68% of B2B buyers research via AI channels, CMOs say it's reshaping pipeline
VeryWellVersed · x · 2026-10-23
Marketer @JHoff sparked discussion: calling AI a distraction is reckless for a CMO — AI isn't just affecting traffic, it's massively impacting pipeline and revenue. Citing data that 68% of B2B buyers research on "invisible channels" (AI), entering the buying cycle better informed and compressing sales timelines.
@VeryWellVersed added that CMOs know AI search is a new battleground they play to win. A signal that AI search has moved from a traffic topic to a revenue topic for SEO/AEO practitioners.
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