B2B brands are learning that showing up in AI-generated answers is only part of the challenge. AI systems also shape how vendors are framed, compared, and recommended during the buying process. That distinction matters because more software buyers are now turning to AI tools before they consult analyst reports or search engines. According to a March 2026 G2 survey of more than 1,000 B2B software buyers, 71% use AI chatbots to research vendors, and more than half begin their buying process with an AI query. Brands appear in these responses when AI systems can confidently interpret, verify, and position them against competing vendors. B2B buying is a group activity that involves many decision-makers, each entering the process with their own independent research. However, a growing share of buying comparisons now takes place within an AI tool before anyone sits down to compare notes.…