Which AI tools are B2B buyers actually reaching for when they research a vendor? The published research doesn’t converge on one clean number, but several independently-run studies point in the same direction: AI tools are now a standard part of B2B vendor research, ChatGPT dominates usage, and the numbers are large enough that ignoring this channel is a real strategic gap.
Which AI Tools Are B2B Buyers Actually Using?
ChatGPT is the most widely used AI tool in B2B vendor research by a significant margin, with usage-rate figures from different studies landing in the 71–76% range among buyers who report using AI tools at all. Other tools — Perplexity, Google’s Gemini and AI Overviews, and Claude — see meaningfully lower but still notable usage, and the mix shifts depending on the specific research task (broad exploration versus detailed comparison) and the buyer’s existing tool preferences.
The Forrester Data
Forrester’s 2026 Buyers’ Journey Survey found that 94% of B2B buyers report using AI tools somewhere in their vendor research process — the highest figure among the major studies, likely reflecting a broad definition of “use” that includes even occasional or exploratory AI tool queries rather than deep reliance.
The Averi Citation Analysis
Averi’s research, focused specifically on AI tool usage for vendor shortlisting rather than broader research, found approximately 73% of buyers reporting AI tool use for that more specific task — a somewhat narrower definition than Forrester’s, and a useful data point for understanding how deeply AI tools are embedded in the actual decision-narrowing stage of buying, not just early exploration.
The G2 Research
G2’s research, reported via PR Newswire, found that roughly half of B2B buyers now start their vendor research with an AI chatbot rather than a traditional search engine — a meaningful finding because it speaks to where the buyer journey begins, not just whether AI tools are used at some point along the way.
Use-Case Breakdown
Beyond overall usage rates, research breaking down specific use cases shows AI tools being used for a range of research tasks: roughly 55% for general category exploration, 54% for comparing specific vendors, and 47% for validating claims a vendor has already made in a sales conversation. These use cases aren’t mutually exclusive — a single buyer often uses AI tools across multiple stages of the same research process.
Impact on Actual Purchase Decisions
This isn’t just passive research activity. Available data suggests roughly 69% of buyers report that AI-tool research changed their vendor shortlist or final choice in some way — a substantial figure indicating these tools aren’t just a research convenience layered on top of an otherwise unchanged decision process, but an active influence on outcomes.
The Gap Worth Noting
Despite this level of usage, research also finds that roughly 51% of companies report receiving zero AI citations across the tools and queries they’ve tested — a meaningful gap between how much buyers are using these tools and how many vendors are actually showing up inside the answers. This gap is itself a signal: for a company willing to invest in genuinely answer-first, well-structured content, there’s real room to stand out precisely because most competitors haven’t yet adapted.
Why the Numbers Vary So Much Across Studies
It’s worth being transparent about why these figures range so widely — from roughly 50% to 94% depending on the study. Different surveys define “AI tool usage” differently (any use versus regular reliance versus use for a specific task), sample different buyer populations, and were fielded at different points as adoption has continued to accelerate. None of this undermines the core finding — that AI tools are now mainstream in B2B research — but it does mean any single number should be treated as directionally indicative rather than a precise industry-wide constant. If you want to check where your own brand currently stands in these tools, start with the monitoring framework in LLM Visibility 101: Monitoring Your Brand Inside AI Answers.
Quick Answers
Which AI tool do B2B buyers use most? ChatGPT, by a significant margin, with usage rates around 71–76% among buyers who use AI tools at all.
Do AI tools actually change buying decisions? Available data suggests roughly 69% of buyers report their AI research changed their vendor shortlist or choice.
Are most vendors showing up in AI citations? No — roughly half report zero AI citations across tested queries, representing a real visibility gap and opportunity.
Sources: Forrester (2026 Buyers’ Journey Survey), Averi, G2 (via PR Newswire), MarketScale. This piece is part of the SEO & AEO hub.