"Seemingly overnight, we've shifted away from search to the answer economy. In the last year, B2B buying channels have transformed, altering how customers search, discover and evaluate SaaS solutions. Already, up to 6% of B2B organic traffic comes from AI sources and is growing monthly by 40%. By the end of 2025, over 20% of organic traffic is expected to come from AI sources."
"The metrics-AI adoption, traffic decline and funnel acceleration-make one thing clear: Buyer engagement is becoming generative AI-first. Large language models (LLMs) aren't just disrupting how we search-they're rewriting the search engine playbook. ChatGPT reached 100 million users in only two months-the fastest-growing product ever-while Google's AI Overviews have pushed paid and sponsored content out of sight. At Amplitude, we're already seeing the impact:"
"Although LLM search is still in its infancy, some kinks need to be worked out to ensure visibility of both small and major players. For example, LLMs will favor big companies because they have more content. It's an unfair advantage, so the quality of content produced is critical. Smaller companies have to know how to make the web LLM-friendly by publishing digital content, PR coverage and blog content to continue showing up and being visible."
Search is rapidly shifting to an answer economy powered by LLMs, transforming B2B buying channels and how customers discover and evaluate SaaS. AI sources already account for up to 6% of B2B organic traffic and are growing monthly by 40%, with projections exceeding 20% of organic traffic by end of 2025. LLM-driven search increases zero-click queries, accelerates funnels, and converts at significantly higher rates. LLMs source answers from existing web content, advantaging companies with more content and risking visibility for smaller firms. Marketers must optimize channels, produce high-quality LLM-friendly content, and curate answers aligned with buyer search behavior.
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