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AI Search Is Changing The Way B2B Tech Brands Get Noticed, Here’s How

Recent research by B2B communications agency 3Thinkrs indicates significant changes in brand visibility within the B2B technology sector. These changes are largely driven by AI-enhanced search capabilities and zero-click purchasing behavior, resulting in…

DBy Daniel BrooksDec 18, 20251 min read

Recent research by B2B communications agency 3Thinkrs indicates significant changes in brand visibility within the B2B technology sector. These changes are largely driven by AI-enhanced search capabilities and zero-click purchasing behavior, resulting in reduced website traffic and lower engagement on platforms like LinkedIn.

The study reports that 62% of chief marketing officers (CMOs) feel they lack the necessary skills, budget, or resources to compete effectively. Additionally, 35% express concerns about competitors gaining an advantage as generative AI alters search behavior. Brand recall has also diminished, with 60% of CMOs rating their brand memory performance as suboptimal.

Responses from Different Business Scales

The research compares responses from CMOs at 200 venture-backed startups with those at 200 billion-dollar technology companies. Startups are quicker to adapt to new visibility signals, with 39% tracking AI voice share, compared to 26% at larger firms. Conversely, larger companies focus more on scale and owned channels, investing in content like webinars and podcasts.

Recent research by B2B communications agency 3Thinkrs indicates significant changes in brand visibility within the B2B technology sector.
Daniel Brooks · Thehackingpost

Marketing strategies are shifting towards generative engine optimization, with 61% of CMOs adjusting activities due to declining traditional search performance. AI voice share now leads visibility metrics shown to CEOs. Growth strategies emphasize credibility, with thought leadership and strategic partnerships as key tactics. Media choices reflect shorter attention spans, with a preference for C-suite-focused newsletters.

LinkedIn visibility has decreased, prompting companies to explore video and carousel formats for better engagement. However, execution remains a challenge, with only 24% of CMOs reporting effective PR content integration with sales teams.

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Samanyou Garg, CEO of Writesonic, highlights the importance of understanding key AI search metrics: AI visibility score, citation share, and share of voice.

Based on reporting by techround.co.uk.

AI transparency. This article was produced with the assistance of artificial intelligence and published under human editorial oversight. AI systems can make mistakes. Read how we use AI (EU AI Act, Art. 50).
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