--- title: "How software buyers use AI to build shortlists in 2026 · Avouch" description: "See how software buyers use AI to compare vendors and build shortlists in 2026, and what evidence they still need before choosing a supplier." url: https://avouchedfor.com/insights/b2b-software-buyers-ai-shortlists markdown_url: https://avouchedfor.com/insights/b2b-software-buyers-ai-shortlists.md --- # How software buyers use AI to build shortlists in 2026 Your first sales conversation may start with a comparison the buyer has already asked AI to write. **Steen Stones** · Reviewed 8 Oct 2026 Software buyers use AI to compare vendors and narrow their options, then check the evidence. G2 names comparing strengths and weaknesses as the leading use, while Forrester says buyers still seek trusted validation. ## Where does software research start? In G2’s March 2026 survey, 51% started software research with an AI chatbot more often than Google. Its 1,076 decision makers came from North America, EMEA and APAC. These are global findings, not a UK-only measure. Google remains part of the journey: 80% said they used it during the buying process, even if they started elsewhere. ## What do buyers ask AI to compare? Buyers use AI to weigh vendors’ strengths and weaknesses, the leading use in G2’s study. Can they see where your product fits beside the alternatives? Give those comparisons substance. G2 recommends clear positioning, pricing context, integrations and implementation details, backed by proof of specific uses. ## What gives the shortlist credibility? Reviews and AI answers both help buyers judge their shortlist. In G2’s June 2026 survey, review sites influenced 38% and AI chatbots influenced 37%. That separate global study covered 1,038 decision-makers. Buyers also check trusted sources because AI answers can be incomplete or unreliable, according to Forrester. Barbara Winters says providers need claims that external voices can help buyers validate. Reviews and AI both influenced shortlists G2’s June 2026 global survey of 1,038 decision-makers. The shares are close; neither represents all UK buyers. - Review sites 38% - AI chatbots 37% ### Source and study details G2 2026 Buyer Behavior Report, June 2026 global survey. Both figures answer the same shortlist-influence question. Read 8 October 2026. Shortlist influence in the same survey Swipe across to read all columns. | Source | Source named by buyers | Share | | -------------------------------------------------------------------------------------- | ---------------------- | ----- | | [G2: June 2026 buyer behaviour report](https://sell.g2.com/2026-buyer-behavior-report) | Review sites | 38% | | [G2: June 2026 buyer behaviour report](https://sell.g2.com/2026-buyer-behavior-report) | AI chatbots | 37% | ## What happens after a buyer chooses a vendor? A chosen vendor still faces checks before the purchase. In G2’s survey, 39% named security review as the biggest delay after selection. Stevie Case makes the commercial point: trust needs to be easy to evaluate, or the deal stalls. Buyers also test possible solutions through trials, which more than 60% use according to Forrester. > Trust must be easy to evaluate, or the deal stalls. Stevie Case, quoted in G2 2026 Buyer Behavior Report [Read original from Stevie Case, quoted in G2 (opens in a new tab)](https://sell.g2.com/2026-buyer-behavior-report) ## What should your content help buyers check? Help buyers check the comparison. G2 recommends clear explanations of fit, pricing, integrations and implementation, with evidence behind the uses you describe. Make that evidence useful when buyers move beyond AI answers to trusted sources and trials, as Forrester describes. ## Read next Do G2 and Capterra reviews affect ChatGPT recommendations? [Read the guide ](https://avouchedfor.com/insights/g2-capterra-reviews-chatgpt-recommendations) ## Common questions ### Have software buyers stopped using Google? No. In G2’s AI search study, 80% said they still used Google somewhere in the buying journey. ### Are these findings specific to UK buyers? No. Both G2 surveys used global samples across North America, EMEA and APAC. ### Does making an AI shortlist mean winning the sale? Buyers still face checks after choosing a vendor. G2 names security review as the leading post-selection delay, while Forrester reports continued use of trials. ## Sources 1. [learn.g2.com, The Answer Economy: G2's 2026 AI Search Insight Report (opens in a new tab)](https://learn.g2.com/g2-2026-ai-search-insight-report), checked 8 October 2026 2. [forrester.com, Forrester: The State Of Business Buying, 2026 (opens in a new tab)](https://www.forrester.com/press-newsroom/forrester-2026-the-state-of-business-buying/), checked 8 October 2026 3. [sell.g2.com, G2 2026 Buyer Behavior Report, Sell.G2 (opens in a new tab)](https://sell.g2.com/2026-buyer-behavior-report), checked 8 October 2026 AI can't recommend what it doesn't know. [Check if AI recommends you](https://avouchedfor.com/assessment) Start free. No commitment.