Search Is Changing — Is Your Content Strategy Ready? [Answered]
Forrester Principal Analyst Daryl Wright has published an article answering the question, ‘Search Is Changing — Is Your Content Strategy Ready?’.
He says, “B2B buyers no longer rely solely on traditional search engines for information. Instead, they use generative AI tools such as ChatGPT, Claude, Gemini, and Perplexity to ask questions, gather insights, and make decisions. These tools deliver instant, synthesized answers, often without directing users to click through to websites. Your content may influence a buyer’s decision without ever appearing in your analytics.
This shift has redefined the buyer’s journey. Buyers now use AI tools to accelerate learning, compare solutions, and build internal consensus. They gather information from multiple sources — including vendor websites, social media, review platforms, and industry associations — but they do so through AI-powered interfaces that summarize and filter content. The traditional search-to-click path has collapsed, and marketers must respond.”
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