The Future of Search: How B2B Brands Can Harness Voice, Visual, and AI-Powered Discovery

For years, search was simple: type a query, get a list of results, and click through. But today’s B2B buyers aren’t just searching—they’re discovering.  

Voice assistants, AI-driven recommendations, and AR-powered visual search are redefining how people find information. The days of relying solely on text-based SEO are fading, replaced by a landscape where voice, vision, and AI-driven context shape the way decisions are made.  

For B2B brands, this shift presents a massive opportunity. If customers are searching differently, then the brands that adapt first will be the ones that get discovered first.  

Why Search is No Longer Just About Keywords

B2B buying journeys are complex. They involve multiple stakeholders, long research phases, and an overwhelming amount of content. In this environment, the old search model—where users type keywords and manually sift through results—is losing relevance.  

Today’s buyers expect frictionless, intuitive, and highly personalised search experiences. That means:  

• Speaking to voice assistants instead of typing.  
• Using AI-powered search recommendations that anticipate needs.  
• Leveraging visual search to identify solutions faster.  

The shift isn’t just happening—it’s already here. 50% of all searches are now voice-based, and platforms like Pinterest Lens and Google Lens are making visual search a mainstream discovery tool.  

How B2B Brands Can Optimise for the Future of Search

1. Preparing for a Voice-First Search World  

Voice search adoption is growing rapidly, but B2B brands have been slow to adapt. Unlike traditional keyword-based searches, voice queries are longer, more conversational, and intent-driven.  

• Instead of best cloud security software, a voice search is more likely to be “What’s the best cloud security solution for financial services?”  
• Instead of clicking a link, buyers want direct answers, spoken aloud.  

To optimise for voice discovery, B2B brands should:  

• Focus on natural language SEO that mirrors how people speak.  
• Use structured data and FAQs to improve featured snippet visibility.  
• Develop voice-enabled experiences, like Alexa Skills or Google Actions, to assist in decision-making.  

2. Leveraging AI for Hyper-Personalised Search  

B2B buyers expect search experiences that are smart, contextual, and predictive. AI-driven search is already powering:  

• Dynamic recommendations that adjust based on previous searches.  
• Chatbots that act as intelligent search assistants.  
• AI-driven autocomplete that anticipates user needs.  

AI-powered search is the difference between a buyer searching for a solution and a system proactively delivering the right content at the right time.  

Brands that integrate AI-driven search will provide a more intuitive discovery process - helping customers find*not just what they were looking for, but what they actually need.  

3. Integrating Voice and Visual Search into Omnichannel Strategies  

Search doesn’t happen in isolation. Customers switch between devices, channels, and formats, expecting search results to remain consistent and relevant.  

B2B brands need to ensure that search experiences are connected across multiple touchpoints, from:  

• Websites and knowledge bases  
• Chatbots and AI-powered assistants  
• Voice and AR search tools  

A seamless, cross-platform search strategy ensures that users find the right information, no matter where they start their search.  

How BBD Can Help

At bbd, we help B2B brands **leverage voice, AI, and visual search to create frictionless discovery experiences.  

Through our Smart Craft framework, we:  

• Optimise search experiences for voice, visual, and AI-driven queries. 
• Develop AI-powered personalisation strategies that anticipate buyer needs. 
• Integrate search across multiple channels for a connected experience.  

The brands that win in the next decade won’t just be the most visible; they’ll be the ones that make search effortless, intuitive, and intelligent.  

Found this interesting? Ready to future-proof your search strategy? 

Get in Touch!