What B2B Buyers Ask AI – And How To Be Part of the Answer

Let’s talk about the uncomfortable truth no one wants to say out loud: B2B buyers don’t actually want to talk to you — at least, not at first. Instead, they’re outsourcing their homework to AI-powered research tools. And guess what? AI doesn’t have feelings. It doesn’t care about your pitch deck, your clever brand tagline, or how much you spent on that logo redesign.

Here’s what AI in B2B sales does care about: answers. Specific, helpful, well-structured answers to the exact questions B2B buyers are asking AI during their vendor research process.

Welcome to the AI-First Buying Process

According to Forrester, 91% of B2B buyers already use AI tools to support decision-making. And 97% plan to rely even more heavily on AI this year. AI is no longer a shiny object — it's the second most important interaction type buyers want. That means it's often preferred over direct contact with vendors.

At the same time, nearly two-thirds of B2B buyers driving these decisions are Millennials and Gen Z — digital natives who expect information to be readily available, transparent, and easily interpreted. They don’t want to “request a demo” just to get basic facts. If your content can’t be found in AI-powered searches, you’re not just missing the boat — you’re not even on the dock.

Meanwhile, Google and Bain found that 92% of B2B deals go to vendors who make the initial shortlist. That’s the list buyers build before you even know you’re being considered. If your content doesn’t show up in AI-assisted vendor searches, you’re invisible to buyers. And invisible vendors don’t win deals.

What B2B Buyers Are Asking AI

Buyers aren’t typing “Best B2B vendors” into Google. They’re asking highly specific, situational questions like:

• "What’s the best ERP for a telecom company with complex billing?"
• "Which vendors have the best post-implementation support for financial platforms?"
• "What questions should we ask during vendor demos?"

And they’re not stopping with one query. They now have the ability to ask AI follow up questions to dig deeper and do more research.

If your B2B content strategy doesn’t directly answer these types of buyer questions, AI won’t surface your answer. And if you don’t get discovered in these early conversations, you’ll be out of the race before the starting gun even fires.

Let's look at steps you can can take to tame the B2B buying mayhem.

What Smart B2B Marketing Teams Are Doing

The best sales and marketing pros aren’t just publishing content. They’re creating AI-friendly content that fits the way buyers research today:

• They research real buyer questions and use them as content topics.
• They write content that directly answers those questions in natural language that buyers (and AI) can understand.
• They structure content so AI search tools can easily scan and extract answers (think FAQs, how-to guides, and resource hubs).
• They distribute that content across platforms where AI looks, including websites, industry communities, review platforms, and social media (like LInkedIn).
• They actively engage with trusted third-party influencers who are already shaping buyer opinions.

How to Make Sure AI Identifies Your Content — and References Your Company

If you want AI to surface your content and recommend your company, it’s not enough to just create helpful content. You need to optimize for how AI finds, reads, and ranks information:

Be Explicit
Don’t make AI connect the dots. If you solve complex billing problems for telecom companies, say so directly.

Answer Completely
AI favors comprehensive answers that fully address a question in one place. Create rich, detailed content hubs that answer common buyer questions.

Use Clear Formatting
Make your content easy for AI to scan and understand. Use simple headings, clear sections, and bullet points so AI can quickly figure out what each part is about.

Publish Across Channels
AI pulls from more than your website. Get your content into industry publications, review sites, and online communities where buyers search.

Create Signal Density
If influencers, review sites, and third-party experts mention your brand in relevant contexts, AI connects those dots to see you as a credible source.

Speak Buyer Language
Use the exact phrases and terminology buyers use when searching for answers — not just your internal jargon.

Your New Job: Be the Obvious Answer
This isn’t about gaming Google or hacking an algorithm. This is about understanding how AI connects B2B buyers with vendors and making sure you show up as the clear, credible, and helpful answer.

AI is just doing its job: helping buyers find the best possible vendors quickly. Your job? Make sure you’re impossible to miss. That means being present not just in search, but in the broader buying network — the web of internal stakeholders, external influencers, and trusted advisors buyers consult along the way.

If you’re not answering the right questions — or worse, if buyers don’t even know to ask about you — you’re out of the deal before it even starts.

Welcome to your new game of chess. 

About The Author: Phil Donaldson is a creative strategist who helps B2B professionals make genuine connections on LinkedIn. As the Chief Operating & Creative Officer at PropelGrowth, he blends creativity with strategic thinking to guide brands in building authentic relationships and elevating their presence in the marketplace.