Observed Signal · May 20, 2026 · Market Research · Source: https://martech.org/feed/ · Impact: 3/5 · Sentiment: Neutral
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.
Findings signal a meaningful shift in B2B buyer behavior: widespread use of generative AI for research but low trust increases reliance on sales validation and forces marketers to prioritize credible, AI‑safe content and new enablement strategies.
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Key Takeaways & Evidence Grounding
- Gartner survey of 645 B2B buyers conducted August–September 2025.
- 69% of B2B buyers said they turn to sales reps to validate AI-generated insights.
- Buyers reported using an average of seven information sources during a recent purchase.
- 45% of buyers said they used generative AI primarily to gather information on vendors and products.
- 67% prefer a sales rep-free experience; 70% prefer a completely digital, self-service buying experience.
Connected Companies & Entities
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Related Market Signals & Shifts
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