New G2 Research: How AI is Redefining the Buyer Journey in 2025 and How Sellers Can Adapt

For decades, AI was shorthand for artificial intelligence. But today, it stands for its new reality, Always Included.

In G2’s 2025 Buyer Behavior Report, I dive deep into findings from an online survey of 1,169 B2B decision-makers fielded by G2 in April 2025. The global pool of respondents across North America, EMEA, and APAC includes individuals who are responsible for or influence purchase decisions for departments, multiple departments, operating units, or entire businesses. 

We leaned into generative AI, as it was extensively used to define the study’s focus areas, optimize survey design, and analyze results. Our report also includes data visualizations that use reasoning models to uncover insights and provide creative prototypes, accelerating the production process. G2 Data is at the helm to validate various findings and generate insights for this report.

The goal of this report is to help sellers succeed in this new reality of AI. More than ever, software sellers need to personalize their go-to-market (GTM) tactics to connect with ever-changing buyer personas, sentiments, and behaviors.

4 trends from our Buyer Behavior Report: How AI has upended every stage of the software buying process

Below is a preview of just some of the trends and findings from our 2025 Buyer Behavior Report.

1. Tech and software spending is on the rise, thanks to AI's role in business transformation

AI is driving a new level of growth in software investments as companies shift from experimental to operational spending. That’s good news because operating budgets are less brittle than R&D efforts. But it’s challenging news, because operating budgets are scrutinized for return on investment. 

This year's findings reveal a significant increase in anticipated technology budgets compared to 2024, with smaller, performance-based deals becoming the new norm.

• 57% of buyers anticipate their organization will spend more on technology and software over the next year — an 8% increase from 2024. 
• Nearly 70% of enterprises (1,000-5,000 employees) now fund AI-powered software from central IT budgets, signaling AI's transition from experimental to operational.
• More than two-thirds of respondents — and 88% of self-reported ‘power users’ — indicated they'd pay a premium for AI functionality, but only if vendors clearly demonstrate its value or productivity gains.

2. The evolution of buyer committees and decision-makers

The purchase hierarchy at companies is undergoing dramatic changes. IT is gaining in power, as the buyer committees are becoming more streamlined. This shift is creating new challenges and opportunities for sellers attempting to identify and influence the right decision-makers.

• IT was part of nearly 50% of purchase decisions, significantly outpacing InfoSec and executive leadership.
• Once-dominant 5-8 member buying committees are shrinking, with smaller groups of 3-4 members rising to prominence in software decisions.
• The most notable shift year-over-year is the rising decision-making power of departmental leaders (+6 ppt) and end-user champions (+5 ppt).
• About 8 out of 10 buyers now experience stricter requirements for AI software evaluations by IT security, legal, and compliance teams.

3. How AI is redefining the buyer journey

AI search via LLM chatbots is creating a more direct buyer journey, fundamentally changing how software is discovered and evaluated. Buyers are increasingly bypassing traditional search engines in favor of software review sites and AI-powered tools that provide immediate, tailored recommendations for their specific needs.

• Nearly 8 in 10 respondents say AI search has changed how they conduct research, with 29% noting they start research via platforms like ChatGPT more often than Google.
• Nearly two out of three buyers now prefer engaging with vendor salespeople only in the later stages of their buying journey, up sharply (+17 ppt) from last year.
• About 1 in 10 buyers forgo the shortlist process altogether, landing on a single vendor to submit for approvals.

4. Buyers are increasingly valuing AI

AI functionality in software has moved from "nice-to-have" to "must-have," with the majority of buyers now expecting AI capabilities and willing to pay more for the top-of-the-line features. This shift is leading to significant market movement as buyers switch providers to gain access to superior AI features.

• Four out of five buyers reported positive returns on their AI-powered software investments.
• A significant number of buyers switched software providers specifically to gain access to superior AI features, with nearly half of enterprise buyers leading this charge.
• Over two out of three respondents actively consider AI capabilities when selecting software.

Strategic recommendations for sellers

Readers of our Buyer Behavior Report also have access to strategic recommendations for sellers. Some of these recommendations are:

• How to win the LLM-first discovery moment: AI search-driven leads convert 40% better than traditional search, so be sure to allow LLMs to crawl website content, employ generative engine optimization (GEO), and invest in software review platforms like G2.
• Why you should personalize messaging by role and segment: Develop role-specific content for IT leaders, department heads, and power users.
• Now is the time to lead with AI ROI, not features: Focus on tangible benefits rather than technology itself.
• How to empower internal champions and streamline security clearance: Companies need to provide champion toolkits with objection-handling resources, offer easily accessible security documentation, and host peer roundtables and IT-focused webinars to address evolving buying committee dynamics.

Read the full report today!

Download the complete 2025 Buyer Behavior Report to not only get more of these insights but also strategic recommendations for sellers that center around how to win the LLM-first discovery moment, how to lead with ROI instead of features, new ways to personalize messaging by role, and so much more.

To check these out and discover additional insights from this year’s survey, download the complete 2025 G2 Buyer Behavior Report.