Foundation Marketing (Foundation Inc.)

Over 55% of Enterprise Buyers Ask AI First. Is Your Brand On the Shortlist?

Enterprise buyers are increasingly turning to generative AI before traditional search, with 55% of large firms starting research with AI. This shift moves the sensemaking phase—defining problems, categories, and criteria—upstream into conversational interfaces, effectively shaping the Day One shortlist. Reports show 95% of purchases come from that initial shortlist, and AI‑generated content now determines which vendors are considered legitimate. Brands absent from AI‑driven explanations risk being excluded before any direct engagement.