This isn’t another year of trends. It’s a tipping point.
AI is disrupting the software buying journey—it’s steering budgets and redefining who calls the shots. AI is now always included, and buyers aren’t playing by the old rules. They expect the best AI, demand proof of value, and prefer pay-as-you-go offerings.
This report reveals shocking data and new buyer dynamics that will challenge your newly made plans—and gives you the insight you need to keep up with the pace of change.
AI is creating smarter, more efficient buyers.
Buyers are skipping steps, shrinking shortlists, and letting AI do the early legwork instead of traditional search, vendor websites, and analyst reports. Two-thirds of buyers now prefer to engage with sales teams only after doing their own research.
Buyers will pay more if the value’s clear.
Nine in ten power users say they’ll pay a premium for AI, but only if vendors can clearly demonstrate its value or productivity gains—not just list features.
Big deals are out.
Flexibility is in.
Enterprises are settling into $100K-$150K sweet spots for software purchases. Buyers demand faster time to value, smaller initial commitments, and usage-based pricing that grows with them.
AI search leapfrogs Google.
Enterprise buyers now rely more on software review sites and AI search than traditional web research, with small- and medium-sized businesses close behind.
Data tells a powerful story.
AI is no longer hype—it’s now “Always Included.” And from buyer sentiment to measured actions, one thing is clear. Buyers’ taste for finding software, how it’s packaged and what ingredients they expect are changing rapidly. The data in this report is spicy, to say the least.
We paired our annual survey of B2B software buyers with rich behavioral data from G2 to enrich the insights in this report. Then we used AI to help us connect the dots—like a good chef using butter to make everything sing.
The result? A sharper, more complete view of how buyer behavior is evolving and what that means for your go-to-market strategy.
This report serves up a menu of what’s shaping the software market and how to stay ahead. Put these insights to work to meet buyers where they are, earn your seat at the table, and build lasting relationships in a market transformed by AI.
