B2B buyers now ask AI assistants. What makes your brand show up in their answers — or not.
A new habit among buyers
Instead of scanning ten Google results, a buyer asks ChatGPT, Gemini or Perplexity directly: “Which providers for this need?”. They get a short list — and your brand is on it, or not.
What AI assistants rely on
Answers draw on what is published and shared online:
- Articles and analyses from recognised experts.
- Posts and discussions on LinkedIn.
- Clear, well-structured content on your own website.
Credibility becomes a visibility factor
A brand that only talks about itself carries little weight. A brand that independent professionals cite, explain and recommend on a specific topic is far more likely to appear in answers.
Three actions to start now
- Publish content that answers your customers' questions precisely.
- Have legitimate experts in your market carry your topics.
- Keep a consistent message across your site, LinkedIn and public talks.
« Tomorrow, your best showcase will be what others say about you. »
Your topics carried by the right professionals
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