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October 28, 2025

B2B Buyers Turn to AI Early in the Purchasing Process Before Talking to Sales

B2B Buyers Turn to AI Early in the Purchasing Process Before Talking to Sales

Methodology

Data is from the October 2025 Google and National Research Group (NRG) report titled "Understanding the Empowered Buyer: A Playbook for Earning Trust in Today's B2B Buyer Journey." 2,063 US senior leaders (C-suite, executives, or upper-level managers) involved in B2B purchasing decisions across enterprise, software as a service (SaaS), web services/builders, and B2B retail industries were surveyed during June-July 2025.

Featured In

How B2B Marketers Can Respond to AI-Accelerated Buying Cycles

Sources

Google
National Research Group (NRG)

Chart Title

B2B Buyers Turn to AI Early in the Purchasing Process Before Talking to Sales

Publication Date

October 28, 2025

Sources

Google
National Research Group (NRG)

Featured In

How B2B Marketers Can Respond to AI-Accelerated Buying Cycles
Topics
B2B SalesUnited States
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B2B Buyers Turn to AI Early in the Purchasing Process Before Talking to Sales | EMARKETER