Search isn’t what it used to be: Why B2B marketers must rethink their strategy for an AI-first world

Generative AI answer engines have gone from curiosity to workplace staple almost overnight. ChatGPT’s rise reset expectations for instant, synthesized answers, and rival platforms such as Gemini and Perplexity now serve as the start of many buying journeys.  

Forrester’s 2024 Buyers’ Journey Survey found that 89% of enterprise buyers use generative AI tools at some point in the purchasing process, and rank GenAI among the most influential information sources from initial vendor discovery through evaluation and final justification. 

When discovery begins inside those interfaces instead of a list of blue links, the search playbook that fueled last year’s pipeline no longer guarantees visibility.

From blue links to answers: How the journey has changed

The classic path where the prospect Googles a term, downloads a white paper, browses vendor pages, then requests a demo has fragmented as generative AI tools reshape early discovery. 

Today’s executives start with a ChatGPT prompt, validate perspectives in Gemini, cross-check Perplexity and Reddit threads, and arrive at sales calls having already shortlisted a vendor. In fact, 84% of B2B buyers choose their preferred supplier before the first conversation with sales. 

If your content, reputation, or technical infrastructure aren’t present in those environments, you’re missing deals before your pipeline even sees the opportunity.

Why the old SEO toolkit falls short

Traditional SEO remains foundational, but it’s no longer sufficient. Optimization for LLMs requires different rules, content patterns, and distribution signals.

The six pillars of an AI-ready search strategy

To understand what drives inclusion in generative AI responses, we didn’t guess. We tested. Our team ran controlled prompts across major AI platforms (including ChatGPT, Perplexity, and Google’s AI Overviews), validated results against real brand citations, and layered in data from SEMrush, AHREFs, and community platforms. 

What emerged is a 200-factor framework built to evolve with the space, not chase it. It reflects platform-specific citation patterns, technical SEO best practices, and directional uplift from real brand interventions. 

Success consistently hinges on six interconnected disciplines:

Most enterprise brands score between 60 and 99 out of 200 on a first audit, suggesting they’re partially visible but far from dominant. The good news? That middle tier hides high-leverage fixes that can shift outcomes within a quarter.  

Benchmarks and your next move

We’ve seen firsthand that improvements to structure, directives, and platform presence lead to double-digit inclusion gains within 60 to 90 days. While the rules of AI-driven discovery are still being written, there is already a clear path forward for brands that act with speed and intent. 

If you need clarity on where your brand stands, Gravity Scan™, our vendor-agnostic 200-point audit, can map your performance across all six dimensions and deliver an actionable executive plan. 

Search is being rewritten in real time. Rethinking your strategy now will determine whether your brand shows up or disappears when buyers ask their next question aloud.