I have been having many conversations lately with B2B organizations about how generative AI is impacting the buyer journey and a few consistent themes are emerging.

Watch the short video below for a quick breakdown of what we are seeing and how it is impacting B2B buyer behavior.

With B2B clients, we are seeing buying behavior fundamentally change.

AI is quickly becoming a critical front door, influencing both discovery and evaluation.

Every month, we are seeing more B2B leads where generative AI played a role. At the same time, we are investing heavily in helping clients understand both their visibility within AI platforms and the traffic coming from them.

Here are a few key observations we have recently discussed with B2B clients:

  1. Direct traffic from generative AI is still relatively small.
    1. We are seeing it account for about 2% – 5% of total traffic for many B2B sites.
    2. ChatGPT generally drives the majority of that share (~75%).
    3. ~90% of generative AI traffic is on desktop.
  2. The impact of generative AI is disproportionately high.
    1. AI is showing up more frequently in sales conversations.
    2. Prospects are referencing it in lead forms and sales discussions.
    3. It has a correlated impact on pipelines and conversions.

So, while traffic is low, influence is clearly growing. The logical conclusion is that buyers are using AI heavily during research, consideration, and decision stages, even if it is not always trackable.

We are also seeing this reflected in broader market data. For example, recent B2B SaaS research  from Wynter found:

  • AI usage for vendor discovery jumped from 24% to 84% in 12 months.
  • 48% of CMOs now come to sales calls “very familiar” with vendors.
  • Google’s role is shifting more toward validation than discovery.

So, what is happening in response?

  1. Investment in Generative Engine Optimization (GEO) is accelerating as an additional effort to existing SEO workstreams.
  2. The buyer journey is fragmenting across more platforms than ever before.
  3. Prospects are researching, comparing, and validating across search, AI, and other channels simultaneously. That means you need to think more holistically about how your brand shows up across that entire journey.

This is not a future trend, it is already happening and it is going to directly impact whether you are included in a prospect’s consideration set. If you have any questions, reach out to us at info@morevisibility.com.