How ChatGPT search is changing marketing approaches in the B2B sector

ChatGPT search and its opportunities for marketers

ChatGPT’s generative AI model has caused a stir in the market. The tool has changed consumers’ perception of artificial intelligence. In addition, ChatGPT search has led to changes in user behaviour. Research shows that the tool has influenced the buying process in the B2B sector.

The development of OpenAI has made AI available for widespread use. It has also encouraged other companies to introduce their solutions. As a result, several models of generative AI have appeared on the market in just a few years. ChatGPT, Perplexity, Gemini, Meta AI, and others have become full-fledged user assistants. They are responsible for a wide range of tasks, including the purchasing process. According to Forrester’s research, the integration of AI has changed the shopping journey. AI tools now play a role of their own.

ChatGPT Search has integrated conversational AI into user queries. The chatbot provides tailored answers, taking into account the context of the dialogue and its emotional nuances. This tool could become a valuable assistant for B2B representatives. The buying process in this sector is often complex, and AI can make it much easier. This feature of innovative tools is important for marketers. It can change the approach to advertising, which means you need to incorporate the model into your strategy today.

More consumers, including B2B professionals, are using generative artificial intelligence (AI) for market research and product evaluation. AI allows buyers to analyse offers without a salesperson.

Benefits of the tool

It’s becoming increasingly important for brands to use AI to appear in search results. According to Digiday, sales conversions based on ChatGPT recommendations have increased by 436%. And this dynamic applies to both B2C and B2B sectors. Chatbots speed up the purchase decision process. This is supported by AI research, which is backed up by numerous reports. With the traditional search engine-based option, it would take the consumer much longer to perform this type of analysis.

ChatGPT simplifies the product search by:

• providing information backed up with quotes and figures;
• categorising suppliers by a specific characteristic or set of characteristics when searching for them;
• using prioritised information sources such as Reuters, Reddit and G2 to increase the reliability of results;
• maintaining context throughout the supplier or product search process;
• delivering in-depth analysis in a short period of time.

Conversational AI works well in the early to mid stages of the buying decision. ChatGPT is less effective at the proof-of-concept stage. Integrated lead capture forms can be an ideal complement.