Nov 03 2026
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Many B2B buyers now use AI chatbots to find suppliers, compare them and narrow the list before they talk to sales. G2 surveyed 1,076 B2B software buyers in March 2026. 51% start their research with an AI chatbot more often than with Google, up from 29% in 2025 (G2, April 2026). The supplier that appears in those AI answers often enters the shortlist first.

Below is public data from G2, 6sense, Forrester, Gartner and TrustRadius, plus a checklist for your own content.

How many B2B buyers use AI to research suppliers?

The share of B2B buyers who use generative AI for supplier research grew quickly between 2024 and 2026. Gartner’s 2024 End-User Buying Behavior Survey covered 1,535 technology buyers from June to August 2024. 45% used GenAI to support their decision process (techpartner.news, December 2024). In the same survey, 27% called GenAI the most valuable way to gather information for technology purchases.

Forrester’s State of Business Buying 2024 release goes further. Almost 95% of buyers expected to use genAI in their purchase process within 12 months (Forrester, December 2024). In G2’s April 2025 survey of 1,169 decision makers, 79% said AI search had changed how they research (G2, May 2025).

By 2026 the numbers moved again. G2 reports that 71% of buyers rely on AI chatbots for software research (G2, April 2026). TrustRadius surveyed nearly 2,500 buyers and vendors in January 2026 for its B2B Buying Disconnect Report. 63% of buyers used AI during their purchase journey (Demand Gen Report, July 2026). This indicates a trend, it is not a forecast for your case.

StudySample and fieldworkKey AI finding
Gartner End-User Buying Behavior Survey 20241,535 technology buyers, June to August 202445% used GenAI to support their decision process
G2 Buyer Behavior Report 20251,169 B2B decision makers, April 2025Chatbots (17%) were the top source influencing vendor shortlists
6sense Buyer Experience Report 2025More than 4,000 buyers, North America, EMEA, APAC94% used LLMs to summarize reviews or analyze data
TrustRadius B2B Buying Disconnect Report 2026Nearly 2,500 buyers and vendors, January 202663% of buyers used AI in their purchase journey
G2 “The Answer Economy” 20261,076 software buyers, March 202651% start with a chatbot more often than with Google
Gartner B2B buyer survey 2025645 B2B buyers, August to September 202545% used GenAI, mainly to gather vendor and product information

At which stage of the buying journey do B2B buyers use AI?

B2B buyers use AI mostly in the early research phase, when they map the market and compare options. Gartner surveyed 645 B2B buyers from August to September 2025. 45% used GenAI, primarily to gather information on vendors and products (Gartner, May 2026).

6sense describes a similar pattern. Its 2025 Buyer Experience Report covers more than 4,000 buyers. It finds that LLMs serve mainly to synthesize and organize research (6sense, November 2025). Ninety-four percent of buyers used them to summarize reviews or analyze data.

G2’s 2026 data adds detail on the tasks. Comparing vendor strengths and weaknesses is the top chatbot use case (41%) (G2, April 2026). This research often happens before the first sales call.

How does AI influence which suppliers make the shortlist?

AI chatbots now rank among the strongest sources that decide which suppliers buyers consider. In G2’s 2025 report, AI chatbots (17%) and review sites (15%) were the top two sources shaping vendor shortlists (G2, May 2025). In G2’s 2026 report, AI chatbots are the top source influencing which vendors make the shortlist (G2, April 2026).

The same 2026 survey shows the effect on final choices. 69% of buyers chose a different vendor than planned, based on chatbot guidance. 33% bought from a vendor they had never heard of. 85% think more highly of a vendor when a chatbot recommends it.

Shortlists are also short and formed early. TrustRadius reports that 83% of buyers shortlisted three or fewer products (Demand Gen Report, July 2026). 6sense found that 94% of buying groups ranked preferred vendors before first contact (6sense, November 2025). They bought from that early favorite 77% of the time.

For a supplier, the practical goal is clear: be one of the names the AI gives at the research stage. Our guide on generative engine optimization explains how companies work toward that goal.

