Key Takeaways:
- 10Fold found 52% of B2B tech marketers now rank AI-generated search and answer engines as their top content distribution channel, ahead of SEO.
- The report said many teams still have not fully adapted, with most respondents updating only a portion of their content for AI-driven search visibility.
Search is no longer limited to traditional search engine results pages. With B2B buyers now asking questions in artificial intelligence (AI)-powered environments and receiving synthesized answers, content visibility depends less on owning the top search result and more on building a brand’s expertise and authority.
To understand how AI is changing content marketing strategy, execution, distribution and measurement, 10Fold surveyed 400 B2B technology marketing decision makers revealing that AI-generated search and answer engines are now the leading content distribution channel for the majority (52%) of B2B technology marketers, taking the top slot from SEO.
The Visibility Reset: How AI Search Is Changing B2B Content Strategy report found despite the growing importance of AI visibility, the majority (41%) of respondents said only 25% to 49% of their content had been created or updated for AI-driven search in the past year.
How AI Has Impacted B2B Content
Susan Thomas, CEO of 10Fold, noted that historically, marketers optimized for search rankings, website traffic and lead generation.
“AI search is changing the rules for B2B content marketing,” said Thomas in a statement. “Now they also have to consider whether their content is credible, specific and authoritative enough to be surfaced by AI systems and visible to trusted buyers.”
Marketers Know AI Visibility Matters
Overall, the report found that B2B organizations understand the importance of AI search but have not yet fully adapted their content portfolios so that buyers can discover, evaluate and validate their solutions.
The top content challenge, cited by 31% of respondents, was earning visibility from credible sources to support stronger discovery. Challenges differentiating in an AI-saturated market followed as the second biggest barrier (29%), and producing enough high-quality content (23%) round out the top three challenges.
The findings point to a growing need for content topics such as original research and expert perspectives, as well as content supported by credible third-party validation. According to the report, the content must be offered through publications, analyst firms and influencers, or peer reviews that are highly trusted.
Traffic Metrics for B2B Leaders Are Changing
One of the most common complaints about AI-generated search is that it has reduced website traffic by giving buyers answers before they click through to a company’s website. The 10Fold data shows a more nuanced picture— 42% of respondents said both visibility and traffic increased as a result of AI-generated search.
But website traffic does not paint the whole picture as marketers are redefining what content success looks like. AI search visibility was the most frequently cited success metric at 40%, ahead of marketing-qualified leads at 33%, brand awareness at 31%, and audience growth at 31%.
The study found most B2B marketers are combining AI and human expertise. Thirty-nine percent of respondents said they use a balanced collaboration between AI and humans to develop content. Another 21% said they use AI-generated drafts, while 8% said content is mostly AI-generated.
AI Content Requires Human Guardrails
However, review and governance practices remain uneven. Nearly one-third of respondents said every piece of AI-developed content is reviewed by both a subject matter expert and an editor, and a similar share said every piece is reviewed by a marketing editor. But 9% said they do not review, or only spot check AI-developed content.
Other finding in the report included:
- Lead quality improved over the past 12 months for 85% of respondents said , including 32% who said it improved significantly and 53% who said it improved somewhat.
- B2B marketers are experimenting with a wide range of tactics— 44% to improve visibility in AI-powered discovery environments; 39% creating content that answers role-specific buyer questions; and 35% creating quote-ready summaries or key takeaways
- Accuracy and data privacy are the top barriers to AI adoption, cited by 30% and 29% of respondents, respectively. Only 38% of companies reported having a formal enterprise-wide AI usage policy
“The companies that win will not be the ones that publish the most AI-generated content,” said Thomas. “They will be the ones that create content worth finding, citing and believing.”
To view the complete findings of The Visibility Reset: How AI Search Is Changing B2B Content Strategy, click here.
