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AI platform features change quickly. This article describes what was verified on the date of the last update. Check the provider's current documentation before making an implementation decision.
In early 2024 the question "do people use AI to find companies?" was rhetorical - the answer was: a few, mainly in technical circles. It is no longer the right question. The right question is how many of your specific buyers use AI when making purchase decisions, and whether your company is visible at those moments.
The global data that sets the context
Global figures show the growing role of generated answers, but they cannot be transferred directly onto a specific B2B market. The local opportunity has to be assessed from how your audience behaves, the queries they use in their own language and the answers observed in that category.
Platform reach and features change quickly. Rather than extrapolating global numbers, check feature availability and audience behaviour in your specific category regularly.
What the adoption data suggests
Hard data on AI search adoption is limited - the reporting market is only maturing. From the available research and observation, a picture emerges:
- AI adoption is above average among internet users in developed markets, with several European markets running ahead of the average
- ChatGPT user counts are in the hundreds of millions globally, though definitions of an active user vary between sources
- Adoption is markedly higher in the 25 to 44 age band and among degree-educated users - in other words, typical B2B decision-makers
- Technology, finance and professional services have the highest AI penetration among employees
Who uses AI to find companies and services?
From conversations with dozens of B2B companies across sectors, and interviews with their clients, a recurring profile of the AI user in a B2B process emerges:
| Profile | Behaviour | Implication for AI Visibility |
|---|---|---|
| Tech start-up founder or CEO | Asks AI about suppliers regularly, treats it as a starting point | Very high value; tech B2B must be visible |
| Manager in a large company | Uses AI for a first screen, then verifies in Google | Matters for the initial shortlist |
| Owner of a smaller traditional business | Beginning to use AI, but Google still dominates | Growing importance, 12 to 24 months to critical mass |
| Specialist or buyer | Uses AI to research options and comparisons | Expert and comparison content is decisive |
| Freelancer or solopreneur | Heavy AI user across the whole process | High AI Visibility matters for this segment |
Which B2B categories are most affected?
Based on query frequency in AI systems and market observation, the B2B categories with the highest current risk of losing leads to poor AI visibility:
- 1Software and SaaS - buyers actively ask AI about management tools, CRM, ERP and marketing tooling
- 2Marketing and SEO agencies - questions about recommended agencies are among the most frequent in B2B services
- 3IT services and software houses - detailed queries about partners for specific projects and technologies
- 4Training providers and B2B education - questions about corporate training, online courses and certifications
- 5Financial and advisory services - accountants, tax advisers and business consultants
- 6Law firms - particularly those specialising in commercial law and technology
The trend that changes B2B: the zero-click journey
The conventional B2B funnel assumed awareness (advertising, SEO), then interest (site, blog), then consideration (demo, contact), then decision. AI introduces a new stage before all of that: the question to AI. The buyer forms a shortlist before reaching any website. If you are not on it, the rest of the funnel does not matter.
This is the zero-click journey in B2B - the buyer makes a preliminary decision about which suppliers to consider without visiting a single site. AI is the gatekeeper of that process. SparkToro data indicates that 73% of AI queries do not end in a click on an external link; the person asking gets a sufficient answer directly.
What comes next
Several trends will shape AI search over the next two years. First, AI search will reach a mass B2B audience in traditional sectors such as construction, manufacturing and distribution - today those are still early-adopter environments, but in two years it will be the norm. Second, specialised sector models will appear - AI for legal, medical and financial work.
Third, and this is the key point for planning: the advantage being built today will be hard to close in two years. Companies that build strong AI Visibility now will enter the era of mass AI search with an advantage comparable to those who invested in SEO around 2008 to 2010. The window for building position against relatively low competition is slowly closing.
What to do with this
Three steps for a B2B company: run a manual test of your buying questions, ask clients whether they used AI in their research, and then commission a comparable measurement with complete answers and a benchmark. Scope and timing are agreed before the work starts.
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Frequently asked questions
Who uses AI search most often?
Mainly B2B decision-makers, IT managers and specialists, for whom AI is the first source when verifying suppliers.
Are companies ready for the AI search shift?
Most companies are only beginning to see the problem, which creates a substantial advantage for those investing in GEO now.