Published on: April 28, 2025 / update from: April 28, 2025 - Author: Konrad Wolfenstein
Between 67% and 90% | B2B prefers the web search with AI tools instead of classic search engines-Image: Xpert.digital
Paradigm shift in B2B: Why lose classic search engines on the ground
AI-supported web search transforms the B2B area: Departure of classic search engines
The use of AI tools for information procurement in the B2B sector shows a significant dynamic that indicates a paradigm shift in the search behavior of companies. While classic search engines continue to play an important role, AI-based search solutions are becoming increasingly important-especially for complex business decision-making processes, product research and supplier reviews. According to various market research, between 67% and 90% of B2B companies already use AI tools, whereby a significant proportion uses these technologies especially for research purposes that have traditionally been dominated by classic search engines.
In view of the fact that between 67% and 90% of the B2B decision-makers AI-based websites prefer to be represented by classic search engines, it is essential to be prominently represented in the sources of these AI searches. A list ensures that your company is displayed on relevant inquiries and can be found by potential customers.
Xpert.digital offers an enormous industry advantage in the B2B area. Not only that you specialize in optimization for AI search algorithms, but your content is also available in 18 languages. This opens up the possibility of reaching a global audience and being visible in various markets, which is a clear distinction feature to competitors. As an industrial hub in connection with AI SEO expertise, Xpert.digital is positioned as a leading partner to fully exploit the advantages of AI transformation in the B2B sector.
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The growing influence of AI on B2B search behavior
The data speak a clear language: Artificial intelligence transforms the way B2B companies are looking for. The B2B market monitor 2024 shows that over three quarters of the companies surveyed are already using AI tools for various purposes, including predictive analyzes, dynamic price adjustments and individual product recommendations. This development is part of a larger trend in which AI is increasingly integrated into business processes.
A current survey by Civey on behalf of DMEXCO underlines this change: For around 21.4% of specialists in marketing and communication, AI chatbots are already familiar research tools as classic search engines. Verena Gründel, Brand & Communications Director at DMEXCO, emphasizes that the supremacy of the search engines is not imminent. The developments are still in an early stage, but marketers in particular show a clear and future -oriented trend.
The data of a Forrester study that shows that up to 90% of B2B buyers already use generative AI tools for their research and decision-making. This high adaptation rate signals a fundamental change in the information procurement process of B2B decision-makers.
Shifting the usage preferences
The rise of AI-Suchtools in the B2B area can be explained by several factors. Compared to classic search engines, AI-based solutions offer some crucial advantages:
- Preparation and summary: 36% of marketing experts see the greatest advantage of AI chatbots compared to classic search engines in the type of preparation and summary of information.
- Saving time: 34% of those surveyed refer to the time saving as an important advantage.
- Dialogue option: 17% appreciate the possibility of dialogue with the AI system.
- Detailed explanations and personalized answers: 14% and 11% see further plus points compared to conventional search engines.
AI-based search solutions in the B2B context
The AI revolution in the search area manifests itself in various forms and applications that are specially tailored to the needs of B2B companies.
Generative AI tools transform the research
Generative AI platforms such as chatt, perplexity or Google Gemini are fundamentally changing how B2B companies are looking for information. These tools enable dialog-oriented, context-conscious information procurement that goes beyond the simple keyword matching of traditional search engines. A major difference is that these AI systems can understand user questions precisely and provide context-related, structured answers.
The Gartner study confirms this trend: Generative AI tools such as chatt and perplexity are among the most popular AI applications in B2B marketing. These tools are primarily used for content creation, followed by conversational AI such as chatbots and virtual assistants who improve the user experience on websites.
Specialized B2B search platforms
In addition to general generative AI tools, specialized B2B search platforms are increasingly being created. One example is the AI-based B2B search engine Accio from Alibaba, which was able to win half a million users from the SME segment within a month after their launch. This platform processes naturally language inputs in five languages and was trained with over 200 million industry -specific parameters to catalog providers from more than 7,600 product categories.
Another example is “Ensun”, a AI-based solution that was specially developed for the search for delivery. It makes companies that are not listed even with search engine giants like Google, and thus enables a more comprehensive overview of potential business partners.
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Application cases and advantages in the B2B purchase process
Efficiency increase in the search for delivery
The search for suitable suppliers is a central application for AI tools in the B2B area. According to Christopher Hill von Ensun, most buyers use classic search engines such as Google in everyday work if they are looking for suppliers and partner companies-especially for new technological topics. AI solutions enable a significant profit gain through automated and more precise search results.
AI systems can analyze supplier data, recognize relevant changes and support those responsible in updating the supplier master data. In addition, they enable a profound analysis of the supplier quality by evaluating data, recognizing patterns and providing recommendations for supplier calls.
