G2’s 2025 Year in Review

At G2, we’ve always believed that the buyer’s voice is the ultimate truth. And in 2025, that truth became the foundational data powering the age of AI for the entire B2B software ecosystem.

As we near the close of our fiscal year, I’m proud to say that 2025 was a year of reaching new heights — not just for our team, but for the millions of software buyers and thousands of software vendors who rely on G2 to reach their PEAK potential. 

Accelerating our global market reach

This past year, we reached more than 100 million global buyers through visitors to G2.com and syndications to third-party marketplaces such as AWS and Microsoft Azure. Our marketplace also now features 200,000+ products and services, 175,000+ vendors, and 2,000+ categories. And thanks to our growing community of software buyers, we’ve officially surpassed 3 million reviews (and counting)! 

While our marketplace continues to grow, we’ve observed a notable increase in AI software. G2 now features:

• 80 AI-related categories (+86% year-over-year)
• 20,000+ AI products (+391% year-over-year)
• 170,000+ AI reviews ( +32% year-over-year)

As the world’s largest software marketplace, we also strive to be the most trusted source of data and insights in the age of AI for the entire B2B ecosystem — whether that’s informing buying, go-to-market (GTM), or investment decisions.

Leading in the new era of discovery: From SEO to AEO

The B2B marketing playbook shifted this year from "ranking" to "answering." As buyers increasingly turn to AI search platforms like ChatGPT and Gemini, answer engine optimization (AEO) has become the new competitive edge for companies looking to grow their visibility among target buyers. 

We even launched a dedicated AEO category in March 2025, which grew significantly from just 7 to now more than 150 products, earning its first Grid® Report in our recently released 2026 Winter Reports.

G2 has long been an established leader in search engine optimization (SEO), and we’ve extended that success to AEO, becoming the most cited B2B software source across large language models (LLM). We were also ranked among the top 20 most cited domains in LLMs overall, placing ahead of Instagram and other notable sources, according to an October 2025 study by Semrush. 

And, despite many brands experiencing a decline in web traffic due to evolving search behaviors and platforms, G2 grew its web traffic by more than 20% in 2025 compared to what we saw in 2024. The halo effect from AI answers and citations is driving traffic across multiple channels, contributing to G2’s growing visibility and influence.

As AEO continues to evolve, G2’s credible content — rooted in authentic, verified reviews — will continue to be a trusted source for AI search platforms. As AEO continues to evolve, G2’s credible content — rooted in authentic, verified reviews — will remain a trusted source for AI search platforms, ensuring software companies on G2 are discovered wherever buyers research: on G2, on third-party marketplaces, in traditional search, and in AI chatbots.

Advancing our product roadmap and global partner ecosystem

Over the past year, our team has introduced several new products and features to help software buyers, sellers, consultants, and investors navigate and win in the age of AI.  Our virtual quarterly innovation events attracted thousands of attendees this year, showcasing the latest and greatest innovations from G2 — with several focused on how to build brand visibility in the AI search era and connect that visibility to demand and pipeline. 

One big moment occurred in June, when G2 acquired unSurvey, the Y Combinator-backed, multi-agent AI system that conducts human-like, AI-moderated, conversation-based interviews. 

By integrating unSurvey’s technology, we were able to introduce:

• Conversational voice reviews: 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 on their terms with text, voice, and video options. 
• AI custom research: Enabling companies to conduct scalable customer interviews via G2’s new AI Research Agent, for structured, purposeful conversations with a defined audience for insights delivered in days or weeks.

Additional G2 product innovation highlights from 2025 include:

• G2.ai: Powering software search through an AI prompt-driven exchange, thereby simplifying the evaluation process based on G2’s extensive data from vendors and over 3 million verified peer reviews. 
• Redesigned seller pages on G2: Creating an easier way for vendors to showcase their performance based on user feedback with custom G2 content, guiding buyers on their purchasing journeys with more comprehensive, dynamic product visuals.
• Performance Analytics with AI insights and churn signals: Serving up clear insights into the performance of G2-driven LinkedIn campaigns and G2-influenced HubSpot deals. This helps vendors measure ROI from G2 Buyer Intent data, while also identifying when existing customers research other products on G2 — making it possible to prevent churn.
• AI Visibility Dashboard, powered by a new partnership with Profound: Providing direct visibility into where and how a brand’s G2 presence is being cited across various AI platforms. This gives brands a new way to track how often their G2 presence is being cited, which G2 categories drive those citations, their ranking against competitors, and top-performing prompts.

