B2B Buyers Are Still Searching – But AI Is Changing How They Find You

B2B Buyers Are Still Searching – But AI Is Changing How They Find You

 

The way buyers discover B2B brands changed dramatically in 2025 – and most firms haven’t caught up.

We’re not just talking about the rise of ChatGPT. We’re talking about a fundamental shift in how people search – and how they trust what they find.

Buyers are still asking questions. But increasingly, they’re getting their answers from AI-generated responses, not traditional search rankings.

That includes tools like ChatGPT, but also Google itself, which now serves AI answers right at the top of the search page through its Search Generative Experience (SGE).

 

In 2025, Adobe reported that:

• 77% of regular ChatGPT users now use it like a search engine
• 36% have discovered a new product or brand through it

At the same time, separate research shows that when AI-generated answers appear in Google results, users are far less likely to click through to websites.
This rise in “zero-click” behaviour means more buyers are getting the information they need directly from AI summaries, without ever visiting your site¹.

 

Welcome to Generative Engine Optimisation (GEO)

This shift has sparked the rise of a new discipline: Generative Engine Optimisation, GEO for short.

Where SEO focuses on helping your site rank in Google, GEO is about helping your brand get surfaced – and cited – by AI language models like ChatGPT, Gemini, Perplexity, and Google SGE.

The goal? To make sure your business shows up:

• By name
• Accurately represented
• As the expert voice

And here’s the kicker:

• 90% of sources cited by AI in responses are earned or owned media.
• 95% are unpaid.

That means traditional PR, thought leadership, and high-quality content now have direct impact on whether your brand appears in these AI-generated answers, across both AI tools and Google search.

 

What this means for your marketing and BD strategy

If you’re a business development, commercial, or marketing lead, this shift changes the game.

• Because even if your SEO is strong…
• Even if your campaigns are running…
• You might already be losing visibility at the top of the funnel if you’re not appearing in AI answers.

 

To show up where buyers are now looking, your brand needs:

• Clear positioning
• Authoritative earned media
• Search-aware owned content
• Thoughtful messaging
• SEO structure LLMs can read
• Coordinated paid activation to build reach

This is where we’ve focused our integrated PR, content and marketing work in the last 12 months.

 

In Action: What GEO looks like for real B2B brands

 

SMART DPK – SaaS in Microsoft refurbishment

Brief: Build demand through a content-led growth programme.
What we delivered:

• Strategic messaging and positioning
• Long-form YouTube video content repurposed for LinkedIn
• SEO-optimised knowledge hub
• Always-on LinkedIn content and newsletter
• Targeted paid LinkedIn campaign

When users search terms like “Autopilot Lock Removal,” SMART’s YouTube videos and LinkedIn posts are being cited in AI-generated summaries as the trusted expert

 

Kestrel Liner Agencies – global shipping

Brief: Turn recognition into reputation following a King’s Award win.
What we delivered:

• CEO thought leadership platform
• Responsive press office
• Standout earned coverage in The Times, Sunday Times, Sky News, BBC, and sector media

Kestrel now appears in LLM responses when users search for insights into UK exporters, independent shipping firms, or King’s Award winners.

https://www.bbc.co.uk/news/articles/cz9denl9mpro

 

This isn’t the future. This is now.

Buyers are already using AI tools to research vendors, define requirements, and validate providers, long before they reach your sales team.

If your brand isn’t showing up in those early conversations, you’re invisible.

So, here’s the big question for your team in 2026:

 

When a buyer asks AI about your space – does it mention you by name?

If not, it’s time to reframe how you think about visibility.

GEO isn’t a tactic, it’s the output of doing the fundamentals brilliantly:

• Clear, confident messaging
• Search-led owned content
• Consistent PR, creating earned media
• Smarter paid

That’s what we’re building with our clients.

 

If you’re rethinking your 2026 visibility strategy – let’s talk.
We’d love to show you how owned content, PR and paid media can work together to earn your place in the answers buyers are already seeing.