Tech Buyers Are Leaning Into LLMs To Research Purchases; Consumers Will Likely Follow

Spotlight AR partnered with Profound to analyze 10,000 real prompts and 15,000 simulated prompts to reverse engineer the impact of GenAI on the tech buying process for six categories. A few highlights for me: 1) 20 million prompts per day in B2B buying 2) GenAI seems to be the first step in B2B buying 3) they believe GenAI uses material it trusts (AI trusts?) 4) and according to mixed sources, use of GenAI by B2B buyers has grown from 21% in 2023 to 89% in 2025 (not apples-to-apples, but I believe the trend). 

What does this mean? 

If you are part of a team selling a SaaS solution (e.g.,  Analyst Relations, Product Marketing, CMO, digital experiences), you need a content strategy that takes into account that an LLM sits between you and a tech buyer building a consideration set. If you are in customer service, you have even more reasons to pay attention. Among inbound requests to ChatGPT, 8.5% seek “how to advice” and 18.3% want specific information. Neither number implies that these users seek customer service, but the behavior patterns are there. 

If you are a B2C company, consider your own content strategy as a new league of applications and companies looks to disintermediate you from your customers. I am a little biased - I don’t believe websites will do the heavy lifting they do today.