• New survey of 300 senior B2B buyers finds AI is the new starting point for vendor research; earned media is the credibility layer behind it
  
  
• 47% of enterprise technology buyers now initiate vendor research with AI assistants like ChatGPT and Google Gemini, ahead of Google Search, vendor websites and trade publications
  
  
• 90% say recent third-party media coverage directly influences vendor shortlisting; 92% say coverage from the past 90 days matters to credibility 

Treble, the preeminent earned media B2B technology public relations agency, today released its Press-to-Pipeline Activation in the Age of AI report, revealing that AI assistants have overtaken Google Search as the No. 1 research tool for enterprise technology buyers.

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Treble's Press-to-Pipeline Activation in the Age of AI Report

The report found that 47% of buyers now start vendor research with AI tools like ChatGPT and Google Gemini, ahead of Google Search (43%), vendor websites (42%) and trade publications (40%). Once in evaluation mode, 93% use AI to summarize or compare vendors.

The implications are significant. AI does not generate credibility; it aggregates it, drawing from earned media, analyst reports and third-party validation. Companies without consistent, recent coverage risk becoming invisible in AI-generated comparisons before a salesperson ever enters the conversation.

“Every press release, media mention, analyst report and byline is now training data for the AI tools buyers use to build their shortlists,” said Matt Grant, executive vice president at Treble. “PR has always been about shaping perception. What’s changed is that the perception is now shaped by an algorithm that draws on earned media. The companies that understand this are the ones showing up when a potential customer asks ChatGPT to compare vendors in their space.”

Furthermore, the findings underscore that recent earned media plays a direct and measurable role in shaping vendor credibility and shortlists:

• 90% of buyers say recent third-party media coverage directly influences vendor shortlisting
• 92% say coverage published within the past 90 days is important to vendor credibility

The report makes clear that AI assistants are no longer just research tools, but credibility filters that summarize third-party consensus when buyers ask for vendor comparisons. Repeated coverage signals authority, while a lack of coverage signals irrelevance.

Click here to view the full report, or request a free AI Visibility & Earned Media Readiness Assessment by contacting newbiz@treblepr.com.

The report was prepared in partnership with Censuswide, based on a survey of 300 CIOs, CISOs, CTOs, VPs and Directors in Retail, Finance, Healthcare, Industrial/Manufacturing and Telecommunications. Fieldwork was conducted December 4-9, 2025.

FAQ

How are enterprise buyers using AI in vendor research?

Nearly half begin with AI assistants instead of search engines, and 93% use AI to summarize and compare vendors during evaluation. ChatGPT and Google Gemini are the dominant platforms at 66% usage each.

Why does earned media matter more in an AI-driven buying process?

AI tools draw from third-party sources, including earned media, analyst reports and customer proof, to generate vendor summaries. Buyers trust these AI-generated summaries more than vendors’ own website claims, making the quality and recency of earned media a direct input to the pipeline.

How recent does media coverage need to be to influence buying decisions?

Over 9 in 10 buyers say coverage from the past 90 days is important. Product reviews, analyst mentions and thought leadership published in the past quarter carry significantly more weight than older coverage in vendor credibility assessments.

About Treble

Treble is the preeminent earned media B2B technology public relations agency, specializing in helping companies at every growth stage—from early-stage startups to enterprise organizations. Working with venture capital firms and their portfolio companies, Treble has helped 31 companies achieve successful exits. Treble provides comprehensive solutions for clients, including earned media, analyst relations and thought leadership programs. Recent industry recognition includes being named a Top PR Agency by Ragan Communications and PR Daily, winning Agency of the Year from the Business Intelligence Group and ranking among the top companies on the Inc. 5000 Regionals Southwest list. Visit us at treblepr.com or on LinkedIn.

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