The B2B buying journey is in the midst of its biggest disruption in decades—and it’s being driven by buyers’ adoption of AI chatbots for research, instead of using Google or Bing. As a CMO who spends every day immersed in how buyers discover, evaluate, and purchase software, I’ve witnessed firsthand how quickly this shift is accelerating.

The G2 2025 Buyer Behavior Report, based on input from over 1,100 global B2B decision-makers, underscores a pivotal truth: AI is no longer an emerging technology in B2B marketing. It’s a fundamental shift. From how buyers begin their research, to creating short lists, and even why they churn, AI is influencing every stage of the funnel.

Below, I’ve outlined four key trends from the report’s findings, and what marketers can do now to meet the moment.

1. Buyers are using AI to start their research process, not Google.

Nearly 80% of B2B buyers say AI search has changed how they conduct product research. Among enterprise buyers, AI search and review sites are now the top two sources used, outpacing traditional Google searches.

As marketers, this means our content strategy must evolve. While SEO still has value, it’s no longer the primary discovery path, especially for enterprise buyers. Marketers need to embrace Generative Engine Optimization (GEO): optimizing content for large language models (LLMs) by answering “jobs to be done” for your buyers and users. The LLMs like natural, conversational formats and user-generated content. Prioritize authentic, peer-led content on platforms where buyers are actively seeking real answers—whether it’s G2, Reddit, or within LLM environments themselves.

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2. AI is influencing which solutions make it to the already shortened shortlists.

AI chatbots are now the #1 source influencing vendor shortlists (17%), beating out vendor websites, salespeople, and even peer referrals. Review sites follow closely in second place. This is a major departure from traditional vendor-led influence models.

To make the shortlist, you need to earn your place through building a trusted brand. Many marketers have overinvested in the demand portion of their brand-to-demand ratio, and now is the time to ensure a brand gets the attention it deserves. To do this effectively, invest in your thought leadership and founder brand, and prioritize customer-voice-led content that builds credibility. You can no longer rely on PPC; focus on being the authoritative answer to your buyers’ problems within AI ecosystems and customer-led conversations.

3. As buying committees evolve, IT is reclaiming decision-making power.

The pendulum is swinging back. After years of line-of-business leaders buying empowerment of Saas platforms, IT departments are once again asserting control of company IT spending and governance. They’re now the second most influential persona in purchase decisions globally, trailing only department leaders.

Marketers need to reorient messaging strategies to reflect IT’s growing role in the age of AI. That includes speaking directly to their priorities: integration, security, AI policy compliance, and orchestration of tech stacks. New roles—like AI architects and GTM engineers—are becoming key stakeholders in the decision. To succeed, align your GTM narratives with IT’s operational goals and collaborate more closely with RevOps to ensure alignment on AI implementation strategies.

4. Subpar AI products are driving churn, proving AI functionality alone isn’t enough.

Buyers are switching vendors for better AI. Half of all enterprise respondents said they’ve churned from existing software providers to adopt solutions with stronger AI functionality.

Retention is no longer guaranteed—even for satisfied customers—if your product lags behind in AI innovation. CMOs must take on a more strategic advisory role, monitoring competitive intelligence, evolving ideal customer profile (ICP) expectations, and buyer sentiment. Marketing must not only attract demand but also protect it through clear communication of AI capabilities, faster innovation cycles, and collaborative messaging with product and customer teams.

The biggest takeaway for marketers from all of these trends and findings is this: disrupt yourself, or risk being disrupted by an AI-first startup. My favorite example of this comes from Aaron Levie, CEO of Box, who is driving Box to become an AI-first company across every department, requiring each team to create an AI strategic plan. He shared this publicly in a LinkedIn post, showcasing the message he sent to his internal team. When progress wasn’t fast enough between Q1 and Q2, he raised expectations and doubled down. They shifted product positioning to resonate better with customers.

We all, myself included, should take Box’s example as inspiration and consider how we go to market differently in the age of AI. And it’s not just how we market—it’s changing who we market to, what they care about, and how they make decisions.

The findings from G2’s 2025 Buyer Behavior Report are a clear call to action: marketers can no longer treat AI as a tactical add-on. It’s a strategic imperative. Whether it’s rethinking search, revisiting personas, or rewriting your content strategy, your success depends on how quickly you adapt to this AI-first buyer journey. The companies that win in this new era will be those that meet their buyers where they are — powered by relevance, fueled by trust, and optimized for the new rules of engagement. 

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