A client of mine recently got a new qualified lead. When he asked how the company had heard about them, the answer was straightforward: they had been asking ChatGPT, and my client came up as a recommended solution.
Nobody had planned for this. There was no campaign targeting ChatGPT users, no strategy for AI visibility. It happened because the website had clear, specific content that described exactly what the company does, which industries they serve, and what problems they solve. ChatGPT picked it up and served it to someone actively looking for a solution.
That conversation stuck with me. Because it illustrates something important: the B2B buying journey has already changed. Whether you’re ready or not.
The research phase has moved
For years, B2B buyers have used Google to research suppliers and solutions. That behaviour is shifting. AI tools like ChatGPT, Google’s AI Mode and Microsoft Copilot are increasingly the starting point when a buyer is trying to understand a complex problem or find potential suppliers.
This matters because AI search behaves differently from traditional search. When someone types a question into ChatGPT, they don’t get ten blue links to choose from. They get a synthesized answer and a shortlist of recommended solutions embedded in that answer. If you’re on the list, you’re in consideration. If you’re not, you may never exist to that buyer.
My colleague Ulf Vanselius wrote about this in Insight 87 and the numbers are striking. AI usage is now 56% the size of traditional search globally. In some categories in the US, search clicks have dropped by 70% because the AI answer is complete enough that people never click through to a website.
The research phase, that critical period when a buyer is forming their shortlist, is increasingly happening inside AI tools. And most B2B companies have no visibility into it.
What actually determines whether you show up
The example above is instructive precisely because it wasn’t the result of a deliberate AI strategy. It was the result of good, specific website content.
This aligns with how AI systems work. They prioritize sources that demonstrate experience, expertise, authoritativeness, and trustworthiness. In practice for a B2B company, this means content that is specific about what you do, detailed about the problems you solve, and clear about which industries and applications you serve.
Generic content doesn’t get cited. Vague positioning doesn’t get cited. A page that says “we offer innovative solutions for your business needs” tells an AI system nothing useful. A page that describes exactly what you do, for whom, and with what documented results gives the AI something concrete to work with.
The companies showing up in AI search results today aren’t necessarily the ones with the biggest budgets. They’re the ones with the clearest, most specific content.
Paid AI search: Where things stand right now
The paid layer in AI search is being built fast, but the picture varies by platform and market. ChatGPT opened its ad platform to all US advertisers in May 2026 and is planning expansion to Europe and the UK later this year. Google AI Overviews already shows ads in 12 markets including the US, Australia, and India. Microsoft Copilot shows sponsored results through Bing globally, though the paid Microsoft 365 version remains ad-free.
For European B2B companies, the situation is more complex. Both Google and Microsoft are classified as gatekeepers under the EU Digital Markets Act, which means stricter rules around consent and data use before they can show personalised ads in AI search results. ChatGPT is not yet classified as a gatekeeper, which gives OpenAI somewhat more flexibility in how they roll out ads in Europe.
The practical implication is that targeted AI search advertising in the EU is still being worked out. It is coming, but on a timeline shaped by regulation as much as technology. The window to build organic visibility is open right now, and that investment will pay off regardless of when paid options arrive.
What to do right now
You don’t need to overhaul your entire marketing strategy to start preparing for this. Three things are worth prioritising.
A: Audit your content for specificity
Go through your key product and service pages. Are they specific about what you do, which industries you serve, and what results you deliver? If a potential buyer asked ChatGPT about a problem you solve, would your website give the AI enough to work with? If not, that’s where to start.
B: Check whether you’re already showing up
Tools like nimt.ai let you test how visible your brand is across different AI platforms compared to competitors. It’s worth understanding your starting point before investing in improving it.
C: Prepare for paid AI search
When paid AI search does reach the EU, the setup logic will be similar to traditional search: specificity of message and clarity about who you serve will determine relevance. The companies that have already done the content work will have a head start.
The underlying principle hasn’t changed
What’s striking about all of this is that the fundamentals of good B2B marketing haven’t changed. Know your customer. Be specific about what you do for them. Be present during the research phase, not just at the point of purchase.
AI search hasn’t replaced that logic. It’s just made it more urgent. The companies that were already communicating clearly and specifically are the ones showing up in AI answers today, sometimes without even knowing it.
The ones that weren’t are invisible to a growing share of their potential buyers.
If you want to discuss effective marketing, just reach out to me.
Joakim Ebstein
Head of Digital Marketing
+46 725 555 984
joakim.ebstein@sfinxagency.se
