G2 vs Gartner

G2 Brings Verified Software Market Data to OpenAI's ChatGPT Work

G2 has announced a new integration that brings its verified software market data to OpenAI's ChatGPT, enabling users to access trusted market insights directly within the AI interface.

AI Speeds Software Discovery but Self-Service Checkout Lags

B2B software buyers are leveraging AI chatbots to accelerate discovery and shortlisting, yet the post-decision purchase process remains bogged down by slow sales-led journeys, internal approvals, and lengthy vendor negotiations. According to G2's 2026 Buyer Behavior Report, over 80% of buyers used AI for software recommendations, with 80% of AI users purchasing from their initial shortlist. However, Cleverbridge's research reveals that nearly 75% of purchases face significant delays or abandonment due to internal approvals and vendor back-and-forth. While 84% of buyers prefer a self-service digital path, only 17% of sellers have implemented one. Delays stem from waiting for quotes, security reviews, and budget approvals. Buyers express willingness to handle routine transactions, including those over $25,000, through self-service, indicating a clear gap between buyer expectations and seller capabilities.

• Over 80% of B2B software buyers used AI chatbots for software recommendations in the past two years (G2).
• 80% of AI users bought from their initial shortlist in at least three of five purchases, versus 65% of non-AI users (G2).
• Nearly three-quarters of software purchases are delayed or abandoned due to internal approvals or vendor back-and-forth (Cleverbridge).

Survey Finds 72% of Tech Decision-Makers See AI Initiatives Falling Short

A new survey by Collibra and The Harris Poll reveals that 72% of tech decision-makers believe AI initiatives fail due to poor data foundations. The survey, conducted among 306 US decision-makers, found that 87% burn hours re-verifying AI agent context, and 76% face roadblocks moving from pilots to production. Additionally, 51% manually review AI outputs. The report highlights the need for better data governance and runtime controls to scale AI effectively. Collibra's CEO emphasizes the 'hallucination tax' as a hidden cost of manual oversight. The findings also reference Gartner research indicating 50% of enterprise GenAI projects are abandoned after proof of concept.

• 72% of tech decision-makers say AI initiatives fail due to unaligned or poor data foundations.
• 87% of decision-makers say teams regularly re-verify that agent context is accurate.
• 76% of organizations have hit roadblocks moving AI pilots to full production.

Martech Strategy Must Shift to Operating Environment for AI

As AI systems begin to take on decision-making and autonomous actions, the martech landscape is shifting from a capability-centric model to an operating environment model. This article argues that the key to successful AI implementation in marketing is not merely the technology stack, but the surrounding infrastructure of rules, permissions, and accountability. It highlights a significant gap: although CMOs are allocating an average of 15.3% of marketing budgets to AI, only 30% report having mature AI readiness. The article emphasizes that for AI to work effectively, organizations must focus on machine operability, ensuring that metadata, approvals, rights, and workflow states are explicit and accessible. This shift impacts areas like CreativeOps, where AI-generated content needs robust governance. It also repositions the DAM as critical infrastructure for AI, requiring strong metadata and clear rights. The article concludes that future martech strategy should start with the desired operating capability, not the existing tech estate.

• Gartner's 2026 CMO Spend Survey found CMOs allocate an average of 15.3% of marketing budgets to AI, but only 30% report mature AI readiness capabilities.
• McKinsey found that only 21% of organizations using generative AI have fundamentally redesigned at least some workflows.
• Adobe's Workfront Content Reviewer is cited as an early example of AI participating in approval workflows.

AI Agents Transform Shopping from Circulars to Automated Purchasing

This article explores how AI is reshaping the shopping journey, moving beyond traditional advertising to a future where AI agents act on behalf of consumers. It highlights that 73% of parents plan to use AI in back-to-school shopping, citing a PwC study. The evolution from static ads to predictive, adaptive creative is discussed, with comments from Priti Ohri of Advertible on dynamic creative. The piece also covers conversational AI, referencing Criteo's Prompt Smart Ads, and the transition from assistance to delegation, noting that only 11% of consumers are ready for AI to make purchase decisions. Becky Gundy of CHEQ predicts agents will soon handle purchases end-to-end, emphasizing that advertisers must appeal not only to consumers but also to their AI agents.

• 73% of parents plan to use AI in back-to-school shopping (PwC study, June 2026).
• Only 11% of US consumers are ready to let AI make purchase decisions (Gartner survey).
• Criteo's Prompt Smart Ads use catalog data and prompt-level insights to tailor ad creative.