B2B Technology Buying Trends in the AI Era

This report examines the evolving landscape of B2B technology buying in the context of artificial intelligence (AI). It outlines how AI has significantly influenced buyer behavior and the decision-making process. The document presents findings from a survey indicating that a majority of buyers now encounter AI-generated content during their research, with 72% reporting exposure to Google's AI Overviews. The report highlights the challenges vendors face in maintaining visibility and discoverability amidst these changes, as traditional search behaviors are disrupted. It details how buyers increasingly seek to fact-check AI-generated information, with 90% clicking through to sources cited in AI overviews. The report also notes a generational shift, with younger buyers, particularly Gen Z, showing higher trust and usage rates of AI tools. Overall, the document emphasizes the necessity for vendors to adapt their strategies to align with changing buyer preferences and the growing importance of trust in the purchasing process.