New research from strategic response management software provider Responsive finds that generative Artificial Intelligence is transforming the earliest stages of business-to-business purchasing, but not the fundamentals that decide contracts. Based on a survey of 350 business buyers involved in strategic vendor selection at organizations that issue at least 10 RFPs annually, the report shows that buyers are doing more self-directed, technology-assisted research before vendors are ever contacted. 90% of buyers said they conduct research before first contact, and they often form a clear view of preferred vendors early in the process.
The study highlights a pronounced shift in discovery channels as generative Artificial Intelligence tools move alongside search and peer referrals. About one-third of buyers cited web search, peer recommendations and generative Artificial Intelligence chatbots as their primary ways of finding new vendors, and two-thirds said they now use generative Artificial Intelligence tools as much as – or more than – traditional search engines. 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, creating a narrower funnel earlier in the process. Adoption of generative Artificial Intelligence is higher among technology and software buyers and is reported as significantly higher in the United States than in Europe, Asia-Pacific and the Middle East.
Despite these shifts, the report concludes that formal materials still dominate once vendors reach the evaluation table. 61% of buyers said they start the process with a preferred vendor in mind, but half said they are open to switching, and buyers overwhelmingly pointed to the RFP response as the single most crucial factor shaping the final decision. When asked what ultimately drives their choice, respondents ranked industry expertise above pricing, cost structure and product fit, with the emphasis especially strong in technology and financial services, while fewer than one-third of buyers said personalization plays a key role. Buyers reported using Artificial Intelligence most heavily in slower stages such as market research, drafting questionnaires and evaluating short lists, even as half said their companies restrict entering sensitive information into Artificial Intelligence tools and many require verification of outputs. The report notes that while Artificial Intelligence is determining which vendors get noticed and shortlisted, trust, credibility, execution and clear, industry-specific RFP responses still determine who wins as buying cycles accelerate and decision windows tighten.
