AI is changing the way people choose businesses, and B2B is no exception. I saw it firsthand during a family jet ski tour in the Florida Keys last week.
I found our tour by asking AI to recommend a jet ski experience based on recent reviews. I also watched videos, checked websites, and read customer feedback. I booked online, filled out forms, and got directions, all before we got there.
But as people trust AI more, many won’t do that extra research, just like most of us don’t scroll past the first page of Google search results. What AI suggests will be the only option some people consider.
AI isn’t just recommending. It is forming opinions on who to trust.
It analyzes thousands of reviews, social media posts, articles, and websites. Whether it’s a jet ski tour or a B2B vendor, people will increasingly rely on AI to tell them who deserves their business.
When we arrived for my son’s 13th birthday, the guides had everything ready from paperwork to safety instructions. During our 28-mile tour, they matched guidance to our experience and comfort levels.
AI didn’t create this experience, it led me to it. Everything felt seamless, just like buyers expect in B2B.
The guides knew what we needed before we asked. They built confidence, took requests (like taking the photo below), and made sure we felt safe.
I believe B2B is moving the same way:
AI collects reviews, website info, articles, and social proof to recommend options
The transition from online research to in-person buying happens more smoothly
B2B buyers expect the same connected experience
Building trust matters more than closing deals
Helping customers succeed takes priority over completing transactions
AI will determine which brands it will serve up.
It won’t just help people book vacations. It will tell execs which vendors to trust and which companies meet their needs, often before they even speak to a salesperson.
AI will also expose inconsistencies between marketing messages, sales conversations, and customer experiences.
But AI can’t replace real human connections. No AI can match the feeling of watching my son smile on those jet skis. And no AI can build the trust that comes from working with real people who care.
I’m about to write a review for Sunset Watersports, and AI will pick up on it. Not just for their service, but for the incredible family memories they helped us create.
Winning B2B companies won’t just chase leads. They’ll create memorable and impactful experiences.
Take a close look at your customer journey. Find where digital and human touchpoints don’t connect smoothly. Then build moments that both AI will notice and people will remember.
#CustomerExperience #CustomerReviews #AIAgent #AISearch #GTMStrategy