94% of B2B buyers fact-check AI research before trusting it, TrustRadius finds

Sixty-three percent of enterprise software buyers used AI during their purchase journey in 2026. But 94% of those same buyers turned around and fact-checked what the AI told them. That single tension sits at the center of TrustRadius‘s 2026 B2B Buying Disconnect Report, released July 15, and it carries a direct operational implication for every procurement team and vendor GTM function that has staked strategy on AI-driven discovery.

The report, produced by TrustRadius, now an HG Insights company following its June 2025 acquisition, draws on a global survey of 1,862 technology buyers and 444 technology vendors conducted in January 2026. It is among the largest annual studies of B2B software purchasing behavior published, according to PR Newswire.

AI accelerates research but doesn’t close deals

The core finding is straightforward: AI has changed where buyers start their research, not where they finish it. When ranked by influence on final vendor selection, product demos, free trials, prior experience, and user reviews all outperformed AI-generated recommendations, according to the report. Buyers are using large language models to compress early-stage discovery, not to make the call.

The fact-checking rate is worth pausing on. It is not a fringe behavior. Among the buyers who adopted AI research tools, the overwhelming majority verified outputs against independent sources before acting. As Rajat Bhatnagar, SVP of Growth at HG, noted in the report’s release, buyers want the speed that AI synthesis provides and the confidence that comes from verified sources, and those two requirements have to coexist.

That coexistence has concrete implications for procurement teams evaluating vendors. If AI-powered tools are being used to build initial shortlists, the content those models are trained on, and what they surface first, matters. Peer reviews, independent publications, and documented customer experiences are the third-party signals that AI models weight heavily when generating recommendations, the report found. Showing up in those sources is no longer just a marketing consideration; it affects whether a product appears in an AI-generated shortlist at all.

Analyst reports are losing ground fast

One of the sharpest trend lines in the data involves analyst reports. Only 13% of buyers relied on them to make purchasing decisions, according to the TrustRadius report, a 63% decline from 2022. That is a significant shift in four years, and it coincides directly with the rise of AI research tools and the continued expansion of peer review platforms.

The contrast with peer reviews is stark. Seventy-four percent of buyers use reviews to inform their purchase decisions, according to the same report. For enterprise procurement functions that still route large software evaluations through analyst-led processes, this data suggests those workflows may not reflect how the actual decision-makers on their teams are gathering information.

The shortlist picture adds another dimension. Eighty-three percent of buyers considered three or fewer products before making a decision, per the TrustRadius findings. That narrow competitive window means vendors that do not appear in early AI-generated or peer-review-driven research may never enter the evaluation at all, regardless of product quality.

GEO is replacing SEO as the visibility battleground

The report calls out an emerging strategic shift that technology marketing and procurement teams should track: the move from traditional search engine optimization to Generative Engine Optimization, or GEO. As more buyers route their initial research through large language models rather than keyword searches, the content and credibility signals that determine AI-generated rankings are becoming the new visibility battleground, according to Demand Gen Report’s coverage of the findings.

This matters operationally for vendor evaluation teams too. If a procurement team’s shortlisting process increasingly starts with an AI query, the vendor ecosystem that surfaces in those results is shaped by review volume, third-party citations, and brand credibility in independent sources, not by paid placements or traditional search rankings. Procurement leaders who want a complete vendor picture may need to audit whether their AI research tools are trained on sources broad enough to surface newer or less-marketed options.

The pricing transparency gap persists

One finding that has not changed despite four years of data: transparent pricing remains buyers’ single most-requested improvement from vendors, according to PR Newswire‘s release of the report. TrustRadius has tracked this question since 2023, and buyers have put pricing transparency at the top every year.

Meanwhile, vendors are measuring success differently. The report notes that while data accuracy is the most common metric vendors track for their go-to-market data, the volume of closed-won business is what they actually care most about. That misalignment between what buyers want upfront, transparent pricing information, and what vendors optimize for, closed revenue, is a structural friction point the report characterizes as a persistent disconnect.

On the product side, the AI adoption story is more optimistic than the research trust numbers might imply. Seventy-five percent of buyers who purchased an AI tool reported that it has lived up to their expectations, per the TrustRadius report. And AI tools or tools with AI features accounted for 59% of all purchases buyers made in the past year, making AI-featured software the majority of enterprise technology acquisition by volume. The adoption curve is real; the verification habit is simply keeping pace with it.

What this means for your team

• Audit your review presence before your search ranking. With 74% of buyers using peer reviews and only 13% consulting analyst reports, the credibility signals that matter most now live on third-party review platforms. Procurement teams should also check whether vendors they are evaluating have verifiable, current customer reviews, not just curated case studies.
• Build fact-checkability into vendor shortlisting. Since 94% of buyers verify AI-generated recommendations, procurement workflows that start with AI queries should include a structured step to cross-reference outputs against independent review data, customer references, and product demos.
• Expect shorter shortlists across the organization. With 83% of buyers evaluating three or fewer products, internal stakeholders are arriving at procurement with narrower candidate sets than in prior years. Standardized criteria shared earlier in the process can prevent critical vendors from being screened out before formal evaluation begins.
• Flag the pricing transparency gap when negotiating. Buyers have ranked transparent pricing as their top vendor wish-list item for four consecutive years. Procurement teams can use this documented norm to push for clearer pricing structures earlier in vendor conversations.