Beyond our partnership with Profound, G2 also formed and deepened several other partnerships, including: 

• Reddit: By enabling companies with G2 Profiles to expand their presence and effectively manage conversations on Reddit, we’re making it easy for brands to show up where software buyers are making decisions.
• AWS: We’ve introduced AI-powered product comparison content, with G2 as the primary data source, for easy side-by-side product comparisons. This allows buyers to grasp a product’s strengths and considerations at a glance for 2,500 AWS Marketplace listings.
• Ramp: G2 reviews are now displayed directly in the Ramp Vendor Search Tool, helping businesses make faster, more informed purchasing decisions with verified user feedback.
• Futurum: G2's unique data is now fully integrated into the Futurum Intelligence Platform, enhancing smarter decision-making for technology leaders.

Building a leadership team to power G2's next PEAK

As G2 continues to grow, we need to ensure we have the leaders in place to help us reach our next PEAK. Our global team strives to consistently “live PEAK” and represent our core values of Performance, Entrepreneurship, Authenticity, and Kindness. 

While we welcomed many team members and celebrated well-earned promotions this past year, I’d like to call out a few key highlights that helped us shape a top-notch leadership team that will advance G2’s growth journey in the year ahead: 

• Alex Bradley joined us as Chief Financial Officer in June. An established finance leader with cross-industry experience, he brings a collaborative approach and growth mindset that has already accelerated our growth trajectory.
• Eric Gilpin was promoted to President of GTM in November. This role unifies our marketing and revenue teams under one leader, designed to ensure we deliver high-value experiences to our customers at every stage of their buying journey.
• Alexandra London joined G2 as our Chief Marketing Officer earlier this month. Her combination of marketplace experience, performance marketing expertise, and understanding of AI's impact on software discoverability makes her the right leader for G2 to meet this moment.
• Tim Sanders was promoted to Chief Innovation Officer in October. Tim’s expertise has benefited both our customers and our business as we rapidly evolve and adapt in the agentic AI era.

Setting the agenda for AI-driven growth in B2B software

In case you missed it, G2 was everywhere this year when it came to advancing the conversation about the role of AI in B2B software. 

We started the year strong by launching an AI in Action Roadshow — a dedicated space for senior B2B marketing practitioners to learn how to use AI to go to market faster and more efficiently. With four sold-out stops in New York, Atlanta, San Francisco, and London, the event series featured interactive workshops, lively discussions, demos, and tech showcases, featuring expert speakers from G2, Clay, 6sense, Qualified, and more. 

We also hosted Reach, our annual virtual event for SaaS leaders and GTM teams, in November. With the theme as “Own every AI moment,” the event featured speakers from leading companies like Reddit, Canva, Zendesk, ServiceNow, and more — plus, a keynote presentation from Bozoma Saint John, who’s been recognized by Forbes as the #1 most influential CMO.

G2 also had a huge presence at some of the industry's largest events — from Dreamforce to SaaStr to Inbound. During these events, we captured voice reviews, and G2 executives took the stage to discuss how buyer behavior is evolving in the age of AI. 

Our leaders’ insights often stemmed from G2’s 2025 Buyer Behavior Report, titled “AI Now Means Always Included.” The report dove into how AI is disrupting every stage of the buying journey — from discovery to purchase. 

Another notable G2 research report that focused on AI agent adoption, the role of orchestration, and how companies must adapt to win is “A Leap of Trust: AI Agents Are Winning Hearts and Wallets.” Both reports were authored by G2’s Tim Sanders and were widely cited by the media, including this feature in Venturebeat.

Celebrating our award-winning workplace

This year, G2 earned several industry awards, including recognition on lists such as the Inc. 5000, BuiltIn Best Places to Work 2026, GCC Workplace Awards 2025, Economic Times HR World Ex Awards, and GPTW Certification for India. These awards are a testament to our dedication to a culture where innovation thrives alongside a deep-rooted commitment to inclusivity and employee well-being.

Making big moves for 2026

The progress we’ve made in 2025 has set a high bar for the year ahead. With our AI capabilities sharper than ever and our strategic alliances expanding, I’m confident that our team will continue to transform the software marketplace and deliver even more value in 2026.

Thank you to our customers, our partners, our dedicated Executive Advisory Board, and the entire G2 team for an unforgettable year. Let's keep climbing.

Follow me on LinkedIn to see what we’re up to throughout 2026, and check out our careers page for the latest open roles.