AI search is influencing buying decisions before prospects reach your website, making traditional traffic and attribution metrics less complete. A B2B buyer might ask ChatGPT for vendor recommendations, use Gemini to compare implementation approaches, turn to Perplexity to validate technical claims, and only then visit the companies that make the shortlist. Up to 94% of buying-party members use LLMs during the selection phase to validate, summarize, and confirm decisions, Green Hat’s 2025 B2B Buyer Journey Research found. About 84% of CMOs use AI tools during vendor discovery, per Wynter’s 2026 research. The implication for SEO reporting is…
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