In B2B, first sell the AI, then the customer

If you’re a B2B seller, you don’t just have to sell the customer anymore, first you have to sell the AI. Here’s why.

73% of B2B buyers now use AI search tools to find their next vendor. (B2B AI Buying Behavior Analysis, Loganix, April 2026)

83% of them make their decision using AI, before they even reach out to a vendor. (Buyer Experience Report, 6sense, November 2025)

Buyers who use AI are 5 times more likely to make a purchase or sign a contract than buyers who click a link on a Google results page. (That Loganix report again.)

The takeaway: B2B buyers use AI search tools to find sellers--and if you’re not visible to those tools, you’re not visible to buyers.

So how do you 𝘨𝘦𝘵 visible? Here’s what your content needs.

It needs “information gain,” which is the technical term for “something new.” A novel perspective, a unique data point, a firsthand experience. If your content has information gain, AI search tools will like it and lift it.

It needs accuracy but also elaboration. You can’t just say, “Emojis in subject lines don’t work anymore.” You have to say, “We analyzed 5,000 of our B2B emails in Q1 2026 and found that subject lines with no emojis had a 22% higher open rate.”

It needs E-E-A-T: experience, expertise, authoritativeness, trustworthiness. Basically, your content has to be human--i.e. you.

It doesn’t have to be 𝘢𝘭𝘭 you. We’re not saying that. Use AI to do research and build your outline, to do the 80% of the job that’s perspiration.

But if you want to be visible in AI search, you need to add the 20% that’s inspiration--i.e. not AI.