Two years ago, attracting B2B customers online was fairly straightforward — create helpful content, rank in Google, and watch the leads roll in. Today, AI tools like ChatGPT, Claude, Perplexity, and Google’s AI Overviews are reshaping how buyers search, compare, and decide which vendors to trust. In fact, a recent survey of 1,500 people found that over 70% are now using AI tools to guide their buying decisions, especially for product comparisons and recommendations.
To succeed in this new landscape, businesses need to be visible both on search engines and AI platforms. Start by building authority beyond your website — get listed on trusted review sites, participate in relevant forums, contribute insights to industry publications, and share your expertise consistently. AI tools look at multiple sources when recommending products, so every positive mention helps.
Next, make your website clear and AI-friendly. Use descriptive meta titles, headings, and FAQs that reflect the questions your buyers ask. Bullet points, detailed captions, and content that answers real customer queries make it easy for both humans and AI to understand your solutions. Bottom-of-funnel content like comparison posts or product roundups is particularly valuable because it helps buyers make informed decisions while giving AI tools accurate information to cite.
Finally, distribute your content where buyers and AI are looking — LinkedIn, YouTube, Medium, Reddit, and Quora. Repurpose blogs into videos, carousels, or helpful guides, and keep your messaging consistent. By being present, helpful, and authoritative across multiple channels, your business can stay top of mind, earn AI recommendations, and attract high-intent leads long before competitors have a chance.
