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Gartner: 45% of B2B buyers used generative AI for research in 2026

By PulseAugur Editorial · [1 sources] ·

A recent report from Gartner indicates that 45% of B2B buyers utilized generative AI in their purchasing decisions in 2026, primarily for researching vendors and products. While buyers consult an average of seven information sources, they still prefer to validate AI-generated findings with sales representatives in later decision stages. Forrester's research highlights that many B2B organizations struggle to translate AI ideas and proof-of-concepts into measurable business results due to a lack of clear prioritization based on business value, impact, feasibility, and strategic alignment. AI

IMPACT Highlights how AI is reshaping B2B sales and marketing, emphasizing the need for content tailored to AI-assisted buyers and for sales teams to act as expert validators.

RANK_REASON Article discusses trends in AI adoption for B2B purchasing based on research from Gartner and Forrester, offering opinions on strategy.

Read on Mastodon — mastodon.social →

AI-generated summary · Google Gemini · from 1 sources. How we write summaries →

Gartner: 45% of B2B buyers used generative AI for research in 2026

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Commentary
Article discusses trends in AI adoption for B2B purchasing based on research from Gartner and Forrester, offering opinions on strategy.
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Single-source cluster
Only one publisher covered this so far. Single-source stories can still rank when the publisher is high-authority, but they lack cross-source corroboration.
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product, opinion
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High
Clearly on-topic for AI-industry coverage.
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2 days old
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Full methodology in our editorial standards.

COVERAGE [1]

  1. Mastodon — mastodon.social TIER_1 Español(ES) · [email protected] ·

    Sales does not discover the customer; it must validate what it researched with AI And we are going to continue insisting that this new era of automation, data, and consumption driven

    Ventas no descubre al cliente; debe validar lo que investigó con IA Y vamos a seguir insistiendo en que esta nueva era de automatización, datos y consumo impulsado por inteligencia artificial apenas comienza. Los clientes tanto los B2C como los B2B utilizan las diferentes IAs par…

    LINKS forrester.com/…/b2b-research

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