Key stat: 41% of US B2B professionals who use AI tools for work start their research with AI and then validate the answers via traditional search, the most common workflow of any, according to April data from Semrush.

Beyond the chart:

• That instinct to verify shows up in what buyers trust. Among global B2B software buyers, 51% now start research with chatbots more often than with Google, but 45% say a citation from a review site is the single thing that would most make them trust a chatbot's answer, according to G2.
• Meanwhile, traditional search is holding its ground at the top of the funnel. Some 57% of US B2B decision-makers use search engines during early research, more than any other channel, according to Reddit and SurveyMonkey.

Use this chart: Drop this in your B2B search strategy deck when someone argues SEO is dead. Your buyers meet your brand in an AI answer, then go looking for proof on Google. Show this to justify funding both, and use it to frame GEO as an addition, not a replacement.

Related EMARKETER reports:

• B2B SEO and GEO 2026 (EMARKETER subscription required)
• B2B Social Media and Influencer Marketing 2026 (EMARKETER subscription required)

Methodology: Data is from the July 2026 Semrush report "How AI tools shape the B2B buying process: A survey of 600+ US business professionals." 643 US B2B professionals were surveyed during March–April 2026. After 21 respondents who failed a quality check were removed, 622 valid responses remained. Respondents were then asked whether they use AI tools for work; 519 (83%) confirmed they do, and all reported findings are based on those 519 respondents. Respondents included business executives, CEOs, business owners and founders, product managers, marketing directors and managers, operations managers, IT managers, CFOs, CIOs/CTOs, procurement managers, and others. Of respondents, 54% were final decision-makers, 41% were part of a decision-making group, and 5% were evaluators or influencers.