The use of research tools like OpenAI and Perplexity is drastically changing buying behavior in the B2B sector. These technologies allow buyers to create lists of suppliers in minutes, challenging sellers to be more transparent and accessible regarding prices. An illustrative example is that of an expert who, after a price increase from their SaaS provider, used Gemini Deep Research to identify more economical alternatives, resulting in a reduction in infrastructure costs and an increase in productivity.
Transparency as a Key
This new dynamic implies that companies that hide prices may be disqualified from lists generated by AI tools. In an environment where transparency has become a decisive factor, sellers must ensure that their information is easily accessible and clearly presented on their websites. Thus, B2B buyers, armed with AI-assisted evaluations, are redefining conversations with sales representatives.
However, despite the advantages that artificial intelligence offers in terms of efficiency and speed in decision-making, concerns arise about the accuracy of the results and the user’s understanding. Many buyers lack the necessary knowledge to adequately assess the reliability of the responses generated by AI, which could lead to erroneous decisions and affect their emotional well-being. The lack of skills in formulating questions to AI can result in the acceptance of incorrect or misleading information.
Therefore, it is essential for marketing professionals to understand the importance of traditional search optimization strategies, as these AI tools are deeply rooted in these principles. As AI becomes an integral part of marketing workflows, it is increasingly important to verify and validate the information provided to avoid potential issues. As an expert rightly points out, trust, but verify.