Platforms like Google are pushing AI search offerings, compressing clicks and centralizing control of information and traffic.

B2B buyers are leaning on AI tools for vendor selection, raising the stakes for surfacing in AI results. Eight in 10 global B2B buyers in the tech industry use genAI as much as traditional search when researching vendors, per Responsive’s Inside the Buyer’s Mind report. Four in 10 use genAI and traditional search equally. B2B marketers can insert themselves early in buyers’ discovery, vetting, and selection process by focusing generative engine optimization (GEO) efforts on controllable platforms. Ensure website information is structured and easy to parse by publishing clear FAQ pages with information on pricing, use cases, and product offerings.

GenAI adoption complicates retailers’ customer acquisition strategies: Brands are struggling to optimize their websites and product listings to account for rising traffic from genAI tools.