AI answer engines are reshaping the B2B buyer journey

B2B marketing leaders are observing a significant shift in buyer behavior as website traffic declines. Research from IDC indicates that buyers are increasingly utilizing AI answer engines (AEO) to conduct research, often bypassing vendor websites entirely during the early stages of the decision-making process.

This shift means prospects are entering vendor conversations much more informed and further along in the buying journey. Rather than using a company website as the primary entry point, buyers are delegating research and shortlisting tasks to AI agents that provide neutral, personalized advice. This evolution is redefining how brands are discovered and how engagement begins in the B2B sector.