Nearly 8 in 10 software buyers globally say AI search has changed how they conduct research, with 29% noting they now start research through large language models (LLMs) more often than Google. These findings from G2’s 2025 Buyer Behavior Report mirror what we’re seeing first-hand: AI is disrupting every stage of the software buying journey. That’s why at G2, we’re adapting to this shift to modernize the way feedback is shared and decisions are made in B2B software.
Today, I’m excited to share that G2 has unveiled a suite of new AI-powered innovations that transform how software is reviewed, discovered, and researched. Backed by G2's unique data from more than 3 million verified reviews across 2,000+ software categories, these innovations — including Voice Reviews, G2.ai for Software Buyers, and AI-Led Custom Research — make it easier than ever for users to share insights, for buyers to find the right software, and for strategists to access decision-making data on demand.
In the words of G2 co-founder and CEO Godard Abel: “The future of review collection and software discovery is here, and it is powered by AI. At G2, we’re transforming how software is reviewed and discovered. Whether you’re a reviewer, buyer, or company, our new AI-first experiences eliminate friction and deliver trusted insights from real users faster — accelerating smarter decisions rooted in authentic feedback and data.”
The way people want to communicate has changed. They expect accessibility, flexibility, convenience, and their mode of choice. Addressing these evolving user preferences, we’re introducing new, flexible modalities to review software.
There are several new offerings and capabilities that expand G2’s review collection and publication modes.
Following the acquisition of unSurvey, G2 is introducing a new AI-powered conversational review collection method, making leaving a review as easy as any voice-to-text experience — with an AI moderator guiding users along the way to share their authentic feedback. This low-friction experience, often completed in just a few minutes, allows users to provide detailed software feedback however they choose – via text, voice, or video. For buyers, this means access to deeper, more meaningful insights to inform purchasing decisions. For sellers, this means greater insights to improve their product offerings and experience. They’re also likely to receive a higher review quality and quantity due to the simplified review process.
Turn transcripts from customer conversations into high-quality, pre-filled G2 reviews that are ready for review, approval, and publication. This capability eliminates the need for manual reviewer outreach by allowing vendors to identify users through recorded calls. It reduces the time required to submit a review by automatically populating subjective sections based on real conversations, maintaining review quality while improving submission rates and speed.
Software vendors of UserEvidence, Deeto, and Base can now integrate their G2 reviews right into the platforms, reinforcing their user feedback for every step in the buyer journey. By embedding trusted G2 reviews in third-party customer advocacy platforms, customers extend their reach, amplify social proof, reinforce credibility at key decision points, and drive higher conversion rates—turning customer voice into a powerful, scalable asset across their go-to-market strategy.
As G2 embraces AI to drive more innovation while ensuring authenticity and quality, we now permit AI-assisted and generated reviews. These reviews must meet verification standards through Vendor Verified, LinkedIn Verified, or in-app submissions. This reflects how reviewers naturally share feedback today, often using AI to refine and express their thoughts, providing software sellers with richer insights and expanded reach, enhancing their brand visibility and reputation.
Choosing software shouldn’t feel like navigating a maze. Before G2.ai, buyers needed to already know the category they were shopping in and the short list of vendors they wanted to compare. That assumes a level of expertise and effort that doesn’t reflect the way modern professionals buy, which is mostly based on their goals, solving problems, or pain points.
With the introduction of G2.ai, buyers can begin their software search with a natural language prompt and discover the best fit through an AI prompt-driven exchange. This innovation simplifies the software evaluation process by allowing users to directly input their requirements, generating an interactive Request for Proposal (RFP) based on G2’s extensive data from vendors and over 3 million verified peer reviews. This approach accelerates the often tedious and complex research process, facilitating easy collaboration among colleagues.
Joan Jenkins, CMO at Mindtickle, had an opportunity to preview G2.ai and shared her perspective, noting: “G2.ai removes the guesswork from software buying. It’s intuitive, fast, and built for how people actually shop for software today—starting with their needs, not category names. For busy teams, it’s like having a trusted advisor on demand.”
Traditional surveys are often limited in depth, biased in structure, and burdensome for respondents. Plus, accessing bespoke research and benchmark data for an individual organization is typically lengthy, complicated, and costly.
With the acquisition of unSurvey, G2 is also now reimagining how researchers and companies get the answers they need, when they need them, with new AI-led custom market research. This new offering, available in beta, helps companies gain actionable insights through conversational AI-led interviews tailored to their specific needs, industry, buyer persona, and more.
This means research will feel like a real conversation while being infinitely scalable. Companies can also access tailored, human-like insights in days—not months—helping teams make faster, smarter decisions with confidence.
Delivering true voice-of-the-customer data and bespoke market intelligence quickly, this new research approach provides G2 customers exclusive access to respondent pools of millions of G2 users and external panels, fundamentally changing how organizations can collect data to fuel their strategies.
At G2, we are transforming how software is reviewed and discovered, and these new AI-first experiences are just the beginning. By taking advantage of G2's unparalleled depth of data, spanning over 3 million verified reviews across 2,000+ software categories, these innovations are designed to empower everyone in the world of B2B software. They make it significantly easier for users to share their authentic insights, for buyers to pinpoint the ideal software solutions for their needs, and for strategists to access critical decision-making data on demand.
To learn more about these innovations, watch the on-demand recording from our G2’s Q2 Innovation Event, “Reimagine an AI-First Review Experience" here. You can also sign up here for the limited early adopter programs.
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