"An August study from software reviewing platform G2 found that half of B2B software buyers now begin their research journey using AI chatbots, with nearly nine in 10 saying that AI search has changed the way they do research. A third said that they're more productive when researching new purchases using generative AI than they are with traditional search methods. And, the study found, AI use for market research is most prevalent at larger companies."
"First and foremost, it's proof of the disruptive power AI search has had on all e-commerce. After all, the people making these B2B purchases are likely to make their own personal purchases when they are off the clock. If they're seeing the efficacy of AI search when evaluating different CRM platforms, they're more likely to utilize AI's strengths when figuring out which shoes, tools or appliances to buy at home."
"The use of generative AI as a shopping aid has skyrocketed in the last 12 months. A research blog post from Adobe Analytics in May said that generative AI-originated traffic to e-commerce sites increased 12 times between July 2024 and February 2025. Statistics published by the firm in late August found a 4,700% year-over-year increase in July AI referrals to e-commerce sites."
Half of B2B software buyers now begin research using AI chatbots, and nearly nine in ten report that AI search has changed their research methods. One third report greater productivity when using generative AI versus traditional search, with AI market-research use most common at larger companies. Generative AI-originated traffic to e-commerce sites rose twelvefold between July 2024 and February 2025, with a 4,700% year-over-year increase in July AI referrals. Consumers who use AI for workplace purchases are likely to use AI for personal shopping. Brands must optimize content, answer common questions, and adapt to AI-driven query phrasing.
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