Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast Can AI visibility ever hurt a brand’s conversion funnel?
Feb 12, 2026
Tim Sanders, Chief Innovation Officer at G2 who studies B2B buyer behavior, explains how enterprise buyers use AI far more than traditional search. He explores AI-driven discovery, what content needs to be optimized for AI crawling, and how pricing transparency and representation affect buyer perception. Short, practical and focused on AI’s impact on the research funnel.
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Episode notes
AI Recommendations Reinforce Credibility
- AI-driven recommendations do not inherently reduce a brand's credibility or conversion performance.
- Being one of the top AI-recommended options acts as additional verification for internal buyers.
Perception Matters More Than The Tool
- How you represent AI usage can influence perceptions, especially among more skeptical stakeholders.
- Framing AI work as lazy or 'slop' risks discounting its value regardless of output quality.
Validate And Own AI-Generated Work
- Be transparent about how you used AI when presenting recommendations and validate outputs before sharing.
- Check for hallucinations and take responsibility for the final results rather than saying you 'just plugged it into ChatGPT.'