G2 recently hosted our first-ever Reach Europe event, where c-suite executives and GTM leaders from brands like UserTesting, Cognisim, and more joined us to explore AI's evolving impact on business strategy and market expansion in Europe.
Hearing from legendary thought leaders like Seth Godin and our very own VP of Research Insights, Tim Sanders, was undoubtedly a highlight. However, I also had the privilege of joining Tim Handorf, co-founder and head of G2 Labs, to share how we’re leveraging AI and localization to enhance the software buying experience at G2. Plus, we got a great demo of how G2 helps software sellers, like 6sense, connect with in-market software buyers faster.
G2 is all about connecting buyers with software they love and helping sellers find their ideal customers. Over the past few months, G2 has leveraged AI to reach more buyers and provide even better insights during the software research process.
Here’s how G2 — trusted by over 100 million annual visitors, including all Fortune 500 companies — continues to evolve to meet the growing demands of the global software marketplace.
New localized experiences
We’ve expanded our EMEA buyer reach presence with over 3 million additional visits this year. This growth stems from our strategic focus on creating seamless, localized experiences for our global audience. We've successfully launched multilingual support across German, French, Portuguese, Spanish, and English, ensuring our most trafficked pages — including profiles, comparison pages, and category pages — are accessible to diverse audiences.
The impact of our localization efforts has been exciting. In just two months post-launch, we've achieved over 90,000 buyer visits and secured rankings for 30,000 new global keywords. Perhaps most impressively, our French-speaking audience is growing at an extraordinary rate of 45% week over week. We've also collected more than 650 non-English reviews, all of which are now available across our five supported languages.
Upgrades to Monty, our AI agent
Our AI Agent, Monty, is the world’s first-ever AI software expert, helping buyers get customized software recommendations and software sellers reach in-market buyers faster in the crucial early stages of the buyer's journey. Monty can now interact with users in multiple languages, providing detailed product information and answering queries across our entire catalog.
We’ve also made additional AI-powered updates within G2, including:
- AI-derived review summaries that offer quick insights into product strengths and weaknesses, helping buyers make better-informed decisions.
- Thought-provokers to help generate more comprehensive reviews, uncovering deeper insights about user experiences.
Understanding our audience has been crucial to these developments. Approximately 35% of our daily users come directly to G2 for software research, while 50% discover us through organic search, including searches on popular large language models (LLMs). These aren't casual browsers — they're serious buyers conducting in-depth research with clear purchase intent. And we want to ensure that vendors reach them when they’re ready to buy.
Regulatory compliance updates
We continue to prioritize regulatory compliance in European markets. Our legal team has thoroughly reviewed key regulations, including the DSA, GDPR, and European AI Act. We've implemented necessary updates, such as launching a DSA webpage and appointing a data protection officer, to ensure we exceed regulatory standards in the EU and UK.
More exciting updates to come
The future is bright at G2, and we remain committed to innovation that serves both buyers and sellers. Our AI-powered features, combined with our localization efforts, are creating a more accessible, efficient, and trustworthy software marketplace.
By combining AI innovation with strategic localization, we're not just adapting to change — we're driving it, ensuring that software buyers worldwide can make more informed decisions with confidence.
To watch the full recording of this session plus more from Reach Europe, visit the event page here.
by Tim Sanders
by Tim Handorf
by Palmer Houchins