Investigating B2B Purchasing Behavior in the Age of Generative AI

As the digital marketing landscape evolves, generative AI is becoming a key player in B2B purchasing decisions. A recent survey conducted by LANY Co., Ltd. highlights how generative AI is influencing the ways businesses discover and select services and tools.

Survey Overview

LANY, a digital marketing support company based in Shibuya, Tokyo, carried out this study targeting 110 B2B businesses that had consulted generative AI within the past year. The focus of the survey was on their experiences in procuring services and tools. Survey participants were asked various questions about how generative AI had impacted their purchasing decisions.

Key Findings

The research revealed compelling insights into how generative AI is reshaping B2B purchasing behavior:
1. Discovery of New Services: Approximately 46.4% of respondents indicated that generative AI introduced them to previously unconsidered services, which they ultimately decided to adopt.
2. Efficiency in Selection Process: An impressive 73.6% experienced a significant reduction in the time required to select services due to the assistance of generative AI.
3. Identifying Potential Risks: About half of the respondents reported that consulting generative AI allowed them to recognize potential challenges and risks associated with the services they were initially considering.

Insights from the Survey

The survey also delved into when companies typically engage with generative AI during their purchasing process. The most common stage was during information gathering and market research, with 60.9% of respondents citing this phase as their primary time for consultation. Additionally, 55.5% said they consulted AI when comparing and evaluating shortlisted options.

When discussing the costs of services consulted through generative AI, 30.9% found that the most beneficial service cost between 300,000 to 1,000,000 yen.

The Transformative Role of Generative AI

Generative AI is doing more than merely offering suggestions; it’s becoming an integral element in strategic decision-making. For instance, the study found that 92.8% of respondents expressed satisfaction with the services they contracted based on AI recommendations. Furthermore, stakeholders are finding substantial value in using generative AI for cost and ROI analyses, a feature that 52.7% of participants identified as a major benefit.

The Future of B2B Purchasing

The results of this study suggest a significant shift in B2B purchasing dynamics. The reliance on generative AI is clear, with nearly 93.7% of respondents affirming that they plan to continue using generative AI for future purchasing decisions. This suggests that AI technologies are not only improving efficiency but are also enhancing the quality of decision-making in procurement processes.

Cautions and Considerations

However, the survey highlights a crucial point: while generative AI is beneficial, it should not be the sole source of information for B2B decision-making. Many businesses are still consulting multiple sources, including third-party reviews, official information, and user testimonials. This hybrid approach ensures a rigorous evaluation process, enhancing the reliability of their decisions.

Conclusion

The investigation by LANY reveals that generative AI is becoming a pivotal resource for businesses looking to navigate service procurement effectively. Companies now face the challenge of both leveraging AI's capabilities while ensuring their decision-making processes are supported by comprehensive, reliable information from various sources. B2B marketers are thus encouraged to create a coherent marketing strategy that aligns with generative AI insights but also harmonizes with third-party evaluations. As AI technologies continue to develop, they will likely play an even larger role in shaping purchasing behaviors and optimizing procurement processes across industries.

For a more in-depth analysis and insights from the study, make sure to visit the LANY LLMO LAB.
Learn more about the ongoing evolution of digital marketing and how your business can adapt effectively.

About LANY

LANY Co., Ltd. is a digital marketing support firm dedicated to optimizing service delivery with a motto of “Indexing valuable things.” The company provides integrated support from strategy planning to execution in areas such as SEO, internet advertising, and LLMO.

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