Gartner Survey Finds 69% of B2B Buyers Turn to Sales Reps to Validate AI-Generated Insights

Sixty-nine percent of B2B buyers prefer to validate AI-generated insights with sales reps, according to a survey by Gartner, Inc., a business and technology insights company. The findings were presented during the Gartner CSO & Sales Leader Conference, taking place here this week.

A survey of 645 B2B buyers conducted from August through September 2025 found that B2B buyers are increasingly using a mix of digital channels, AI and human interactions throughout the purchase process. Buyers reported using an average of seven information sources during a recent purchase, and 45% said they used GenAI, primarily to gather information on vendors and products.

“B2B buyers are more comfortable using digital channels and GenAI to navigate the purchase process on their own, but that does not eliminate the role of the seller,” said Robert Blaisdell, VP Analyst, Chief of Research in the Gartner Sales practice. “Buyers still turn to sales reps to validate AI-generated insights, and support decision-making at critical moments in the journey.”

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At the same time, buyers continue to show a strong preference for low-friction, self-directed buying experiences. Sixty-seven percent of buyers prefer a sales rep-free experience, while 70% prefer a completely digital, self-service buying experience.

AI-Driven Buying Is Expanding, but Trust Remains a Challenge

As AI becomes a more common part of the B2B purchase journey, buyers are also weighing the reliability of the information they receive. Fifty-one percent of buyers say they are more likely to encounter misleading information from GenAI, while 49% say they are more likely to encounter misleading information from a sales rep.

These findings point to a more nuanced buying environment: buyers want the speed and convenience of digital and AI-assisted research, but they still rely on sales reps when they need reassurance, context and decision support. Reps remain the most important information source when buyers are researching a business problem or need, identifying a preferred supplier and securing internal support, and finalizing the purchase.

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Sellers Need to Show Up Differently

For sales leaders, the role of sellers is shifting from acting as the primary source of information to becoming a source of validation and confidence at key points in the buying process. Rather than maximizing rep involvement across every stage of the journey, organizations should focus on enabling sellers to engage where they add the greatest unique value.

“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.”