• The headlines concerning AI have been focused on traffic: When buyers use AI instead of search, they are one-tenth as likely to click through to your website, and with business buyers rapidly adopting AI, B2B companies are feeling the impact in the form of traffic declines of between 10-40% over the past year. • That is a huge disruption to a key metric for many companies, so it creates urgency, but the decline in traffic tells only half the story. • Private AI Is Driving AI Adoption In B2B Business buyers are not only adopting AI more rapidly than consumers -they’re also using it differently. • More than half of business buyers report that they are using private AI tools provided by their company. • This corporate sponsorship is responsible for makingMicrosoft Copilot the most widely used AI tool, with 68% of business buyers inForrester’s Buyers’ Journey Survey, 2025reporting using Copilot and more than half of them (36%) using a private instance behind their corporate firewall. • AI Is More Than Search AI may displace traditional search, but it’s not only a replacement of search.

Article Summaries:

  • Zero-Click Is Only Half The AI Story The headlines concerning AI have been focused on traffic: When buyers use AI instead of search, they are one-tenth as likely to click through to your website, and with business buyers rapidly adopting AI, B2B companies are feeling the impact in the form of traffic declines of between 10-40% over the past year. That is a huge disruption to a key metric for many companies, so it creates urgency, but the decline in traffic tells only half the story. Private AI Is Driving AI Adoption In B2B Business buyers are not only adopting AI more rapidly than consumers -t

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