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How to optimise B2B content for maximum visibility with AIs and LLMs

03 Jun 2025 By Matt Hicks 6 min read

It’s tricky to pin down exactly how much AI usage is affecting B2B buying decisions.

A recent report by Forrester, however, found that 89% of B2B buyers now consider AIs – namely, LLMs such as ChatGPT, Perplexity, Gemini etc – as among their “top sources” for guiding decision-making.

ChatGPT’s own estimates put B2B query volumes at something like 1.5% of the AI’s daily total. That would mean nearly 5.5 billion B2B purchasing queries are being made annually through ChatGPT alone.

While there’s still some way to go if

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Matt Hicks

Strategy Director

Matt has worked in senior B2B marketing roles around the world for 20 years. Much of his career has been spent in-house, leading global projects for industry specialists such as Mammoet, Orbia and Bitdefender. Matt leads the strategy and performance teams at Lesniak Swann, ensuring that clients benefit from high-quality thinking throughout projects, and high-performing campaign activation that’s keenly aligned to commercial goals