HubSpot AEO data: Buyers using AI search are more likely to ...

• CRM buyers using AI search were 36% more likely to purchase than those who didn't*
• HubSpot AEO users are generating significantly more traffic, MQLs, and deals than those who aren't optimizing for AI search**
• With organic traffic dropping by 27% year over year, marketers investing in AI search are pulling ahead***

The shift in how buyers discover new products is already underway, and the data shows marketers have a big opportunity.

When we looked across the nearly 300,000 businesses on HubSpot, we found that organic traffic to customer websites declined. But that's not because the websites weren't optimized; it's because buyers have moved. They're asking ChatGPT, Claude, and Gemini the questions they used to Google, and they're making decisions before a single web page ever loads.

AI search is a top predictor of purchase intent

In January 2026, we surveyed more than 3,000 CRM purchase decision-makers worldwide to understand what's driving deals in this new environment. One finding stood out above the rest: AI search was the single strongest predictor of purchase intent, ahead of product demos, review sites, and sales calls.

42% of CRM buyers used AI search during their evaluation, and those buyers were 36% more likely to purchase than those who didn't use AI search.

How AEO leaders are adapting

The companies that have recognized this opportunity are already seeing stronger growth.

HubSpot customers actively optimizing for AI search - what we call answer engine optimization, or AEO - are generating 20% more traffic from AI visits, 170% more MQLs, and 82% more deals than comparable customers who aren't.

AEO is a brand new discipline. Answer engines decide whether to recommend your brand based on social media, reviews, third-party websites, and owned content. This calls for new tactics, new feedback loops, and new questions: Where am I showing up, and where am I missing?

The shift is happening whether marketers are ready or not. The ones acting now are the ones their buyers will find.

*HubSpot NPS data

**HubSpot proprietary data

***HubSpot proprietary data