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AI is where B2B software discovery starts in 2026, but buyers still close deals on demos and reviews
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Marketing Tech
AI is where B2B software discovery starts in 2026, but buyers still close deals on demos and reviews
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One-minute audio briefs on the stories moving B2B across all 17 industries. Press play to catch up on what your market is acting on, then read the full story.
:60
AI is where B2B software discovery starts in 2026, but buyers still close deals on demos and reviews
0:001:00
Marketing Tech
AI is where B2B software discovery starts in 2026, but buyers still close deals on demos and reviews
AI is fragmenting B2B buying into discovery and closure stages, with algorithmic ranking driving top-of-funnel visibility but human review and demos still controlling shortlist decisions.
This two-tier pattern—machine-first discovery, human-final validation—is reshaping how vendors allocate spend across channels and messaging, as evidenced by G2 and TrustRadius research showing AI's dominance in initial evaluation alongside persistent reliance on peer reviews and live product experience.
Etched’s $700M round at a $21B valuation is being driven by inference economics and delivered as full racks. That changes how enterprises should procure, benchm