B2B brands are learning that appearing in AI-generated responses is only part of the challenge. AI systems also determine how suppliers are framed, compared and recommended during the purchasing process.
This distinction is important because more and more software buyers are now turning to AI tools before consulting analyst reports or search engines. According to March 2026 G2 survey of the more than 1,000 B2B software buyers, 71% use AI chatbots to research suppliers, and more than half begin the purchasing process with an AI query.
Brands appear in these responses when AI systems can confidently interpret, verify and position them against competing suppliers.
B2B buying is a team activity involving many decision makers, each entering the process with their own independent research. However, a growing share of purchase comparisons now take place within an AI tool before anyone sits down to compare notes.
Research by Magenta Associates found that just five brands capture 80% of the top AI-generated responses in a given B2B category. Ranking on the first page of Google once meant competing for 10 blue links. AI-generated responses often emerge from only four to seven brands.
AI tools generate these lists using systems that evaluate source authority, entity clarity, and consistency across the web. Brands need to optimize for these signals, otherwise they won’t make the AI list, even if they’ve secured strong wins in the press.
The way forward is to adopt a dual-track PR strategy and monitor decision outcomes to gain influence in an AI-mediated purchasing environment.
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How dual path PR works
Think of dual-path PR like a resume that has to go through an applicant tracking system. A hiring manager needs to see a resume with a narrative, personality, and clear structure. The tracking system must read structured formatting, the right keywords in the right fields, and consistent information that matches across all platforms.
A well-written resume that fails to make it through the tracking system will not reach the hiring manager. The same goes for artificial intelligence systems. If they can’t analyze, cite, or connect your brand to a clear entity, you won’t reach buyers.
The first route PR manages is earned media, analyst coverage, trade placements, captions and wider brand marketing visibility – these reach buyers directly and build credibility over time. Alongside this there is a second path built around structured content, distributed presence and consistent entity signals: AI systems use these to decide whether a brand is trustworthy enough to emerge and recommend.
Both paths rely on the same PR activity, but the architectures required for each differ substantially.
Track what comes out of the AI
Brands can emerge in an AI response as a historical reference, a minor entry in a comparison list, as a counterpoint to another vendor’s positioning, and more. New tools can monitor whether a brand appears in responses that influence purchasing decisions. These include questions to narrow down a supplier or draw up a list for internal review.
These tools measure decision outcomes by mapping a brand’s presence through queries that bring with them purchase intent. They also monitor AI perception: how an AI system characterizes a brand’s positioning and category authority, and how often the brand appears in results.
A brand may emerge consistently in AI-generated responses, but is described in a way that compromises its actual positioning. For example, it might be miscategorized into a vertical, such as labeled as a small business tool when it actually serves enterprise accounts, or framed as a secondary option to a competitor.
Tracking decision outcomes highlights misalignments so brands can refine how AI systems interpret and position them.
Use a dual-track PR strategy to gain visibility
The earned media model still works, so you don’t have to throw away your PR playbook just yet. Reach that generates backlinks, supports broader marketing visibility, signals expertise in authoritative domains, and establishes consistent relationships between entities will still reach human buyers.
Buyers are still researching suppliers through search engines, AI tools, analyst content and industry publications. Brands that can influence both traditional discovery and AI-generated recommendations will have a stronger position throughout the purchase journey.
