B2B Buyers Are Using AI Daily to Shape Vendor Shortlists, Survey Finds
Leverage AI tools such as ChatGPT and Gemini early in vendor research to capture buyer attention.
Integrate AI‑driven content and outreach to surface your brand in ChatGPT and Gemini responses.
Summary
A March–April 2026 survey of 622 U.S. B2B professionals revealed that 83% use AI tools for work, with 69% using them daily. Sixty‑six percent regularly use AI to research vendors, and 92% say AI has shaped their vendor shortlist, with 45% reporting a significant impact. Brand recognition is minimal in AI responses, as only 7% notice a vendor by name, while 75% trust AI recommendations but verify them before committing. The study highlights that AI is present at every stage of the purchase process, from early research to final decision, and that buyers expect AI use to increase to 89% in the future. ChatGPT and Gemini dominate usage, with 76% and 62% of respondents using them for work and product research respectively. The findings suggest that vendors must surface their brand in AI responses and provide clear, use‑case‑specific content to stand out. AI visibility is becoming an essential investment, as it directly influences pipeline and revenue. The report underscores the need for vendors to align their outreach and content strategies with AI search engines.
Key changes
- 83% of B2B professionals use AI for work, 69% daily
- 66% use AI to research vendors, 92% say AI shaped their shortlist
- 45% report significant impact on vendor selection
- Brand recognition in AI responses is only 7%
- 75% trust AI recommendations but verify before committing
- 89% expect AI use to increase in the future
- ChatGPT and Gemini dominate with 76% and 62% usage for work
- AI influences discovery, shortlisting, and final decision