Pure Storage rebranded to Everpure earlier this year to reflect its shift beyond enterprise hardware into data platforms, a move Chief Marketing Officer Lynn Lucas said was necessary because the old name no longer matched the company's capabilities. The change highlights how B2B technology companies are restructuring their brands and marketing operations to address buyers who increasingly rely on AI tools for vendor research.
Shifting the brand identity
The company dropped "Storage" from its name to accommodate its move toward data platforms, which Lucas said are critical for making AI work effectively. Enterprise data often sits in isolated silos, making AI inefficient without proper context. "Our business had advanced, but the brand had not," Lucas said.
Rewiring marketing operations
Lucas formed an internal group to focus on AI for Marketing, integrating tools like Gemini, Claude, and Adobe's AI capabilities into daily workflows. Product marketers built custom agents to synthesize customer wins and update value propositions, while creative teams use AI to build websites and enhance video. The company maintains a human in the loop for all AI-generated outputs to protect brand messaging.
Adapting to AI-driven buyers
The company also adjusted its strategy for younger B2B buyers, who conduct extensive vendor research using AI tools before speaking with sales teams. Everpure now treats AI agents as part of the buying committee, ensuring these systems receive the information they need during the research phase. "AI is rewiring how we market and how buyers buy," Lucas said. To reach this demographic, the marketing team hired younger staff, placed the company's founder on TikTok, and invested heavily in peer-to-peer customer references.
As B2B strategies adapt to these changes, many executives are exploring structured education like an AI Learning Path for CMOs to guide their teams through the transition. Marketing leaders must also redefine how they measure success when AI agents, rather than humans, are the primary consumers of their technical content.
Why this matters for marketers
B2B marketers must optimize their content and digital properties for AI agents, not just human readers, as these systems increasingly act as gatekeepers in the vendor research process. Marketing teams also need clear governance and human oversight when deploying generative AI for content creation and data synthesis to maintain brand consistency.
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