84% of B2B buyers use AI to summarize vendor thought leadership, Edelman research shows
TLDR
Edelman research finds 84% of B2B decision-makers use AI to summarize vendor thought leadership, while only 46% of suppliers optimize for AI answers.
Optimixed Overview
Optimixed's original report on this story.
Edelman finds that 84% of B2B decision-makers use AI to summarize vendor thought leadership, while only 46% of suppliers optimize for AI answers. The same research reports that 82% of buyers value thought leadership more as AI spreads, as first reported by PPC Land.
How we got here: earlier coverage
- Nov 13IAB Data Shows Only 8.8% of Visits After an AI Brand Mention Come From the AI Itself
The IAB cites data showing only 8.8% of visits after an AI brand mention come from the AI itself, and its new framework asks who chose the product and who can prove it.
- Sep 24B2B brands increase creator video use to fight AI slop and improve AI search results
B2B brands are shifting to creator video content to build credibility in an AI-driven marketplace, with creator video use among B2B companies jumping 55% over the past year.
- Aug 24Most Marketers Still Call AI Search Optimization 'SEO'—and Case Studies Trump Acronyms
New research from Fractl finds 81% of marketers still call AI search optimization 'SEO' internally, and vendors' credibility hinges far more on case studies and methodology than on terminology fluency.
- Aug 17Why AI Models Ignore Strong SEO Brands—And Promote Unlikely Winners
Fractl's analysis of AI model brand recall found that traditional SEO authority doesn't guarantee visibility in LLM answers—third-party coverage and category alignment matter more.