Analysts Discussed How to Drive Revenue Growth as B2B Buyers Turn to AI and Digital Self-Service at the Gartner CSO & Sales Leader Conference

LAS VEGAS -- (Business Wire)

Sixty-nine percent of B2B buyers prefer to validate AI-generated insights with sales reps, according to a survey by Gartner, Inc., a business and technology insights company. The findings were presented during the Gartner CSO & Sales Leader Conference, taking place here this week.

A survey of 645 B2B buyers conducted from August through September 2025 found that B2B buyers are increasingly using a mix of digital channels, AI and human interactions throughout the purchase process. Buyers reported using an average of seven information sources during a recent purchase, and 45% said they used GenAI, primarily to gather information on vendors and products.

“B2B buyers are more comfortable using digital channels and GenAI to navigate the purchase process on their own, but that does not eliminate the role of the seller,” said Robert Blaisdell, VP Analyst, Chief of Research in the Gartner Sales practice. “Buyers still turn to sales reps to validate AI-generated insights, and support decision-making at critical moments in the journey.”

At the same time, buyers continue to show a strong preference for low-friction, self-directed buying experiences. Sixty-seven percent of buyers prefer a sales rep-free experience, while 70% prefer a completely digital, self-service buying experience.

AI-Driven Buying Is Expanding, but Trust Remains a Challenge

As AI becomes a more common part of the B2B purchase journey, buyers are also weighing the reliability of the information they receive. Fifty-one percent of buyers say they are more likely to encounter misleading information from GenAI, while 49% say they are more likely to encounter misleading information from a sales rep.

These findings point to a more nuanced buying environment: buyers want the speed and convenience of digital and AI-assisted research, but they still rely on sales reps when they need reassurance, context and decision support. Reps remain the most important information source when buyers are researching a business problem or need, identifying a preferred supplier and securing internal support, and finalizing the purchase.

Sellers Need to Show Up Differently

For sales leaders, the role of sellers is shifting from acting as the primary source of information to becoming a source of validation and confidence at key points in the buying process. Rather than maximizing rep involvement across every stage of the journey, organizations should focus on enabling sellers to engage where they add the greatest unique value.

“Sales leaders should not interpret buyer preference for digital self-service as a signal that sellers matter less,” concluded Blaisdell. “It is a signal that sellers need to show up differently, engaging where they can help buyers validate information, reduce risk and move forward with greater confidence.”

Gartner is the World Authority on AI
Gartner is an indispensable partner to C-Level executives and technology providers as they implement AI strategies to achieve their mission-critical priorities. The independence and objectivity of Gartner insights provide clients with the confidence to make informed decisions and unlock the full potential of AI. Clients across the C-Level are using Gartner's proprietary AskGartner AI tool to determine how to leverage AI in their business. With more than 2,500 business and technology experts, 6,000 written insights, as well as more than 4,000 AI use cases and case studies, Gartner is the world authority on AI. More information can be found here.

About the Gartner CSO & Sales Leader Conference
The Gartner CSO & Sales Leader Conference is taking place May 19-20, 2026 in Las Vegas, providing sales leaders with the latest research on AI-driven strategies, seller productivity, and transformative sales leadership.Follow news and updates coming out of the conference on the Gartner Newsroom and on X and LinkedIn using #GartnerSales.

About Gartner for Sales Leaders
Gartner for Sales Leaders provides heads of sales and their teams with the insights, advice and tools they need to address mission-critical priorities amid mounting pressures to drive growth through new and existing customers. With extensive qualitative and quantitative research, Gartner for Sales Leaders helps sales teams combat commoditization and price-based purchasing, develop critical manager and seller skills, elevate the value of sales interactions, unlock existing growth potential, and optimize sales force enablement. Follow news and update from the Gartner Sales practice on X and LinkedIn using #GartnerSales. Members of the media can find additional information and insights in the Gartner Sales Newsroom.

About Gartner
Gartner (NYSE: IT) delivers actionable, objective business and technology insights that drive smarter decisions and stronger performance on an organization's mission-critical priorities. To learn more visit gartner.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260520585188/en/

Contacts:

Juliette Dixon
Gartner
juliette.dixon@gartner.com

Elizabeth Bishop
Gartner
elizabeth.bishop@gartner.com

Source: Gartner