can copy tools and prompts but not that accumulated knowledge. Forrester's suggested question is what unique knowledge can be made available to AI, not which AI to use.