Nearly half of surveyed B2B tech buyers used GenAI to help choose tech, reports Gartner

Gartner has sounded the alarm about overreliance on GenAI by B2B organisations to inform their technology buying decisions.

Gartner’s global 2024 End-User Buying Behaviour Survey found that 45 percent of B2B technology buyers used GenAI to “support their decision-making process” for technology purchases.

It found that 27 percent of participants considered GenAI the most valuable way to gather information for technology purchases.

The survey was conducted from June through August 2024 and had 1,535 respondents, including 121 from Australia. Participants were involved in evaluation, selection or approval of providers for technology-related purchases.

Those buyers’ decisions were focussed on either improving existing business operations, supporting efforts to generate more revenue from existing offerings, transforming the way the department/business operates, or supporting the development of new revenue streams.

They had been personally involved in two or more technology product or service purchase decisions in the previous 18 months.

Over-reliance on GenAI for technology buying increased the likelihood of buyer regret, according to a report by Gartner VP analyst Derry Finkeldey.

Buyers who saw GenAI as the most valuable source of information for technology purchases were significantly more likely to end up with purchase regret or without a “high-quality deal” – in other words, their expectations are less likely to be met.

Buyers who had “high quality deals” were equally as likely to use GenAI in purchasing decisions. But they were more likely to also look for other sources of information, according to Finkeldey.

These “mature” buyers conducted traditional research and due diligence and sought outside help. They were much more likely to turn to independent third parties to inform their decision, the Gartner report stated.

Over-reliance on GenAI to make decisions about technology purchases increased the likelihood of buyer regret, according to a report by Gartner VP analyst Derry Finkeldey.

Buyers who saw GenAI as the most valuable source of information for technology purchases were significantly more likely to end up with purchase regret or without a “high-quality deal” – in other words, their expectations were less likely to be met.

Buyers who had “high quality deals” were equally as likely to use GenAI in purchasing decisions. But they were more likely to also look for other sources of information, according to Finkeldey.

These “mature” buyers conducted traditional research and due diligence and sought outside help. They were much more likely to turn to independent third parties to inform their decision, the Gartner report stated.

Qualifying buyers

Speaking to CRN Australia, Finkeldey encouraged technology sellers to identify buyers relying too much on GenAI for purchasing decisions – and help them do something about it.

“There are things that they can do to help guide their customers through this process. But they have to be aware of it and looking for it,” Finkeldey said.

“We're at a time where there's actually quite a lot of trust, particularly in well-known vendors,” Finkeldey said. “But I think even a lesser-known partner can build trust by actually hand holding and curating that buying decision for them to give them guidance.”

“We know that buyers like to do a lot of self-education, and so even for services providers, there's a lot of opportunity for them to use content and thought leadership to actually educate and get people along that journey and build confidence.”

Her report recommended:

• deprioritising transactions where a prospect is relying on GenAI, “because they are more likely to take longer and drop out. If they do buy, you won’t grow in that account”.
• challenging buyers to test their GenAI-generated findings by consulting customer references and independent experts.
• offering buying guides to less experienced buyers to build confidence and fend off feelings of being overwhelmed by information.

“Don’t be afraid” of advisories

With these issues in mind, Finkeldey talked up the need for technology partners to see advisories as allies.

“As an SI or an MSP, you shouldn’t be afraid of pure advisory firms as competitors. You really need to have a very strong program for making sure that those advisors are aware of your strengths and differentiators,” she said.