AI-powered search is rapidly reshaping how B2B buyers discover, evaluate, and engage with providers during the purchasing process and postsale experience. Today’s buyers anticipate that search tools will not only provide keyword matches but will also interpret their intent to deliver appropriate responses. This evolution enables a deeper engagement with information, allowing businesses to tailor their offerings more effectively to meet customer needs.
However, this reliance on advanced AI systems introduces several risks. If these technologies fail to accurately interpret user intent, they may lead to miscommunication and misunderstanding between buyers and providers. Furthermore, the implications of using AI in search extend beyond immediate transactions, as they can shape the overall buyer experience, potentially affecting brand loyalty and long-term relationships in the B2B space.
👉 Pročitaj original: Forrester
