What we found

• AI was the second most-used research channel, right after traditional search. Respondents reported using search engines and AI more than other sources, followed by analyst reports and vendor content. Review sites ranked last, suggesting a preference for more formal evaluations.
• Buyers use AI most at the start of their journey and again during due diligence. A large majority of respondents turn to AI for early discovery, use it less at the longlist and shortlist stages, and then return to AI when the process becomes more documentation‑heavy.
• Everyone we surveyed verifies what AI tells them. Whether they described themselves as more trusting or more skeptical of AI, all said they do more research before acting on AI‑generated information.
• Vendor websites are the most common way respondents verify AI findings, followed by analyst reports. In light of this pattern, fintech vendors aiming at similar buyers should ensure their websites are well‑suited to verification.
• AI visibility and perception matter, but they are not the primary driver of purchase decisions for this group. Several respondents described AI as a filter that can exclude a vendor before human evaluation ever begins. But many will check other sources before writing a vendor off.

Our full report, The Influence of AI on the Fintech Buyer’s Journey, dives deeper into these and more. It also comes with actionable tips fintech vendors can act on to adapt accordingly.

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