A major shift is occurring in how business-to-business (B2B) deals are made. Buyers are rapidly adopting automated research tools. However, they are not bypassing human interaction entirely.
According to a new survey from Gartner, Inc., a striking 69% of B2B buyers prefer to validate AI-generated insights with a sales representative before making a final decision.
The findings were presented this week at the Gartner CSO & Sales Leader Conference in Las Vegas.
The Rise of the Hybrid B2B Journey
The research, which surveyed 645 B2B buyers, reveals a highly blended purchasing process. On average, buyers consult seven different information sources during a transaction. Furthermore, 45% of buyers now actively use Generative AI (GenAI) to gather initial information on vendors and products.
Crucially, this digital autonomy has not rendered the traditional sales force obsolete:
Self-Service Preference: 70% of buyers prefer a completely digital, self-service buying experience.
- The Rep-Free Desire: 67% would ideally prefer an entirely sales rep-free process.
- The Reality Check: Despite wanting a digital path, buyers consistently return to human reps to validate automated data and support decision-making at critical moments.
Navigating the AI Trust Deficit
As AI tool usage expands, verifying information reliability remains a primary challenge for procurement teams. Interestingly, the trust deficit is split almost evenly down the middle:
- 51% of buyers believe they are more likely to encounter misleading information from GenAI.
- 49% of buyers believe they are more likely to encounter misleading information from a human sales rep.
Because of this uncertainty, buyers want the speed and convenience of automated research, but they still require a human “safety net.” Sales reps remain the most critical resource when a business is identifying a preferred supplier, securing internal board support, and finalising the contract.
What This Means for Sales Leadership
For sales directors and growth leaders, the implications are clear. The role of the B2B seller has fundamentally shifted. Sellers are no longer the primary keepers or gatekeepers of product information. Instead, they must act as a source of validation, context, and confidence.
Instead of trying to force rep involvement at every single stage of the sales pipeline, organisations must pivot. Specifically, they need to enable their teams to show up differently.
By focusing human energy strictly on the high-value moments where buyers need reassurance, leaders can build a far more efficient, high-performance revenue engine.
