Is Your BPO Invisible to Buyers Using AI Search?
The way B2B buyers select their customer experience (CX) partners is changing — and fast.It’s no longer just about analyst reports, RFPs, or Google searches. Today’s buyers are turning to generative AI tools like ChatGPT, Gemini, and Claude to discover, compare, and justify which BPO they should partner with. A recent article by CX expert Mark Hillary on CustomerThink highlights how dramatically the landscape has shifted. Research from Forrester shows that 89% of B2B buyers are already using generative AI search at some point in their buying journey — not just to discover vendors, but to compare providers and support purchase decisions.
Key Implications for CX Specialists and BPOs:
- If your company isn’t visible to AI engines, you’re invisible to buyers.
Traditional SEO alone isn’t enough. You need a digital footprint that AI tools can easily access and trust. - AI due diligence is now real.
Buyers are increasingly citing AI recommendations as part of their internal justification process. If ChatGPT or Gemini identifies a competitor and not you, you may never even enter the conversation. - Content matters more than ever.
AI engines are trained on public information — business media coverage, thought leadership articles, podcast appearances, and other credible sources. The more you demonstrate expertise publicly, the more likely you are to be picked up in AI recommendations.
“The buyers are now asking tools like ChatGPT for advice on which supplier to choose. If your company is not visible to these AI tools then you’re finished. You’re invisible.”
Chris Hague, Founder of Traction Media
AI Search:
The Takeaway
It’s time to think beyond Google. Your brand needs to optimise for generative AI — what we call Generative Engine Optimisation (GEO) — if you want to stay competitive in the new CX buying process. If you’re not actively building your visibility to AI platforms, it won’t matter how good your service offering is. The companies that understand this shift early will be the ones buyers find — and trust — first.
This article draws from insights originally published by Mark Hillary on CustomerThink – read the original article here.
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