#MarketingTeam4U
#MarketingTeam4U
aufeinwort Content Marketing
You are tasked with evaluating a new software solution and making a recommendation to senior management regarding a specific tool. Instead of clicking your way through search results, white papers and various websites, you put your question directly to an AI system. “Which tools are suitable for our setup?” or “Which providers are leading in this field?” Within a few seconds, you’ll receive a structured shortlist, including a classification, strengths, weaknesses and, often, a clear recommendation as to which solution and which provider best suit your specific requirements.
A study by Forrester [1] shows that 89 per cent of the B2B customers surveyed use generative AI at least at one stage of the purchasing process. They regard AI systems as one of the most important sources of information. AI is used not only to search for suppliers, but also to compare different suppliers and to justify purchasing decisions.
Until now, the decision-making process in the B2B sector has relied on methods such as Google searches, articles, recommendations from one’s own network, or discussions at trade fairs or other events. However, the customer journey has now changed. We are observing that the pre-selection of suppliers is increasingly taking place within AI systems such as ChatGPT, Gemini or Copilot. For businesses, this means ensuring their visibility within AI systems. After all, any company that does not feature in the AI’s responses will not be considered via this route in the decision-making process.
Generative AI models also formulate specific criteria and suggestions based on vague requirements. AI responses compile solutions and providers that meet precisely these requirements. In doing so, AI systems do not make decisions in the traditional sense, but generate responses based on patterns, data and probabilities. But exactly what criteria do AI models use to formulate their shortlist for decision-making processes in B2B?
Firstly, AI systems use publicly available data to assess which supplier appears to be a suitable candidate for the shortlist. This involves examining the specific offering, target groups, areas of application and any restrictions. The offering is then matched against the requirements specifically set out in the prompt. In doing so, the AI systems check whether the offering is suitable for the specific situation at hand.
Following this initial analysis of the offering and a comparison with the specific requirements, a shortlist is drawn up. In doing so, unique selling points are identified and differences from competitors are highlighted. The final step involves validating the recommendations. Confirmation from external sources such as the media, specialist publications, forums or customer reviews is important for a company’s expertise and credibility.
On this basis, AI systems compile a selection tailored to the user’s specific query. Providers are not merely listed, but categorised: Which solution suits which use case? Which provider has which strengths? Which differences and unique selling points are relevant? This initial selection often forms the basis for further research. Companies that do not appear in AI-generated answers find it significantly harder to feature in the customer journey and decision-making process at all.
Prepare content in such a way that it can be easily processed by both people and AI systems. This includes clear headings, precise descriptions, structured data and frequently asked questions (FAQs).
Not all information is weighted equally. Content that appears frequently, is consistent or comes from trustworthy sources is more likely to be taken into account in AI responses.
Companies that regularly publish well-researched content and are perceived as experts are more likely to appear as a brand or source in AI-generated responses. You should therefore reinforce your expertise with relevant content, for example through articles or comments in specialist media.
Ensure that the content on your website and in other publications offers added value. Real-life examples of use, testimonials and customer reviews are particularly relevant in this regard. For example, clearly highlight your USPs or unique selling points.
Contradictory information makes it difficult for AI systems to provide clear and accurate information. Consistent information on services, target groups and distinguishing features is therefore essential.
Don’t just publish content on your own channels. Instead, make sure your company is also mentioned in external, high-authority sources such as the media or content portals.
Please feel free to contact us if you are planning to get started with your AI visibility.
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