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New research by Magenta Associates, reveals AI has become a routine part of the B2B buying process, with approximately two-thirds (66 per cent) of UK purchasing decision-makers now using tools such as ChatGPT, Copilot and Perplexity to find and assess potential suppliers.
The findings, based on a survey of 300 UK senior decision-makers with B2B purchasing responsibility, are detailed in Search Forward: How AI is reshaping the B2B buyer journey. The report found that 90 per cent of those who use AI tools trust the recommendations they receive, while 85 per cent have discovered a new supplier through an AI-generated response. Together, the results suggest that generative AI is rapidly becoming a credible and influential research channel for buyers.
Algorithms that underpin generative AI tend to prioritise authoritative, high-quality editorial content when producing answers or supplier recommendations. For PR and communications professionals, this means that earned visibility and clear, consistent messaging now have a direct influence on whether a brand appears in an AI-driven buyer search.
Jo Sutherland, MD of Magenta Associates said: “The buyer journey has fundamentally changed. Increasingly, AI is now the place where decisions begin. Marketers that understand how to create content discoverable and trustworthy enough to be surfaced by AI will have a clear competitive edge.”
The report also warns that AI’s rise brings new pressures around accuracy, transparency and sustainability claims. Generative tools are reshaping how trust is built, while their growing energy demand poses challenges for organisations committed to ethical and responsible business.
Additional findings from the report include:
- 45 per cent of decision-makers use AI as one of their main B2B supplier research channels – ahead of LinkedIn (41 per cent) and industry publications (34 per cent).
- Even when using AI tools for product, vendor, or supplier research, a combined 83 per cent of users “always” (40 per cent) or “often” (43 per cent) still visit the original websites mentioned in the AI’s response.
- 71 per cent say they would avoid suppliers that lack clear, transparent information, while 69 per cent would do so due to negative reviews.
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Younger buyers are leading adoption: 85 per cent of 25–34-year-olds use AI tools for supplier research, compared with 33 per cent of 45–54-year-olds, and 23 per cent of 55-64-year-olds.
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