B2B Vendors Strengthen Visibility Through Customers

Forrester research shows B2B buyers increasingly begin purchasing research with AI answer engines such as ChatGPT, Google Gemini, Perplexity, and Microsoft 365 Copilot, often arriving with at least one vendor in mind. Companies that fail to appear in these AI-generated answers risk exclusion from shortlists, so firms should optimize their Answer Engine Optimization by leveraging customer reviews, case studies, and testimonials. Doing so improves discoverability and credibility in AI-driven buyer journeys.