Why do competitors keep getting recommended in AI search?

Because they've done the work to be the answer. Sam Dunning says the most common frustration he hears is founders watching competitors get recommended on AI search, LLMs, and Google AI Overviews when their own dream customers go looking for a solution.

Quick Answer

• Marketing leaders keep seeing competitors recommended on AI search, LLMs, and Google AI Overviews.
• It happens exactly when dream customers are searching, comparing options, or have a problem to solve.
• Those competitors are getting "a free lunch" — recommended instead of your brand.

Why this is the main bottleneck

Sam says a lot of overwhelm comes from every website trying to ram AI into its headline, and from people using AI to overcomplicate rather than simplify. But the specific, recurring pain is sharper than that.

"They keep seeing their competitors recommended on AI search or LLMs or Google AI overviews when their dream customers are searching for their software, or comparing options, or have a problem to solve or need a use case." — Sam Dunning

The result, in Sam's words, is that those competitors are "basically getting a free lunch," recommended instead of your brand or company. That's the bottleneck Breaking B2B helps SaaS companies fix — making sure you're the one that gets recommended when buyers are actually in market.

Frequently Asked Questions

When do competitors get recommended over you?

Sam Dunning says it's exactly when your dream customers are searching for your software, comparing options, or trying to solve a problem — the highest-intent moments.

Where does this show up?

Across AI search, LLMs like ChatGPT and Claude, and Google AI Overviews.

Why does it matter so much?

Because those competitors get "a free lunch" — they win the recommendation, and the buyer, at the moment of highest intent instead of you.

Watch the full interview

Sam Dunning and Dane Frederiksen go deeper on AI search visibility in the full interview.