Analysis
B2B buyers and AI: how to check information together
A Gartner survey presented in May 2026 sheds light on human validation during AI-assisted buying journeys.
A buyer may arrive with an AI-generated answer and want to check part of it before making a decision. A useful response is to examine the claim and its source, then put both in context.
This analysis draws on a Gartner survey presented on May 20, 2026, of 645 B2B buyers surveyed in August and September 2025. The findings describe what that sample reported, not every buying situation.
What the survey says
Gartner reports that 69% of surveyed buyers prefer to validate AI-generated insights with sales representatives. In the survey, 45% said they had used generative AI, mainly to research vendors and products.
The research was presented in May 2026. It does not prove that speaking with a seller always improves a decision, and it does not replace checking the information itself.
Clarify what needs checking
Ask which claim matters to the buyer and which decision it could influence. An answer about features, for example, does not necessarily resolve security, pricing, or suitability for a specific use.
A simple question helps: “Which part of this answer would you like to check first?” Do not assume a claim is false merely because it came from AI.
Find an identifiable source
Look for official documentation, an applicable contract term, or information confirmed by the appropriate person. State its date and scope, especially where offers and features change.
If the source does not settle the question, say so and agree on a further check. A clearly labeled provisional answer is better than invented certainty.
Compare it with the buyer’s situation
A general claim can be accurate yet not apply to the buyer’s circumstances. Check constraints, affected users, and assumptions before suggesting what to do next.
Summarize what is established and what remains open. The buyer can then share clear information with colleagues without passing on an unverified promise.
Keep a useful record
After the conversation, recap the sources checked, their limits, and open questions. Identify who will seek an answer and when, if an action has been agreed.
The brief and conversation available in Objeqo can help retain that context. The seller remains responsible for checking facts and adapting the response.
Keep this close at hand
Keep this close at hand
- Isolate the claim to check.
- Find the source, its date, and scope.
- Compare its conditions with the buyer’s context.
- Record uncertainty and the owner of any follow-up.
The takeaway
One idea to put into practice on your next call.
Gartner’s survey suggests a role for human validation in journeys combining independent research and sales conversations. It does not guarantee the outcome of an individual conversation.
Frequently asked questions
Frequently asked questions
Does the study prove buyers always want to speak with a seller?
No. It reports a validation preference in the surveyed sample and also describes preferences for self-directed buying.
Should we reject an AI-generated answer?
No. Check the claim, its source, and whether it applies before drawing a conclusion.
What if no source confirms the information?
Explain the uncertainty and agree who will continue the verification and when.
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