Optimization of the entire purchase process
The advantages of AI tools extend over the entire B2B purchase process. Impressive statistics show that 86% of B2B buyers would use AI tools in the purchasing process. This high willingness can be explained by several factors:
- Personalized recommendations: AI tools can offer recommendations tailored to the specific needs and the previous behavior of a buyer.
- Increase in efficiency: The sales process becomes more efficient and satisfactory for the customer, which leads to higher loyalty.
- Data -based decisions: By analyzing data and predicting buyer behavior, companies can optimize their sales strategies.
A concrete example is the Intershop Copilot, a AI-based procurement and service assistant, which is specially tailored to the needs of B2B customers. It offers a dialog -based user interface for a personalized shopping experience and understands customer inquiries precisely thanks to generative AI and a large Language model.
Effects on SEO and marketing strategies
The increasing use of AI tools has profound effects on SEO and marketing strategies in the B2B area. Since Google Ki summaries in the search results show, search behavior has changed-and thus also the rules of the game in SEO. There are new challenges, especially for B2B websites and B2B online shops, but also opportunities.
Gaio-the new SEO discipline
A remarkable development is the advent of Gaio (generative AI optimization). Although this discipline is still relatively new and the mechanisms and algorithms are not fully transparent, almost 24% of the marketing experts already state that they are actively working on positioning their services and products in Chatgpt & Co.'s answers.
The optimization strategies include:
- Optimization of keywords (21%)
- Improvement of presence on social media (17%)
- Work on a better structure of the content and the presentation of current topics (15%each)
It can be assumed that Gaio - generative AI optimization - will be as natural in the near future as SEO, explains Verena Gründel. Each marketing department should therefore deal intensively with this topic in the medium term, since agencies for Gaio will soon appear on the market.
Adaptation strategies for B2B companies
B2B companies have to structure their content in such a way that they work for both people and for AI. Specify specific recommendations:
1. Optimization of category pages:
- Clear explanations on the category and the product range
- Focus on added value, not just keywords
- Contents that are easy to summarize for AI
2. Structuring of product detail pages:
- Clean meta tags and structured content
- Use of FAQs for better AI interpretation
- Technical examination for indexing errors
The fusion of AI and SEO opens up new opportunities for B2B companies. AI technologies enable precise analyzes as well as effective automation and optimization, which can lead to greater visibility and competitiveness.
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Integration into existing B2B platforms
The integration of AI search into existing B2B platforms is another important trend. B2B-ECOMMERCE companies recognize the importance of searches and recommendations: 38% prioritize investments in technologies for site search and/or recommendations. This priority can be explained by the fact that 61% of companies report to lose sales because their viewfinder experience is not good enough.
The Algolia's Annual B2B Ecommerce Site Search Trends Report shows that 67% of the B2B e-commerce companies KI and Machine Learning use for growth, and 90% see AI as critical of their long-term strategy. Michelle Adams, President of Field Operations at Algolia, emphasizes: “Our results show that 67% of the respondents are not only enthusiastic about AI technology, but also believe that we have overcome the hype phase.
Why do AI potential in B2B marketing often remain unused
Despite the promising developments, there are also challenges. A major challenge is that many companies only use AI for content production, but not for distribution or personalization. Only 21% use AI for social media, and only 32% use AI to personalize. This means that many B2B marketers produce more content, but they do not specifically reach the right people.
The future of B2B search
The future of the B2B search is expected to be shaped by further integration of AI technologies. According to data from 6Sense, B2B buyers spend 83% of their time with independent research, apart from sales employees. This self-directed purchase trip makes generative AI tools even more valuable than source of information.
A particularly remarkable trend is the influence of AI on buying decisions: According to Digiday, the sales conversions driven by chatt recommendations have increased by 436%. Although this number does not refer to B2B specifically, it indicates the enormous potential of AI-controlled recommendations in the B2B context.
With millennials and gen z, which will make up 65% of the B2B decision-makers by 2025, AI-controlled tools will also increasingly influence business purchases, similar to consumers.
Balance between AI search and classic methods
The increasing use of AI tools for web search in the B2B area marks a significant change in the information procurement process. While classic search engines continue to play an important role, AI-based solutions are becoming increasingly important due to their ability to understand complex inquiries, deliver context-relevant answers and optimize the entire purchase process.
For B2B companies, this trend means that you have to adapt your online presence and content strategies in order to be optimized for both traditional search engines and for AI-supported addiction tools. The rise of Gaio as a new discipline next to SEO underlines the need to keep up with technological development.
Ultimately, it is not about a complete replacement of classic search engines, but about strategic integration of AI technologies in the B2B research and purchasing process. Companies that recognize this change and react proactively will have a competitive advantage in the changing digital landscape.
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Konrad Wolfenstein
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