What's Happening?
Nelson Bostock, part of Accenture Song, is advising B2B brands to adapt their strategies to the evolving landscape of AI-led discovery optimization. As AI platforms increasingly mediate search experiences, traditional SEO methods are becoming less effective. The firm emphasizes the importance of understanding AI models and user behavior to build influence and authority. B2B brands are encouraged to invest in original research and proprietary analysis to fill gaps in AI knowledge, thereby enhancing brand visibility and organic demand generation. The shift towards AI-driven traffic is noted for its higher quality and conversion rates compared to traditional search methods.
Why It's Important?
The integration of AI in search and discovery processes represents a significant shift in how brands engage with audiences. For B2B companies, adapting to this change is crucial for maintaining visibility and relevance. The ability to leverage AI for discovery optimization can lead to improved brand recognition and demand generation. However, this requires a strategic approach that aligns owned and earned content, focusing on depth and authority. As AI continues to reshape the search landscape, brands that fail to adapt may struggle to compete, highlighting the need for innovative strategies that cater to both human and machine audiences.
What's Next?
B2B brands are expected to continue evolving their strategies to incorporate AI-led discovery optimization. This involves a deeper understanding of AI models and user behavior, as well as investing in content that resonates with both AI platforms and human audiences. Brands may also focus on securing placements in media publications favored by AI models to enhance visibility. As AI adoption increases, companies will need to balance traditional SEO practices with new methods that prioritize semantic and entity signals for better AI recognition.
