AI is now a common part of vendor workflows, and buyers largely accept its presence. In fact, one-third of respondents believe AI capability will distinguish leading vendor teams from others over the next two years.
However, that acceptance has limits. A report published by Adience reveals 26% of buyers say poorly executed or clearly AI-generated outreach actively undermines their interest. These interactions may appear polished but lack depth, accuracy, or genuine relevance. The problem isn’t the use of AI itself — it’s the absence of discernment in how it’s applied.
Where AI Adds Value — and Where It Doesn’t
When used effectively, AI can speed up research, highlight patterns, and support better preparation. What it cannot independently provide is context, empathy, or strategic thinking.
AI should make sellers smarter — not louder. Chris Wells, Managing Director, Adience, says:
“Buyers want vendors who can interpret data, understand context, and run fair, efficient evaluations. Let AI speed analysis and drafting, but keep a human layer for tone, accuracy, and context. Vendors who master this balance between human insight and smart technology will lead the next era of B2B engagement.”
Discovery Conversations Have Become Formulaic
Much of buyer frustration surfaces early, particularly during discovery calls. What should be an opportunity for thoughtful dialogue has, for many buyers, become a rigid and predictable routine.
30% of respondents report fatigue from repetitive, low-value questions — especially when the requested information is already publicly available or easily uncovered through basic preparation. When vendors rely on generic opening questions, buyers often see it as a signal that little effort has gone into understanding their situation. Rather than feeling heard, buyers feel processed.
Generic Follow-Ups Reinforce the Problem
This dynamic doesn’t stop after the first call. 29% of buyers say follow-up interactions are just as disappointing, with presentations and materials that feel templated and broadly reused.
The same slides, the same narratives, the same demos appear regardless of the buyer’s industry, size, or specific challenge. To buyers, this uniformity suggests that their input hasn’t meaningfully shaped the conversation.
Context Matters More Than Product Detail
Another recurring issue highlighted in the research is a lack of contextual understanding. 29% of buyers say vendors fail to grasp their industry or use case — a shortcoming that carries a real risk in complex B2B environments.
Buyers today operate under budget pressure, governance constraints, and multi-layered decision processes. Their evaluations extend well beyond feature comparisons. They are weighing organisational impact, long-term implications, and the cost of making the wrong decision.
When vendors focus primarily on explaining what their product does, without anchoring it in the buyer’s reality, they miss the broader decision landscape buyers are navigating.
Buyers Want Perspective, Not Just Information
As expectations shift, buyers increasingly look to vendors for perspective — not just information. They want help understanding trade-offs, anticipating challenges, and making sense of competing priorities.
Vendors who can provide that guidance create value long before any purchasing decision is made.
The Trust Cost of Repeated Friction
Over time, small points of friction — repetitive questioning, generic content, poorly targeted messages — accumulate. What begins as irritation gradually becomes distrust.
Buyers start to question whether vendors truly understand their environment. Engagement becomes more cautious. Momentum slows. And once trust begins to erode, it is difficult to restore. In markets where many solutions appear similar at first glance, trust increasingly shapes buying decisions.
How Leading Vendors Stand Out
Top-performing vendors approach buyer interactions differently. They take the time to understand the situation before engaging, focus on asking thoughtful, targeted questions, and customise discussions about the buyer’s specific needs. They also provide clear insights and guidance on possible options and next steps.
Instead of simply following a rigid sales script, these vendors act as trusted partners, helping buyers navigate decisions with confidence.
From Sales Process to Decision Support
This approach doesn’t artificially shorten buying cycles. Instead, it removes unnecessary friction, allowing decisions to progress with greater confidence and clarity.
At a broader level, the shift underway in B2B selling reflects a bigger change in buyer expectations. Buyers no longer want to be managed through a sequence of steps. They want support navigating complexity.
Decision enablement focuses less on persuasion and more on guidance — helping buyers define problems accurately, compare realistic alternatives, understand consequences, and align stakeholders internally.
Buyers Are Becoming More Selective
As 2026 progresses, vendors won’t win simply by being the fastest or most persistent. The advantage will go to those who consistently demonstrate thoughtful judgment, a deep understanding of the buyer’s context, and credibility in every interaction.
Opportunity for Vendors Who Evolve
Vendors that are ready to adjust their approach can turn this moment into a competitive advantage rather than a challenge.
Buyers aren’t asking for flawless execution — they want interactions that are thoughtfully prepared, contextually relevant, and demonstrate a true understanding of their needs. They also expect their time to be respected.
Consistently meeting these expectations allows vendors to stand out and shift away from performative sales tactics toward something that resonates far more with buyers: earned trust.
