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The B2B buying journey has entered a new era — one increasingly shaped by large language models (LLMs) like ChatGPT, Claude, Copilot, and Perplexity.
When buyers ask open-ended questions such as “Who are the top vendors in this space?” or “What’s the best alternative to my current solution?”, these tools don’t return a list of links — they generate answers. And those answers are built on trusted, third-party signals that determine which vendors are surfaced, how they’re framed, and whether they make the shortlist at all.
A new research report from Spotlight and Profound — Influence Orchestration in the GenAI Era: How LLMs Are Reshaping B2B Discovery — analyzes more than 25,000 prompts to reveal how GenAI tools are shaping vendor visibility, what sources they rely on, and what it means for go-to-market leaders.
By the time a buyer reaches out to sales, most of their evaluation is already complete. GenAI has become a powerful visibility layer shaping those early decisions. If your brand isn’t present in the sources GenAI trusts, you risk being invisible when it matters most.
This report gives insight into how GenAI visibility is earned — and how to take control of the signals influencing early buyer decisions.
Access the full report: Influence Orchestration in the GenAI Era
Spotlight helps B2B companies orchestrate influence across the modern buyer journey — making credibility not just earned, but discoverable. Profound is the first platform built to measure brand visibility across GenAI models like ChatGPT, Claude, Copilot, and Perplexity.
Together, we help companies see how they’re being discovered, evaluated, and recommended — and give them the tools to actively shape that perception.