Research: 73% of B2B Buyers Now Begin Vendor Discovery on AI Platforms

A study across 1,200 enterprise procurement managers found that 73% now use AI-powered search as their primary first step in vendor discovery — up from 31% in 2023. Key findings: 61% eliminate vendors not appearing in AI-generated answers; vendors cited in AI answers receive 4.3x more inbound enquiries than those in traditional organic results only. 'GEO is not optional anymore — it is the new baseline for B2B visibility,' said Munish Kumar.