How AI Search is Reshaping B2B Marketing

AI is changing the way people search and what it takes for brands to get noticed. From zero-click results to AI-generated summaries, users are now getting faster, more direct answers without ever leaving the search page. 

By 2028, AI-driven searchers are expected to outnumber traditional ones (Semrush). These users are more informed and more likely to convert, making it more important than ever to show up in the right places.

Here’s a quick look at what’s changing: 

• 25.6% of desktop searches result in zero clicks

• 13% of queries trigger AI Overviews

• AIOs pull from about 5-8 sources on average

• 41% of users trust AI more than paid ads

• 88% of AIO-triggering queries are informational

• 40% of AI citations include video

• CTR decreases 34.5% when AIOs are present

To keep up, marketers need to focus on trust, content quality, and adapt AI-optimized strategies to meet the demands of both organic and paid search.

How AI Search Is Changing the Game

Traditional search behavior is changing drastically. One in four desktop searches result in zero clicks (Semrush) since users are increasingly finding what they need directly in the search results.

A large reason for the increase in zero-click searches is AI Overviews (AIOs), which are generative summaries that appear above the organic search. 

Currently, 13% of all queries trigger AIOs, and this number is expected to increase (Semrush). These summaries are curated from a variety of sources, typically 5 to 8 sources (SurferSEO). If your brand isn’t being cited in these summaries, you’re missing critical visibility in the AI search landscape.

2. Trust Is the New Click

With fewer people clicking through to websites, trust has become the new metric of success. 41% of users trust AI summaries more than traditional paid ads (SingleGrain). Being cited in AI-generated content builds credibility and drives brand authority. 

Online reviews also matter more than ever. Keeping your ratings high and consistent will directly influence your appearance in AI-powered search results.

3. Content Is Still King, but Context Wins

AI Overviews are primarily triggered by informational queries, about 88% to be exact (Semrush). 

Users are treating AI like a research tool, asking questions and personal recommendations before they even consider visiting a brand’s site. 

It’s also no longer about text. 40% of AI citations now include video, with YouTube links seeing a 300% year-over-year increase (NP Digital).

Visibility is driven by quality, rich content, and E-E-A-T: Expertise, Experience, Authority, and Trustworthiness.

4. Paid Media Isn’t Dead; It’s Shifting

While click-through rates (CTR) are dropping, down 34.5% when AIOs are present, AI searchers are more likely to convert (SingleGrain). This shifts the focus from clicks to outcomes. KPIs should now emphasize conversion value and return on ad spend (ROAS), not just traffic.

Paid media will soon appear contextually within AI Overviews. Google says these ads will be relevant and non-disruptive, signaling a new phase for search ads (NP Digital).

How to Adapt Your Marketing Strategy for AI

To stay visible in an AI-driven search landscape, marketers need to rethink how they approach both SEO and paid media. Below are key tactics to help your content and campaigns perform in this new environment.

SEO AI Marketing Tip

• Write Naturally: Use clear, human language optimized for natural language processing (NLP).

• Target Long-tail Keywords: Focus on 4+ word search phrases.

• Use Structured Data: add schema, author bios, and FAQs.

• Improve User Experience (UX): prioritize page speed, mobile experience, and crawlability.

• Build Brand Authority: get backlinks, gather high ratings, demonstrate E-E-A-T, and offer unique insights.

• Avoid AI Over-optimization: skip keyword stuffing and low-effort AI content.
  
  

Paid Search AI Marketing Tips

• Stay Visible: Continue running paid ads.

• Shift Focus: Optimize for conversions, not just CTR.

• Use AI Tools: Leverage Performance Max campaigns and AI-generated insights.

• Align with Intent: Treat ad copy with user intent and ads like content marketing.

• Use First-party Data: Refine targets and budgets regularly.

• Prepare for AIO Ads: Optimize for high-intent and longer queries.

  
  

AI is not a threat; it’s a tool. It changes how users discover and engage. Marketers who understand these changes are setting themselves up for success. 

Long-form content still matters, but it must offer unique value. In an AI-first world, generic content won’t make the cut.  Brands that embrace change, stay agile, and invest in trustworthy content will lead the next era of search. The marketers who adapt now will be the ones who dominate tomorrow.

Want help adapting your SEO and paid search strategy to the AI era? Learn more.