AI Search Usage in BtoB Information Gathering Increasing, Approximately 65% Utilizing It

Tribeck, Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Hiroshi Goto; hereinafter referred to as Tribeck) analyzed the use of AI search based on the results of the "BtoB Website Survey 2026" (hereinafter referred to as "this survey"), conducted by Tribeck Brand Strategy Institute, Tribeck's research and analysis organization.

This survey, targeting 196 major company websites, newly collected data on the usage of AI search for business information gathering, against the backdrop of its increasing prevalence in recent years. The results revealed that approximately 65% of respondents are utilizing AI search.

● Company websites require "AI-understandable design"

In recent years, the widespread adoption of generative AI has significantly altered user information-seeking behavior. In addition to the traditional process of keyword searching on search engines and comparing information by browsing multiple websites, there is an increasing opportunity to understand companies, products, and services starting from information organized and summarized by AI.

In line with these changes, company websites and owned media are now more than ever required to not only publish information but also to design it with the premise that AI can correctly understand it and reference it in the appropriate context.

● "AI Search" Shows Signs of Becoming Established as an Information Gathering Tool in the BtoB Domain

When asked about the extent to which "AI search" is used for gathering information on products and services for business purposes, it was found that approximately 65% of the total respondents are already using AI search.

By product and service category, nearly 80% of users were found in fields such as information systems and energy/environmental solutions, confirming the generalization of AI utilization. On the other hand, there is variation by field, with approximately 50% usage in medical devices, construction materials/housing equipment, and document solutions.

● "AI Search" May Be Functioning as an Effective Tool for Problem-Based Information Exploration and Vendor Selection Phases

Furthermore, this survey investigated the proportion of individuals who accessed company official websites prompted by "AI search." Industry-specific analysis showed a high tendency in fields such as energy/environmental solutions, security solutions, and telecommunications/network/system operations.

In these fields, where the initial stages of consideration before vendor selection and problem-based information exploration are common, "AI search," which facilitates the discovery of appropriate solutions from diverse information, is suggested to be functioning as an effective information gathering tool.

● Optimal "AI Readiness" is Key to Competitive Advantage

Based on these results, company websites and owned media are increasingly required to be designed so that AI can correctly understand and receive information in the intended context. In addition to search engine optimization, it is important to review information dissemination from the perspective of "what information, for whom, and how it is conveyed."

● Tribeck's AIO Diagnosis

Tribeck offers "AIO Diagnosis," which supports the AI optimization of company websites from a user-centric perspective.

This service diagnoses how corporate information is conveyed by generative AI and AI search for owned media such as company websites, and provides a report outlining directions for improvement.

Point 1 | Diagnosing the Conveyance of Corporate Information from a User Perspective

Instead of uniformly evaluating the entire site, the conveyance of information is diagnosed from the viewpoint of users visiting the company website. Considering that information needs differ depending on the perspective of consumers, business partners, investors, job seekers, etc., it visualizes how corporate information is received in the AI era.

Point 2 | Leveraging Expertise Gained from Building Corporate Websites

Tribeck has accumulated expertise in usability, information design, customer experience design, and operational improvement through its past work in creating and supporting the operation of corporate websites and various owned media. AIO Diagnosis utilizes this practical knowledge to diagnose not only how AI perceives the site but also from the perspective of who the corporate website should communicate with and how.

Point 3 | Providing a Report with Directions for Improvement, Not Just a Diagnosis

In addition to visualizing the current situation, the report provides an organized summary of issues on corporate websites and owned media, along with directions for future improvement. This makes it easier to organize where to start reviewing corporate information dissemination for the AI era, and can be utilized not only when considering a site renewal but also for improving the operation of existing sites and revising information design.

<Inquiries about AIO Diagnosis here>

https://www.tribeck.jp/contact/service/

<BtoB Website Survey 2026 Survey Overview>

Survey Period: April 10-27, 2026

Survey Method: Online questionnaire survey

Respondent Profile: Individuals involved in the purchase of products/services, selected by BtoB product/service fields (13 fields)

Number of Valid Responses: 7,700

Number of Websites Surveyed: 196

Details: https://brand.tribeck.jp/research_service/websitevalue/bb/bb2026/

Ranking Results: https://japanbrand.jp/ranking/bb-ranking/bb2026-total.html

<Inquiries about the BtoB Website Survey here>

TEL: 03-5413-0177

Mail: [email protected]

【Company Profile】

Company Name: Tribeck, Inc.

Location: Aoyama Yasuda Building 3F, 7-1-1 Akasaka, Minato-ku, Tokyo

Representative: President and CEO Hiroshi Goto

Established: September 4, 2001

Capital: 310 million yen

Business Activities: Digital Marketing Support Business, DX Platform Business, Experience Management Business, Media/Advertising Agency Business

URL: https://www.tribeck.jp/