Your Buyers Are Talking to Robots. Here's How to Stay in the Conversation.

Apr 16

In 2025, your buyer isn’t starting with Google.

They’re talking to robots.

Whether it’s ChatGPT, Claude, Gemini, or an in-app AI assistant, buyers skip the “Contact Us” page and go straight to an AI for vendor research, solution comparisons, and pricing expectations—long before they hit your website.

If your brand isn’t actively participating in these AI-driven conversations, you risk not just being unseen, but also becoming irrelevant.

89% of B2B Buyers Use Generative AI in Their Buying Journey

According to Forrester, 89% of B2B buyers now use generative AI tools like ChatGPT during the research and evaluation process. This includes everything from searching for service providers, comparing feature sets, and checking credibility.

In other words, they're getting their shortlists from a language model, not your landing page.

They Don’t Want to Talk to Sales (Yet)

Sales reps everywhere will balk at this notion, swearing they are the key to conversion but, Gartner reports that 75% of B2B buyers prefer a rep-free experience, opting for self-serve research and digital channels. How many times has the “contact sales” button or form stopped you in your tracks. “I just want information, I don’t want to talk to anyone.”

Another kicker: 94% of buyers research online before ever reaching out.

That’s not “top of funnel”—that’s the funnel.

AI Is Rewriting How Buyers Discover You

Instead of “best B2B content agency near me,” today’s prompt looks more like:

“What’s the best way to build a scalable content system for a small legal firm?”
“Who helps B2B service companies automate marketing workflows?”
“Give me a list of agencies specializing in lifecycle marketing for SaaS.”

You don't show up if your content isn’t trained into the AI’s model.

How to Stay in the Conversation (and Win It)

1. Train the Robot

You don’t need to hack ChatGPT. You need to write content that AI can find, understand, and recommend.

This means:

Clear, jargon-free pages that explain your services and outcomes
FAQ-style posts that mirror how people prompt AI tools
Consistent use of your brand name, verticals, and service keywords across all channels

2. Create an AI-Friendly Content Engine

Think beyond SEO. Think LMO—Language Model Optimization.

That includes:

Answering “how” and “who” questions in your blog and website copy
Structuring pages for context-rich skimming (AI loves headings, summaries, and lists)
Using schema markup, FAQs, and structured data wherever possible

3. Become the Source of Truth

Your content becomes the citation if it answers the question better than your competitor's. This is not just about visibility in AI tools and chatbots, it's about being the trusted source of information.
You become the citation if your content answers the question better than your competitor's.
Over time, this builds compounding visibility in AI tools and chatbots that “remember” your info.

It’s not just about search rankings anymore. It’s about owning the right answers.