Do B2B buyers trust what AI tells them about suppliers?

B2B buyers use AI answers as a starting point and then verify them. TrustRadius found that 94% of buyers who used AI fact-check its answers at least sometimes (Demand Gen Report, July 2026). The same report notes that 74% of buyers use user reviews to inform their purchase decisions.

G2’s 2026 survey shows why checking matters to buyers. 64% encounter inaccurate chatbot recommendations often or very often (G2, April 2026). 45% say citations from software review sites are the most confidence-inspiring signal in an AI-generated response.

Gartner points to sales teams as part of this check. 69% of B2B buyers prefer to validate AI-generated insights with sales reps (Gartner, May 2026). Robert Blaisdell, VP Analyst at Gartner, calls this a signal that sellers need to show up differently.

The pattern is consistent across studies: AI opens the door, and verifiable proof keeps the supplier on the list. This is one reason AI engines cite case studies with named results and clear context.

What helps a supplier appear in AI answers and stay on the shortlist?

The studies above point to a short list of assets that support both AI visibility and buyer verification. Use this checklist to review your own content.

  1. Answer buyer questions on your site. Write pages that state what you do, for whom, and with which results, in sentences that make sense out of context.
  2. Publish proof with numbers. Case studies with a named client, a clear starting point and measured results give buyers something to verify.
  3. Earn third-party mentions. Reviews, partner pages and independent articles give AI engines sources to cite, and buyers trust those citations.
  4. Cover comparison questions. Buyers often ask chatbots to compare vendors, so explain your strengths and the cases where you fit best.
  5. Track your presence. Test buyer prompts in ChatGPT, Perplexity and Gemini on a regular schedule. Our guide on measuring AI visibility shows how.

What does this mean for B2B companies in Europe?

The largest studies on AI in B2B buying use global samples that include EMEA. G2 and 6sense both cover North America, EMEA and APAC (G2, May 2025, 6sense, November 2025). Most of the data focuses on software and technology purchases.

For a European consultancy, industrial firm or tech company, these numbers show a direction. Buyers in your market often research the same way, so the same assets help: clear pages, published proof and third-party mentions. This indicates a trend, and your own prompt tests show how far it applies to your sector.

Frequently asked questions

Do B2B buyers really use ChatGPT to find suppliers?

Many do. In G2’s March 2026 survey, 71% of software buyers rely on AI chatbots for research. ChatGPT is the main chatbot for 63% of them.

Does AI decide the final supplier?

AI often shapes the shortlist, and buyers then check the answer. Gartner found that 69% of B2B buyers prefer to validate AI-generated insights with sales reps.

Which content helps a supplier appear in AI answers?

Clear answers to buyer questions, third-party proof and verifiable results help in many cases. G2 reports that 45% of buyers see citations from review sites as the most confidence-inspiring signal in an AI answer.

Do these studies apply to European companies?

The main samples are global and include EMEA respondents. They show a direction of travel for B2B buying, and each company still needs to test it in its own market.

How can I check if AI tools mention my company?

Ask ChatGPT, Perplexity and Gemini the questions your buyers ask, and note which suppliers appear and which sources they cite. Repeat the test every month to track progress.

Is your company on the AI shortlist today?

B2B buyers ask AI to find and compare suppliers, and the names in those answers often become the shortlist. Ask yourself these three questions to see where you stand.

  • When I ask a chatbot for suppliers in my category, does my company appear?
  • Does my website show at least one case study with a named client and measured results?
  • Can a buyer verify my claims through a source outside my own website?

If you answered no to one of them, a well-built case study is a practical first step. It gives AI engines a source to cite and gives buyers proof to check. To see how proof fits each stage of the journey, read our guide on B2B social proof in the sales funnel.

casestudybook writes your case study and builds it so Google finds it and generative engines cite it. You get the case study ready to publish, an SEO kit, AI signals and a LinkedIn version in 48 hours from the complete brief, with one revision round, from €99, and a refund if you are not convinced. Book a short call to plan your first one.

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Posted inClient Acquisition