[AI Era B2B Purchasing 'Information Contact' Reality] About 80% Feel 'Only Generalities', 57.1% Decide Contact Based on 'Sincerity'. About 60% Use Generative AI for Information Gathering, What's Needed is 'Raw Case Studies and On-site Know-how'

IDEATECH Inc. (Headquarters: Minato-ku, Tokyo; President: Tomo Ishikawa), which operates 'Lispi®️', a one-stop research marketing service, announced the results of a survey on the 'information contact' reality of B2B purchase decision-makers in the AI era. The survey targeted 105 decision-makers and personnel involved in considering and selecting business systems or external services for their own company within the past year. ## Survey Results Overview ### 01｜About 80% of B2B Service Introduction Personnel Feel Corporate Sites Only Write Generalities When asked 'Q1. When searching the web for B2B service introductions, do you feel that 'all company sites only write similar things (generalities)?' (n=105), 23.8% answered 'Almost always feel it' and 55.2% answered 'Sometimes feel it'. - Almost always feel it: 23.8% - Sometimes feel it: 55.2% - Not really: 10.5% - Not at all: 2.9% - Don't know/Can't answer: 7.6% ### 02｜The Decisive Factor for Contact is 'Sincerity in Disclosing Disadvantages and Risks' at 57.1% ### 03｜The Value Sought from Corporate Websites After AI Search Proliferation is 'Raw Case Studies and On-site Know-how that AI Can't Write', Topping the List at Over 50% ### 62.9% of Personnel Use 'Generative AI Summaries' When Researching General Benefits or Terminology When asked 'Q2. When researching 'general benefits' or 'function terminology' of a tool, do you use generative AI (e.g., ChatGPT) to summarize instead of directly reading company websites?' (n=105), 18.1% answered 'Almost always' and 44.8% answered 'Sometimes'. - Almost always: 18.1% - Sometimes: 44.8% - Not really: 17.1% - Not at all: 18.1% - Don't know/Can't answer: 1.9% ### Information Personnel Feel is Lacking on Corporate Sites: 'Realistic Price Estimates' (45.7%) and 'Characteristics of Companies That Don't Fit' (44.8%) Top the List When asked 'Q3. What information do you most feel is 'lacking' or you want companies to provide more of in their web articles and materials? (Select up to 3)' (n=105), 'Realistic price estimates including options and initial costs' was 45.7%, 'Characteristics and conditions of companies for which the service is 'not suitable'' was 44.8%, and 'Cases of failed introductions or common operational pitfalls' was 30.5%. - Realistic price estimates including options and initial costs: 45.7% - Characteristics and conditions of companies for which the service is 'not suitable': 44.8% - Cases of failed introductions or common operational pitfalls: 30.5% - Real weaknesses or disadvantages compared to other tools: 26.7% - Survey data showing what challenges peer companies face: 24.8% - Specific use cases and success stories from peer companies: 21.0% - Specific ROI figures after introduction: 14.3% - Other: 1.0% - No particular information feels lacking: 4.8% - Don't know/Can't answer: 2.9% ### Voices Also Call for 'No Sugar-Coated Stories' and 'Disclosure of Disadvantages and Differences from Other Companies' When asked 'Q4. (For those who answered other than 'Don't know/Can't answer' in Q3) Besides what you answered in Q3, is there any other information you feel is 'lacking' in corporate web articles and materials? (Free answer)' (n=102), 55 responses were received. - The human cost of introduction. - Stories that aren't just sugar-coated (case studies are too simplified to be useful). - I want them to clearly disclose not only the benefits but also the precautions, disadvantages, and differences from competing products. - I want to see case studies of mismatches, but I doubt such materials will be released. - I want explanatory materials that are easier for beginners to understand. There are too many foreign words. ### Criteria for Trusting Benefit Claims: 'Objective Survey Data or Performance Figures' Tops at About 40% When asked 'Q5. When a company website states benefits like 'We will achieve operational efficiency,' what is your primary criterion for trusting it? Choose the closest one.' (n=105), 'Whether there is objective 'survey data or performance figures' to back it up' was 42.9%, and 'Whether there is a logical explanation' was 25.7%. - Whether there is objective 'survey data or performance figures' to back it up: 42.9% - Whether there is a logical explanation: 25.7% - Whether there are 'specific introduction cases' in an environment similar to ours: 19.0% - The company's name recognition or brand power: 4.8% - Other: 1.0% - Don't know/Can't answer: 6.7% ### White Papers Personnel Would Give Personal Information to Read: 'Original Survey Reports' Top at 32.4%, 'Candid Failure Case Collections' at 25.7% When asked 'Q6. If the following three white papers were available, which one would you most want to read (useful for your company's consideration) even if it meant entering your personal information?' (n=105), 'An original survey report titled 'Failure Factors for Introduction, Heard from 300 Personnel in the XX Industry'' was 32.4%, and 'A candid collection of failure cases titled 'Characteristics of Companies that Canceled After Introducing Our Tool'' was 25.7%.