Noesion Radarnoesion.ai
Survey2026-07-29

Gong published an analysis of its own conversation data showing sharp growth since early 2024 in business buyers telling sales reps they used AI to find vendors, weigh options and review proposals. It pairs this with Forrester and Gartner survey findings that nearly all buyers now use AI while researching, yet most still ask a salesperson to check what the AI told them. Gong notes its own figures only count cases where buyers volunteered that AI was involved, so the real level is likely higher.

What changed

In 2025, 89% of business buyers reported using AI somewhere in the purchase process, and buyers more often relied on vendor websites and sales reps as their main research source.

  • 94% of buyers used AI in the purchase process in 2026, up from 89% in 2025 (Forrester, ~18,000 buyers)
  • 250% increase in AI-driven vendor discovery since early 2024
  • 280% increase in AI used as a buying advisor
  • 208% increase in AI-assisted vendor evaluation
  • 69% of B2B buyers turn to sales reps to validate AI-generated insights (Gartner)
  • 51% expect misleading information from generative AI, 49% from a sales rep

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