Written by: Vickie Sullivan  |  June 16, 2026

Buyers’ Use of AI Forces Firms to Change their Marketing Game

How to get attention in the world of AI search algorithms is on our minds lately. A recent study by Clarity looks specifically at the growing role of AI in B2B buying decisions and its impact.

Yes, the study focuses on search. But let’s move past that and look at the role of AI in actual B2B buying decisions. These stats show that finding information is just the tip of the iceberg:

• 75% use AI to justify their internal decisions and create a business case

• 80% use AI for decision-making, including who to work with

• 77% use AI for evaluation

• 65% use AI for shortlisting vendors

What all this means: The old ways are gone for good. The game has changed.

Buyers are not reading those long reports you write. They get the AI summary, then use AI to shortlist the best match. The days of someone stumbling onto your content and thinking, “Wow, this really resonates with me; I’m gonna reach out,” are numbered.

What works now is concise, clear content backed by recent links, analytical data, and trustworthy sources.

AI in B2B buying is here for the long haul. The good news is that we know how this new game is played. Now is the time to stop trying to make the old ways work and make the necessary changes.

Now Read This:

• Marketing in the Age of AI-Driven Decision-Making | Vickie Sullivan
• Competitive brands for B2B professional service firms