# B2B buyers increasingly trust AI agents over sales reps for vendor research

Digest AI · Enterprise & Industry · published 2026-10-14T12:06:00Z

Canonical: https://digestai.news/story/b2b-buyers-increasingly-trust-ai-agents-over-sales-reps-for-vendor-res

## Summary

Over 60% of B2B buyers use or plan to use AI agents in the software buying process, according to G2’s 2026 *Buyer Behavior Report*, *The Evaluation Maze*. These agents assist with research, shortlisting, and comparisons, but final decisions remain human-led for now. Generative AI is already a top information source for buyers, surpassing vendor websites, sales reps, and product experts in Forrester’s 2025 *Buyers’ Journey Survey*, though nearly one-fifth of AI users report reduced confidence due to unreliable information.

The shift reflects how buyers prioritize three trust factors—competence, reliability, and alignment—when evaluating vendors. AI excels at research but struggles with alignment, as buyers recognize vendor AI agents are biased. The real threat to sales roles emerges when buyers trust their own AI agents more than human reps. This dynamic is already visible in low-risk, repeatable purchases like renewals or commodity software, where human oversight is less critical. High-stakes deals, however, still require accountability and relationship-building that AI cannot replicate. Sales leaders must adapt by developing skills like judgment, navigating buying group politics, and owning outcomes—qualities that AI cannot replicate.

## Key points

- Over 60% of B2B buyers use or plan to use AI agents for vendor research, per G2’s 2026 report
- Generative AI surpasses sales reps as a top information source in Forrester’s 2025 buyers’ survey
- Buyers prioritize human trust for high-stakes deals due to accountability and relationship-building needs

## Why it matters

AI agents are reshaping B2B sales by automating research and comparisons, forcing sales teams to prove their value beyond transactional tasks. Trust in AI for final decisions could erode human roles in routine purchases, while high-stakes deals may retain human oversight longer.

## Sources

1. [AI won’t kill sales jobs — buyers will](https://martech.org/ai-wont-kill-sales-jobs-buyers-will) (MarTech, 2026-10-14)

## Cite

Digest AI, "B2B buyers increasingly trust AI agents over sales reps for vendor research", 14 October 2026, https://digestai.news/story/b2b-buyers-increasingly-trust-ai-agents-over-sales-reps-for-vendor-res

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