I’d love to hear from you: What are you currently working on to build your visibility in AI answers?

In this edition:

• 🧠 Who’s winning AI visibility in B2B right now?
• 🧯 3 places AI search FAILS for B2B (that you can capitalize on)
• 🗞️ Stories to not doomscroll

🧠 Who’s winning AI visibility in B2B right now?

Here’s the hard truth: AI search doesn’t believe you just because you say you’re the best.

According to Semrush’s 2025 AI Visibility Index, ChatGPT and Google’s AI Mode cite and mention brands based on credibility.

LLMs consistently favored transparent, structured, and peer-validated content over company blogs.

• Communities outrank companies. ChatGPT’s top sources were Reddit, Wikipedia, and G2. Google AI Mode leaned on LinkedIn, Yelp, and Google Business Profiles.
• Most brand sites are invisible. Even optimized blogs missed the top 20 because they lacked case studies, FAQ markup, or transparent pricing.
• Schema seems to work. Pages using Organization, FAQ, Review, and Pricing schema were cited up to 3.7× more often.
• Clarity shapes sentiment. AI favored brands that clearly described deliverables, ROI, and pricing. Vague copy triggered neutral or negative tone.
• Reputation data matters. LLMs cross-referenced LinkedIn, Glassdoor, and Crunchbase to verify legitimacy before surfacing a brand.

What marketers should do: To earn visibility in AI answers, make it easy for AI to prove WHY you’re worth mentioning:

• Publish case studies, FAQs, and transparent pricing.
• Add proper schema to every page.
• Encourage reviews on trusted third-party platforms like Clutch or G2.
• Focus on unique, in-depth content over frequency.

🧯 3 places AI search FAILS for B2B (that you can capitalize on)

AI’s obvious weaknesses create marketing opportunities.

Here’s where it breaks, and how to turn it into a content playbook:

1) Brand awareness for emerging categories

AI answers align with existing awareness and what search engines already indexed. So new product categories lag behind in search.

Fix: Trojan horse your way in. Attach your new category to established, similar categories. For example, if your product is the first “agentic staff scheduling tool,” create content about staff scheduling software. Use your new category as the differentiator.

2) Nuanced expertise

AI loves to give quick, stereotypical advice, even when your problems need outside-the-box solutions.

Fix: Ship in-depth content for unique use cases based on real expertise: implementation guides, ROI calculators, playbooks, case studies. Distribute that content where LLMs cite answers for your industry.

3) Objectivity

Users expect an organized, quick answer when searching for solutions with AI. While AI provides exactly that, bias is built into the algo it relies on. Aware of this, serious searchers will want to dig deeper.

Fix: Make it easy for searches to verify WHY your solution is worth it. Strengthen 3rd-party reviews and publish proof-rich case studies.

🤖 HoW’d yOu KnOw mY viDeo wAs AI geNeRateD?

Cuz every AI avatar looks like this.

🗞️ Stories to not doomscroll

ChatGPT relies on search. 31% of prompts trigger external searches, favoring longer queries and review or comparison content that SEOs can influence.

Zero-click AI is eroding search. Commercetools reports 20% CTR decline since Nov 2024 as AI Overviews bite, pushing brands to brand-building and new metrics.

Most consumers aren’t feeling chatbots. 64% prefer companies that avoid AI for customer service, yet trust grows when bots sound human.

AI search is creating dark B2B journeys. 87.6% of results lead with AI Overviews, minimizing organic clicks and forcing authority-first content.

Agentic commerce is going mainstream. 78% have used AI to shop in the past 3 months.

Local AI Overviews are displacing Google Maps results. Only navigational queries trigger the map pack, while AI Overviews are more prominent for commercial searches.

Organic leads are sliding. B2B companies report a 47% drop in quantity since January as buyers research more before converting.

B2B discovery still starts with search. 35% of B2B customers first find brands via search, beating social (32%) and AI (11%).

🤝 Need a hand with your content marketing?

I run Stat Digital, a fractional content marketing team for B2B SaaS companies.

We can help you:

• Create blogs that capture ready-to-buy leads from SEO.
• Launch and run newsletters to nurture the thousands of neglected contacts going stale in your CRM (like this one)

Want me to audit your current marketing strategy? Schedule a free strategy session here.