Gartner: 69% of B2B Buyers Validate GenAI Insights With Sales Reps

According to two new surveys released by Gartner at the Gartner CSO & Sales Leader Conference, B2B buyers now use an average of seven information sources during purchases, with 45% employing GenAI primarily to gather vendor and product information. Buyers reported a strong preference for low-friction experiences, as 67% favor a sales-rep-free process and 70% prefer a completely digital, self-service buying experience.

Validation at Critical Points

The Gartner survey of B2B buyers found that 69% prefer to validate AI-generated insights with sales reps at key decision points. Interacting with a human contact remains the most important information source when buyers research a business problem or need, identify a preferred supplier, secure internal support, and finalize the purchase. Fifty-one percent of buyers say they are more likely to encounter misleading information from GenAI, while 49% say the same about sales reps.

according to Demand Gen Report.

Role Shift for Sellers

Gartner stated that top sales teams should redesign roles around AI-augmented workflows so sellers can focus on judgment, empathy, and helping buyers move forward. Sales organizations that provide sellers with AI-enabled next best actions are 2.6x more likely to achieve commercial growth. Organizations that prioritize upskilling sellers on AI are 2.4x more likely to achieve strong revenue growth.

Workflow Predictions

Gartner predicts that by 2027, 95% of sellers’ research workflows will begin with AI, up from less than 20% in 2024. Sales leaders should focus on revamping roles for an AI-driven environment, aligning those roles to AI-augmented workflows, and preparing future roles to orchestrate AI agents.

according to Demand Gen Report.