B2B buyers turn to AI for research as marketers adopt new training models

A 2026 TrustRadius report found that 63% of B2B technology buyers used AI during their purchase journey, yet 94% fact‑checked AI responses. Product demos, free trials, prior experience and user reviews remained the most influential resources, indicating AI accelerates research without replacing human validation.

Separately, a marketing consultancy promotes a BOT (Build‑Operate‑Transfer) training model for sales teams, designed to shift buyers toward rep‑free experiences. The model emphasizes a documented operating system, internal ownership, and a five‑gate transfer readiness framework to ensure lasting capability after agency hand‑over.

Both pieces highlight evolving B2B buying dynamics: buyers increasingly rely on AI tools while still demanding trusted human input, and marketers are adapting their training and delivery approaches to meet this changing landscape.