What Happened
Ahrefs has published a list of 8 AI marketing trends that its author says they have seen firsthand in 2026, with each trend backed by data. The post went live on the Ahrefs blog on 16 September 2026.
Its introduction points to 2 shifts behind the list. The buyer’s journey looks different, because people now research, and increasingly buy, through AI tools instead of a page of blue links. The tools and processes marketers use for everyday work have changed as well.
Ahrefs sells SEO software and its blog is widely read by search marketers. The post is a practitioner’s account rather than a formal industry survey, so treat it as informed observation supported by the data it cites.
For UK businesses, this shift has been building for some time. Google rolled out AI Overviews to UK searchers in August 2024, placing generated answers above the traditional results. In September 2025, OpenAI added Instant Checkout to ChatGPT for US users, letting them buy some products without leaving the chat. UK shoppers did not get that feature at launch, but it shows where the Ahrefs point about buying through AI tools leads.
Planning for buyers who start in AI tools
If prospects now shortlist suppliers inside ChatGPT, Gemini or Google’s AI features, your first question is simple: does your business appear when they ask? Standard analytics reports rarely answer that clearly.
Steps you can take this week:
– Ask 10 questions your customers would ask before buying, in ChatGPT, Gemini and Google, and record whether your brand is named or cited.
– Check that your service pages answer those questions directly, including prices, locations and timescales where you can share them.
– Review referral traffic from AI assistants in GA4 so you have a baseline to measure against.
– Audit the marketing AI tools your team already pays for, and cancel any nobody has used in 90 days.
On the process side, use AI where it saves measurable time, such as first drafts, keyword clustering or reporting, and keep human review on anything a client will read. If you would rather not build this in house, our AI marketing services can help you set it up.
Be realistic about timescales. Changes to content and site structure usually take months, not weeks, to show up in AI answers or organic rankings, so set expectations with your leadership team early.
Key takeaway: track visibility, not just rankings
A top ranking is worth less if the buyer never reaches the results page. Add AI visibility checks to your monthly reporting alongside rankings and traffic, so you can see whether your business is recommended where more buying research now starts.
How we approach AI search for our clients
At London Marketing Company, we start with the buyer rather than the tool. We map the questions your prospects ask at each stage, test how AI assistants answer them today, and prioritise the content and technical fixes most likely to change those answers.
We also help you judge which marketing AI tools deserve a place in your stack, based on hours saved and output quality rather than vendor promises. We are upfront that most SEO campaigns show measurable movement at 4 to 6 months, and we never guarantee rankings or AI citations.
Questions about AI buyer journeys
Should I stop investing in traditional SEO?
No. Google builds AI Overviews from pages in its search index, so crawlable, well structured content remains the starting point for AI visibility.
How can I tell if ChatGPT recommends my business?
Ask it the questions your customers ask and record the answers each month. Paid tracking tools exist, but a consistent manual check is a sensible place to start.
Do these AI trends apply to UK B2B firms?
Yes, wherever buyers research online. UK B2B buyers use the same AI assistants as consumers, so the same visibility checks apply.
Let’s review your AI visibility together
If you are unsure how your business shows up when buyers ask AI tools for recommendations, we would be glad to look at it with you. Get in touch for an informal conversation about where you stand and what to fix first.
Written by the London Marketing Company team.
