What we found

• AI is now the second most-used research channel, ahead of review sites, peers, and analyst reports. For the marketing leaders we surveyed, AI is a critical source of information playing a major role in martech buying decisions.
• Traditional search is still the top information source, but AI often comes first in the research process. This shows how important AI is for shaping early impressions.
• AI is most commonly used at the start of the buying journey and again when building a business case. Nearly everyone we surveyed uses AI for initial discovery, but usage drops during shortlisting and due diligence, then rises when making an internal case. In other words, AI helps with early evaluation and internal advocacy.
• To verify what AI tells them, almost all buyers go to vendor websites. 93% of respondents visit a vendor’s website to confirm what they learned from AI. This means vendor websites are now used to confirm and expand on what buyers already know, not just to introduce the product for the first time.
• The final decision is still made by people. All respondents said they verify AI outputs and that demos, peer conversations, and direct talks with vendors are what really drive the final purchase decision.
• Showing up in AI results is now important for getting into the sales cycle. 60% of respondents said that whether a vendor appears in AI-generated results shapes their view of that vendor. Not appearing can send a strong negative signal and affect long- and short-listing.

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

Get your copy of the PDF at the link below. There’s no gate, we promise.