AI search is reshaping B2B discovery, but many brands are still unprepared. Buyers are comparing vendors earlier and with less direct vendor contact, raising the stakes for SEO, differentiation, and measurement.

Key Question: How should B2B marketers approach SEO and generative engine optimization (GEO) as AI search becomes part of how buyers discover and evaluate vendors?

Key Stat: For 34% of marketers, AI search platforms are where qualified prospects first hear about their company.