The AI Tools SMBs Use Across the Sales Cycle

Bredin’s recent research highlights how SMBs use generative AI tools across the buying journey.

Our survey of 500 U.S. SMB principals shows that tool usage varies by sales cycle stage. These differences are relevant for generative engine optimization (GEO), as they indicate where content is more likely to be surfaced and cited across the buying journey.

‍Top AI tools by sales cycle stage:

• Awareness and research: Google Gemini
• Purchase: ChatGPT

GEO Tools Across the Sales Cycle

Very small businesses (VSBs, with fewer than 20 employees) use ChatGPT and Gemini the most (a tie) when they are first learning about products and services for their businesses. At the research stage, they are most likely to use Gemini; to make a purchase, ChatGPT.

Small businesses (SBs, with 20 to 99 employees) are most likely to use Gemini at every stage of the sales cycle.

Midsized businesses (MBs, with 100-500 employees) are most likely to use Gemini at the awareness and research stages, and Copilot to make a purchase. However, use of the top three AI assistants (ChatGPT, Gemini and Copilot) is very close at each stage of the sales cycle, and well ahead of Perplexity, Claude, DeepSeek, and Grok.

Considering a content initiative and want to ensure strong AI visibility for your assets? Bredin’s content team specializes in helping marketers optimize for AI-powered search. Contact us to learn more about best practices.