Original research the whole industry cites.
Proprietary survey data on AI search, B2B buying, and the state of original research — the reports journalists, analysts, and AI engines quote by name.Based on original TrendCandy survey research with 512 B2B SaaS & Cybersecurity marketing leaders
The headline findings.
Invisible in AI answers
Can't measure AEO
Value original data
By the numbers.
are largely invisible in AI-generated answers
are actively shaping how AI represents their category
don’t even know where they stand
cannot measure AEO success in any meaningful way
have clear AEO measurement in place
fear losing traffic to zero-click AI answers
fear producing content that AI simply ignores
are not consistently creating AI-optimized content today
say AEO matters, but they’re still figuring it out
feel they have a great deal of control over how AI represents their brand
say they have limited or no control at all
say original data is “very important” to AEO success
already know the answer: invest in original research
believe AEO will match or surpass SEO within 2 years
believe AEO will be as important as SEO within two years (only 11% think it’s overhyped)
more citations for brands with original data embedded in their content
The survey data.
Survey data
What concerns you most right now regarding AEO? (Select all that apply)
- Not knowing how to measure success68%
- Losing traffic due to zero-click answers61%
- Producing content that AI ignores52%
- Losing control of our brand narrative47%
- Producing too little content21%
Source: TrendCandy survey of 512 B2B marketing leaders, April 2026
Survey data
When you think about how buyers discover your brand today, which statement feels closest to reality?
- Search engines are still the primary gateway38%
- AI tools are becoming equally important as search34%
- Discovery is fragmented across many channels13%
- AI tools are overtaking search as the starting point12%
- I’m not sure how buyers are discovering vendors anymore3%
Source: TrendCandy survey of 512 B2B marketing leaders, April 2026
Survey data
Which statement best reflects your internal conversations about AEO?
- This matters, but we’re still figuring it out46%
- This is as big as SEO — maybe bigger22%
- We’re hearing about it, but not acting yet18%
- This feels overhyped for our business10%
- We’re not discussing AEO internally4%
Source: TrendCandy survey of 512 B2B marketing leaders, April 2026
Survey data
How confident are you in your understanding of how AI tools choose what to include in answers?
- Neutral / Unsure34%
- Confident28%
- Unconfident22%
- Very unconfident10%
- Very confident6%
Source: TrendCandy survey of 512 B2B marketing leaders, April 2026
Survey data
Which statement best reflects your current position in AI-generated narratives?
- We are largely invisible in AI-generated narratives71%
- We don’t know where we stand18%
- We are reacting to how AI represents our category9%
- We are actively shaping how AI represents our category2%
Source: TrendCandy survey of 512 B2B marketing leaders, April 2026
Survey data
When your brand appears in AI-generated answers, how accurate is the representation?
- Neutral / Unsure33%
- Accurate29%
- Inaccurate24%
- Very inaccurate9%
- Very accurate5%
Source: TrendCandy survey of 512 B2B marketing leaders, April 2026
Survey data
What is the hardest AEO-related question you cannot currently answer?
- What content actually drives visibility27%
- Why competitors are being cited instead of us24%
- Whether we are being cited by AI21%
- Where to invest next15%
- How AEO impacts revenue13%
Source: TrendCandy survey of 512 B2B marketing leaders, April 2026
Survey data
How often do you create content designed to be cited or extracted by AI — today vs. 12 months from now?
- Always6% → 18%
- Often18% → 36%
- Occasionally39% → 30%
- Rarely / Never37% → 16%
Source: TrendCandy survey of 512 B2B marketing leaders, April 2026
Survey data
In your experience, what earns visibility in AI-generated answers? (Select up to 3)
- Clear, direct answers to specific questions64%
- Original data or research58%
- Strong brand authority49%
- Third-party mentions and PR44%
- High-ranking SEO content41%
Source: TrendCandy survey of 512 B2B marketing leaders, April 2026
Survey data
Which type of content gives you the best chance of being cited by AI?
- Original research / proprietary data42%
- Educational ‘how-to’ content21%
- Short, structured Q&A content19%
- Not sure12%
- Product-focused content6%
Source: TrendCandy survey of 512 B2B marketing leaders, April 2026
Survey data
How important is original data or research to succeeding in AEO?
- Very important65%
- Somewhat important30%
- Neutral / Unsure3%
- Somewhat unimportant1%
- Very unimportant1%
Source: TrendCandy survey of 512 B2B marketing leaders, April 2026
Your market already feels it.
of B2B buyers have adopted generative AI as a central research tool
Forrester, 2026
of B2B tech buyers use AI tools as much as or more than traditional search
Whitehat B2B Lead Generation Report
of B2B buyers are discovering new vendors directly through generative AI chatbots
G2, 2026
“There is no page 2 in AI search. There is only inclusion — or exclusion.”
“We used to optimize for rankings. Now we’re hoping to be mentioned. That’s not a strategy. That’s a wish.”
“If you’re not producing original data, you are training AI — not being cited by it.”
“In the AI era, you don’t win by publishing more. You win by being the source everyone else uses.”
What the winners do differently.
The brands that get surfaced in AI answers aren't writing more — they're publishing data no one else has, and packaging it to be quoted.
Publish original data
Proprietary numbers no competitor owns become the reference point buyers, analysts, and AI engines return to.
Structure it to be cited
Clear, quotable stats with methodology attached are the passages AI answer engines lift verbatim.
Measure what AI surfaces
Track where your data shows up across AI Overviews, ChatGPT, and Perplexity — not just classic rankings.
Compound it with PR
Each media pickup and backlink makes the next AI citation more likely. The flywheel keeps turning.
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