AI Search, Zero-Click and Dark Sharing: How the B2B SaaS Buyer Journey is Evolving in 2026

B2B buyers’ discovery and evaluation process is changing rapidly as we head into 2026. AI-driven search, zero-click results, and dark sharing are reshaping how prospects find and trust tech SaaS brands. Senior marketers must understand these shifts across users, influencers and decision-makers and adjust their strategies accordingly.

AI Search and the Rise of Zero-Click Discovery

Generative AI has become a major force in search. Large language models (LLMs) like ChatGPT now help buyers research vendors by delivering answers directly on results pages. 94% of B2B buyers used LLMs during their purchase journey in 2025 . As a result, zero-click searches, where users get answers without clicking through, have surged. One survey found 80% of consumers frequently rely on AI-generated answers, reducing organic web traffic by as much as 15–25% . If your brand isn’t visible in those AI answers, you risk being invisible to prospects . Marketers are shifting from traditional SEO toward answer engine optimization, ensuring content is well-structured, authoritative and easy for AI to digest. Well-organised pages (with clear FAQs and subheads) and a credibility-rich digital presence are now critical for findability .

Read more about how to be visible in the world of AI here.

Multi-Stakeholder B2B Journeys in 2026

B2B purchases typically involve a user of the product, an influencer who researches and recommends, and a buyer who approves the deal. Each plays a part in a largely self-driven journey. Buyers today often research anonymously, trust peer input over ads, and use private channels rather than public forums . For example, a user might ask an AI assistant for the top tools in a category, an influencer might gather opinions in a closed Slack group, and a buyer might review a colleague’s recommended link or an AI summary before contacting sales. Notably, a company’s website is now just as important to buyers as sales reps, if it fails to answer key questions or build confidence, buyers may walk away.

Dark Sharing and Invisible Influence

Much of the B2B buying conversation now happens off the radar through dark social sharing, which are untracked exchanges of links and recommendations via email, messaging apps, and private groups. The majority of content sharing (over 80%) occurs in these private channels, meaning your brand could be praised in a group chat with zero visibility in your analytics. These hidden conversations carry immense influence, since buyers trust peers far more than marketing claims . Marketers should embrace this reality. Focus on creating content people want to share, bite-sized insights, striking data visuals, useful snippets and participate authentically in niche communities where your audience gathers. Also adapt how you measure impact: for instance, ask new customers “How did you hear about us?” to capture dark-funnel referrals that web metrics miss .

Key Considerations for Tech Marketers

To navigate these changes, B2B marketers should prioritise the following:

• Be Answer-Friendly: Optimise content for AI answer engines with clear structure and authoritative answers to buyers’ questions .
• Build Digital Credibility: Use thought leadership, press mentions, and influencer endorsements to signal your brand’s authority .
• Enable Self-Service: Turn your website into a rich hub of product information, comparisons and ROI tools for each stakeholder .
• Embrace Dark Sharing: Create content that’s highly shareable in private channels (visual insights, quotable takeaways) and engage in industry communities .

B2B SaaS brands that adapt to an AI-influenced, zero-click world, while tapping into the power of peer-to-peer “dark” networks, will be best positioned to build trust and drive growth in 2026.