B2B Buyers Narrow Supplier Choices for Generative AI Purchases
New data from LinkedIn’s B2B Institute reveals that B2B buyers are considering fewer suppliers when selecting generative AI solutions. Despite the buzz around generative AI’s potential, many organizations limit their options to less than three suppliers.
Only 32% of B2B companies have bought a generative AI solution in the past three months. This drops slightly to 28% for purchases made in the three to six months prior. Meanwhile, 22% of organizations haven’t explored generative AI products in the last six to twelve months.
What This Means for Marketers
With the fast pace of new generative AI tools entering the market, these adoption rates might seem surprisingly low. For marketers, this highlights the critical need for strong brand recall. When buyers limit their supplier pool, being top-of-mind becomes essential to winning the deal.
Marketers investing in generative AI should focus on clear messaging and consistent presence to secure buyer attention early. Being one of the few considered suppliers increases the chances of conversion significantly.
Why Buyers Keep It Simple
- Generative AI is still emerging, and many companies are cautious with their investments.
- Decision-makers prefer trusted brands or familiar vendors rather than shopping extensively.
- Speed and efficiency in procurement processes encourage buyers to shortlist quickly.
For marketing professionals, the takeaway is clear: building and maintaining strong brand awareness in the generative AI space is key. Focus your efforts on targeted campaigns that reinforce your brand’s value and reliability.
If you’re looking to sharpen your skills or understand more about AI tools relevant for marketing, consider exploring specialized courses available at Complete AI Training.
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