{"id":10513,"date":"2025-10-28T15:54:12","date_gmt":"2025-10-28T21:54:12","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10513"},"modified":"2025-10-28T15:54:12","modified_gmt":"2025-10-28T21:54:12","slug":"gen-z-leads-surge-in-daily-ai-use-as-b2b-buying-enters-the-generative-era","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10513","title":{"rendered":"Gen Z leads surge in daily AI use, as B2B buying enters the generative era"},"content":{"rendered":"
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Eighty-six percent of Gen Z professionals now use AI daily at work, according to a new report by TrustRadius. It reveals a sharp uptick in AI adoption, a shift in how B2B professionals conduct product research and new content demands for marketers trying to remain visible in a generative AI-first environment.<\/p>\n

AI tools are no longer emerging technology \u2014 they\u2019re daily utilities. Among all respondents using AI at work, 69% said they use it daily and 95% use it at least weekly, according to \u201cFrom Buzzword to Backbone: How AI is Powering and Redefining B2B Search and Buying,\u201d<\/em> is based on a survey of the TrustRadius buyer community. Gen Z\u2019s adoption leads all demographics, with engineers and product managers using the broadest range of tools. Finance professionals, constrained by compliance, lag behind.<\/p>\n

Dig deeper: AI search is collapsing the B2B buyer journey<\/a><\/em><\/strong><\/p>\n

On average, respondents use three different AI tools on a regular basis. C-suite executives use even more, averaging 3.9 tools per person, highlighting their hands-on role in evaluating and deploying AI investments.<\/p>\n

Embedded AI is now a software baseline<\/h2>\n

While 79% of respondents use ChatGPT, embedded AI features within other software tools are just as common\u2014used by 75% of respondents. Only 9% of those ignore the AI functionality in their tools.<\/p>\n

Writing assistance, summarization and AI-powered search are the most frequently used features. A significant 78% of companies are paying for at least one AI tool. That number rises to 90% among enterprise employees, with Microsoft Copilot experiencing broad adoption across the enterprise, likely due to Windows\u2019 significant share of the PC market.<\/p>\n

The leading business drivers for AI adoption are improving efficiency (86%), supporting innovation (57%) and reducing costs (47%).<\/p>\n

TrustRadius found that 46% of AI users rely on it as a primary research method\u2014often replacing traditional search engines. Forty-five percent have used AI to support a software buying decision, including 51% of enterprise buyers.<\/p>\n

This shift is particularly evident among C-suite executives (65%) and Gen Z professionals (51%), underscoring how both early researchers and decision-makers are turning to AI tools for discovery and evaluation. Of those using AI in buying processes, 94% found it helpful or very helpful.<\/p>\n

Visibility in AI-generated content is now table stakes<\/h3>\n

With AI now guiding many early buying interactions, visibility in generative search results is fast becoming the new SEO. TrustRadius describes this shift as a move toward Generative Engine Optimization (GEO)\u2014strategies to ensure a brand appears in AI-generated outputs.<\/p>\n

The top AI use cases across the buying journey include early-stage discovery (80%), product comparisons (54%) and deeper evaluations (47%).<\/p>\n

TrustRadius offers five key recommendations:<\/p>\n

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  1. Prioritize content that is structured and detailed enough to be cited by large language models.<\/li>\n
  2. Invest in user-generated content, which serves as a trust layer for AI-savvy buyers.<\/li>\n
  3. Maintain both traditional SEO and emerging GEO strategies.<\/li>\n
  4. Ensure your content appears across platforms to influence how AI tools summarize your brand.<\/li>\n
  5. Push for equitable value exchange between content creators and AI systems, especially as content visibility increasingly depends on third-party AI models.<\/li>\n<\/ol>\n

    Why it matters<\/h2>\n

    The widespread use of AI\u2014especially among Gen Z and executive decision-makers\u2014signals a lasting shift in how B2B buyers search, vet and choose products. To stay competitive, marketers must align their content and discovery strategies with the new AI-powered buyer journey.<\/p>\n

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    Fuel up with free marketing insights.<\/p>\n<\/div>\n

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    The post Gen Z leads surge in daily AI use, as B2B buying enters the generative era<\/a> appeared first on MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

    Eighty-six percent of Gen Z professionals now use AI daily at work, according to a new report by TrustRadius. It reveals a sharp uptick in AI adoption, a shift in how B2B professionals conduct product research and new content demands for marketers trying to remain visible in a generative AI-first environment. AI tools are no … <\/p>\n

    Read more “Gen Z leads surge in daily AI use, as B2B buying enters the generative era”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10513","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Brain-with-wires-and-tech-icons-800x452.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10513","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10513"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10513\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10513"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10513"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10513"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}