For two decades, B2B marketing has optimized around predictable gatekeepers: search engines, social platforms, and professional networks. Now, large language models (LLMs) are becoming intermediaries between people and information.
LLMs like ChatGPT and Claude are changing the discovery process from a multistep search and click process to a single conversational exchange. This has implications for how B2B buyers discover solutions and how marketers attract attention and measure performance.
With the rise of AI systems, B2B marketers must adapt their strategy to treat conversational interfaces as new discovery surfaces. Content must be formatted and refreshed for AI systems to understand, trust, and cite it for visibility.
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How AI Is Rewriting the B2B Buyer Journey and What Marketers Can Do About It
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