Observed Signal · Sep 4, 2026 · Research Report · Source: https://martech.org/feed/ · Impact: 4/5 · Sentiment: Neutral
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.
Highlights a significant trend in B2B software sales: AI-driven buying accelerates discovery but exposes friction in transaction infrastructure, a crucial challenge for marketing technology vendors.
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Key Takeaways & Evidence Grounding
- 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).
- 84% of buyers prefer a self-service digital path, but only 17% of sellers have one in operation (Cleverbridge).
- More than half of buyers would complete a routine purchase worth at least $25,000 through self-service (Cleverbridge).
Connected Companies & Entities
2 Entities mapped“according to Cleverbridge's 'The Cost of Selling Software'”
“according to G2's '2026 Buyer Behavior Report'”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
AI Search Becomes Gatekeeper in B2B Software Buying
A MarTech article summarizes G2’s report, 'The Answer Economy: How AI Search is Rewiring B2B Software Buying,' which finds AI chatbots are rapidly shaping B2B software discovery and shortlists. The report reports that AI chatbots now influence shortlists more than review sites or vendor sites, many buyers start research in chatbots, and usage of AI for software research has risen sharply in recent months. For marketers, the shift means visibility must include being surfaced and clearly described inside AI answers — not only ranking for clicks — and factors like messaging clarity, category fit and third-party validation affect whether AI will recommend a vendor.
B2B Buyers Trust AI Less Than Marketers Think
Gartner presented survey findings at the Gartner CSO & Sales Leader Conference showing that 69% of B2B buyers turn to sales representatives to validate AI‑generated insights. The survey of 645 B2B buyers (conducted August–September 2025) found buyers used an average of seven information sources during a recent purchase and that 45% used generative AI mainly to gather vendor and product information. While 67% prefer a sales‑rep‑free experience and 70% prefer fully digital self‑service buying, trust remains a concern: 51% said they are more likely to encounter misleading information from GenAI and 49% said the same about sales reps. Gartner analyst Robert Blaisdell (VP Analyst, Chief of Research, Gartner Sales practice) said sellers must shift toward validating AI outputs and supporting decision‑making at key moments. The research signals implications for sales enablement, martech content credibility, and buyer‑journey design.
AI drives discovery, but reviews still seal purchases
New research reveals that AI assistants like ChatGPT are increasingly used for product discovery, but they do not yet drive final purchase decisions. Feedvisor survey found 16% of shoppers start product searches on ChatGPT, yet only 9% use it to buy, and only 5% purchase immediately on AI recommendation. PartnerCentric data shows after an AI suggestion, 33% check reviews, 22.3% compare prices, and 18.8% search other retailers. Experts like Stephanie Harris and Kieran Powell note AI is a starting point, not a final verdict, emphasizing the need for brands to ensure information survives verification. Brands like Musely are focusing on generative engine optimization (GEO) to ensure accurate information and reviews across AI platforms. The findings underscore the importance of consistent product information across all touchpoints to earn both AI recommendations and consumer trust.
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