B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
26%
26% -- share recall brand presented as top or primary recommendation for B2B decision-makers (2025)
26% of surveyed B2B decision-makers remembered a brand being listed as the top or primary recommendation the last time they saw a brand mentioned in an AI-generated search answer.
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
26%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
200
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Marketing Against the Grain
Primary
Tier A
https://marketingagainstthegrain.com/articles/new-research-on-how-b2b-decision-makers-user-ai-search ↗
Source Article
New research on how B2B decision-makers use AI search
Whether you think we‘re in our "AI has changed the game" era or "AI has doomed humanity" era, you still gotta know how to make AI work to your brand’s advantage.
So, while we're all praying our ChatGPT prompts were polite enough for our robot overlords to have mercy on us, we surveyed over 200 B2B d…
Original Research
Marketing Against the Grain
· Original study ↗
Methodology
Survey of over 200 B2B decision-makers asked what they remember about how a brand was presented in an AI-generated search answer.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B decision-makers: 26% share recall brand presented as top or primary recommendation. Source: Marketing Against the Grain (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyers-recall-brand-top-pick-in-ai-answers
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<blockquote cite="https://lighthousedata.io/data/b2b-buyers-recall-brand-top-pick-in-ai-answers" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>26%</strong> -- share recall brand presented as top or primary recommendation for B2B decision-makers<br><small>Source: Marketing Against the Grain (2025) · <a href="https://lighthousedata.io/data/b2b-buyers-recall-brand-top-pick-in-ai-answers" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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