# B2B brands using influencer marketing get cited more by AI

Published: 2026-10-21T12:21:43.113Z · Source: TopRank Marketing / Ascend2 (https://www.toprankmarketing.com/guide/2027-b2b-creator-marketing-report/)
Source date: 2026-10-21
Flags: TopRank/Ascend2 study — vendor-published

TopRank Marketing and research partner Ascend2 surveyed 424 B2B marketers at U.S. companies with 100 or more employees, from mid-May to mid-June 2026, for their 2027 B2B Influencer & Creator Marketing Report. Brands that integrate influencer marketing with AI search optimization are nearly twice as likely to report being cited in AI-generated answers (48% vs. 26%) and more than twice as likely to report referral traffic from AI assistants (48% vs. 21%), per the report. Just 37% of B2B marketers said they had made the connection between influencer marketing and AI search optimization, even though 86% called improving generative AI visibility important this year.

Why it matters: It reframes credibility-building work — creator content, earned media — as a lever on AI citation specifically, not just general brand awareness, for marketers who treat the two budgets separately.

## What this answers

**Does influencer marketing help B2B brands get cited by AI?**

Brands that integrate influencer marketing with AI search optimization are nearly twice as likely to be cited in AI-generated answers — 48% versus 26% — per a TopRank Marketing/Ascend2 survey of 424 B2B marketers.

**How many B2B marketers connect influencer marketing to AI search visibility?**

Only 37% have made that connection, per the same survey, even though 86% call improving generative AI visibility important this year.


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