AI has disrupted the software buying journey, as buyers increasingly use AI chatbots to conduct research and the deployment of agents accelerates. To reach both human and AI buyers, software brands must be recommended by AI answer engines, which base their answers on credible, third-party evidence.
That’s why, following G2’s acquisition of Capterra, Software Advice, and GetApp earlier this year, we’re taking the next step to bring the four leading software marketplaces together for our customers. A unified platform gives software brands access to the most trusted dataset in B2B software at exactly the moment when discovery is changing. AI is the curtain, and all that gets through is the evidence. We built the full stack to help software brands win the answer.
This is the new age of how your brand gets discovered, trusted, and chosen, whether by a person or an agent. Here’s what’s new.
G2’s unified platform brings together more than 6 million reviews across over 2,000 categories, reaching 200 million annual buyers. It gives software brands a single place to build brand and AI visibility, create content, capture market insights, and drive demand. You can now manage listings, reviews, ad campaigns, leads, intent signals, badges, and custom content for all four properties in one place, instead of juggling separate systems.
For marketing teams, that means one login and one workflow instead of four. Less time on admin, more time building credibility and reaching buyers who are actively evaluating software.
Unification also gives you a richer way to reach buyers once they’re actively evaluating software. It builds on our expansion of Buyer Intent data across all four sites and the introduction of Verified Leads, our lead-generation product from last quarter.
G2 Ads Clicks is our pay-per-click program. You bid to show ads to buyers researching your topics, and you pay only when a buyer clicks. Set up one campaign with one budget and one conversion tracker, and it runs across all four sites. New campaigns cover every site by default, and the platform works to get you the most clicks for your budget.
G2 Ads Clicks Plus is an add-on for eligible customers that goes a step further. It de-anonymizes clicks across all four sites and enriches them with firmographic and location data, so you can see which accounts are engaging with your ads. Because those buyers clicked through to your landing page, it’s the strongest intent signal we offer, and it gives you a clear list of accounts to retarget and nurture.
Paid Promotions, which run on G2.com, are also now managed via the unified my.G2 experience.
G2 started with evidence that builds credibility: Reviews, Badges, Grids, and Compare Reports. AI Custom Research adds buyer interviews that build differentiation. Now those reports feed Content Studio, which is in beta and helps brands turn research into assets for channels like LinkedIn, Reddit, and Instagram in minutes. The reports and supporting materials also serve as additional evidence for AI answer engines, so the same work that powers your campaigns helps you get recommended.
Brands like Tanium are already seeing the impact.
“We partnered with G2 on an AI Custom Research study to build external, research-led content that elevates Tanium beyond the traditional introverted vendor narrative,” said Max Gordon, Global Campaigns Director at Tanium. “We’ve used it globally through H2 2026, and it accounted for 28% of all our content downloads worldwide in September.”
G2 Agent Evaluations, which entered public beta in September with a Customer Experience Agents category, has now published early results for Voice AI Agents and is reviewing other agents in categories like AI SDR and Legal AI.
If your brand offers an agent, you can submit a request to have it evaluated.
G2’s solutions help provide the evidence software brands need to win the answer, through both answer engine optimization (AEO) and answer engine marketing (AEM), a new services category introduced by G2.
AEM is defined as the discipline of using paid tactics to influence which brands appear in AI-generated answers.
We announced these innovations today at G2 Reach in San Francisco. As software discovery moves to AI, our role is to provide the trusted evidence that helps brands win the answer for both human and agent buyers.
To learn more about our latest innovations, visit G2’s Quarterly Innovation Drop.