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A new Gartner survey finds that 69% of B2B buyers prefer to validate AI-generated insights with sales representatives, even as they increasingly use digital channels and GenAI during the purchase process.
B2B buyers are embracing a mix of digital channels, AI tools, and human interactions, but they still rely on sales reps for validation and decision support at critical moments.
The survey of 645 B2B buyers conducted from August through September 2025 shows buyers are more comfortable with self-directed journeys. However, they continue to turn to sales reps when seeking reassurance, context, and confidence, particularly when researching business problems, identifying preferred suppliers, securing internal support, and finalizing purchases.
While AI offers speed and convenience, trust remains an issue. Fifty-one percent of buyers say they are more likely to encounter misleading information from GenAI, compared to 49% from sales reps.
“Sellers Need to Show Up Differently” For sales leaders, the findings indicate a shift in the role of sellers from being the primary source of information to acting as validators and trusted advisors at pivotal points in the buying process.
“Buyers still turn to sales reps to validate AI-generated insights, and support decision-making at critical moments in the journey,” said Robert Blaisdell, VP Analyst, Chief of Research in the Gartner Sales practice.
“Sales leaders should not interpret buyer preference for digital self-service as a signal that sellers matter less,” concluded Blaisdell. “It is a signal that sellers need to show up differently, engaging where they can help buyers validate information, reduce risk and move forward with greater confidence.”
This nuanced buying environment requires organizations to enable sellers to deliver unique value where it matters most rather than maximizing involvement at every stage.
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