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77% of B2B decision-makers worldwide leverage chat tools for product discovery, according to January 2024 data from Forrester Consulting and Zoovu.

57% of B2B content marketers worldwide face challenges creating the right content for their audience, according to a July 2023 survey from Content Marketing Institute (CMI) and MarketingProfs sponsored by Brightspot.

LinkedIn is the social platform most commonly used by B2B marketers and their clients worldwide, according to a LinkedIn survey conducted by Ipsos. YouTube takes second place, followed by Facebook and Instagram.

The opportunity is sizable given that 61% of B2B marketers worldwide cite search engine marketing as the paid channel producing the best results, per the Content Management Institute (CMI). This article is part of Ä¢¹½AV’s client-only subscription Briefings—daily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

Google can ride its first-mover advantage to push adoption and subscriptions among the 66% of B2B senior marketers who are already using genAI solutions. This article is part of Ä¢¹½AV’s client-only subscription Briefings—daily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

Disruption could be greatest for healthcare and B2B tech. On May 30, 2024, AI Overviews were shown for almost two-thirds (63%) of healthcare-related queries and nearly a third (32%) of B2B tech searches, according to BrightEdge. But they were shown in virtually none of the restaurant- and travel-related queries.

Maintaining a robust online and offline presence safeguards against unwanted interference from AI-generated content and ensures that B2B buyers can find the brands that they trust and will fulfill their needs. Predictions. B2B brands will leverage genAI to carve out unique identities. Small and large businesses alike can use genAI to help strengthen their brands’ equity.