AI Is Changing B2B Buying, but Human Sales Representatives Still Matter
Artificial intelligence is transforming how businesses research products, compare vendors and make purchasing decisions. However, despite the growing adoption of AI-powered buying tools, human sales representatives continue to play an important role in building buyer confidence.
According to Gartner research reported by CX Today, 69% of B2B buyers prefer to validate AI-generated insights with sales representatives before making purchasing decisions.
The findings reveal an interesting contrast in buyer behaviour. While customers increasingly prefer independent digital experiences, they still seek human reassurance when evaluating information and making important business decisions.
The research was presented at Gartner's CSO & Sales Leader Conference in May 2026.
Buyers Want Self-Service Experiences Alongside Human Support
Gartner's survey of 645 B2B buyers found that 67% prefer a sales-representative-free experience, while 70% prefer a completely digital, self-service buying environment.
Additionally, 45% of respondents said they had used generative AI to gather information about vendors and products during a recent purchase.
These findings indicate that buyers increasingly want control over their purchasing journey. They prefer researching solutions independently, comparing available options and accessing information without having to interact with sales teams at every stage.
However, this preference for independence does not eliminate the need for human interaction.
The same survey found that 69% of buyers still want sales representatives to validate information generated by AI tools.
Trust Remains a Major Challenge for AI-Powered Buying
One reason buyers continue to rely on human sales representatives is the uncertainty surrounding AI-generated information.
Gartner found that 51% of buyers believe they are more likely to encounter misleading information from generative AI, compared with 49% who say the same about sales representatives.
The results highlight that neither AI nor human representatives are viewed as completely reliable sources of information.
Buyers want the speed and convenience of AI-powered research, but they also need accurate explanations, relevant context and reassurance before committing to a purchase.
According to Robert Blaisdell, VP Analyst and Chief of Research in Gartner's Sales practice, sales representatives remain important when buyers need to validate information and make decisions at critical stages of the purchasing journey.
Human Sales Representatives Still Have an Advantage
The Gartner findings also highlight areas where human sales representatives outperform generative AI in the buyer experience.
Compared with generative AI, buyers were:
39 percentage points more likely to say a human sales representative understood their needs.
32 percentage points more likely to say a sales representative made them feel confident in their purchasing decision.
28 percentage points more likely to say a sales representative helped them move to the next stage of the buying process.
These findings demonstrate the continuing value of human capabilities such as empathy, communication, contextual understanding and decision support.
AI can help sales teams process information and identify opportunities, but building buyer confidence still requires meaningful human engagement.
AI-Powered Sales Workflows Can Improve Revenue Growth
The report also highlights the commercial benefits of combining AI capabilities with effective sales processes.
A separate Gartner survey of 227 chief sales officers found that sales organisations providing AI-enabled next-best-action recommendations to sellers were 2.6 times more likely to achieve commercial growth.
Organisations that prioritised AI upskilling for sales representatives were also 2.4 times more likely to achieve strong revenue growth.
Gartner further predicts that by 2027, 95% of sellers' research workflows will begin with AI, compared with less than 20% in 2024.
These findings suggest that AI adoption alone is not enough. Businesses must also train their sales teams to use AI recommendations effectively and integrate them into everyday workflows.
How Businesses Should Adapt Their Sales Strategies
The changing B2B buying journey requires organisations to rethink how sales representatives interact with potential customers.
1. Let buyers research independently
Businesses should provide accessible product information, pricing details, case studies and educational resources so buyers can explore solutions without unnecessary sales intervention.
2. Use AI for research and automation
AI tools can support account research, lead qualification, personalised messaging, buyer-signal monitoring and next-best-action recommendations.
3. Bring sales representatives in at critical moments
Sales teams should focus on situations where buyers need clarification, technical expertise, reassurance or help evaluating complex purchasing decisions.
4. Invest in AI training
Organisations should help sales representatives understand how to use AI tools, validate generated information and translate insights into meaningful customer conversations.
5. Measure outcomes beyond sales activity
Businesses should evaluate how AI-supported workflows influence qualified opportunities, buyer confidence, conversion rates and revenue growth.
The Future of B2B Sales Is a Combination of AI and Human Expertise
The growing adoption of AI is changing how B2B buyers discover and evaluate solutions, but it is not eliminating the need for sales representatives.
Instead, the role of sales professionals is evolving from being the primary source of information to becoming trusted advisors who help buyers validate insights, understand business value and make informed decisions.
For businesses, the opportunity lies in combining AI-powered efficiency with human expertise.
As AI becomes a standard part of B2B purchasing and selling, organisations that understand when to automate and when to involve human sales professionals will be better positioned to build buyer confidence and support long-term revenue growth.
