The way B2B buyers research potential vendors is changing, with generative artificial intelligence (GenAI) emerging as a key tool in early discovery and evaluation. This, as Responsive’s _[Inside the Buyer’s Mind Report](https://www.responsive.io/resources/whitepapers/inside-the-b2b-buyers-mind-2025)_, claims that 32% of B2B buyers use GenAI tools as much as traditional search engines when researching vendors.
## Research Before Engagement
According to Paul J. Scott, Chief B2B Website Strategist at GoingClear, a leading B2B digital agency, buyers today are doing their homework before even reaching out to a vendor. This means that vendors must ensure they have a strong online presence, both in traditional search engines and in GenAI searches.
## Visibility Beyond Traditional Search
eCommerce and B2B brands must ensure visibility both in traditional and AI searches, particularly as AI becomes a mainstay in the search process. This is a challenge for many vendors, as only 31% of buyers are more likely to consider vendors that utilize AI. However, trust, expertise, and strong RFP responses prevail in the decision-making process.
## The Rise of GenAI
GenAI tools are reshaping how buyers shortlist vendors, pushing discovery earlier and redefining visibility beyond traditional search. For vendors, this means adapting to a new landscape where AI plays a significant role in the early stages of the buyer’s journey. It’s essential for vendors to understand and leverage GenAI tools to improve their online visibility, build trust with potential buyers, and increase their chances of winning deals.
The shift towards AI-driven discovery is evident in the way buyers research vendors. With GenAI tools, buyers can quickly and easily find relevant information about vendors, including their expertise, services, and reputation. This has changed the way vendors must market themselves and their services, as they need to be visible and accessible to buyers who are using AI to research potential vendors.
As the adoption of GenAI continues to grow, it’s essential for vendors to adapt and leverage these tools to improve their online presence and build trust with potential buyers. By understanding the role of GenAI in the buyer’s journey, vendors can optimize their marketing strategies and improve their chances of winning deals in a competitive market.
In conclusion, the rise of GenAI has significant implications for vendors and their marketing strategies. As AI becomes a mainstay in the search process, vendors must ensure they have a strong online presence, adapt to the changing landscape, and leverage GenAI tools to improve their visibility and build trust with potential buyers.
