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Understanding the Shift in Software Buying Dynamics

In a recent publication, G2, a leading source of B2B software insight, unveiled findings from their 2026 Buyer Behavior Report, titled "The Evaluation Maze". The research surveyed over 1,000 software buyers, revealing critical trends that are redefining the purchasing process for software—a sector increasingly influenced by Artificial Intelligence (AI).

The Evolution of the Buying Journey

The conventional journey of evaluating and purchasing software has undergone significant transformations due to AI. Amid these changes, the evaluation phase has now overtaken previous stages, emerging as the most prolonged aspect of the buying process. The report indicates that evaluation constitutes 40% of the entire journey, outpacing research at 36%. While AI has streamlined the initial stages by assisting in swift discovery, it has inadvertently introduced a higher level of scrutiny during evaluations.

Chris Sanders, Chief Innovation Officer at G2, noted, "AI has alleviated most barriers in finding software, yet it has heightened inquiries surrounding cost, security, and internal confidence. Thus, successfully clinching a deal now requires software providers to assist buyers in overcoming this internal skepticism."

AI's Impact on Shortlisting and Internal Processes

Interestingly, data shows that 82% of B2B software buyers turned to AI chatbots for recommendations over the past two years. This trend enabled buyers to compile their shortlists with greater efficiency. However, despite this speed in selection, the report highlights an increased resistance encountered from within organizations before finalizing purchases. Concerns regarding AI adoption have surged, rising from 16% to 29% within just a year, suggesting that internal hesitations can stall what once may have been a straightforward process.

Buyers are approaching their evaluations with newfound caution, especially after experiencing incidents where Chief Financial Officers (CFOs) have vetoed previously approved purchases—49% of buyers encountered such hurdles within the last year. This trend has resulted in a marked increase in finance's involvement in purchase decisions, leaping from 31% to 46%. The scrutiny around software procurement has entered a new phase, demanding robust justifications for AI investments.

The Changing Financial Landscape

This increased financial scrutiny coincides with a growing desire for shorter contract durations. A significant 70% of buyers are leaning toward contracts that deliver quicker returns on investment amid fast-paced technological advancements. In response, organizations are now more inclined to provide dedicated budgets for AI-related expenses, with 80% claiming to do so.

Historically, buyers have favored fixed pricing structures, but preferences have shifted dramatically. The desire for outcome-based pricing more than doubled, marking a shift towards flexible pricing models as buyers grapple with the unpredictable costs associated with AI-driven software solutions. G2’s report revealed that nearly half of respondents were already presented with variable-cost pricing options, signaling a major change in the economics of software as a service (SaaS).

The Role of AI Agents in the Evaluation Process

Despite the growing reliance on AI driven recommendations, decision-making remains fundamentally human. G2's report indicated that 61% of buyers currently utilize AI agents during the evaluation phase, with functions including assessing total cost of ownership and creating shortlists. However, faith in AI's capabilities is cautious; a mere 9% of respondents express comfort in granting AI agents the authority to make purchases unilaterally, while only 2% would permit transactions without pre-approval.

Conclusion

G2’s findings elucidate the intricate dance between technology and human decision-making in today’s software purchasing landscape. While AI simplifies the search for software solutions, it simultaneously complicates the evaluation and approval processes. As the landscape continues to evolve, it becomes clear that software brands must not only establish themselves as trustworthy resources but also facilitate buyers in navigating the new complexities of internal scrutiny to successfully close deals.

For those in the B2B software sector, adapting to this new normal will be essential. As buyers grow warier of both internal and external hurdles in their purchasing journey, companies that prioritize transparency and trustworthiness are likely to emerge as the leaders of this shifting marketplace.