Generative artificial intelligence (AI) is rapidly changing how business-to-business buyers discover and evaluate vendors, but the final decision still comes down to traditional fundamentals.
Those fundamentals include the quality of a vendor’s request for proposal (RFP) response and its industry expertise, according to new research released by strategic response management software provider Responsive.
It based the report, Inside the Buyer’s Mind: What Shapes B2B Decisions Today, on survey of 350 business buyers involved in strategic vendor selection across regions, industries and company sizes. All respondents worked at organizations that issue at least 10 RFPs annually, and the survey was designed by Adience and Responsive and conducted using computer-assisted telephone interviewing.
AI, B2B buying and RFPs
The research shows that most buying decisions begin well before a vendor ever hears from a prospect. 90% of buyers said they conduct research before first contact, often forming a clear view of preferred vendors early in the process.
Discovery channels are shifting as well. About one-third of buyers cited web search, peer recommendations and generative artificial intelligence chatbots as their primary ways of finding new vendors. Two-thirds said they now use generative AI tools as much as — or more than — traditional search engines. That signals a major change in how vendors surface during early research.
Adoption varies widely by segment, too. Buyers in technology and software are far more likely to rely on generative AI for vendor discovery than those in other industries. And buyers in the United States reported significantly higher usage than peers in Europe, Asia-Pacific and the Middle East.
The result is a narrower funnel much earlier in the process. Buyers typically begin with an extensive list of five to eight vendors but quickly reduce that number to three or fewer before formal evaluations begin.
Despite the rise of self-directed research and AI-assisted discovery, the report makes clear that formal evaluation materials still matter most once vendors reach the table.
61% of buyers said they start the process with a preferred vendor in mind, but half said they are open to switching. Buyers overwhelmingly pointed to the RFP response as the single most crucial factor shaping the final decision. It goes ahead of vendor presentations, demonstrations, independent research and proofs of concept.
Report findings about B2B buyer behavior
The findings suggest that even when incumbents hold an early advantage, outcomes are not predetermined. Most buyers said the strongest proposal wins, reinforcing the importance of disciplined, well-supported responses.
When buyers were asked what drove their final choice, industry expertise ranked highest. More than half of respondents said it carries significant weight. It surpassed pricing, cost structure and product fit.
The emphasis on expertise was especially strong in technology and financial services. Buyers in that space said understanding industry context often matters more than feature differentiation. Personalization, despite heavy marketing emphasis in recent years, ranked much lower. Fewer than one-third of buyers said it plays a key role.
Buyers reported using AI most heavily in the stages that traditionally take the longest, including market research, drafting vendor questionnaires and evaluating short lists. Many said they plan to expand AI usage further over the next year.
At the same time, the research highlights growing governance around AI inside buying organizations. Half of buyers said their companies restrict entering sensitive information into AI tools, and many require verification of AI-generated outputs. A growing share also expects vendors to disclose how they use AI in products and proposals.
How AI is changing the B2B buying funnel
Buyers are increasingly aware of AI on the vendor side as well. While most view vendor use of automation and generative AI positively or neutrally, sentiment toward newer agent-based AI tools is more cautious, particularly in regulated and manufacturing-heavy industries.
The report concludes AI is reshaping the top of the buying funnel. It’s determining which vendors get noticed and shortlisted. However, trust, credibility and execution still decide who wins.
For vendors, that means showing up early in AI-driven discovery channels while continuing to invest heavily in clear, accurate and industry-specific RFP responses.
As buyers move faster and arrive later in the cycle with more research already done, the window to influence decisions is shrinking — and the margin for error in formal evaluations is narrower than ever.
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