The introduction of AI-generated summaries in search engines is reshaping how B2B buyers interact with content – and B2B marketers are losing visibility and control in the process.
That’s according to new research from Bain & Company, which highlights the growing impact of zero-click search, where users find the information they need in an AI-generated summary and never click through to the source.
Since Google rolled out its AI-generated answers, click-through rates have dropped significantly, with early data showing declines of up to 30% in some B2B categories, including software. The result is a shift in how brands can influence buyers at the earliest – and most critical – stages of the decision-making process.
This trend is particularly problematic given that 85% of B2B buyers purchase from their “day one” list – the vendors already in mind before any deeper research begins. With AI summaries now serving as the final destination for many users, traditional SEO strategies and content marketing efforts are less likely to drive discovery or shape buyer perceptions.
The report warns that most B2B marketing teams are not yet prepared for this change. Metrics focused on click-through rates and site visits are becoming less meaningful, and content strategies designed to rank in search may no longer be sufficient to secure visibility with key decision-makers.
To adapt, B2B marketers will need to develop new strategies and measurement frameworks that account for visibility in AI-generated summaries, content discoverability across platforms, and direct brand awareness outside of search. The study suggests that relying solely on organic search to influence buying journeys will become increasingly ineffective.
In an environment where AI intermediates the buyer’s first impression, the challenge for marketers is no longer just about ranking first – it’s about being included at all.
