Feb 12, 2025

The importance of Google search to the buyer’s journey has been gospel in marketing circles for years.

You can argue until you’re blue in the face whether people start their journey with a Google search or use it to narrow down lists they’ve compiled from various sources, but there’s little doubt Google plays a big role in the purchase process for all sorts of products and services.

Today in MarTech, first-time contributor Océane Li uses a simulated buyer’s journey to help answer the question: What happens when a buyer uses ChatGPT search instead of Google?

As a reminder: AI tools like ChatGPT will be featured in a number of sessions at the virtual MarTech Conference coming up March 25 & 26, 2025. Check out the agenda preview and grab your free pass. You can participate from the comfort of your own desk, sofa or whenever you are.

Mike Pastore
Editorial Director

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What they're saying

“We use cognitive biases not to mislead subscribers or customers or to manipulate them to do something they wouldn’t do otherwise. Rather, these devices can break through the noise in their inboxes, clarify your offers and value and make the decision to click through even easier.” – Kath Pay in How cognitive biases shape email engagement
“The depth of analysis and emphasis on credible sources helped me narrow my options to the top two vendors, making the buying journey — from research and consideration to proof of concept — more efficient.” – Océane Li in How ChatGPT search reshapes the B2B buyer’s journey