Introduction

Docebo turned ChatGPT into a real pipeline source, showing how AI discovery can drive high-intent B2B leads fast.

What’s the problem it solves?

Most marketers still treat SEO as their main search channel, but the buyer journey has moved. People now ask ChatGPT or Gemini instead of Google, and they often choose vendors before visiting any website. This “AI discovery era” hides buying intent inside LLMs. The article explains how to measure, optimize, and win in this new environment.

Quick Summary

Kyle Poyar shows how Docebo, a learning management platform, made AI discovery (also called Answer Engine Optimization or AEO) its top source of new leads. By focusing on brand visibility inside ChatGPT and other AI tools, Docebo grew AI-driven leads by 429% in one year, now making up 12.7% of all high-intent leads.

The key shift is from clicks to brand searches. Since people no longer browse as much, metrics like branded search volume and share-of-voice in AI queries have become the most important growth indicators. Docebo found that 85% of search traffic now comes from branded searches, while AI summaries reduce clicks by 26%.

Docebo’s success relies on “late-funnel SEO” - content built for ready-to-buy prospects. They identify hidden “money keywords” through call transcripts, search tools, and AI analysis. Each article is structured for LLMs: clear H1s, FAQs, tables, and competitor mentions, all regularly updated.

Behind this, a single marketer runs a modern AI content workflow using AirOps, Ahrefs, and Xfunnel. Nearly every part of content production - from keyword to publishing - is automated, with humans ensuring accuracy and tone.

Key Takeaways

• AI discovery is the new search battleground for B2B brands.
• Brand searches and AI share-of-voice now matter more than clicks.
• Focus on bottom-funnel topics that AI overviews can’t replace.
• Structure content so LLMs can easily read and reuse it.
• Modern AI tools can turn one person into a full AEO engine.

What to do

• Add “How did you hear about us?” to your forms to capture AI mentions.
• Track branded search volume and share-of-voice in ChatGPT queries.
• Build content around late-funnel “money” keywords your buyers use.
• Update posts with clear structure: intro, tables, FAQs, and real data.
• Use AI workflow tools (like AirOps or Xfunnel) to scale structured content fast.
• Start testing visibility on Reddit and other user-generated content sources that feed LLMs.

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