Generative AI is transforming how B2B buyers research and make purchasing decisions. Tools like ChatGPT search, Perplexity, Gemini and Meta AI are no longer just novelties — they’re becoming essential to the buying journey. Up to 90% of B2B buyers already use generative AI tools, according to Forrester. Even more are planning to integrate it into their decision-making process in the coming year.
This shift fundamentally changes how tech buyers evaluate SaaS brands, making AI-powered search critical in vendor visibility and sales conversions.
In this article, I’ll explore how ChatGPT search — a leading generative AI tool — reshapes the B2B buying process, share my hands-on findings from a simulated buyer journey and offer actionable strategies for marketers looking to stay ahead.
What is ChatGPT search?
ChatGPT search reinvents search engines by integrating conversational AI for tailored, context-aware responses. This innovation benefits B2B buyers navigating complex journeys. You can access it via chatgpt.com or set it as your default search engine.
I joined their Beta program last November and have been frequently using it. For my experiment, I used ChatGPT search to navigate a simulated B2B software solution buying journey, and the results were eye-opening.
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Why B2B marketers need to pay attention
B2B buyer behavior is shifting rapidly. GenAI tools are becoming essential to the research and evaluation process. B2B buyers now spend 83% of their time researching independently, away from sales reps, per 6Sense’s data.
This self-guided journey makes generative AI tools even more invaluable. They are now among the top sources of self-guided information, alongside vendor websites and traditional search engines. Even more, genAI tools are being used across the buying journey.
What does this mean for marketers?
First, brands appearing in AI-powered searches are gaining a massive edge. Sales conversions driven by ChatGPT recommendations have skyrocketed by 436%, according to Digiday. This trend isn’t limited to just consumer brands. B2B marketers are also seeing AI-driven decision making acceleration supported by multiple reports.
With Millennials and Gen Z comprising 65% of B2B decision-makers by 2025, AI-driven tools are also shaping business purchases, mirroring already observed consumer habits change in genAI and social search.
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Testing the B2B buying journey with ChatGPT search
To test ChatGPT search, I acted as a head of IT seeking a supply chain data solution, evaluating vendors, costs, scalability and integration with ERP systems. My questions spanned the entire buyer’s journey, from initial research to vendor evaluation and trial options.
Through this simulation, I uncovered valuable insights into how ChatGPT search supports the B2B buying process and where it still has room for improvement.
What makes ChatGPT search effective for B2B buying decisions
ChatGPT search stood out by providing citation-backed insights that were both clear and well-supported. For example, when researching top vendors, it offered a detailed breakdown of their strengths and weaknesses, complete with citations and sources. In contrast, Google only provided vendor breakdowns for the first result in its newly integrated AI Overviews.
ChatGPT search’s focus on prioritizing reputable sources — such as Reuters, Reddit and G2 — enhances the transparency and credibility of its results. This approach offers an alternative to traditional search engines, where results are often influenced by advertising placements, pushing sponsored content to the top.
The depth of analysis and emphasis on credible sources helped me narrow my options to the top two vendors, making the buying journey — from research and consideration to proof of concept — more efficient.
Another key advantage was ChatGPT search’s ability to retain context throughout the process. It remembered previous searches, allowing me to build on prior queries without starting over, significantly improving both efficiency and decision-making. Additionally, the inclusion of multimedia responses — such as text, visuals and video — further streamlined the decision-making process.
Potential opportunities
While ChatGPT search excels in the early and middle stages of the buying journey, there is room for improvement in the proof-of-concept stage. Enhancements like integrated lead-capture forms or direct vendor connections could make the tool even more valuable for B2B buyers.
Note: As I’m writing this, OpenAI introduced a research preview of Operator — an agent capable of performing tasks by accessing the web. It looks like these capabilities are already evolving in real time.
Lessons for B2B marketers
As generative AI-powered search gains traction, marketers must rethink their strategies to capitalize on its benefits while addressing new challenges. One major advantage is the ability for less-established brands to gain visibility and compete on a more level playing field — great news for startups.
- Audit your product’s visibility in AI-powered tools: Start by assessing how your brand appears in AI-driven search results. HubSpot’s AI Search Grader is a useful tool for measuring and improving visibility in these emerging platforms.
- Being present to showcase value is critical: Focus on creating high-quality, educational content that supports buyers at every stage of their journey. Beyond your own digital properties, ensure your content is available on platforms prioritized by AI tools, such as G2, TrustRadius and Reddit.
- Use AI-powered intent data to engage in-market buyers: AI-driven intent data providers can help identify buyers actively researching solutions beyond your website. This allows you to align marketing efforts with those already in the decision-making process. However, how these providers track intent signals within generative AI tools remains unclear.
Generative AI is redefining the B2B buying journey. Marketers can’t afford to ignore it. Start auditing your brand’s visibility, using AI-driven tools and adapting your strategies to stay ahead.
The time to act is now. Are you ready?
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