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TrustRadius Unveils Insights on B2B Buying in the AI Age

In a world where artificial intelligence is rapidly becoming integral to various sectors, TrustRadius, a reputable B2B buyer intelligence platform under HG Insights, has launched a new research report titled "From Buzzword to Backbone: How AI Is Redefining B2B Search and Buying." This comprehensive study seeks to uncover how professionals utilize AI tools during their research and purchasing processes, directly addressing the current landscape for B2B companies.

Understanding AI's Penetration in Work Life

The report highlights a significant trend: AI isn't just a buzzword; it's embedded in the daily routines of many professionals. Among the respondents, a staggering 95% reported using AI at work weekly, with 69% utilizing it daily. Notably, younger professionals, particularly those from Generation Z, are significantly leaning on AI, with 86% indicating daily usage.

Interestingly, the survey also found that the frequency of AI use varies by job function. Technical roles, such as engineering and product development, favor daily interactions with AI, while finance and accounting professionals are less likely to tap into AI resources.

Identifying Popular AI Tools

The survey sheds light on which AI tools are being commonly utilized in the workplace. Leading the charge is ChatGPT, noted by 79% of respondents as their primary tool, closely followed by other large language models (LLMs). The third position is claimed by Gemini, with 46% of users. Employees at large firms (with over 1,000 staff) are especially inclined to use specialized tools like Copilot and Perplexity.

On average, each respondent reported using around three distinct AI tools. However, generational differences emerged—Baby Boomers averaged 2.3 tools, while Gen Z respondents utilized about 3.6.

Notable Trends in AI Tool Usage

Across the board, TrustRadius respondents are exploring various AI tools to determine their effectiveness for specific applications. Testing these features often incurs minimal costs, largely because many AI tools offer free versions. Notably, 75% of participants utilized tools with AI capabilities, with a mere 9% stating they do not make use of the AI functionalities available to them.

Categories of AI Utilization at Work

The report categorizes how professionals engage with AI, revealing the following common uses:
1. Research (46%)
2. Writing (43%)
3. General Productivity (20%)
4. Coding (20%)
5. Content Creation (19%)
6. Ideation (17%)
7. Troubleshooting (16%)
8. Data Analysis (15%)
9. Process Automation (14%)
10. Summarization (11%)

Strategic Company Goals Surrounding AI

When queried about their organizations' objectives for adopting AI, respondents pointed to specific goals:

• - Efficiency (86%)
• - Innovation (57%)
• - Cost and Time Savings (49%)

Additionally, 32% of participants work at companies developing their proprietary AI tools for internal applications, a number that rises to 54% among large enterprises.

Implementing AI Policies in the Workplace

Despite the growing reliance on AI, many organizations maintain an operational framework governing its use. Over half of all surveyed professionals (51%) reported that their employers have established policies related to AI application at work, with a marked emphasis in larger companies where 72% of employees confirmed adherence to such policies.

AI's Influence in the Software Buying Process

As professionals increasingly integrate AI into their workflows, its impact extends to software procurement processes as well. Approximately 45% of participants, rising to 51% for enterprise buyers, indicated they have employed AI during software purchasing journeys. This emphasizes the need for tech companies to enhance their visibility in AI-powered searches, especially as tools like ChatGPT fundamentally alter traditional buying routes.

AI users, particularly C-suite executives (65%) and Gen Z professionals (51%), are becoming familiar with AI's capabilities in evaluating products, leading to a transformative approach in the decision-making process.

Engagement with AI During the Purchasing Journey

Interestingly, 94% of buyers employing AI found the tools beneficial for their purchasing decisions, with the early research phase emerging as a dominant application. As buyers depend more on AI to explore available software options, vendors must ensure they are included in these preliminary research phases to make it to consideration lists.

Future Predictions for AI in B2B

TrustRadius anticipates that AI integration in work and purchasing processes will cement itself as standard practice. The focus will likely shift towards AI that automates workflows and accomplishes simple tasks efficiently. However, as companies compete to release AI features, those lacking substantial value will be swiftly disregarded by users.

As organizations continue to share content with LLMs without reaping the rewards of increased traffic, a reevaluation will be necessary to establish a value exchange between content creators and AI firms.

"While AI is widely acknowledged today, our research aims to delve deeper into the authentic drivers of the AI Age," remarked Allyson Havener, Vice President of Corporate and Customer Marketing at TrustRadius. "We've discovered captivating insights that we believe will spark meaningful conversations among B2B providers eager to navigate this evolving landscape."

About TrustRadius

TrustRadius serves as a dynamic buyer intelligence platform focused on business technology, facilitating informed decisions through comprehensive product insights, thorough customer feedback, and peer discussions. By helping technology brands engage with genuine customer voices, TrustRadius bolsters product improvement and enhances market ROI. As an independent subsidiary of HG Insights, the company continues to innovate and adapt to the shifting tech landscape.