Artificial intelligence (AI) is transforming how B2B companies research and buy technology, widening the trust gap between buyers and vendors, according to a new report from TrustRadius.
The report, Bridging the Trust Gap: B2B Tech Buying in the Age of AI, draws on responses from over 2,500 technology buyers and vendors. It finds that AI-generated search results — particularly Google’s AI Overviews — are already shaping purchase paths. 72% of buyers encountered AI Overviews during research, and 90% clicked through to cited sources.
How AI affects B2B buying
But while AI accelerates discovery, trust — not brand awareness or marketing — drives buying decisions. Prior product experience emerged as the top decision factor. Peer reviews remain essential: 77% of buyers consulted user reviews, and 54% spoke directly with existing users — far more than the 38% vendors estimated.
“The way B2B buyers make decisions has changed, but most vendors haven’t caught up,” said Vinay Bhagat, founder and CEO of TrustRadius. “Today’s buyers rely on real user feedback, not vendor messaging. This is a wake-up call.”
Generational trends highlight further divergence. Gen Z buyers are especially driven by social proof, placing higher trust in forums, online communities, and peer conversations.
The findings suggest that vendors must shift away from traditional brand-led growth and focus on credibility, transparency, and customer advocacy to remain competitive in the AI-influenced buyer journey.
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