Short answer

In B2B software, AI enters the decision through comparison questions (“alternatives to X”, “X versus Y”, “best CRM for a team of ten”) and price questions. To answer, it can draw on comparisons, pricing pages, documentation and communities. What a Spanish SaaS website most often lacks: a pricing page in euros that says what each plan includes, honest comparisons with the alternatives buyers already consider, and integration pages that answer “does it work with…?”.

Five typical questions

  1. Which CRM would you recommend for a ten-person company in Spain?
  2. What alternatives to category leader offer support in Spanish?
  3. What are the differences between your product and competitor?
  4. How much does category software cost for a small team?
  5. Is there a category tool that integrates with usual tool and bills in euros?

What is usually missing

  • Prices in euros, with what each plan includes. Many SaaS companies show dollar prices or send everything beyond the basic plan to “contact sales”.
  • Your own comparisons. The “X vs Y” conversation usually happens on third-party comparison sites and in community threads. An honest comparison on your domain, with facts and sources, can become the source.
  • A page per integration. “Does it work with Holded?” or “does it integrate with Google Workspace?” are decision questions that deserve a page each, not a wall of logos.
  • Cases with permission and specific figures. “A company in sector X, 15 employees, 3 months, this measurable result”. Without the name if there is no permission, but with numbers.
  • Public documentation. AI can cite open documentation. If yours sits behind a password, a crawler cannot read it and AI cannot cite it.

Where to start

  1. Measure twelve questions in your category (four discovery, four comparison, four price or decision) on two platforms and record which brands and sources appear.
  2. Publish or fix the pricing page: euros, plans, what is included, what is not, conditions.
  3. Write an honest comparison with the alternative that appears most in your measurements.
  4. Create a page for each integration people ask about.
  5. Measure again in three or four weeks.

What you do not need

Twenty mass-produced comparisons against twenty competitors, an empty “alternatives” directory or bought reviews on software platforms. One good comparison and a clear pricing page usually carry more weight.

What this guide does not say

The questions and gaps in this guide are working hypotheses drawn from how people buy in the sector, not the result of a published measurement. They help you decide what to measure first. Following the guide does not guarantee you appear either: each assistant decides what it cites, and only a repeated measurement will tell you what works in your case.