In Google AI Mode, the AI's Top Pick Becomes the User's Top Pick 74% of the Time.

Growth Memo published research in April 2026 showing a behavioral shift that changes the economics of B2B marketing. In traditional search, 56% of users built their own shortlist from multiple sources before deciding. In Google AI Mode, 88% of users accepted the AI's shortlist without any external verification. The AI's top pick became the user's final choice 74% of the time. Only 10% of users chose something ranked third or lower.

The one factor that overrode AI ranking: brand recognition. 26% of AI Mode users picked a brand they recognized even when the AI ranked it lower. If the user already knew the brand, they overrode the AI's recommendation in one quarter of all sessions.

This data changes the priority order for B2B marketing budgets. Getting your brand cited as the AI's first recommendation is worth more than ranking number one in traditional search results, because AI Mode users are less likely to check alternatives. Building brand recognition outside AI search remains valuable because it is the only signal that overrides the AI's verdict.

The combined implication is that brand visibility in AI answers and brand recognition from non-search channels are now the two highest-ROI investments in B2B marketing.