Why Manufacturers and Distributors Can’t Afford to Be Invisible in the Age of Generative AI
- GenAlpha Technologies
- 1 day ago
- 3 min read
A new kind of search is taking over
Picture a technician out in the field. Instead of typing into a search bar, he opens ChatGPT and asks something like, “Find me a supplier who can help me with the parts I need to repair the attachment on my tractor.”
That’s where buying behavior is headed. Buyers are asking fuller questions, expecting clearer answers, and relying on AI tools to help them identify the right vendors. And if a manufacturer or distributor doesn’t have a strong digital presence, including a functional digital sales channel, they may not appear in those answers at all.
The data makes the picture even clearer
Research from Digital Commerce 360 shows how quickly AI-driven discovery is reshaping vendor research:
56% of tech buyers now rely on chatbots as a top source for vendor discovery.
One in four B2B buyers use generative AI more than traditional search when researching suppliers.
In the U.S., 48% of buyers say they turn to AI tools to find vendors, much higher than in other regions.
The starting point of vendor evaluation has moved online, and companies without a clear, accessible digital footprint risk being filtered out before a buyer ever reaches their website.
The generational shift behind the change
This isn’t just a technology shift, it’s a demographic one.
Younger professionals are moving into purchasing, operations, engineering, and maintenance roles. They’ve grown up with instant information, intuitive apps, and digital problem-solving. Their expectations reflect that:
They want answers quickly.
They expect to explore products or parts on their own.
They value clarity, visuals, and the ability to research without calling someone first.
They trust platforms that make buying straightforward and transparent.
Manufacturers and distributors that still rely heavily on offline processes are at risk of losing visibility with this new generation of buyers who start, and often finish, their research digitally.
The part most companies overlook
Many organizations focus on website design or traditional marketing, but the real shift requires something more foundational.
Buyers can’t evaluate what they can’t access
A digital sales channel gives customers the ability to:
Search product or parts catalogs
Navigate assemblies
Check availability or compatibility
Understand what can be purchased
Compare options
Without this, both AI tools and human buyers may perceive a company as more difficult to work with or lacking transparency.
AI tools reward clarity and openness
When a buyer asks an AI assistant a specific question, such as “Who sells attachment components with supporting documentation?” the tool looks for companies that clearly explain what they offer.
This isn’t about technical complexity. It’s about being easy to understand. If product information lives behind phone calls, emails, or PDFs scattered across departments, AI tools won’t find it, and neither will buyers.
Your digital footprint shapes first impressions
Today, buyers form opinions long before they reach out. A clear digital presence helps them understand:
What the company offers
How products or parts are organized
How easy will it be to work with the business
The more complete and transparent the digital experience, the more likely a manufacturer or distributor is to be considered early in the process.
Why waiting is the biggest risk
Shortlists are being built earlier, often automatically, and with AI tools guiding the process. If a company doesn’t have a digital sales channel or a clear online structure today, they may not be part of the consideration set tomorrow.
In a landscape where buyers move quickly, invisibility is a greater competitive risk than ever before.
What this means for manufacturers and distributors
Build a digital presence that supports real discovery - Customers should be able to browse products or parts, understand what’s available, and research options without roadblocks.
Make offerings easy to understand - Use practical, everyday language that matches how customers describe their needs. Clarity helps both human buyers and AI tools identify what you provide.
Create a digital experience people can trust - Transparency, accurate information, and simple navigation go a long way in building credibility with today’s buyers.
Act early, not eventually - Companies that invest in their digital presence now will be much better positioned as AI continues to influence how vendor research and purchasing decisions are made.
Final thought
Generative AI is changing how buyers discover and evaluate vendors, but the shift goes deeper than technology. It reflects new expectations for speed, clarity, and digital accessibility. Manufacturers and distributors that build strong, open, and easy-to-use digital foundations will be the ones who remain visible in the conversations that matter, whether those conversations happen with a human or an AI assistant.
If you’d like help turning your digital presence into something buyers and AI tools can actually find and rely on, contact us when you’re ready.