What recent data shows about how AI influences B2B buying decisions
AI is no longer a side channel. It shapes which vendors get discovered, shortlisted, and chosen.
83%
of final B2B vendor decisions are influenced by AI
97%
of AI-using buyers discovered a new vendor through AI
92%
said AI helped shape their shortlist
Source: Semrush, July 2026 — How AI tools shape the B2B buying process (survey Mar–Apr 2026; 519 US B2B professionals who use AI at work). “Influenced” ≠ “made by AI.” The 7% figure is notice-via-brand-in-an-AI-response, not “AI only notices brand.”
Where buyers use AI in the journey
72% — Early research and needs definition
62% — Comparing vendors
48% — Narrowing shortlists
45% — Supporting final decisions
Purchase sizes are meaningful: 84% researched buys of $1K+; 42% in the $10K–$100K range.
What actually gets a vendor noticed by AI
Buyers told researchers what stands out when AI surfaces options:
53% — Close match to their specific use case
50% — Clear, detailed descriptions
38% — Highlighted benefits and outcomes
Only 7% — Recognized brand name
Buyers give AI rich context, then verify suggestions on websites, search, and reviews. Brand fame alone is weak signal.
What this means
Generic “about us” pages aren’t enough. AI systems need specific, citable content — use cases, outcomes, comparisons, proof.
That’s the hole Marshall Intelligence fills:
show what the public file and models compress about your business — then you own the fixes.
Where it hits hardest
Local service — “fleet shop near me that handles [equipment]” and “HVAC for multi-site property.”
Professional / B2B — “payroll for contractors in 3 states under $X that talks to QuickBooks.”