Understanding the Future of B2B Websites in the Era of AI: Insights from the Free Webinar Hosted by LANY

Transforming B2B Websites in the Age of AI

As we approach 2026, many marketing professionals are expressing concerns about dwindling web traffic and the impacts of generative AI on the product evaluation process. In light of this, LANY, a digital marketing support company based in Shibuya, Tokyo, is hosting a free webinar titled, “What Does It Mean to Be Chosen by AI and Generate Business Negotiations: Behind the AIO Strategy and MA Collaboration Aimed at Site Renewal by Shannon,” scheduled for June 9, 2026.

The Urgency of Change

In recent years, companies have noticed a clear decline in website visits, prompting a sense of urgency among marketers. Traditional SEO strategies that focus solely on keyword rankings are no longer sufficient in an environment where AI filters and evaluates information. Enter the realm of AIO (AI Optimization), which emphasizes the optimization of digital assets to be favored by AI systems. However, many marketers are left wondering what specific actions they need to take to adapt to this evolving landscape.

During the webinar, marketing experts from Shannon, a MA vendor that recently underwent a significant site restructuring, will collaborate with LANY and GIG, a group of information design specialists. They will share their experience on how to effectively educate AI about their brands in order to become viable options for customer comparison and consideration.

Tackling Key Concerns

The webinar is designed to address three primary anxieties:

1. Lack of Clarity on Actions to Take: Attendees will learn the critical differences between SEO and AIO, along with a concrete checklist of immediate actions to kickstart their AI optimization journey.

2. Identifying the Root of Traffic Decline: Insights into the behavioral shifts in search patterns since 2025 will be provided. Instead of lamenting over decreased traffic, the focus will be on how to effectively capture a high-quality audience in an AI-driven era.

3. Recognizing External Blind Spots: Improving one's own website is not enough. The webinar will also shed light on how to manage external references such as comparison sites and reviews that AI prioritizes, effectively driving negotiations forward.

Webinar Agenda

The session will encompass the following key points:

1. The AIO Dilemma Faced by MA Vendors

Participants will hear about the implications of not appearing in AI-generated recommendations for MA vendors, highlighting the need to shift from a mindset of “SEO equals traffic” to “AIO means educating AI about brands.”

2. Restructuring Websites for AI Understanding

Attendees will learn about the essential principles of information architecture that ensure both AI and humans can easily navigate websites. The discussion will include real-life challenges faced during product renewals and simultaneous website transformations.

3. The Need for External Information Management

Focusing on how to effectively manage information from comparison sites and third-party reviews that influence AI recommendations, the session will provide strategies to maximize initial buying interest through coordinated marketing automation.

4. The Future of B2B Marketing with AIO and MA

Finally, the experts will share changes observed in AI responses post-implementation of these strategies, alongside emerging challenges that businesses must confront in the future of B2B marketing beyond 2026.

Join Us

This informative webinar will take place on June 9, 2026, from 12:00 PM to 1:00 PM (JST) via Zoom. Participation is free, but registration is required. For further details and to sign up, please check the registration link provided.

About LANY

LANY, officially based in Shibuya, Tokyo, operates as a growth partner focusing on digital marketing and recruitment support. They work closely with clients from strategic planning to execution, ensuring sustainable business growth through comprehensive marketing support.

Find more information about LANY's services at their official website.

Additional Resources

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