How ChatGPT search reshapes the B2B buyer’s journey

Generative AI is transforming how B2B buyers research and make purchasing decisions. Tools like ChatGPT search, Perplexity, Gemini and Meta AI are no longer just novelties — they’re becoming essential to the buying journey. Up to 90% of B2B buyers already use generative AI tools, according to Forrester. Even more are planning to integrate it into their decision-making process in the coming year.

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