Vesna Scepanovic 
Today’s SaaS buyers aren’t typing “best CRM software” into Google anymore. They’re asking AI assistants for comparisons, summaries, and personalized recommendations.
In fact, 58 percent of U.S. adults saw at least one AI-generated summary in their search results in March 2025, making click-through rates on those results drop sharply. Meanwhile, zero-click searches climbed from 24.4 percent to 27.2 percent year-over-year over the same period.
If your content isn’t built for this new AI customer experience, it will probably slip in the rankings. But that’s not the worst thing. It will also be invisible to the very touchpoints where buyers make decisions.
The AI-Powered SaaS Buyer Journey
AI has changed the traditional SaaS marketing funnel: Awareness, Consideration, Decision. Today, buyers skip sifting through search results altogether. Instead, they ask their AI assistant and get exactly what they need in seconds.
This new AI customer experience transforms each funnel stage:
- Product Comparison: Instead of hopping between competitor sites, buyers prompt an AI: “Compare features, pricing, and reviews of Tool A vs. Tool B.” The assistant returns a clean, side-by-side breakdown in chat, so no clicks are required.
- Content Summarization: Lengthy whitepapers, blog posts, and case studies get distilled into concise overviews. Buyers absorb key insights (“35% faster onboarding,” “4.8/5 average rating”) in a fraction of the time.
- Personalized Recommendation: Based on explicit criteria, such as “best for small teams on a budget,” AI finds tailored software suggestions, bypassing generic search results entirely.
A search complemented (and at times replaced) by AI conversations means that your content must appeal to both people and AI systems. You need clear, question-and-answer formats, structured comparison tables, and machine-readable trust signals (testimonials, case-study metrics, schema markup) to fuel every step of the AI customer experience.
Fuel the AI Customer Experience
To win in this AI-driven landscape, SaaS marketers must adapt traditional SEO tactics to fuel both human discovery and machine-driven answers. Here’s how you can adapt your strategy to build a stronger AI customer experience.
Build Authority That’s Recognized by Both Humans and AI
E-E-A-T is far more than a Google guideline. Now, it’s a prerequisite for being cited, summarized, and trusted by AI.
- Publish content that carries weight: expert-led guides, original data, and detailed case studies.
- Attribute content to real people with real experience. Include bios, credentials, and context.
- Reinforce credibility with backlinks from trustworthy domains, and make sure your content reflects that authority structurally, not just superficially.
- Don’t overlook what your users say. Embed aggregated ratings (like “4.8 / 5 on G2”), direct customer quotes, and verified trust badges in both your page content and schema. According to the Wall Street Journal, this improves both user engagement and AI visibility.
Then go one step further.
Unify your trust signals. Bring case studies, testimonials, and review scores into one structured, governed system. The latest insights show that 78% of organizations still lack AI-ready data foundations. If your credibility is scattered across different formats, AI won’t connect the dots.
Make Your Content Easy to Digest and Easy to Extract
If you want to be part of the answer, your content needs to look like an answer.
- Structure every page around real buyer questions. Use H2s like “What’s the best project management tool for remote teams?” and follow with concise, factual answers.
- Add schema markup, FAQPage, Product, and HowTo, to make your structure machine-readable.
- Use short, direct lead-ins. Think of 40—60 words that deliver value before the user (or the AI) has to scroll.
The clearer your content, the easier it is for AI to find it, summarize it, and recommend it.
Design for Zero-Click Impact
Your content might never be clicked, but that doesn’t mean it can’t convert.
- Summarize product features, pricing tiers, and benefits in clean tables, supported by JSON-LD.
- Turn key comparisons into blocks that stand on their own.
- Think of each high-intent section as a micro-pitch. Even if the user never lands on your page, your value still gets delivered.
AI isn’t sending traffic. It’s giving answers. And you want yours to be the one it picks.
Measure What AI Might Be Taking and What You Can Take Back
You can’t track AI Overviews directly, but you can spot their impact.
- Watch for sudden CTR drops on long-tail or question-style queries without changes in ranking.
- Test different lead paragraph formats. Monitor recovery, and iterate.
- Publish data-driven insights regularly, and make them worth citing. When AI assistants pull content into overviews, they favor original, structured, high-authority information.
Own the AI Customer Experience
We’re not talking about some distant shift on the horizon. It’s already here. SaaS buyers no longer scroll. Instead, they ask, they learn, and they decide without ever leaving the AI interface. If your content isn’t built to fuel that journey, you’re missing the conversation entirely.
Adapting to this new reality means rethinking how you show up, not just in search, but in summaries, comparisons, and recommendations generated by machines. To deliver a true AI customer experience, your content needs to speak the language of both people and AI. In other words, it has to be clear, structured, and built on trust.
But we get it. Staying on top of this shift is a lot, especially when you’re already managing a product, a pipeline, and a team. That’s why we’re here.
At Zlurad, we help SaaS companies make sense of changes like this. From reshaping your content to strengthening your technical SEO, we make sure your visibility doesn’t depend on chance, trends, or whatever Google rolls out next.
Because in a world driven by the AI customer experience, showing up is no longer enough. You need to be the answer.